Vends Middle East Travel and Tourism Social Media Index - April 2016.
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Welcome to VENDS’ first Middle East Travel and Tourism Social Index – the most comprehensive study undertaken of each tourist board, national airline and leading hotel in the Middle East.
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Vends Middle East Travel and Tourism Social Media Index - April 2016.
- 1. Middle East Travel & Tourism SOCIAL INDEX APRIL 2016
- 2. Welcome to VENDS’ first Middle East Travel and Tourism Social Index – the most comprehensive study undertaken of each tourist board, national airline and leading hotel in the Middle East. We have created this comprehensive report in response to the growing demand for empirical, quality information about the role of social media in the developing Middle East hospitality sector. The tourism sector in the Middle East has grown exponentially in recent years, and this growth has been mirrored by the rise in importance of social media to inspire, inform and connect with travel consumers. In a recent report by the DigitalTourism ThinkTank social media has established itself as an integral component of everyday lives of many consumers having a direct impact on a destination’s position, perception, and relevance. Social media also plays a significant role in the economic performance of each market within the Middle East. Consumers engage with social media when researching trips, sharing personal experiences, and making decisions on when, where and with whom to travel. User-generated content is seen online as the most credible and authentic - it is the source travellers trust most. Here we argue – using a balance of quantitative and qualitative metrics – that it is possible to correlate increases in visitor numbers, improvements in financial performance and growth in brand awareness to a beer use of social media channels. VENDS has taken a regional focus for this report, but we also compared the Middle East to best practice from around the world. This study will be the first of a series of geographically-focused reports and will be updated annually and I hope that you find it useful and please share your thoughts across social media using #VENDSIndex. Sincerely, Chris O’Toole Editor The tourism sector in the Middle East has grown exponentially in recent years, and this growth has been mirrored by the rise in importance of social media to inspire, inform and connect with travel consumers. Executive Summary
- 3. The VENDS study uses a mixture of quantitative and qualitative data to examine the role of social media in the Middle East hospitality market. Social media plays a growing role in many aspects of tourism, especially when searching for information, decision making, promotion and in examining best practice when interacting with consumers. Leveraging social media to market tourism products has proven to be an excellent strategy. To examine the leaders in the field our expert editorial team has compiled up to the minute figures from national tourism boards, national airlines, and leading hotels from across the region. These figures were then examined across a range of indications, including: Reach: To what extent the organisation is comprehensively, consistently and coherently represented across the top five social media platforms – Facebook,Twier, Instagram, Google + and Pinterest – and the number of fans, likes and followers and aggregate reach achieved on each. Frequency: How regularly these social media channels are updated and the quality of the content employed. Engagement: A measure of how many interactions a brand achieves across the top social media channels in terms of shares, likes, comments et al. Responsiveness:The number, usefulness and speed of the replies made by an organisation across its social media portfolio. Innovation: The degree to which each organisation has a presence across a broader range of emerging platforms, channels and is experimenting with new media formats, including 360° and virtual reality videos. Monetisation: Evidence of how organisations are capitalising from their social media presence through links to bookings, revenue generating opportunities, and other financial avenues. Global Focus: A look at how internationally focused the brand is, including evidence of multi-lingual content, and the use of region-specific platforms such asVK in Russia and Weibo in China. Social media plays a growing role in many aspects of tourism, especially when searching for information, decision making, promotion and in examining best practice when interacting with consumers. Criteria
- 4. Below we report a series of tables outlining which tourist boards, hotels, and airlines have capitalised on the opportunities afforded by the myriad of social media platforms now spreading across the Middle East.We examine which have the biggest reach, which are the most active, innovative, and responsive, and which have been able to monetise content most effectively. These are the bands regarded byVENDS as benchmarks in the Middle East; those which others should seek to emulate. INDEx OF DaTa Overall top performing brands and organisations in the Middle East (full ranking) Top performing tourist boards (include GDP column) Top performing airlines Top performing hotels Explanation of Index
