Written by Kelly Jenkins | Director – Global Media Partnerships
As we approach winter 2025/26, the habits of affluent travellers to the Middle East are evolving. According to YouTube’s 2025 Culture & Trends Forum, long-form video viewership has increased by 10% year over year. This trend is not limited to Gen Z; it includes high-income audiences who are seeking more in-depth content to support their decision-making.
While social media often sparks initial interest, it rarely closes the loop on its own.
Video Inspires, But Context Drives Action
For high-value travellers, especially those planning multi-stop, experience-focused itineraries, video remains a powerful source of inspiration. However, the effectiveness of that content depends heavily on where it is seen.
Social video ads tend to perform better when paired with trusted editorial environments. Visibility matters, but placement shapes perception.
Why Premium Placement Matters
We’re seeing this firsthand in campaigns delivered through Hearst Global Solutions, the publisher behind Harper’s Bazaar, Esquire, Cosmopolitan, and Men’s Health. When social video is combined with digital editorial, campaign performance improves significantly.
This synergy is particularly effective for lifestyle, fashion, wellness, and cultural travel campaigns targeting inbound visitors from Europe, Asia, and North America — all of which are key source markets for tourism in the Gulf region.
The Gulf Traveller Does Their Research
According to YouGov, the UAE ranks first globally for consumers who say they only buy the best-known brands. These travellers may first discover a destination through social media, but they confirm their interest through long-form video, editorial content, and reputable lifestyle platforms.
IAS data supports this:
- 74% lift in brand favourability
- 3 times higher engagement when ads appear in premium environments compared to social media alone.
What This Means for Brands in the Region
Affluent travellers are not just passive viewers — they are actively validating what they see. The most effective campaigns this winter are those that combine reach with credibility.
At The Vantage, we’re seeing strong results for brands that integrate premium editorial placements into their travel and tourism strategies. If you’d like to explore what’s working across categories, we’re happy to share insights.
