Dubai, UAE; (PR) : The Middle East and North Africa (MENA) region has emerged as one of the
main regions driving growth in affluent travel, recording high spends, while also displaying an appetite for
sustainable eco-luxury and meaningful cultural experiences. Mastercard’s latest report, ‘Affluent Travel:
A Middle East Perspective’, released during the Arabian Travel Market 2024, unpacks some of the key
trends.
The appetite for new experiences in unexplored destinations, micro-trips and ‘bleisure’ will likely drive the
growth of the global luxury travel market, which is expected to grow by 7.9% (CAGR) between 2024 and
2030, according to Grand View Research 2 . While the world awaits the emergence of the first trillionaires,
high-net-worth travelers contribute approximately 36% of the global spend on travel as stated in a Jones
Lang LaSalle study 3 .
“At Mastercard, we are committed to connecting people to their passion for travel. This report gives a
great snapshot of how high-net-worth individuals choose to travel, and it’s wonderful to see sustainability,
cultural immersion and purpose as key considerations, along with quality accommodation, seamless
technology and loyalty benefits. We will continue to harness the power of partnerships with leading
industry players to come up with innovative solutions that unlock access to a whole new world of
unparalleled travel experiences,” said Amnah Ajmal, Executive Vice President, Market Development
EEMEA, Mastercard.
As per YouGov research, over a third (36%) of luxury travelers say they want to experience different
cultures 4 . The combination of business and leisure, or ‘bleisure’, is also resulting in more remote-work
trips as digital nomads change the face of travel. Affluent travelers are almost twice as likely as the global
average to have taken a vacation as an extension to a business trip 4 . Furthermore, Marriott Bonvoy
research also showed that solo travel is being embraced, with 70% of respondents in the UAE and 69%
in Saudi Arabia saying they’ve travelled solo 5 .
Seeking out sustainable credentials and authentic eco-luxury
Affluent consumers are keen adopters of the conscious travel trend and place a premium on the
authenticity of eco-luxury experiences. These include associating with travel brands that support local
communities. Globally, one in 10 consumers have stayed in luxury eco-friendly accommodation in the last
three years, compared to five of 10 among 18–34-year-old affluents. According to Euromonitor, a sizeable
38% of luxury seekers are willing to pay between 30% and 50% more for sustainable travel features such
as energy-efficient services. A quarter would pay even higher to find less carbon-intensive transport 1 .
Meaningful experiences over material things
The YouGov report notes that this discerning segment places more emphasis on experiences than on
physical goods. More than half of affluent travelers, compared to 43% of the global total, prioritize
meaningful travel experiences over shopping and souvenirs 4 . Close to a quarter say that they are willing
to pay more for a remote destination experience, customized tours to connect with local culture, and eco-
friendly resorts 4 .
Personalization, privacy and pampering
Luxury travelers are prioritizing unique personalized experiences over location. However, they also want
their money’s worth in the form of exemplary customer service and pampering. Quality luxury
accommodation is a high priority, with 27% saying they would pay more for villas and chalets in secluded
and private locations and 21% happy to splurge on luxury stays on a private island 4 . Younger affluent
travelers are more likely to pay more for Michelin-starred or unique gourmet experiences. According to
Marriott Bonvoy research, light, air, temperature, and sound in future hospitality spaces guided through
digital concierges will recognize and respond to guests in real-time, based on mood, schedules, and
health requirements.
High-spending loyalty supporters
Based on average spend per card by origin market, GCC travelers are among the highest spenders.
According to a 2023 Mastercard Economics Institute report, Kuwaiti tourists, for instance, spend on
average of $3,390 per card in Paris, five times as much as their American counterparts. High-net-worth
individuals are also power users of loyalty schemes and membership cards – 34% versus the overall
average of 24% 6 . Exclusive airport lounges, as well as priority check-in and boarding, are among the most
used perks of loyalty membership, highlights the Euromonitor report 1 .
As wealth migrates to younger generations, Millennials (aged 30 to 44 years) now comprise the highest
percentage of luxury seekers, followed by Gen Z (aged 15 to 29) 1 . Within the GCC, however, Gen X
(aged 43 to 58 years) is expected to make the highest contribution to travel growth, according to Arabian
Travel Market 7 . While much of the world is still catching up to pre-pandemic travel levels, MENA is the
only region to show airport arrivals at 22% above 2019 numbers. According to the World Tourism
Barometer, specific destinations such as Qatar (+90%) and Saudi Arabia (+56%) have contributed to this
surge 8 .
To read more about the report, please visit