- 5. Is there, then, a correlation between a destination’s social media ranking and its tourism growth? Turkey is the leading light in tourism in the Middle East. Aracting 39,811,000 visitors in 2014, it registered a 5.06 per cent increase on the previous year. At the same time it is one of the strongest performers in the social media space.With 4.5 million likes on Facebook, for example, it dwarfs the presence of virtually every other destination in the region, with the exception of Dubai.This is mirrored across other channels, withTurkey’s 750,000Twier, 277,000 Instagram and 420,000 Google+ followers all leading the industry. On theVENDS social media scoring mechanismTurkey is rated highly suggesting a strong correlation between online presence and tourism growth. Dubai, too, provides an illustration of the power of social media.With 14.3 million visitors in 2015, and growth of 7.69 per cent on the previous year, it is the second most popular destination in the Middle East. With a highVENDS social media ranking it appears the largest of the United Arab Emirates has been able to exploit its online position to spur growth.With 3.7 million likes on Facebook, a further 65,000 followers onTwier and 122,000 followers on Instagram, Dubai is a regional travel and tourism market leader in the use of social media.With content also produced in eight languages the destination has proved adept in aracting a widespread global audience toitsvariouschannels. Thecommercialsectorhasalsoplayeda roleingrowingthesocialmediapresence ofDubai.Emirates,thenationalairline, hasalargefollowingofitsown,with nearlysixmillionFacebooklikes,afurther milliononInstagramandthreequartersof amilliononTwier.Similarly,theBurjAl Arab-amongthemostluxurioushotelsin theworld-has400,000likesonFacebook andastrongpresenceacrossother channels.Suchstrongsupportfrom privateactorsinthehospitalityindustry appearstohaveboostedvisitornumbers toDubaimoregenerally. However,anoteofcautionmustalsobe sounded.BothIraqandSyriahaveseen sharpfallsinvisitornumbers–of24.5and 18.3percentintheyearstatisticsare mostrecentlyavailablefor.Whileboth destinationshaveweaksocialmedia profiles,itisunrealistictosuggestthis hasplayedanyroleinthedeclinegiven thewidergeopoliticalsituationinthe region. Similarly, Bahrain saw tourism visitor numbers surge from 9.1 to 10.4 million between 2013 and 2014.This has come despite a negligible social media presence, with the destination achieving a cumulative score of ‘17’ on theVENDS index.This suggests, while social media plays an important role in the growth of a destination, a strong profile is not a guarantee of success. On the VENDS social media scoring mechanism Turkey is rated highly suggesting a strong correlation between online presence and tourism growth. VENDS Insight: Social media and tourism growth
- 6. Which social media platforms are the most important to the tourism industry in the Middle East? In 2016 there is only a clear answer to this question: Facebook. Theorganisationhasgrownintoa behemoth.Withnearlytwobillionactive monthlyusers,thesocialnetworkoffers unmatchedinfluencearoundtheglobe, making it vital to the success of any destination wishing to promote itself online. This is borne out by the figures collated byVENDS. Every destination in our survey had more likes of Facebook than any other social media platform, led byTurkey with 4.5 million, Dubai (3.7 million), Abu Dhabi (560,000), Saudi Arabia (520,000), Qatar (470,000) and Jordan (400,000).The impact of Facebook is, simply, unrivalled. Butitisnotjustitsscale.Facebookallows organisationstoestablishFacebook Pages,tailoredmicrositesactingasa locationforinterestedtravellersto discovereverythingtheyneedtoknow aboutadestination,hotelorairline. Othersocialmediaplatformscurrently playnicheroleswithinthetourism industry. Twier is strongest in terms of speed, allowing organisations to keep followers up to date with the latest information instantly. Importantly, it lets followers communicate with organisations too.This can create a two way dialogue, a semi- formal correspondence that allows a brand to showcase a distinct personality. Twier is a chance to liven up your image. Tweeting about a destination’s personality gives followers a sense of connection, that an organisation is more than just a supplier of goods or services. In the private sphere,Turkish Airlines, with 1.2 million followers, is the keenest Twier advocate, while Royal Jordanian (200,000) and Burj Al Arab (48,000) are also high tempo users. Image sharing application Instagram has also carved out a unique place in the social media landscape of the Middle East.Turkey, Dubai and Jordan are again the most ardent users, taking advantage of the platform’s ability to instantly share images around the world. For a destination this offers a great opportunity to showcase the best of what is on offer, with user generated content presenting a chance to window shop. Potential visitors are given a taste of what is on offer in a destination along with useful information in the captions. Popular Platforms However, it is important for the established social media networks not to rest on their laurels - we still recall the stories of Myspace, Friends Reunited and Bebo. Through2015Pinterest,Tumblr, InstagramandLinkedInsawthebiggest growth,withRedditalsogrowingrapidly. All these networks have the potential to steal users, interactions and time from the established players. Chief among them, of course, is Snapchat – a vital tool for younger travellers. Facebook aempted to buy the network for $3 billion in 2013, illustrating how quickly it was growing, and now showcases billions of videos a day to a network of more than 500 million users around the world.The new kid on the block has the potential to change everything.
