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% YoY — and not just among Gen Z. High-income audiences are spending more time with in-depth content to support better, more informed decisions.

Social platforms spark curiosity, yes — but they rarely close the loop alone.


Video Inspires. Context Converts.


For high-value travellers — especially those planning multi-stop, experience-led itineraries — video remains a powerful source of inspiration.

However, impact depends on where that content appears.

Social video performs significantly better when paired with trusted editorial environments. Visibility matters, but placement shapes perception — and ultimately, trust.


Why Premium Placement Matters


We’re seeing this consistently through campaigns with Hearst Global Solutions — the publisher behind Harper’s Bazaar, Esquire, Cosmopolitan, and Men’s Health.

When social video is combined with premium digital editorial, campaign performance lifts sharply — particularly across:

  • Luxury lifestyle
  • Fashion and beauty
  • Wellness and culture
  • High-intent travel audiences from Europe, Asia, and North America

All major feeder markets for GCC tourism.


The Gulf Traveller Does Their Homework


According to YouGov, the UAE ranks #1 globally for consumers who say they only buy the best-known brands.

These travellers might first discover a destination on social media — but they validate through:

  • Long-form video
  • Editorial and reviews
  • Credible lifestyle platforms

IAS research reinforces this:

  • 74% lift in brand favourability
  • 3× higher engagement in premium environments vs social alone

What This Means for Brands

Affluent travellers aren't passive scrollers. They're intentional, curious, and validation-driven.

This winter, the most effective tourism and luxury campaigns will be those that combine reach + credibility.

At The Vantage, we’re seeing strong demand and performance for brands leaning into premium editorial ecosystems as a core layer of their media mix.

If you'd like to explore what's working across categories — we’re ready to share deeper insights.


Sources: YouTube | YouGov | IAS