Action Global Communications, an integrated international communications network spanning three continents, is expanding its dedicated Action Travel division into the MENA region.
Tapping into 50 years of global expertise in travel and tourism communications, Action Travel’s MENA expansion will see Action UAE – the agency’s regional hub – leverage the parent group’s global integrated marketing and communication experience in travel, tourism and destination promotions to pivot creative campaigns for regional clients operating in the travel, tourism and hospitality sectors.
Russia study shows enduring appetite for UAE market
The launch follows a joint study conducted by Action Travel and the Association of Tour Operators of Russia (ATOR) which highlighted the growing consumer demand for travel to the UAE. The research, which polled 115 tour Russian operators, showed that the booking window in 2021 has decreased and is, on average, just three weeks from the booking date. For the UAE specifically, this booking window has decreased from 65-70 days to 60-70 days.
The duration of inbound Russian tours in 2021 remain at 9-12 nights on average, although operators who served the premium segment in the pre-pandemic period note approximately 15 per cent of regular customers are opting for 15-20 night stays this year. Simultaneously, traveller preferences when choosing accommodation have clearly changed with all tour operators noting a 35-40 per cent increase in the share of 4* and 5* hotels compared to bookings in 2019 and the first quarter of 2020.
Harnessing the region’s inbound and outbound potential
“With the UAE’s successful vaccination programme empowering the country’s contribution to a global travel sector bounce-back, the region’s travellers – notable for their high-end luxury experience preferences – are a key source market for global travel, tourism and hospitality industry players eyeing immediate recovery,” said Euan Megson, MD, Action UAE.
Clients include the Department of Culture and Tourism – Abu Dhabi, the German National Tourism Office – GCC, Cathay Pacific, Zabeel House The Greens by Jumeirah, Souk Madinat Jumeirah, Jumeirah Beach Residence and more. The global Action network also provides a wide range of communications services to Vietnam Airlines and Etihad Airways, The Monaco Tourist Authority, Visit Dubai, The Singapore Tourism Board and Kanika Hotels & Resorts, to name but a few. Action Global Communications also provided strategic communications services to British Airways for 48 years.