- 7. away from the west, Weibo is of vast importance to the Chinese market. Chinahasthehighestnumberofinternet usersintheworldandsocialmediaisa highlyinfluentialmediuminthecountry. However,duetogovernmentrestrictions, manypopularwesternsocialmediasites aren’tavailableinChina. Inresponse,SinaWeibohasgrownto encompassover503millionusers. SimilartoTwier,itallowsuserstopost 140-Chinesecharactermessages. WeChat,calledWeixininChina,isachat appsimilartoWhatsApp,witharound500 millionactiveusers. InRussiaVKisthelargestsocialmedia, rankedsecondonlytoFacebookglobally– highereventhanInstagramandTwierin termsofusers. VKalsoranksatnumberfiveonthelistof allwebsitesavailabletotheRussian speakingmarket. Withmorethan60millionRussianusers, thereisamajoropportunityherejust waitingforthehospitalitysectorinthe MiddleEasttotapinto. Around the World China has the highest number of internet users in the world and social media is a highly influential medium in the country. The smartest CEO's in travel and hospitality should be asking what is our Weibo and VK marketing strategy?
- 8. Here we examine how far a destination’s gross domestic product influences its social media potential. Are larger, more developed economies abletoexploitthebenefitsofsocialmedia morethantheirstilldevelopingpeers? AgainTurkeyistheleaderinbothtermsof sizeandsocialmediautilisation, suggestingthegreatertheresourcesofa countrythegreateritspotentialto developanonlinepresence.Withagross domesticproductof$861billionin2015, TurkeydominatestheMiddleEastin termsofeconomicstrength,andthisis mirroredbyitspositioninthehospitality market,withanindustryleading40 millioninboundvisitorsin2015. With4.5millionFacebooklikes,780,000 followersonTwierand41millionGoogle +pageimpressions,allofwhichdwarfthe figuresofrivals,thedevelopmentof Turkishtourismsuggestsastrong correlationbetweeneconomicsuccess andsocialmediapresence. SaudiArabiafurtheremphasisesthispoint. Withagrossdomesticproductof$805 billionin2015,largelydrawnfromthesale ofitsprimaryresources,thedestination hasbeenabletobuildalargesocialmedia presence.WithhalfamillionFacebook likes,secondonlytoTurkey,SaudiArabia isamarketleaderinMiddleEastsocial media,apointemphasisedbyits250,000 Twierfollowers. Jordan,arelativelysmallcountrywitha $39billiongrossdomesticproductin 2015,ishoweveranoutlier.Witha respectableVENDSsocialmediaranking thecountryhasanimpressive400,000 Facebooklikesand173,000followerson Twier.Thesefiguresaresignificantly largerthanonemightexpect,suggesting adestinationisabletoovercome economiclimitationswithaconcerted socialmediaagenda. Finally,Iranprovidesaninterestingcase studylookingforward.Atpresentthe destinationhasanegligiblesocialmedia presence,withIranTravel&Touring Onlinehavingfewerthan1,000likeson Facebook.However,thisisatoddswith thesizeoftheIranianeconomy,whichwas valuedatover$400billionin2015. Witheconomicsanctionsonthecounty currentlybeingliedfollowingadealwith theinternationalcommunityoverits nuclearprogramme,itremainstobeseen ifthedestinationisabletobuildasocial mediapresenceinlinewithitseconomic standing. VENDS’ research suggests the larger an economy, the greater its social media presence. However, the trend is not uniform, with smaller destinations able to build larger profile with appropriate policies in place. The development of Turkish tourism suggests a strong correlation between economic success and social media presence. Social Media Ranking and Gross Domestic Product
