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Arab News
3 days ago
- Business
- Arab News
Majority Saudis use AI tools to make travel decisions: Survey
RIYADH: Saudi travelers are increasingly relying on smart technologies, with 87 percent using generative artificial intelligence tools like ChatGPT and Gemini to plan and manage their vacations, according to a survey. In its latest report, global consumer insights provider Toluna revealed that 46 percent of Saudi travelers are using AI assistants to discover activities, while 43 percent use them for translation purposes. These findings align with the broader trend observed in the Kingdom, where the number of people using AI tools is increasingly rising. In June, a report prepared by Google with UK-based research agency Public First showed that 80 percent of Saudi adults use AI tools, with one in three utilizing them regularly. This is nearly double the share of adults in the US who report using large language model-based chatbots, which stood at 52 percent according to a study by Elon University in North Carolina. 'AI is becoming a trusted travel companion, and not just among younger generations. From finding hidden gems and translating on the go, to getting activity suggestions, young Saudi travelers are making the most of AI to enhance every part of their journey,' said Georges Akkaoui, enterprise account director Middle East, Turkiye, and Africa at Toluna. The survey said 43 percent of Saudi travelers use AI to find the best deals, while 31 percent rely on these technologies to optimize their itineraries, and 38 percent use them for restaurant suggestions. 'What is interesting is that this (use of AI) is not limited to the tech-savvy; we are seeing notable adoption even among older travelers, with over 40 percent of 45–60-year-olds also using AI for deals, activities, and translation,' said Akkaoui. He added: 'In fact, less than 15 percent of respondents are not using AI for their travels. This shows that generative AI is no longer niche, it is becoming mainstream, cross-generational, and it is already reshaping how people prepare for and experience their trips.' These findings also underscore the progress of AI adoption in Saudi Arabia, with the technology emerging as a key component of the Kingdom's post-oil economic development strategy. According to the Global AI Competitiveness Index released in January, the Kingdom ranked 15th globally in research output in the sector, having produced 29,639 AI-related publications. This ranking places it among the top contributors to global research and highlights its emerging role as a regional technology leader. Saudi Arabia's Public Investment Fund, in partnership with Google, launched Project Transcendence in 2024, a $100 billion undertaking, as part of its efforts to advance the growth of AI. The initiative is set to bolster the growth of local tech startups, generate employment opportunities, and foster collaborations with global technology firms, positioning the Kingdom at the forefront of regional innovation. Traditional sources remain strong Despite the significant adoption of AI tools in the travel sector, traditional information sources, along with influencers and online recommendations, continue to play an important role in shaping travel decisions among Saudi travelers. The Toluna survey said 41 percent of the Kingdom's travelers still rely on recommendations from family members and friends. Some 46 percent of Saudi travelers prioritize safety and security when selecting destinations, while 48 percent consider scenery as the decision-making factor. 'Despite having access to more information than they can possibly digest, and probably because of that overload, many still turn to those they trust for inspiration, with family and friends remaining an important source of travel recommendations,' said Akkaoui. 'At the same time, it is not surprising that, as with other aspects of their lives, younger travelers also rely on influencers and online recommendations for ideas and inspiration, showing how digital and personal guidance now shape the travel journey side by side,' he added. Meanwhile, 47 percent of the respondents plan to travel internationally this summer, while 37 percent are opting for leisure trips within the Kingdom. Only 4 percent of respondents reported having no travel plans, highlighting a strong overall appetite for summer travel. Underscoring the growth of domestic tourism in May, Saudi Arabia's Tourism Minister Ahmed Al-Khateeb said the Kingdom is placing human-centered travel at the forefront of its tourism strategy, focusing on authentic cultural experiences, meaningful interactions, and community engagement. He added that this people-first approach is designed to balance the nation's rapid infrastructure development with heritage preservation and stronger community connections. The National Tourism Strategy targets 150 million annual visitors by 2030, after surpassing the 100 million milestone ahead of schedule, with official data showing the Kingdom welcomed 116 million tourists in 2024, exceeding its annual target for the second consecutive year. Turkiye, the most preferred destination The survey found that 19 percent of Saudi travelers prefer Turkiye as their favorite destination to visit, followed by Egypt at 15 percent, the UAE at 14 percent, and the US at 10 percent. Additionally, 8 percent of respondents are heading to Switzerland, 7 percent to the UK, France, and Thailand, while 6 percent have chosen Italy as their summer destination. 'While Turkiye remains the top destination across all age groups, younger travelers show a stronger interest in long-haul and East Asian locations. For example, Japan appeals to 14 percent of 18–28-year-olds, compared to just 3 percent of those aged 29–44, and 0 percent among travelers aged 45–60,' said the report. In contrast, 14 percent of older travelers aged between 45 and 60 are planning a trip to the UK, a destination that sees less interest from younger respondents as a summer getaway. In terms of spending, most international travelers are willing to invest significantly in their summer experiences. The report also said 40 percent of Saudi travelers are planning to set aside more than SR10,000 ($2,666.39) per person on their trips, while 22 percent expect to spend between SR7,500 and SR10,000. Some 21 percent of the respondents are ready to spend between SR5,000 and SR7,500, while 15 percent are planning to budget between SR2,500 and SR5,000. The report further said that 40 percent of respondents regularly use eSIM cards while traveling, with 21 percent having tried it before and 20 percent expressing interest despite limited familiarity. 'The evolving travel preferences of Saudi residents reflect broader global shifts toward more connected, experience-driven tourism,' said Akkaoui. 'Whether it is the desire for natural beauty, the pursuit of cultural depth, or the appeal of cooler summer climates, today's travelers from the Kingdom are more informed, digitally empowered, and adventurous than ever before,' he added.
