Jabama annual report 2022

The size of the accommodation market in Iran

Translated by Iran digital economy annotation, despite the increasing internet penetration, remains largely offline, and the Jabama market research results show that only 7% of all accommodations in Iran are sold online.

• The size of the Iranian accommodation market is equivalent to 18,000,000,000,000 toman (approximately 360,000,000$)
• The gross profit of the market is 2,700,000,000,000 tomans (approximately 54,000,000$).
• The average value of each reservation is 2,500,000 tomans (approximately 50$), and there are more than 7,000,000 reservations in total.
• Currently, there are 100,000 accommodations in Iran, with 50,000 hosts.
• The average rental period is 1.7 days, and the average number of guests per trip is 3.2 people.

Ahmad Izadpour, the CEO of Jabama, says that more than 8 years have passed since online businesses entered the accommodation rental industry. Despite the 7% market share online and our efforts in Jabama to increase this share significantly, we believe that there is still a long way to go to provide real value and transformation for guests and hosts.

In recent years, non-hotel accommodations have been one of the most affordable travel options for everyone. However, the current economic situation has made travel less accessible for 40% of the Iranian population. Accommodations also experience low occupancy rates, and the entire industry has been affected.

In recent years, all our efforts at Jabama have been aimed at helping our hosts to provide quality services to their guests through empowering them with technology. Increasing and creating demand, providing training to hosts, investing in the development of quality accommodations, etc., are among the measures we have taken in this regard.

Our commitment at Jabama is to provide affordable travel options in every style and choice for all people in Iran and to create sustainable income for our hosts’ community.

We believe that every trip is a new story, and that’s why we travel to more places every day. But we know that this journey is still ongoing, and there is a long way ahead.

Jabama from a statistical perspective:

• Total number of users: +2.3 million individuals
• Total number of active cities: 361 cities
• Total number of active accommodations: +18,000 accommodations
• Total number of active hosts: +8,600 hosts
• Total number of employees: +150 individuals

Jabama’s growth in the year 1401 (Solar Hijri calendar) compared to the year 1400:

• The total number of orders (reservations) in 2022 increased by 3.2 times compared to 2021.
• The total number of room-night reservations in 2022 increased by 3.4 times compared to 2021.
• Jabama’s sales revenue in 1401 increased by 4.6 times compared to 2021.

Jaran, the Land of Hidden Treasures, a subsidiary company of Jabama.

Jaran was established with the aim of constructing and operating the largest chain of accommodations in Iran within the heart of Jabama. By building high-quality and standardized accommodations according to global standards, Jaran not only addresses the challenge of providing quality accommodations in the Iranian market but also contributes to the increase in tourist arrivals and employment opportunities for local communities, thereby supporting the economic development of each region’s tourism industry. Jaran has initiated its activities in the following locations in the first phase: Hormoz, Bushehr, Jangal-e Abr, and Chabahar.

Jabama’s products:

Accommodations:

Since 1397, Jabama has been focusing on non-hotel accommodations and has been able to open more doors to guests. Its accommodations are categorized under the following types:

Eco-lodge, Cottage, Villa, Suite, Apartment, Aparthotel, Boutique Hotel, Residential Complex, Hostel.

Sales Volume in 2022 compared to 2021:

In the autumn of the past year, concurrent with the societal changes, all of Jabama’s marketing activities, like other businesses, aimed at attracting users and increasing sales, were halted. Therefore, the sales volume in the second half of the year 1401, compared to a similar period in 1400, experienced a significant decrease.

Number of Users:

More than 50% of Jabama’s users reside in Tehran and travel to various regions of Iran. In the autumn of 1401, despite the suspension of Jabama’s marketing campaigns due to societal transformations, the total number of active Jabama users reached over 2.3 million individuals, which represents a growth of 223% compared to the previous year.

• The ratio of Tehran users to the total users is 50%.
• The total number of active users in 1401 is +2.3 million individuals.
• The growth of active users compared to the previous year is 223%.

Age Groups of Jabama Users:

Age distribution of Jabama users shows that nearly 65% of Jabama users are between 18 to 34 years old, 25% are between 35 to 54 years old, and 10% are aged 55 years and above.

Order (Reservation) Registration in Jabama Based on Age Groups:

69% of the total orders in Jabama are made by users aged 18 to 34 years, 23% by users aged 35 to 54 years, and 8% by users aged 55 years and above.