- 9. The key to a successful social media presence is creating relevant and rich content and delivering it in a format that sparks a reaction or response from all that receive it. AccordingtheVENDS’research,rich content-contentthatdeviatesfrom normaltextandstaticimagesand engageswiththeenduser–iscentralto thisambition. Socialmediacontentshouldtargetan audience,engagethemandpersuade themtotakeactionbyofferingdynamic elementsanda‘richer’userexperience. Suchmediaincludesaudio,videos, eBooks,webinars,gifanimationsandany multimediacontentthatengageswiththe user. Leadersinthisareaincludeseveral airlinesfromacrosstheMiddleEast. QatarAirways,with11.7millionFacebook likes,TurkishAirlines(8.2million), Emirates(5.7million),andOmanAir(1.3 million)haveallprovedadeptat generatingcontentcapableofengaging withhugeaudiences.Organisationsare constantlylookingforwaysto differentiatethemselvesonlineandinthe marketplace,andbyproducinghigher qualitycontenttheseindustryleading airlineshavebeenabletoachievethis. Inthehotelsector,TheChediMuscat,with 17,000Twierfollowershasmanagedto carveoutauniquenicheintheOmani hospitalitysectorwithacombinationofa personalstyle,variedmediaandtimely updates–amodelforotherstofollow. BurjAlArab,too,hasbuiltastrongsocial mediaprofilethroughthecreationof excellentrichcontent.Usingablendof creativity,presentationandtechnological savvy,thehotelhasconsistentlymetand exceededtheexpectationsofits audience.Thishasbeenrewardedwith figures–400,000likesonFacebookand 80,000followersonTwier–theenvyof theMiddleEasthospitalityindustry. Importance of Rich Content Social media content should target an audience, engage them and persuade them to take action.
- 10. When generating social media content social media providers must also be aware of the rapidly growing role of mobile technology. Asmuchasonethirdofallglobalweb trafficisnowfromamobiledevice,and thefigureisincreasinglyrapidly.Assuch allcontentneedstobeconfiguredacross arangeofplatforms,posingnew challengesforthoselookingto successfullyengagewithconsumers. Itmustalsoberememberedthatthe shareofmobilewebalsovaries considerablyaroundtheworld:mobile phonesaccountfornearlyallpages servedinPapuaNewGuinea,butbarely 0.1percentofpagesservedinsomeof thesmallerareasoftheworldwhere mobiledataisnotyetaffordableor readilyavailable. Inoneofthelargestinboundtourism markersfortheMiddleEast,India,mobile trafficcanaccountforthreequartersof allwebuse–foodforthoughtforthose lookingtodeveloptheirmobileandsocial presence. Mobile As much as one third of all global web traffic is now from a mobile device, and the figure is increasingly rapidly.
