Spain: Strong Uptick in German Travel Interest in Major Tourist Destinations Shows Promise for Tourism Industry

In the middle of the summer, Spain – like many other countries worldwide – was potentially facing a new wave of COVID-19 – a worsening of the ongoing health situation that had already endangered the first half of a difficult summer season.

As illustrated in the below graph, tourists have been searching for flights to Spain less and less frequently since the beginning of July; similarly, Greece also suffered a drop in the market in July, due to COVID-19, whereas, the tourist demand for Italian destinations remained fairly consistent.

In Spain, August brought good news: the demand pressure picked up, once again, and tourists have returned to the peninsula.

 

In August, which Spainish destinations were the most popular, based on flight searches made in the last 30 days? More importantly, which are the most active feeder markets for those destinations?

 

This data will help Spanish destinations determine how to update their revenue management and marketing strategy to reach travelers who are already expressing interest in traveling to their destination – resulting in an increase in market share, bookings and revenue for local hoteliers.

 

 

BALEARIC ISLANDS. In terms of flight searches in the last 30 days, the Balearic archipelago ranks first among Spanish tourist destinations and it has been attracting mainly British, German, Italian and French tourists.

Travelers from the UK and Germany had a much larger market share, than other nationalities, but each country’s travelers have reacted very differently to the recent COVID outbreaks in Spain. Partly because of the stricter travel restrictions implemented, travelers from the UK had, repeatedly, abruptly stopped their travel research. It was not until the beginning of August, when travel searches to the Balearic Islands increased by 20%, that British travelers regained confidence in the safety of the destination. During the last two weeks, the interest in the Balearic Islands with UK travelers has diminished a bit, but it is still a growing market (+11%).

Germans, on the other hand, are very interested in travelling to the archipelago; it is currently the most active feeder market for the region, with a growth rate of 18% in the last two weeks, compared to the same period last year. German travelers’ interest in travel to the Balearic Islands has shown more regular growth, and tends to increase steadily from week-to-week.

 

CATALONIA. British tourists are still most interested in visiting the Autonomous Community of Catalonia, but the most important feeder market has been is the Italian one: during the last two weeks, searches for flights have increased by 56.9% compared to the same previous period, with a dramatic peak in the last five days. According to the statistics, it seems that Italian travellers have regained confidence in Spanish destinations and Catalonia is the most popular destination. This market has seen significant signs of growth for many Spanish locations, but never more so, than in the Catalan region.

In Catalonia, the German market ranks third (in terms of the number of flights searched) and is also growing strongly, with a 23% increase in the last two weeks; other markets (i.e., France) are experiencing decreasing interest in travel to Catalonia.

 

CANARY ISLANDS & ANDALUSIA. The tourist market in the Canary Islands and Andalusia is very similar to that of the Balearic Islands, with one major difference: the share of British tourists is much higher than German travelers, as they outnumber all other nationalities; however, as in the Balearic Islands, the UK market is still very inconsistent, with periods of growth and sudden stops in flight searches to the Canary Islands and Andalusia.

Once again, the German market is much more stable and demand pressure has been steadily increasing over the last 30 days; in particular, searches for the Canary Islands have increased 28% in the last two weeks, compared to the same period last year, and have grown at an average daily rate of 3.7%. In Andalusia, flight searches in the past two weeks have increased by only 17%, at an average daily growth rate of 2%.

 

 

 

To find out more about the upcoming travel demand in your city, please book a free demo to learn more about Destination, which provides DMOs with access to real-time data for your specific destination.

 

About Destination

Destination is a market intelligence project created by Lybra – developers of the most complete, machine learning, data-centric Revenue Management System (RMS) available on the market – to share real-time, region-specific statistics, information and trends in the world of tourism.

 

Every day, Lybra analyzes millions of datasets – data collected from thousands of hotels’ PMS and flight search data from a leading metasearch booking engine – to help hoteliers “look ahead to better understand the present;” in other words, Lybra helps hoteliers understand the upcoming demand for their destination and gives them the revenue management tools and actionable insights necessary, to maximize bookings and revenue.

 

The aim of Destination is to give hoteliers and DMOs a more expansive view of tourism news and trends in different regions around the world. Destination produces weekly Travel Demand Reports, which share tourism developments for a specific country/region and analyze how the region’s travel news has impacted tourist demand. Follow Destination on LinkedIn to gain access to the upcoming Travel Demand Reports, which are published every Tuesday.

 

 

 

Lybra Destination powered by Zucchetti Travel Data Lake

 

The Travel Data Lake of Zucchetti Group collects and manages millions of overnight searches every day, thanks to which it is possible to have a statistically relevant overview on tourists’ future demand and extrapolate valuable information about travelers’ profile. The system collects anonymously stay searches carried out by travellers through the CRS of the Zucchetti group, providing an accurate forecast of hotel demand (period, destination, duration of stay, etc.). Zucchetti is the largest Italian software house: with over 40 years of experience, in 2021 it has more than 700,000 customers, revenues of over 1.3 billion euros and a group of over 8,000 people. Thanks to its Hospitality division, which provides digital tools to over 50% of accommodation facilities in Italy, in 2020 Zucchetti developed the Travel Data Lake, the largest forecasting hub in Italy, with the aim of centralizing forecast data from the group’s Booking Engine. The data is processed by Destination, the market intelligence platform of Lybra Tech, a Zucchetti Group company specialising in technologies for tourism and data analysis. Lybra Destination is a multi-source dashboard that helps Decision Makers exploit the power of future data: it is the only tool that can manage all data available in the territory by simultaneously analyzing multiple sources. Leveraging the power of AI and machine learning, Lybra Destination helps tourist destinations guide decision making and monitor the impact of their promotional activities.

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