THE EXPERIENCE ECONOMY: TRENDS •
Clockwise from far left Almost half of Saudi travellers are solo An experiential stay is all part of the plan Hanoi, Vietnam: Saudi searches
to the desti- nation shot up 30% this summer
Uluru, Australia: long-haul journeys have a bigger sense of occasion
summer, with searches up 30% year-on- year. It’s followed by China, with Saudi- based searches up 9%.
neously. Professional support has not disappeared. Travel agents book accommo- dation for 52% and flights for 51%, creating a hybrid journey in which the traveller sets the direction and an expert deals with the mechanics. Women are especially hands-on: 67% build their own itinerary, although 54% still use agents for accommodation. HELLO, HOTEL Sometimes the room comes before the route. Skyscanner found that 68% of Saudi travellers had chosen a destination primarily for the hotel, while its KSA snapshot found 38% planned to stay in accommodation that formed part of the experience in 2026. This is good news for properties with a genuine story to tell. Design, setting, food, wellness, privacy and activities can make a hotel the headline rather than somewhere to sleep between outings. The destination still matters, but the right stay can close the deal.
SMART SPEND, SELECTIVE SPLURGE Value matters, although value does not automatically mean the cheapest option. Ipsos found that 67% of travellers stay within budget, yet accommodation choices split almost down the middle: 52% favour budget-friendly stays and 48% choose luxury. Among Saudi nationals, the result is exactly 50:50. That suggests a traveller happy to economise in one place and upgrade in another. A better room, a smoother flight or an exceptional final night can still make the cut when the overall trip feels worth the money. THE PLAN HAS WIGGLE ROOM Saudi travellers like control without over-scheduling every hour. Ipsos found 61% build their own itinerary, while 62% prefer to decide some activities sponta-
from home, long-haul favourites were Vietnam, Thailand, Indonesia, and China. All four featured prominently among international searches, reflecting demand for destinations that offer a combination of value, diverse experiences, and opportunities for extended stays during the summer break. Vietnam was fastest- rising destination for Saudi travellers this
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