Wealthy families in the Middle East and North Africa (Mena) region could be a lucrative market for the travel trade to tap into.

Research carried out by polling firm YouGov for Arabian Travel Market found that more than one-third of the region’s residents stayed in five-star hotels when going on holiday.

But currently more than half of these residents book all elements of luxury family trips themselves, although 72% said they would be willing to book an all-inclusive package if they were available.

Bahrain had the highest number of residents, 34%, who usually stay in luxury hotels.

This compares with an overall average of 27% for those living across the Gulf states, while only 17% of North Africa residents stayed at the most upmarket properties.

The most popular destinations for the Mena region’s residents are the United Arab Emirates (14%), Italy (10%) and Turkey (5%).

Nadege Noblet, exhibition manager for ATM, said: “This trend for luxury family travel offers opportunities for tour operators to create tailor-made packages that take into account not only family needs, but also the cultural considerations unique to the Mena region, and this opens up tremendous marketing opportunities.”

Luxury family travel will be discussed at two ILTM@ATM in two seminars: Biting into Gourmet Travel and Luxury Family Travel.

via Are luxury specialists missing out on the Mena family market? | News | Travel Trade Gazette.