Users and Jabama Application:

Despite a 160% increase in hosting app installations and a 223% increase in the number of Jabama users in 1401 compared to the previous year, the major increase in app installations and user numbers occurred in the first half of the past year, as all Jabama marketing campaigns were suspended in the autumn of 1401. Furthermore, 98% of Jabama users are Android users, while only 2% are iOS users.

Comparison of Users in App vs. Website Usage for Accommodation Reservations:

The number of users reserving their accommodations through the website and web application is five times higher than those who reserve through the mobile app. The growth in app and website visits compared to the previous year has been 235%.

User Behavior Experience:

It is a recurring behavior among Jabama users that, on average, they view nearly 5 accommodations before finalizing their reservation. Additionally, Jabama users, on average, make their accommodation reservations 4.4 days in advance of their arrival date.

Rating and Reviews of Accommodations:

• The level of user participation in rating and reviews in 2022 has almost tripled compared to 2021.
• The total number of registered ratings and reviews in Jabama is 213,000.
• User with the most reservations in Jabama made 119 reservations, including 193 room-nights and 788 guests, across 11 different accommodations.
• User with the highest total reservation amount spent 418,000,000 Tomans (approximately 8360$) for 284 room-nights.
• User with the highest single reservation amount spent 193,000,000 Tomans (approximately 3860$) for 11 room-nights and 5 guests.
• User with the longest stay in Jabama booked for 35 room-nights for 4 people.
• User with the most expensive room-night reservation spent 80 million Tomans for one room-night and 4 guests.
• User with the lowest average price for room-night reservations in all bookings spent 17,500 Tomans (approximately 0.35$).
• User with the highest average price for room-night reservations in all bookings spent 5,300,000 Tomans (approximately 105$).

User with the most number of room-nights booked in Jabama is equivalent to 50 room-nights.

• User made bookings in 13 different cities using Jabama.
• User selected the same accommodation for 38 times.
• The most sociable user of Jabama had 30 accompanying guests in one reservation.
• The most adventurous user selected 33 accommodations in 5 different cities.

The average rating given by users to the evaluation questions, user reviews, and their experiences after the stay is 4.18 out of 5.

• The happiest user gave a rating of 5 to 118 booked accommodations.
• The most well-planned user reserved their accommodation 46 days in advance.
• The least satisfied user of Jabama gave a rating of 1 to 7 out of their 9 reservations.

The Jabama user with the most number of accommodations in their favorite list has 813 accommodations.

Hosts:

• Total number of active hosts in Jabama: +8,600.
• Growth in hosts’ income in Jabama: 220%.

The increase in hosts’ income is mainly due to an increase in the number of orders (reservations) rather than an increase in the amount of revenue, as the price increase for accommodations was less than the 46% inflation rate.

• Host with the most number of accommodations: 63 accommodations.
• Host with the most unique users and reservations: 2,000 users.
• Host with the highest total sales revenue: 4,600,000,000 Tomans (approximately 92,000$).
• Host with the most number of room-nights: Over 10,000 guests.

Total number of active accommodations:

Growth in active accommodations compared to 2021: 150%.

Accommodation with special facilities for people with disabilities: Andarzgoo Complex in Mashhad.

• Number of accommodations that allow pets: 1,743 accommodations.
• Number of accommodations with 24-hour guest reception: 12,199 accommodations.
• Number of accommodations suitable for events and parties: 3,527 accommodations.
• Number of accommodations that accept bachelor parties: 9,358 accommodations.
• Number of accommodations with tennis court facilities: 57 accommodations.
• Number of accommodations with gaming facilities (video game console): 87 accommodations.
• Number of accommodations with gaming facilities (billiards table): 871 accommodations.
• Number of accommodations with gaming facilities (ping pong): 291 accommodations.
• Number of accommodations with gaming facilities (foosball): 1,501 accommodations.
• Number of accommodations with banquet and entertainment facilities (wedding hall): 95 accommodations.
• Number of accommodations with banquet and entertainment facilities (conference hall): 165 accommodations.
• Number of accommodations with banquet and entertainment facilities (meeting hall): 187 accommodations.
• Number of accommodations with sports facilities (gym): 101 accommodations.
• Number of accommodations with sports facilities (massage chair): 137 accommodations.
• Number of accommodations with sports facilities (sauna): 138 accommodations.
• Number of accommodations with sports facilities (Jacuzzi): 750 accommodations.
• Number of accommodations with sports facilities (swimming pool): 2,238 accommodations.

