For anyone who isn’t already selling the Middle East, or would like to sell more, let’s have a little chat. Yes, it’s a treasure chest overflowing with glittering giga-projects, ancient wonders, and world-class hospitality. But for travel businesses and agents, this region represents a monumental opportunity to craft once-in-a-lifetime itineraries. Yet, for many, learning how to effectively sell Middle East travel feels like navigating a sprawling, complex souk. Blindfolded.
Don’t fret. We’re here to help! This guide provides some quick creative solutions and practical advice for three of the biggest challenges travel agents are facing. We’ll explore the current tools, marketing campaigns, and expert strategies that turn desert dilemmas into dream bookings for your clients.
Challenge 1: Overcoming client misconceptions about Middle East travel
Let’s be honest, for many clients, the mental picture of the Middle East is often shaped by news cycles, leading to concerns about safety and cultural norms. This is frequently the biggest hurdle for travel agents selling the region.
Why it’s a struggle: Agents spend precious time acting as political analysts and myth-busters rather than travel designers, trying to convey the safety of the UAE or Saudi, the peaceful welcome of Jordan, or the progressive vision of the region.
Current solutions & actionable agent tips:
- Creative marketing that flips the script: Tourism boards are launching smart campaigns to reshape perception. Various Saudi, Dubai and Abu Dhabi’s tourism campaigns with Hollywood stars and sport celebrities including the likes of Christiano Ronaldo, Chris Hemsworth and Millie Bobby Brown sold experiences and cities as vibrant, accessible movie sets. And just recenlty in 2023, Saudi’s ‘Rethink Summer’ campaign even tackled the “it’s too hot” misconception by showcasing the cool, green highlands of Asir.
- Agent action: Become a storyteller. Share this official content on your social media. Create a ‘Myth vs. Reality’ post series for destinations like Dubai, Oman, and Jordan to proactively address client concerns and build trust and authority.
- The power of authentic voices: Authentic stories resonate more than corporate messaging. The Jordan Tourism Board, for example, champions community-based tourism, allowing agents to sell itineraries where travellers cook with a local family or learn crafts from female artisans.
- Agent action: Host a client evening (virtual or in-person). Partner with a reputable DMC to share personal stories. Transport your clients to the destination with authentic experiences before they even book a flight.
Challenge 2: Simplifying complex multi-destination Middle East itineraries
The Middle East offers incredible diversity for multi-country trips, but the logistics can be daunting. Crafting a seamless itinerary connecting Oman’s wadis, Egypt’s pyramids, and Qatar’s museums is a common challenge.
Why it’s a struggle: Complex visa requirements, finding reliable ground handlers like DMCs, and varying cultural norms can make building bespoke itineraries time-consuming.
Current solutions & actionable agent tips:
- Leverage airline stopover programmes: Simplify itineraries and focus on one destination to slowly introduce region to clients. Major carriers have made multi-centre holidays incredibly easy. Qatar Airways’ stopover programme is a masterclass, offering stays in 4 and 5-star hotels for a nominal fee. Etihad and Emirates have similar, high-value programmes as well. Full list and details here.
- Embrace advanced B2B booking technology: The real magic for agents is in B2B travel technology. Modern platforms use API integrations to pull live inventory from hotels, tour operators, and transport providers across the region. This allows you to build a complex, multi-country trip in a single, user-friendly interface with live pricing.
- Agent action: Ask your DMC partners what B2B booking portals they recommend. Mastering one of these platforms will revolutionise your efficiency.
Challenge 3: Keeping pace with rapid tourism development
Nowhere on Earth is developing at the speed of the Middle East right now. From new hotel openings in Ras Al Khaimah in the Northern Emirates to the launch of giga-projects like NEOM in Saudi Arabia, staying current is crucial for travel agent success. (And we’re here to help you do just that with our free twice weekly newsletters.)
Why it’s a struggle: Recommending last year’s ‘it’ hotel is not a good look for any agent. You don’t want to seem out of touch. Luxury clients of today and the Gen Zs in particular, want the newest, and most exclusive and even trending experiences.
Current solutions & actionable agent tips:
- Utilise digital immersion and virtual training: Apart from keeping up with the news, the future of agent training is also here. Hotel groups like Jumeirah and Hilton offer fantastic, interactive online training. Giga-projects like The Red Sea Global use VR and incredible CGI to offer virtual site inspections, allowing you to ‘walk’ through a resort before it’s even open.
- Agent action: Schedule your learning. Dedicate some time a week to complete, say, a module on the likes of ‘Qatar Specialist‘ or ‘Saudi Expert‘ programmes. The deep product knowledge you gain will make you an expert and therefore, an invaluable and trusted resource for your clients.
- Agent action: Schedule your learning. Dedicate some time a week to complete, say, a module on the likes of ‘Qatar Specialist‘ or ‘Saudi Expert‘ programmes. The deep product knowledge you gain will make you an expert and therefore, an invaluable and trusted resource for your clients.
- Focus on next-generation personalisation: The trend of using AI to tailor guest experiences, as seen with projects like Dubai’s Hygge Hotel, is a powerful selling point.
- Agent action: Sell the unique experience. Talk to your clients about how new properties offer personalised luxury, not just five-star amenities. This demonstrates that you are on the cutting edge of travel trends and they can rely on you to be the first to let them know.
Work smart, not hard
Position your agency as the go-to expert for Middle East travel and start reaping the benefits immediately with our Trade Resources (new content each week). We’ll handle the legwork, freeing you up to focus on building stronger relationships. Feel free to share our expert guides, tips, and hacks with your team and clients to help you unlock the region’s lucrative potential.
By leveraging these resources, tools and strategies, you’ll be selling Middle East travel in no time, not only turning tricky requests into highly profitable bookings, but also help clients fall in love with the region.
