Middle East passengers happy to spend on ancillary services

The survey of travellers across 20 countries in six regions was carried out by global travel technology company Sabre Corporation. It reveals that Middle East travellers currently spend US $58 on ancillaries per journey but are willing to go up to US $91 per journey for a more personalized experience.

“It’s clear that while there are regional differences in ancillary preferences, 80 percent of all travellers spend on air extras, representing a significant revenue opportunity for airlines,” said Dino Gelmetti (PICTURED RIGHT), vice president EMEA, airline solutions, Sabre. “Airlines know what their travellers want based on the data they have of past purchases. Yet so much of this data remains unused today. However, by leveraging the latest technology, airlines can unlock this data and show they know their travellers by offering the right products at the right time and tailoring a personalised experience that will improve customer loyalty and generate much needed revenue.”

The survey, ‘Personalisation And The Regional Traveller’ canvassed travellers over 18 years of age who have all flown in the past year. It provides data on how consumers in each region make decisions and shop for travel services, in particular, for air ancillaries, in order to understand how personalisation impacts the traveler consumer journey. It revealed that while technology is preferred by most travellers to plan and book travel, human interaction still plays a significant role in some countries with 37% of Middle East travellers preferring the help of a consultant.

The study also reveals differences in the time it takes travellers around the world to book trips with only 3% of Middle East travellers planning more than a month ahead. Respondents globally were also divided on willingness to share basic information about themselves in return for personalised offerings. Asian travellers are most willing to share information, whilst Middle Eastern travellers are least willing with 44% being reluctant to share personal data. “Airlines need to show people the value of sharing their information, providing powerful incentives and personalised services,” recommends Sabre.

“Both airlines and travel agencies have a role to play in providing travellers with a complete booking service that combines the convenience of technology with the power of human interaction,” said Shelly Terry, vice president, product marketing, travel network, Sabre. “Airlines can maximise revenue by leveraging the expertise of travel agencies and ensuring their inventories are conveniently available to passengers through both direct and indirect channels, giving people the choice and freedom to book travel the way it suits them.”