- 11. Where do we look for inspirational social media in the Middle East? Here VENDS examines the market leaders and reveals what it is they do that separates them from the competition. WithaVENDSrankingof‘3’Emiratesis consideredamongtheleadingbrandsin theMiddleEastintermsofengagement. Thecarrierhasbeensuccessfulin entertainingandeducatingitsaudience aboutitsproducts,whilealsoprovingvery ableatelicitingactionfrompotential customers. Theairlinecommonlyshowcasesdeals acrossitssocialmediachannels, principallyFacebook,monetisingits onlinepresenceandofferingpotential passengersachancetoengagewiththe Dubai-basedcarrier.Thisisenhanced throughquizzesandcommunityphotos, aswellaseye-catchingimagesandvideos ofitsaircra(usuallytheiconicAirbus A380). AlsoinDubai,BurjAlArabhasset standardsinthehotelsector,aracting recordengagementfigureswithmillions oflikes,comments,sharesandviews acrossFacebook,YouTube,Instagramand Twier.Initiativesincludedrecently hostingthe#WorldsUltimateInstameet withtheworld’slargestInstagramtravel account@BeautifulDestinations, aractingpricelesssocialmedia aentiontotheproperty. Theproperty–managedbyJumeirah Group,thegloballuxuryhotelcompany andamemberofDubaiHolding–hasa socialstrategytargetedatkeysocial mediainfluencersandhighnet-worth individualsanddesignedtoengagewith boththelocalcommunityandcurrentand potentialcustomers. Finally,GoTurkey,thetouristboardof Turkey,hasproveditselftobeanable performerinthesocialmediaspace. Inanationwherenearly80percentofthe populationlivesinmodernurban environments–includingIstanbulandthe capitalAnkara–thedestinationhas managedtoharnessthepowerofthese youngtech-savvysocialmediausersto createauniqueproposition.TheTurkish Culture&TourismOfficehascreateda powerfulnewsocialmediapersonaasit lookstobuildonvisitornumberstothe country. AsAliSelcukCan,directoroftheTurkish Culture&TourismOfficeintheUK, explains:“Socialmediaisoneofthe meansthatwewillbeusinginpromoting Turkeyaswerecognisethatitisavital partofthestrategyofpromotioninthis dayandage.InfacttheMinistryof Culture&Tourismgiveitsomuch importancealreadythat15percentofits promotionisinonlineadvertising.” TurkeyisthedestinationtobeatinMiddle Eastsocialmedia. Middle East Success Stories Emirates is considered among the leading brands in the Middle East in terms of engagement.
- 12. Where do social media brands from the Middle East stand on the global stage? Firstly,theMiddleEastishometoa numberofgloballeaders.QatarAirways, forexampleoffersnewsandinformation aboutthecompany,largelythrough Twier.Withmorethan11.5million followers,itsreachisunrivalledinthe globalhospitalityindustry. TheTurkishCulture&TourismOffice,and theGoTurkeycampaign,with4.5million followersonFacebook,isalsointheupper echelonofglobalengagementfroma nationaltouristboard. These,however,areamongthestandouts fromtheregion,withthemajorityof destinations,airlinestouristboardsstill seekingtocreateauniquepresence online. SingaporeAirlines,forexample,has 420,000Twierfollowersand2.5million likesonFacebook,farinexcessofthe majorityofMiddleEast-basedcarriers. AlsoinAsia,CathayPacifichas335,000 followersonTwierand1.25millionlikes onFacebook,figurestheenvyofmany airlinesintheMiddleEast. Bythesametoken,BritishAirwayshas2.3 millionFacebooklikesand867,000 followersonTwier,whileDeltaAirLines has1.5millionFacebooklikesand1.1 millionTwierfollowers.Thisclearly showstheenormousopportunitythat existsinestablishingaworld-classsocial mediapresence. Inthehotelsector,theMGMGrandinLas Vegashas1.1millionFacebooklikesand 340,000followersonTwier,puingin faraheadofcompetitorsintheMiddle East.Amongtheglobalchains,Marrio Internationalhasmorethantwomillion likesonFacebook,whileHiltonWorldwide has1.4million,providingabenchmarkfor propertiesintheMiddleEasttoaimfor. VisitBritainhasalsosetanindustry benchmarkwithitsGREATBritain campaign. Runningforfouryears,sincetheLondon 2012OlympicGames,theprogrammehas welcomedatleast£2.5billioninadditional visitorspendfortheUK,whilegenerating £8.9billioninadvertisingequivalent value.AtthesametimeVisitBritainhas drawn£52.5minpartnerfunding,cashand inkind,frompartnersintheprivate sector. Anditisworking. Britainsetanewrecordforinbound tourismin2015,with35.8millionvisits, fourpercentupon2014andthefih consecutiveyearofgrowth.Figures revealthatdomestictourisminEnglandis alsoupwith103millionovernighttrips recordedin2015,an11percentincrease comparedto2014. Global Benchmarks With more than 11.5 million followers, Qatar Airways’ reach is unrivalled in the global hospitality industry.
