With a global footprint extending across more than 30 countries, Yango Ads has established itself as an active player in the tourism sector. The company regularly conducts research into trending destinations, analyses user inquiries, identifies strategic approaches to captivate travellers and more.
On December 9, Yango Ads hosted its third event in the series, the Hospitality Meetup in Riyadh, which brought together 40 key figures from the private sector of Saudi Arabia’s hospitality industry and government authorities.
Among other respectful guests at the leadership level were representatives from Red Sea Global, Diriyah Company and AlUla Development Company, who gathered to explore these experiences and the latest advertising solutions designed to effectively target tourists.
At the event, Malika Kennedy, Chief Business Development Officer of Yango Ads MEA, provided extensive insights on how hospitality businesses can improve their visibility through advertising solutions.
She highlighted the potential for attracting new audiences, particularly from the CIS and Eastern Europe, and discussed ways to enhance the overall tourist experience. Capturing attention on these topics is closely linked to trends among travellers and the most effective advertising formats.
Creating strategies to connect with audiences from the CIS and Eastern Europe is becoming increasingly relevant. According to Yango Ads’ data shared by Ekaterina Budaragina, the Business Partner of Yango Ads MEA, this group includes more than 15 million potential travellers looking to go abroad. It reveals that the Middle East ranks among the top three destinations for CIS tourists. For instance, as of April 2024, 26 per cent of them chose the UAE as their travel option. Additionally, Saudi Arabia is also becoming increasingly popular among this audience, holding the Makkah region top queries rates.
Notably, 72 per cent of CIS travellers prefer trips lasting between one to two weeks, providing ample opportunity to explore a wide range of activities. While beach relaxation remains a priority among the activities, many travellers are eager to combine their seaside escapes with sightseeing and active recreation.
To effectively engage this audience, it is essential to recognise their information-seeking behaviours. Data shows that 40 per cent of CIS users primarily rely on search for travel information, while 34 per cent turn to reviews and videos, and 24 per cent consult Maps. During the event, Yango Ads also highlighted its partner network, demonstrating the specific search engines, messaging apps, travel classifieds, and other platforms that are popular in these regions.
Visual appeal is another crucial factor in attracting CIS and Eastern European tourists. Data shows that 72 per cent of users are attracted to advertisements featuring breathtaking destinations, while 62 per cent are particularly fascinated by images of the sea. Localisation also plays a vital role, as 56 per cent of this audience express a preference for advertisements presented in their native language.
That’s where Yango Ads’ Internal Creative Bureau (ICB) comes in handy. The service focuses on all kinds of localisation and creates a wide variety of digital materials like banners, articles, videos, and motion graphics in more than 75 languages. This approach allows to develop unique creative ideas while managing campaigns and using AI in innovative ways to generate content.
With these promising strategies and insights at hand, Yango Ads will further develop the company’s position as an innovator and a knowledge provider in the evolving hospitality landscape of the MEA region.