Zawya
26-03-2025
- Business
- Zawya
Toluna unifies its global brands to power the future of insights
KSA – In today's insight-driven world, where expertise, speed, and agility define success, Toluna is taking a bold step forward. The global insights leader is unifying its family of brands – Harris Interactive, GutCheck and MetrixLab- under a single, refreshed identity: Toluna. This strategic transformation is the culmination of years of sustained investment in technology, AI, world class research expertise, high quality first-party data and global scale - firmly establishing Toluna at the forefront of next-generation insights. By uniting under a single brand, Toluna is streamlining its value proposition: one partner delivering contemporary end-to-end solutions - from agile research to advanced analytics - powered by first-party data. At the heart of Toluna's transformation is the integration of AI across its platform, accelerating speed to insight, enhancing data quality, and unlocking deeper consumer understanding This transformation is strengthened by MetrixLab's expertise in brand, product, and communications research, Harris Interactive's best-in-class methodologies, and GutCheck's agile, human-centric solutions - now combined under one unified platform. 'Over the past 25 years, we have worked hard to build a global insights powerhouse - seamlessly integrating research expertise, technology, first-party data, and flexible service models,' said Frédéric-Charles Petit, Founder and CEO of Toluna. 'Bringing our brands and people together under Toluna is more than a brand refresh - it's a strategic milestone that reflects our shared vision that began in 2000: reshaping the insights industry and delivering even greater value to clients navigating constant change. Our relentless commitment to empowering a better world through trailblazing insights culminates today and while this milestone marks a new chapter for Toluna, our journey is far from over—we remain focused on continuous innovation, especially through the responsible and dynamic use of AI, to help our clients navigate complexity and anticipate what's next.' With this evolution, Toluna is also introducing TolunaID - the new name for its dedicated division serving research agencies and consultancies - reinforcing its legacy of industry-leading quality and expertise in this sector. Toluna Start, the company's advanced insights technology platform, has been refreshed to align with the new brand identity, as has Influencers by Toluna, its proprietary first-party global panel community which continues to power agile, high-quality data collection across 70+ markets. Georges Akkaoui, Enterprise Account Director at Toluna MEAT, remarked: 'Saudi Arabia is undergoing a profound transformation, with businesses increasingly relying on real-time data and consumer expertise to stay ahead. Toluna now offers a complete ecosystem of market research capabilities — from agile studies to sophisticated brand trackers and more — built on a high-quality panel, tested methodologies, decades of research expertise, global reach, and the responsible use of AI. This integrated approach empowers organizations across the Kingdom with trustworthy market and consumer intelligence, enabling them to make confident, informed decisions. As Saudi Arabia advances toward its Vision 2030 goals, Toluna is proud to support this digital evolution, helping businesses embrace change and unlock new opportunities with clarity and confidence." About Toluna Toluna is the global research and insights leader that enables businesses to make smarter, data-driven decisions - faster. For 25 years, we have partnered with the world's leading brands, delivering transformative impact through our advanced technology platform, comprehensive solution portfolio, expansive global first-party panel, and world-class team of leading research experts. Since 2019, we've made significant investments in artificial intelligence to enhance automation, accelerate insight delivery, and unlock deeper understanding at scale. With 40+ offices worldwide, Toluna operates in 70+ countries, redefining the future of insights. Learn more at Media Contact: Rima Termos Communication Consultant for Toluna in the Middle East rima@
Khaleej Times
17-03-2025
- Business
- Khaleej Times
Tech, travel, and fitness: What UAE's Gen-Z, young residents plan to spend on in 2025?
Gen-Z and young millennials in the UAE are adopting a strategic spending approach rather than splurging. This year, 76 per cent are prioritising home-cooked meals over dining out, reflecting a shift toward consumption. Meanwhile, technology, travel, and fitness emerge as top spending priorities or those aged 21 to 30. A survey by Toluna MetrixLab reveals that 64 per cent plan to reduce frequent dining out, while 44 per cent are willing to spend more on premium dining experiences, indicating a shift toward quality over quantity. A shift is also observed towards fitness, with 46 per cent of young UAE residents aged 21-30 increasing spending on gym memberships to maintain an active lifestyle in 2025. These young consumers are trendsetters in the UAE and globally, influencing spending patterns and prompting businesses to adapt to their evolving preferences. According to Global Media Insight, individuals aged 15 to 24 make up 12.7 per cent of the total population, while those between 25 and 54 account for 64 per cent. 'UAE's 21-30 age group is not just participating in the market — they are actively redefining it. Their approach to spending is calculated, selective, and experience-driven, blending financial awareness with a desire for quality and exclusivity,' said Georges Akkaoui, enterprise account director for MEAT at Toluna, a research firm. 'As businesses look to the future, the message is clear: this generation does not just buy products, they invest in experiences, value authenticity, and engage with brands that align with their lifestyle aspirations. The challenge for businesses is no longer just selling to them, but truly connecting with them on a deeper, more meaningful level,' he added. Young UAE consumers respond strongly to incentives that provide real value, with 54 per cent motivated by price discounts, 38 per cent seeking value-for-money promotions, and 33 per cent favouring bundle offers. However, beyond monetary incentives, 24 per cent of this group prefer brands that contribute to charitable causes on their behalf. In terms of big-ticket spending, the survey found that only 20 per cent of young adults are considering property investments, 52 per cent have no plans to buy a new car this year and 28 per cent are inclined to invest in hybrid vehicles. However, technology remains an area of continued interest, with 29 per cent planning to increase their spending on electronics, signalling a strong preference for smart devices, wearables, and tech-driven convenience. Nearly 40 per cent of the young UAE residents revealed that they plan to take one to two international trips in 2025, with 35 per cent favouring the USA and 14 per cent choosing the UK as their preferred destination.