- 13. Ourresearchhasrevealedsomekey principlesforsuccessforthosesearching tobuildatravelandtourismfocused socialmediapresenceintheMiddleEast: Size is important, sometimes: Whilelargerorganisationshavean earlyadvantagebuildingasocial mediaportfolio,actorswithsmaller budgetsareabletocreateoutsized followingswiththecarefulcultivation ofappropriatechannels. Rich, timely, content:Successful socialmediausersintheMiddleEast areabletoproducerich,interactive contentonaconsistentbasis,drawing userstotheirsocialmediachannels andkeepingthemcomingback. Speaking the right language: Producingcontentinmorethanone languageallowsengagementinkey marketsaroundtheworld. Facebook reigns supreme:Whileitis importanttohaveaportfolioofsocial mediachannelsonoffertopotential visitors,Facebookremainsthecrown jeweltobrandsaspiringtobuildan onlinepresence. Rising fast:Withover300million monthlyusersanddeepintegration intotherestoftheGoogle"stack"of brands,Google+remainsacompelling socialmediaplatformand,withthe powerofworld’slargestinternet companybehindit,hasthepotentialto rewritetherulesoftheindustry. One picture is worth…: Facebook-ownedInstagram,with75 milliondailyusers,alsooffersachance hospitalityproviderscannotaffordto miss,giinganopportunityto showcaseproductslikenoother. VENDS Conclusions SpEakING yOuR laNGuaGE Travelisaninherentlyglobalmarketandyet languageremainsoneofthegreatest untappedopportunitiesforthetraveland hospitalitysectorinsocialmedia.Ofallthe organisationsanalysedfewhaveyetto realisetheenormousopportunityof speakingtocustomersintheirfirst language.Thereisnodoubtthatdoingso createsasenseof“home”forguests; increasingthelikelihoodofbeingthe preferredchoiceofthetravelconsumer andestablishingadeepemotional connectionduetotheimprovedcustomer experience.Weneedtorememberthatonly 8%oftheworld's7.2billioninhabitants speakEnglishasafirstlanguageandyet brandandorganisationsarerarelyspeaking inanythingotherthanEnglishontheir socialmediachannels.ForAbuDhabiasan example,30-40%ofpeoplecheckinginto hotelsareArabic,HindiorChinese nationals.Additionally,companiesthathave theselanguagechannelssetuponWeibo, VKandFBHindiareabletomarkettheir productstobillionsofuserswhomaynot beactiveonpredominantlyEnglish languagesocialmediaplatformsbuthave hugespendingpower.
- 14. Turkey Dubai abu Dhabi Saudi arabia Jordan Qatar Egypt Israel Ras al khaimah lebanon Sharjah Oman Fujairah palestine yemen Iran Bahrain kuwait Syria al ain GoTurkey Visit Dubai Visit Abu Dhabi SaudiTourism Visit Jordan QatarTourism Experience Egypt Go Israel Visit Ras Al Khaimah Live Love Lebanon Sharjah OmanTourism FujairahTourism Travel Palestine YemenTourism Bahrain Visit Kuwait SyriaTourism Al Ain 4,482,553 3,716,659 560,273 526,109 403,474 479,708 242,818 238,213 152,231 66,319 12,300 16,898 2,460 1,815 1,981 691 – 146 – – 781,000 65,800 213,000 246,000 173,000 83,600 13,700 12,000 – 25,700 18,900 6,485 1,198 384 – – – – – – 427,921 406 426,480 – 1,455 39 315 232 44 – – 739 – – – – 10 – – – 5,000 124 804 – 1,600 – – 603 155 – – – – – – – – – – – 277,000 122,000 88,200 4,982 57,700 39,800 1,146 1,503 2,469 62,000 – – 2,489 – – – – – – – 15,980 35,580 9,189 1,376 9,347 4,232 23,603 4,754 – 788 394 1,590 – 276 – – 160 – – – 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 19 1 8 2 2 1 2 1 3 2 1 2 2 1 1 1 1 1 1 – – Middle East Tourist Board Social Media Index Tourist Board pinterest Instagram youTubeGoogle+TwierFacebookCountry IranTravel and Touring Online Ranking languages Followers Emptyfieldsreflectnodataorprofileavailableatthetime
