State of Search in MENA for Airlines

State of Search in MENA for Airlines
Download Whitepaper


The Middle East is a central hub for some of the major airlines in the region, and with destinations like Dubai, Abu Dhabi & Doha that are driving forces behind the region’s developing economy, the frequency of air travel for business as well as tourism is in abundance. The airline industry itself is a major contributor to the development of the region with the likes Emirates, Etihad and Qatar Airways all playing a large role as prominent airlines in the region.

To keep up with the fast pace of internet usage, as well as the overall use of mobile devices globally, airlines have been up to speed with rolling out websites as e-commerce platforms, to ease the process of flight searches and booking them online, but exactly how many of them are doing it correctly?

RBBi conducted one of the first studies which analysed the top 10 airline websites in the region, where they stand in terms of user experience, discovery in search results and the depth of useful content they provide, split across mobile and desktop devices in multiple languages.

Here are the airlines considered for the research study:

  1. Emirates
  2. Etihad Airways
  3. Qatar Airways
  4. Oman Air
  5. Gulf Air
  6. Saudi Airlines
  7. Royal Jordanian
  8. FlyDubai
  9. Middle East Airlines
  10. Air Arabia

Key takeaways

The key takeaways from the whitepaper elaborates on:The key takeaways from the whitepaper elaborates on:

  • Digital trends in the air travel industry emphasizing user behavior & search experience
  • Evolving nature of airline industry’s online presence
  • Benchmarking of each airlines’ on-page & search experience with specific recommendations to optimise for improving online visibility
  • A comprehensive look at a user’s online consumer journey before their decision to book their flight via an airline’s website or online travel agency
  • A technical comparison of each airline’s backlink profile and how this impacts their online influence, reputation and search engine ranking