The UAE, in particular, experienced a remarkable 250 per cent surge in bookings compared to 2023, demonstrating the region’s emergence as a global business hub. These figures align with broader global trends, as the Global Business Travel Association (GBTA) forecasts global business travel spending to reach $1.48 trillion by the end of 2024, surpassing the previous record of $1.43 trillion in 2019.
While tourism and business travel share service elements, their marketing approaches differ fundamentally. Here’s why.
How does tourism differ from business travel marketing?
Tourism and business travel are fundamentally different — they share only the service aspect. Their purchasing goals, methods, and objectives are distinct.
In tourism, individuals seek leisure experiences and new emotions, so marketing focuses on imagery and emotional connections. In business travel, on the other hand, the client is a company seeking practical benefits; you must transport their employees from point A to point B cost-effectively. Trust and relationship-building are paramount.
While tourism clients book leisure services a few times a year — where immediate lifetime value isn’t crucial — business travel focuses on long-term partnerships, often with deal cycles spanning months. This approach requires marketing that emphasises unique selling points while positioning your company as a reliable partner in the industry expert.
Using AI to overcome persistent marketing challenges
Knowledge gaps throughout the marketing chain—from leadership to marketing teams and agency partners—pose a significant challenge. When any link lacks a solid understanding of marketing, it results in poor decisions and execution. This is why AI-powered tools for audience targeting, advertising recommendations, and analytics have become essential.
For instance, AI-powered tools, such as predictive analytics and recommendation systems, assist marketers in identifying trends, optimising budgets, and precisely targeting customers. AI-driven personalisation tools are anticipated to increase customer retention by 15-20 per cent, a promising statistic that underscores the potential of AI in addressing decision-making challenges caused by expertise gaps.
Speed to market presents another challenge. The journey from concept to campaign launch frequently encounters delays. Creating basic materials — such as 10-15 banners, managing briefings, handling agency handoffs, and design iterations — can extend over several weeks. Success is achieved through a content marketing strategy that educates companies about the complexities of business travel. This necessitates understanding your target audience, identifying key decision-makers, recognising their pain points, and creating timely, efficient content delivery tools.
Unlike leisure travellers who search outside work hours, business clients seek travel services during the workday. Beyond meeting immediate needs, business travel marketing necessitates nurturing potential clients through PR, social media, exhibitions, and outreach. Success hinges on maximising all touchpoints until client demand emerges.
Creative approaches in business travel marketing
Operating in five markets with distinct needs, we have succeeded through partnerships with companies that serve offline and online corporate clients. These collaborations generate mutual benefits: partners share their loyal customers with us, and we reciprocate. This strategy demonstrates promise in the UAE, Saudi Arabia, and Indian markets, delivering excellent results with minimal investment.
Furthermore, several key trends are reshaping business travel marketing. AI-enabled hyper-personalisation provides tailored travel recommendations and marketing messages. Video and immersive content, including 360-degree tours, allow clients to explore destinations digitally before booking.
Sustainability has become a priority, with many travellers willing to pay for eco-friendly options. Advanced analytics tools like Google Travel Insights and AI-powered CRM systems offer real-time insights into travel demand and market trends. Event-driven travel, which leverages business conferences, trade shows, and professional events, is rising.
As the industry evolves, embracing these trends will be crucial for success in 2025 and beyond. The future of business travel marketing lies in seamlessly integrating technology, data analytics, and creative strategies to serve corporate clients in an increasingly digital and personalised landscape.
By Andrew Baturin, CMO of Tumodo, a Dubai-based online business travel platform