- 15. Qatar Turkey Dubai Saudi arabia uaE Oman Egypt Jordan Bahrain lebanon kuwait Israel Iran yemen Iraq Syria palestine Qatar Airways Turkish Airlines Emirates Saudiair Etihad Oman Air Egyptair Royal Jordanian Gulf Air Middle East Airlines Kuwait Airways El Al Iran Air Yemenia Iraqi airways Syrian Air Palestinian Airlines 11,516,831 8,229,243 5,793,616 2,823,855 1,930,869 1,322,618 501,273 333,430 337,336 127,464 53,222 12,920 8,725 11,951 4,844 2542 118 916,000 1,210,000 692,000 675,000 416,000 176,000 44,400 198,000 21,600 5,859 38,700 16,700 3,021 – 133 – 1 77,793 2,355,711 3,591,653 496,004 426,630 – 873,626 – 3,983 – 2,024 62 678 – 10 – – 17,500 – 924 808 1,000 – – – 124 – – – – – – – – 1,000,000 520,000 1,200,000 37,000 437,000 21,100 14,700 23,700 48,500 7,345 42,100 8,709 27,900 250 304 – – 33,265 131,129 103,991 3,948 31,073 – 5,432 2050 1,843 – – 1471 – – – – – 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 2 3 2 2 2 2 2 3 1 2 2 1 2 2 1 1 1 Middle East Airline Social Media Index airline pinterest Instagram youTubeGoogle+TwierFacebookCountry Ranking languages Followers Emptyfieldsreflectnodataorprofileavailableatthetime
- 16. Dubai Iraq kuwait abu Dhabi lebanon Qatar Oman Syria Ras al khaimah al ain Iran Bahrain Turkey Sharjah Egypt Fujairah Jordan palestine Israel Saudi arabia yemen Burj Al Arab Babylon HotelWarwick AlMansharRotanaHotel St Regis Abu Dhabi La Cigale Hotel The Chedi Muscat Four Seasons Damascus Rixos Bab Al Bahr Al Ain Rotana Hotel Abassi Hotel Ritz Carlton Bahrain Argos in Cappadocia Hilton Sharjah The Al Mashtal Gaza King David Jerusalem Hotel Al Khozama Sheba Hotel 399,629 72,683 40,906 26,051 29,087 30,598 6,855 22,912 23,122 19,389 20,150 19,994 5,584 15,378 5,693 5,655 4,958 5,958 5,944 453 – 89,400 2,089 811 3,408 4,012 1,688 17,800 2,801 874 1,503 – – 595 380 407 2,163 983 – – 4,478 – 204 – 14 8 21 33 255 – 3 – – 35 29 54 2 3 4 – 1 – – – – 90 – 93 – 1,300 – – 26 – – 95 – – – – – – – – 304,000 224 1,292 9,540 5,576 5,448 9,390 502 1,886 1,076 – – 10,900 107 3,231 925 1,589 – – 148 – 2,012 73 – 77 39 38 – – – – – – 14 – – 9 – – – – – 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 1 2 2 1 1 1 1 2 1 1 1 1 1 1 1 1 1 1 2 2 0 Middle East Hotels Social Media Index Hotel pinterest Instagram youTubeGoogle+TwierFacebookCountry Intercontinental Phoenicia Beirut Ranking languages Followers Sofitel Legend Old Cataract Aswan Le Meridien Al Aqah Beach Resort Kempinski Hotel Ishtar Dead Sea Emptyfieldsreflectnodataorprofileavailableatthetime
