arab women marketing approach nielson presentation at pata event

May 1, 2023

Confidential & Proprietary Copyright © 2007 The Nielsen Company

Developing & Marketing Travel & Tourism to Arab

Woman

March 16, 2008

Akash Pal

May 1, 2023


Billion Dirhams of economic activity in 2006, growing in nominal terms to Dh171 billion by 201697

Billion Dirhams spending by foreign visitors in 2006 growing in nominal terms to Dh62 billion by 201637

Billion Dirhams spent on travel and tourism by residents in the UAE and likely to reach Dh36.2 billion by 201621

Billion Dirhams is the business travel in UAE in 20068

World’s largest sector by turnover, fastest growing sector globally, employs 1 in 8 of global workforceNo.1

Million tourist to Dubai alone in 2006. Has grown manifolds in the last 2 years6.6

of the new jobs worldwide are going to woman. UAE: Women consist of over 22% of the workforce2/3

Visitor Economy: Knowledge Bytes

May 1, 2023


Womenomics

• Goldman Sachs in Tokyo has developed an index of 115 companies poised to

benefit from women’s increased purchasing power

• Over the past decade the value of shares in Goldman’s basket has risen by 96%,

against the Tokyo stock market’s rise of 13%.” —Economist

Per-capita GDP growth in the region could have been 0.7% higher if the women participation in working was less restricted

May 1, 2023


..Woman, in an environment of transition…

May 1, 2023


UAE KSA

Woman…, getting more knowledgeable…

9498 98

72

89

71

15 to 19 20 to 24 25 to 29 15 to 19 20 to 24 25 to 29

15 to 19 20 to 24 25 to 29 15 to 19 20 to 24 25 to 29

Three is a clear indication that education is playing a very important role among women in KSA.

Comparing the education levels among the 20-24 females & the 25-29 females, there is a higher proportion among the former group who have completed secondary education, at least. (It is also seen that this does not really depend on their parents education levels. Hence, importance of education in general is going up.)

Source : Nielsen Next 2007

May 1, 2023


…Woman…breaking free…

• The quintessential multi-tasker… Balancing multiple roles and responsibilities

• Amidst it all, crave for personal space especially in KSA e.g.

– Cannot walk close with husband– Cannot try out clothes in shops

• Feel that the current social mores are too restrictive, and crave for a break… especially in summer

– Travel/Tourism (inward and outward)– Retail therapy– Grooming

May 1, 2023


Family….getting smaller & ‘flatter’…

31 3242

9 7

10

37 43

39

20 1593 2 0

15 to 19 20 to 24 25 to 29

Others

Traditional Villa

Modern Villa

Old flat

Modern Flat

Families are becoming smaller & people seem to be moving into flats from villas.

A move to becoming ‘independent’ but it is not just the physical movement that matters, this possibly indicates the movement / change in the mind state.

Number of members in HH 6.91 6.80 5.73


KSA

May 1, 2023


So what are they seeking…?

• A break from household chores • Romantic moments with husband• New places to see• Relaxed shopping

May 1, 2023


The values context…

Spending quality time with my family is the most important thing in my life

My personal appearance is very important to me

Traditional values are very important to me

I believe that beauty comes from inside

It is important for me to look my natural self

I believe that one should be free to choose what one wants rather than being led by societal norms

I have very high standards for myself and need to be the best

I always put my family/ friends before self

I am a highly career-oriented person

While family, looks & tradition are three aspects that define the Saudi youth psyche, a sense of being liberated is also expressed.

Figures in % Source : Nielsen Next 2007

56

54

51

50

50

48

43

43

42

42

74%

63%

58%

UAE

May 1, 2023


Woman’s Preference …Travel abroad…

Figures in % KSA

Egypt 29

UAE 21

Bahrain 17

Malaysia 16

USA 7

Kuwait 6

Oman 5

Turkey 4

Qatar 4

France 4

While Egypt is the most popular destination among both the sexes, woman seem to prefer countries outside the region.


