The GCC corporate landscape is seeing a notable shift with an increasing number of C-level executives, business owners, and highly compensated expatriates embracing the concept of ‘workation.’ This growing trend sees these influential figures effortlessly blending work and leisure by jet-setting across the globe for family outings, fueled by the desire for unique experiences and a more balanced lifestyle.
Popular destinations, including Los Angeles, London, and Paris, have become the go-to locales for Middle Eastern corporate leaders and their families. Impeccable shopping and luxurious experiences, such as indulgent spa treatments and exclusive appointments with top professionals, are high on the agenda, as stated by luxury travel concierge services executives in an interview with Arabian Business.
The trend towards ‘workation’ is especially prevalent among executives in the oil and gas sectors, as well as those from post-IPO companies. Furthermore, high-ranking government officials and royal family members are increasingly participating in these excursions. As the wealth in the region continues to rise, more and more affluent individuals are taking advantage of the opportunity to travel abroad for family breaks.
This surge in overseas family outings is catalyzed by the emergence of luxury travel concierge services like Sienna Charles, which assist in planning and managing extravagant trips. Jaclyn Sienna India, founder and CEO of Sienna Charles, noted, “The number of last-minute requests we receive from the Middle East [for overseas family outings by top executives and celebrities] has nearly doubled since the pandemic.” She added, “Our internal data shows that family outings abroad [from GCC] have increased by approximately 7 percent this year compared to last year.”
Post-pandemic environment triggers ‘workation’ trend
Sienna India elaborated on how the post-pandemic mindset has facilitated a blend of both business and leisure. “It’s enough for a friend to mention a destination, and they’re inspired to go there next weekend,” she explained. She emphasized the power of word-of-mouth in the Middle East, stating, “Once they’re back, sharing stories with friends and family, we often get calls from those friends wanting us to plan their trip.” Her firm specializes in making last-minute travel arrangements for large groups appear seamless.
She noted that they have successfully organized trips for multigenerational families from Riyadh to Rome and from Manama to Paris and Cannes within a tight timeframe of fewer than 48 hours. These trips are meticulously crafted to ensure a balance of exciting activities for all ages while allowing family members quality time together.
Despite the availability of designer boutiques in the Middle East, many high-ranking executives prefer international shopping. According to Sienna India, European collections feature unique offerings, and scheduling private appointments with designers is more accessible abroad. “We assist with this process by facilitating their exclusive access to the latest collections during fashion week events, such as the upcoming Paris Fashion Week,” she added, referencing unique experiences curated for their clients, including visits to the Brunello Cucinelli factory and custom orders at renowned fashion houses like Fendi and Chanel.
Work with leisure gets company activities going at usual break-neck pace
Executives from various luxury concierge firms have observed that clients seldom disconnect from work during these trips, often continuing to field calls and respond to emails while traveling. These excursions frequently serve as opportunities for executives to involve their children in educational experiences, such as learning about history in Rome or exploring art in Paris.
To enhance their clients’ experiences, Sienna India’s firm typically provides three dining options for each meal, ensuring that high-profile clients have exceptional culinary experiences, especially if they don’t have their own chef with them.
Industry experts note that the ‘workation’ trend is likely to expand as executives seek a better work-life balance in the evolving post-pandemic world. The Dentsu Travel DNA: Motivations & Trends in KSA and UAE 2023 report forecasts a rise in subscription and membership-based travel options, particularly among luxury travelers embracing the ‘workation’ lifestyle.
As evidenced by GlobalData’s Traveler Spending Patterns Database, holidaymakers from the UAE and Saudi Arabia rank among the world’s highest travel spenders, underscoring the promising future of this burgeoning trend.