- 17. Bahrain Egypt Iran Iraq Israel Jordan kuwait lebanon Oman palestine Qatar Saudi arabia Syria Turkey yemen uaE inc: Dubai abu Dhbai Sharjah al ain Ras al khaimah Fujairah 170 281,582 691 0 257,305 645,976 146 154,807 25,712 2,475 607,379 778,467 0 5,989,454 1,981 3,940,569 1,297,946 31,594 0 154,899 6,147 17 7 16 19 8 5 18 10 12 14 6 4 19 1 15 2 3 11 19 9 13 Total Tourist Board Social Media Interactions Cumulative Ranking 413,386 1,439,431 12,445 5,291 39,862 557,180 136,046 140,668 1,519,618 119 13,561,389 4,036,615 2,542 12,446,083 12,201 10,182,184 3,242,572 2,804,572 2,804,572 2,804,572 2,804,572 10 8 14 16 13 9 12 11 7 18 1 4 17 2 15 3 5 6 6 6 6 Total airline Social Media Interactions Cumulative Ranking 20,029 9,333 20,150 75,069 5,945 7,534 4,3113 38,828 35,600 5,958 37,805 5,079 26,215 17,217 0 795,245 39,084 15,919 21,994 25,885 8,755 12 15 11 2 19 17 3 5 7 18 6 20 8 13 21 1 4 14 10 9 16 Total Hotel Social Media Interactions Cumulative Ranking Country Cumulative Social Media Figures 17 7 16 20 8 5 18 10 12 14 6 4 19 1 15 2 3 11 21 9 13 Overall Ranking SOURCE
- 18. $861 Billion – – $805 Billion $39 Billion $227 Billion $324 Billion $321 Billion – $51 Billion – $82 Billion – $6.13 Billion1 $51 Billion $417 Billion $35 Billion $181 Billion $73 Billion2 $240 Billion – $440 Billion 78,214,000 – – 31,521,000 6,837,000 2,113,000 90,253,760 8,372,000 – 4,288,000 – 4,181,000 – 4,683,000 26,745,000 78,778,000 1,781,000 4,161,000 23,270,000 36,575,000 – 9,348,000 1.34% – – 2.44% 2.75% 4.29% 2.29% 1.89% – 3% 1.34% 5.13% – 2.92% 2.95% 1.29% 7.35% 3% 2.45% 2.9% – 15% 2014 39,811,000 2015 14,300,000 2014 3,200,000 2014 18,259,000 2014 3,990,000 2014 2,828,000 2014 9,628,000 2014 2,927,000 2014 1,900,000 2014 1,355,000 2014 1,200,000 2014 1,519,000 2014 1,300,000 2010 4,600,000 2013 990,000 2014 4,967,000 2014 10,452,000 2013 307,000 2010 5,070,000 2013 892,000 – 2014 21,900,000 5.06% 7.69% 12.50% 13.62% 1.12% 7.67% 4.72% -1.19% 34.73% 5.97% 20.38% 8.36% 15.38% 43.47% 11.71% 3.98% 12.33% 2.28% -18.34% -24.55% – 11.89% 1 2013 latest figures 2 2012 latest figures GDp (2015 Estimate)Country Growth annual Tourism Visitorspopulation population Growth Middle East GDP, Population & Tourism Growth Turkey Dubai* abu Dhabi* Saudi arabia Jordan Qatar Egypt Israel Ras al khaimah* lebanon Sharjah* Oman Fujairah* palestine yemen Iran Bahrain kuwait Syria Iraq al ain* *uaE 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 Ranking *DataincludedinUAElisting
- 19. Turkey Dubai abu Dhbai Saudi arabia Jordan Qatar Egypt Israel Ras al khaimah lebanon Sharjah Oman Fujairah palestine yemen Iran Bahrain kuwait Syria Iraq al ain uaE 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 19 19 VENDS Middle East Tourism Growth Vs. Ranking annual Tourism GrowthCountry Ranking 5.06% 7.69% 12.50% 13.62% 1.12% 7.67% 4.72% -1.19% 34.73% 5.97% 20.38% 8.36% 15.38% 43.47% 11.71% 3.98% 12.33% 2.28% -18.34% -24.55% Na 11.89%
- 20. Founded in January 2014 by digital, travel and publishing entrepreneurs Graham and Justin Cooke – VENDS is the world’s leading travel and tourism social media content network. Our aim is to help brands and business connect directly with hundreds of millions of consumers through social media. TheVENDS channel matrix covers hundreds of social media sites, each themed in the destination and lifestyle sectors. Our engaging content is published in 12 Languages on eight social media platforms to audiences spanning the globe. VENDS VENDS aBu DHaBI +971 50 313 1960 207TwoFour54, Rotana Building Khalifa Park, Abu Dhabi CapE TOWN +27 21 813 6617 57 Main St. Paarl CapeTown, 7646 lONDON +44 7751 187206 Monument House, Lower Road, London, SE1 8SJ, United Kingdom Email info@vendsmedia.com©2016VENDS