A new study by Tumodo, an online business travel platform, and Admitad, a partnership marketing platform, reveals significant changes in business travel trends in the Middle East and North Africa (MENA) for 2024.
Based on more than 500,000 travel purchases from Q1 2022 to Q1 2024, the report highlights the rise in car rentals, changing destination preferences and a growing shift toward mobile booking.
The study found that the average airfare in the MENA region reached $205, a variation attributed to seasonal inflation. Economy class tickets from the MENA region to Europe, Asia and the Americas cost an average of $510, while business class fares for these routes reached $2,084.
Regarding the distribution of ticket types in business travel, 88% of tickets are economy class, 10% business class and 2% first class.
The study also found a 17% increase in car rentals for business trips compared to 2023, indicating a preference for flexible transportation options.
In terms of business travel destinations, the study highlights Pakistan, Kuwait and Saudi Arabia as the top destinations for travelers from Dubai. Arab News reported that Saudi Arabia and the UAE remain the top destinations for Pakistani workers. More than 450,000 people left Pakistan in 2023 for job opportunities in these countries. This trend underscores the strong economic and trade ties within the MENA region.
“Each sub-region shows its own trends, such as the UAE, where business travel accounts for 14.5% of the region’s total,” said Vladimir Kokorin, founder of Tumodo. “This data underlines the significant growth of the market and its dynamic evolution.”
Anna Gidirim, CEO of Admitad, added: “Between 2022 and 2024, mobile sales saw a notable increase, reaching 32%. This increase can be attributed to several factors, including companies’ focus on user-friendly interfaces, transparent expense tracking, and the integration of new AI-based technologies.”
The study also reveals changes in the way business travelers are booking. In Q1 2024, the top sources of purchases were targeted and contextual ads, accounting for 25% of sales, and content platforms, contributing to 22% of sales. These figures suggest a diversification of booking channels and underline the importance of a multichannel approach for travel agencies.
In 2022, business travel spending reached $933 billion globally, with the MEA region accounting for $23 billion, or approximately 2.5% of the industry’s overall spend. As business travel in the region continues to evolve, the trends identified in this study point to a future of increased digitalization, personalization, and flexibility.