Figures in % UAE Nationals

Malaysia 30

KSA 29

Egypt 17

Oman 10

Holland 8

Thailand 8

Singapore 6

USA 4

UK 4

May 1, 2023


Advantage Middle East

Declining preference for US, Europe among Arabs

Diverse attractions – from shoppertainment to cultural tourism

Excellent infrastructure and liberal environment in the UAE

‘Right’ positioning through real estate developments

Significant Expat population guaranteeing inflow of friends/relatives

Roadways to the ‘next’ regional tourist destination – KSA & Oman

May 1, 2023


Global Village

“Americanization” deterritorialized => A McDonald’s in Saudi Arabia

Paris Hotel, Las Vegas Luxor Hotel, Las Vegas

...while international tourism becomes a theme for tourism in the US

May 1, 2023


Sources used to find out where to go

69%

61%

64%

65%

57%

63%

65%

53%

58%

51%

37%

0% 50% 100% 150% 200% 250% 300%

Korea

Italy

France

UK

Germany

Australia

China

Japan

USA

India

Russia

Personal reco Web search Visit travel agent's office See TV program Read a newspaper Other

Source: Global Market Insite (GMI) Survey of 18,000 consumers globally, June 2005.

16.5%

3.5%

69.4%

67.1%

10.0%

70.1%

61.3%

62.3%

50.3%

51.7%

66.0%

Internet Penetration

Source: Internetworldstats.com

May 1, 2023


Tourist Satisfaction

In a service economy, service expectations are rising

EVERDAY!

Positive Word of Mouth: 1 person tells 3Negative Word of Mouth: 1 person tells 9-10

Zero tolerance on providing BASICS

May 1, 2023


Ras Al Khaimah : Tourist Experience

What you specifically liked about RAK (%)

87

83

73

57

49

31

28

23

0 10 20 30 40 50 60 70 80 90 100

Quiter place

Excellent Beaches

Good for family outing

Good for camping

Affordbale

Awafi is exciting

Good dining facilities

Good accomodation facilities

nilesen survey among 60 RAK tourists covering both domestic and international across all nationalities

On an average,

3 aspects

liked

Huge appeal for Awafi among Nationals whereas Expats liked beaches and serenity. International travellers all in praise for beaches and affordability

May 1, 2023


Ras Al Khaimah : Tourist Expectations

What would attract tourists to RAK (%)

72

52

45

63

31

53

51

22

0 10 20 30 40 50 60 70 80 90 100

Better road condition

Road signs

Landscaped divider

Water sports

Children park

Good Accommodation

Dining facilities

Shopping malls

Domestic travellers demanding improvement in access to RAK whereas International travellers expecting ‘rewarding experience’

On an average, 5

improvements suggested

May 1, 2023


Internet Visibility: Dubai

May 1, 2023


Internet Visibility: Oman

May 1, 2023


Internet Visibility: RAK

May 1, 2023


Different strokes for different folks

International Tourist• Shorter holidays

• Higher disposable income

• Willing to pay premium for ‘Green’ holidays

• Internet is primary search tool

• ‘Safety’ concerns for Middle East countries

Regional Tourist

• Mainly friends/

relatives of residents

• Less reliant on

Internet

• Prefer opportunities to

spend time with family

members - in a

natural environment

Domestic Tourist• Weekend outing a

norm

• Hate traffic jam but

has fewer choices

• Variety entertainment

seeker

• Wants good dining

options

• ‘Camping’ = Cool• Price conscious

… but ecotourism cut across the segments

May 1, 2023


Ecotourism – a viable alternativeShopping/Adventure = Western countries

Culture/Nature = Asian countries

30 + Years

Travels with family

Brings benefit to local people and environment

Basic requirements (good roads, road-signs, dining facilities) not necessarily a 5-star treatment

Enjoy Nature

Learn New Things

Family Relations

Reduce Tension

Escape Physical Stress

Share Similar Values

Independence

Introspection

Be with Considerate People

Achievement/Stimulation

Physical Rest

Teach/Lead Others

Risk Taking

Risk Reduction

Meet New People

Creativity

Nostalgia

Agreeable Temperatures

Key Motivators

May 1, 2023


Key Take Outs

1. Develop Infrastructure

2. Differentiate (through Ecotourism)

3. Be salient – everywhere, every time

Technology catches the eye. Nature wins the heart


Thank You!

Best wishes for your T&T development Efforts

arab women marketing approach nielson presentation at pata event

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