Wishlist in Jabama:

The wishlist feature allows Jabama users to create any number of lists of their favorite accommodations and easily reserve them whenever they plan a trip.

• Total number of times different accommodations added to the wishlist: 2,238,444 times.
• Total number of travelers with a wishlist in Jabama: 355,558.

Top 10 provinces with the most accommodations in Jabama:

• Total number of provinces covered by Jabama: 31 provinces.
• Active cities in Jabama: 361 cities.
• Growth in the number of cities compared to the previous year: 150%.

User Reviews:

• Total number of traveler reviews recorded in Jabama in 1401: 112,000 reviews.
• Longest review recorded: 623 words.

Jabama Support:

• Total number of incoming and outgoing calls: 409,123 calls.
• Average conversation time with hosts: 140 seconds.
• Average conversation time with travelers: 158 seconds.
• Total number of calls answered to hosts: 121,747 calls.
• Total number of calls answered to travelers: 216,364 calls.
• Total duration of calls answered to hosts: 4,734 hours.
• Total duration of calls answered to travelers: 9,496 hours.
• Average user satisfaction with traveler support: 4.79 out of 5.
• Average user satisfaction with host support: 4.88 out of 5.

City and Age Distribution of Instagram Followers:

Nearly 55% of Jabama’s Instagram followers are from Tehran, followed by 5% from Mashhad, and the remaining 40% are scattered across other cities in Iran.

• Total followers: 260,000
• 50.6% are female and 49.6% are male.
• The majority of followers are aged between 25 to 44 years.

Jabama’s Instagram Followers:

The reach of Jabama’s Instagram in 1401 (compared to the previous year) increased by nearly 50% and reached 2,400,000.

The number of Instagram followers of Jabama in 1401 increased by 21,282, despite stopping all Instagram activities and marketing in the previous fall.

Instagram Engagement Rate:

• Reach: 2,385,813
• The engagement rate of Jabama’s Instagram followers is 1.52%.

Marketing Campaigns of Jabama:

• Campaign 1: “Chai Atishi Too Kolbeh Ramsar Az To, Ja Ba Ma.”
• Campaign 2: “Safar Az To, Ja Ba Ma.”
• Campaign 3: “Ja Ba Ma Joor Mishe.”
• Campaign 4: “Safar-e Nowrouzi Az To, Ja Ba Ma.

Jabama’s Tourism Development Programs:

• Development and Construction of New Accommodations
• Empowerment of Hosts Facing Sales Challenges
• Collaboration with Hosts for the Development of Current Accommodations and Experiences
• Stimulating Travel Demand

Employees and Human Resources:

• Total number of employees: +150
• Average age of employees: 27.5 years
• Oldest employee: 38 years
• Youngest employee: 20 years
• Average birth year: 1374 (1995/1996)
• Job diversity: 68 job titles
• 15% of employees have pets (household animals).
• 59% of employees are male, and 41% are female.
• Educational qualifications of employees:
• 47% have a bachelor’s degree.
• 20% are undergraduate students.
• 23% have a master’s degree.
• 10% have a high school diploma.

Development of Social Justice:

Jabama has made it possible for all Iranians to take steps towards improving their living conditions by renting out rooms or homes or building small accommodations. As part of this initiative, Jabama has provided financial services and branding support to over 80% of its ecotourism accommodations.

Social Investment and Empowerment of Hosts:

Jabama has successfully enabled more than 19,000 hosts in 361 different cities to generate income. They have established an internal specialized team to assist hosts with training in hospitality, sales, and other areas. Hosts facing sales challenges can now receive free support and training from Jabama to improve their hosting skills and increase their sales.

Responsible Tourism and Local Employment:

Jabama’s approach to tourism goes beyond providing accommodations and expanding the tourism market. They also emphasize preserving local culture and values. Jabama’s commitment to cultural preservation is evident in the creation of the “experience” product and its collaboration with local teams to conserve the natural ecosystem of Hara forests through the “Sarzorzuma” project.

Medical Travel:

To address the issue of setting up tents around hospitals, Jabama has taken advantage of the capacity of its accommodations. In partnership with the Simorgh Institute, Jabama provides free lodging to families traveling from less developed and remote areas to larger neighboring cities or the capital for the treatment of their sick children. This service is particularly important for patients undergoing bone marrow transplants, cancer patients, and those who have received organ transplants and need a place to stay during their treatment.