Gulf travel trade prioritises personal trust amid global shift toward AI automation

Breaking Bread & Booking Business: Why Relationships Drive the Gulf’s B2B Travel Trade

In the Gulf’s B2B travel market, contracts may be formalized in boardrooms, but they are fundamentally built on relationships. In the UAE, Saudi Arabia, and the wider Gulf Cooperation Council (GCC), 70% to 80% of business decisions are significantly influenced by personal relationships. Over 60% of B2B buyers prefer working with familiar parties, even when competitors provide better pricing or features.

This cultural insight is critical for the travel industry and serves as a commercial reality rather than mere anecdote.

The Majlis Effect on Business

Understanding how travel deals are achieved in the Gulf requires grasping the cultural context behind them. The majlis, or traditional sitting room, serves as the heart of community engagement, discussion, and trust-building.

Meetings in the region are typically unhurried, focusing on cultivating meaningful dialogue rather than adhering to strict schedules. This leisurely pace emphasizes the value of relationships over transactions.

UNESCO recognizes the majlis as part of the Arab world’s intangible cultural heritage, emphasizing dialogue, connection, and tolerance—principles that deeply influence business practices.

The importance of partnerships in the travel trade is assessed not just on yield or availability but on reputation and long-term market presence.

Why Relationship Selling Wins in Travel

Relationship selling, an approach centered on nurturing long-term engagements rather than immediate transactions, aligns seamlessly with Gulf business culture.

While the global travel distribution landscape becomes more automated and efficient, the Gulf region differentiates itself. Technology can enhance operations, but it fails to replace trust. Sales professionals who devote time to genuine interactions consistently outperform those who rely solely on digital tools.

Success for travel suppliers—airlines, DMCs, hotel groups, and tech providers—often hinges on:

• In-person market visits
• Consistent on-location representation
• Frequent trade engagement events
• Accessibility to executives
• Commitment to long-term partnerships beyond short-term contracts.

Trust as Commercial Currency

In the Gulf travel sector—dominated by family-owned firms and significant governmental bodies—relationships mitigate perceived risks. A trusted partner is seen as more reliable, and regular interactions signal accountability and commitment.

Decision-makers in outbound travel and corporate management often favor lasting partnerships over temporary savings, making trust a crucial asset.

Capturing the Gulf B2B Travel Market: Five Relationship-Driven Strategies

To succeed in the Gulf’s B2B travel market, companies must adopt a relationship-first approach:

• Ensure ongoing market presence rather than relying solely on remote communications
• Focus on senior-level relationships, as decisions often originate from the top
• Utilize referrals to expedite trust-building
• Align proposals with long-term partnership values instead of mere cost-cutting
• Conduct culturally aware, personalized follow-ups that reinforce credibility.

The Competitive Advantage

As AI reshapes sales strategies worldwide, the Gulf travel arena highlights how crucial human interaction remains. While automation can standardize processes, it cannot replicate authenticity, cultural understanding, or shared experiences.

In the Gulf, building relationships is not merely a soft skill; it is a strategic necessity for success in the B2B travel domain.