arab women marketing approach nielson presentation at pata event
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Transcript of arab women marketing approach nielson presentation at pata event
Page 1May 1, 2023
Confidential & Proprietary Copyright © 2007 The Nielsen Company
Developing & Marketing Travel & Tourism to Arab
Woman
March 16, 2008
Akash Pal
Page 2May 1, 2023
Confidential & Proprietary Copyright © 2007 The Nielsen Company
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
Page 3May 1, 2023
Confidential & Proprietary Copyright © 2007 The Nielsen Company
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
Page 4May 1, 2023
Confidential & Proprietary Copyright © 2007 The Nielsen Company
..Woman, in an environment of transition…
Page 5May 1, 2023
Confidential & Proprietary Copyright © 2007 The Nielsen Company
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
Page 6May 1, 2023
Confidential & Proprietary Copyright © 2007 The Nielsen Company
…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
Page 7May 1, 2023
Confidential & Proprietary Copyright © 2007 The Nielsen Company
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
Source : Nielsen Next 2007
KSA
Page 8May 1, 2023
Confidential & Proprietary Copyright © 2007 The Nielsen Company
So what are they seeking…?
• A break from household chores • Romantic moments with husband• New places to see• Relaxed shopping
Page 9May 1, 2023
Confidential & Proprietary Copyright © 2007 The Nielsen Company
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
Page 10May 1, 2023
Confidential & Proprietary Copyright © 2007 The Nielsen Company
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.
Source : Nielsen Next 2007
Figures in % UAE Nationals
Malaysia 30
KSA 29
Egypt 17
Oman 10
Holland 8
Thailand 8
Singapore 6
USA 4
UK 4
Page 11May 1, 2023
Confidential & Proprietary Copyright © 2007 The Nielsen Company
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
Page 12May 1, 2023
Confidential & Proprietary Copyright © 2007 The Nielsen Company
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
Page 13May 1, 2023
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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
Page 14May 1, 2023
Confidential & Proprietary Copyright © 2007 The Nielsen Company
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
Page 15May 1, 2023
Confidential & Proprietary Copyright © 2007 The Nielsen Company
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
Page 16May 1, 2023
Confidential & Proprietary Copyright © 2007 The Nielsen Company
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
Page 17May 1, 2023
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Internet Visibility: Dubai
Page 18May 1, 2023
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Internet Visibility: Oman
Page 19May 1, 2023
Confidential & Proprietary Copyright © 2007 The Nielsen Company
Internet Visibility: RAK
Page 20May 1, 2023
Confidential & Proprietary Copyright © 2007 The Nielsen Company
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
Page 21May 1, 2023
Confidential & Proprietary Copyright © 2007 The Nielsen Company
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
Page 22May 1, 2023
Confidential & Proprietary Copyright © 2007 The Nielsen Company
Key Take Outs
1. Develop Infrastructure
2. Differentiate (through Ecotourism)
3. Be salient – everywhere, every time
Technology catches the eye. Nature wins the heart