THE EXPERIENCE ECONOMY: TRENDS •
THE AIRLINE EDIT WHO GETS THE SAUDI SEAT?
YouGov’s 2026 airline rankings show a decisive home advantage. Saudia (pictured left) was considered by 58.8% of future travellers in KSA, more than twice the score of flynas at 24.2%. Qatar Airways and Emirates tied at 22.3%, followed by Riyadh Air at 18.1%. Saudia also led on customer satisfaction, with a net score of 87.9, ahead of Qatar Airways at 76.8, Riyadh Air at 75.3 and Emirates at 71.8. It topped perceptions of both quality and value too, scoring 57.9 and 47.4 respectively. Younger travellers cast a slightly wider net. Among Gen Z, Saudia remained first at 51.5%, followed by flynas at 21.1%, with Riyadh Air and Emirates level on 19.7%. Women showed particularly strong consideration for Saudia at 62.6%, compared with 56.6% among men. The challengers are gaining ground. flyadeal recorded the largest year-on-year rise in consideration, up 2.1 percentage points, while Riyadh Air gained 1.2 points. The message for airlines is clear: Saudi travellers value familiarity and trust, but they are willing to look around when network, price and experience add up.
THE TRIP IN NUMBERS 13 DAYS Average length of the most recent international trip SAR 1,000 Average daily budget 3 PEOPLE Average travel group 69%
FAMILY, WITH ROOM TO ROAM Family travel still dominates the outbound market, although the Saudi travel party is becoming more varied. Skyscanner found that 38% planned family travel including multi-generational journeys, creating demand for connected rooms, villas, flexible dining and activities spanning several age groups. At the same time, Ipsos recorded a surprisingly close split: 54% travel with friends or family and 46% go solo. The opportunity extends from large family escapes to independent breaks and holidays with friends. One market needs many different room keys. AI JOINS THE GROUP CHAT Artificial intelligence is quickly becoming the extra traveller who never needs a seat. Marriott’s Saudi findings show that 68% had used AI to plan or research a holiday. Among those users, 70% turned to ChatGPT, 35% to Gemini and 19% to Copilot; 67% said they would be comfortable booking accommodation through AI. The appeal is particularly obvious for complex group trips. AI can compare options, organise competing preferences and produce a usable first itinerary. Brands that publish clear, accurate and culturally relevant content in Arabic and English stand the best chance of appearing in the answer.
THE SCROLL STARTS IT Inspiration is digital, but personal endorsement still carries almost equal weight. Ipsos found that 63% use social media for international travel information and 61% rely on recommendations from friends and family. Travel agencies and online guides each reach 33%. The journey from dream to booking therefore crosses several channels. A video may spark the idea, a relative may validate it and an agent may make the complicated part happen. LOYALTY HAS TO EARN IT Saudi-based travellers are enthusiastic members, although they expect something useful in return. Ipsos found 75% participate in travel loyalty programmes. Among them, 59% belong to airline schemes, 43% to hotel programmes and 38% to online booking platforms. Membership changes behaviour: 52% are more inclined to use brands whose programmes they have joined. Yet 34% say rewards feel less valuable or exclusive than before. Points remain welcome, but upgrades, family pooling, flexibility, recognition and genuinely relevant offers are more likely to win the repeat booking.
Say travel feels easier than it did in the past 62% Enjoy the whole journey, including the airport and flight
SPOTLIGHT RIYADH | 67
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