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Michael Taylor

GULF AIR IS popular with tourists visiting the Mediterranean because of its extensive regional network and convenient transit facilities, according to travel agents. In-flight service and low prices are other draws.

'Gulf Air has a very strong network covering Europe and the Middle East, and its prices are reasonable,' said Steve Fung, general manager, Sunflower Travel Service.

'If you fly Gulf Air and have a connecting flight that doesn't leave right away, it provides accommodation at no extra cost. Our customers also say that the onboard service is very good.'

Morning Star Travel has been working with Gulf Air for more than 10 years. It offers package tours to Bangkok, Greece, Egypt and the Mediterranean. It hopes to explore new destinations for product development in North Africa and the Mediterranean.

Edith Tsang, the firm's assistant general manager, agrees that the airline's regional network and reasonable pricing are key considerations.

'Comparatively speaking, Gulf Air is able to offer competitive air fares,' Ms Tsang said.

Egypt is one of the most popular destinations for Hong Kong travellers, especially the younger and better educated segment, who want to explore new destinations. Nearly everyone has been to the mainland and places like Japan, Thailand and the Philippines. When it comes to long-haul travel, they usually start with places like the United States, Europe and Australia.

'Then they want to see the Mediterranean countries,' Mr Fung said. 'They are attracted to places like Jordan, Greece and Egypt because of the history and the culture.'

Ms Tsang agreed that Egypt was the travel agency's most popular Gulf Air destination.

'Egypt is attractive with its mysterious historical background, the Sphinx, the pyramids and the gorgeous temples,' she said. 'The movies set in Egypt have been popular in the market recently, and have increased interest in visiting the country.'

Cruises on the Nile are particularly popular with older travellers, who enjoy life and are interested in history.

Lotus Tours, which has been in business since 1957, has worked with Gulf Air since the airline first started flying to Hong Kong. Most of its Middle Eastern traffic is free and individual travel.

'It is a limited or niche market,' said Lotus International managing director Aloysius  Lee. 'Most of the travel is beyond. The Middle East is a gateway to East and North Africa. It accounts for less than 5 per cent of our overall market.'

'The Middle East is quite an interesting place and quite a large area,' Mr Lee said. 'Interest in the region is driven by the development of modern cities such as Dubai, with its modern hotels and palm trees. It is a relatively safe and nice place to go, away from the war zones, which are to the north.'

Rather than spending a lot of money on advertising, Gulf Air has gone directly to the customer, and the approach seems to be paying off. Lotus saw an increase in ticket sales for the airline of between 30 per cent and 40 per cent last year.

'Gulf Air has been very aggressive in Hong Kong, closing the gap and getting business. It is relatively dynamic. I would expect our Gulf Air traffic to grow by at least 20 per cent this year,' Mr Lee said.

The business relationship between the Middle East and the mainland was strengthening, and much of the traffic that passed through Hong Kong originated in the mainland, he said.



Network and low air fares the key