Table of Contents
Executive Summary
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- Impact of COVID-19 on holidays to Spain
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on holidays to Spain, 1 November 2020
- The market
- Spain’s record rise in British holidaymakers brought to a halt by COVID
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- Figure 2: Forecast* volume of holidays to Spain, 2015-25 (prepared on 1 November 2020)
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- Figure 3: Forecast* value** of holidays to Spain, 2015-25 (prepared on 1 November 2020)
- Companies and brands
- Slow travel and ‘workcations’ are among expected post-COVID trends
- The consumer
- Spain remains the most popular destination amongst Brits
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- Figure 4: Holiday destinations visited in the last 5 years, September 2020
- One in five adults were forced to cancel a holiday to Spain in 2020
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- Figure 5: Impact of COVID-19 on holidays to Spain in 2020 and future intentions to visit, September 2020
- Appetite for Spain will fully recover, but most don’t expect to return before 2022
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- Figure 6: Future interest in visiting destinations on holiday, September 2020
- Behavioural changes amongst those visiting in 2021 will include health & safety…
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- Figure 7: Attitudes towards choice of location and accommodation for holidays to Spain in 2021, September 2020
- …package protection, expert advice & last-minute booking
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- Figure 8: Attitudes towards booking holidays to Spain in 2021, September 2020
- …and a boost for non-flight modes of travel
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- Figure 9: Attitudes towards travel modes for holidays to Spain in 2021, September 2020
- Holiday property rentals, city breaks, touring, activity & hobby breaks have future growth potential
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- Figure 10: Interest in taking future types of holiday in Spain, September 2020
- Weather, beaches, food & drink are Spain’s biggest attractions
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- Figure 11: Main attractions of a holiday in Spain, September 2020
Issues and Insights
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- Crisis and opportunity – beyond the beach
- COVID-19 could drive a lasting interest in less crowded locations
- ‘City & sea’ holidays could offer a sustainable alternative to the frequent short break habit
- Post-COVID health focus can benefit active holidays
- The rise in lockdown hobbies will feed into special interest travel
The Market – Key Takeaways
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- Holidays to Spain will bounce back but recovery is likely to be protracted
- Package trend expected to continue as travellers seek protection
- Rising city break segment has suffered a setback
- Older visitors offer the biggest long-term opportunity but will be more cautious about returning
Market Size and Forecast
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- Tentative recovery expected to gather pace in 2021
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- Figure 12: Short-, medium- and long-term impact of COVID-19 on holidays to Spain, 1 November 2020
- Holidays to Spain reached record levels prior to pandemic
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- Figure 13: Volume and value* of holidays to Spain, 2015-19
- Spain saw trips decline more than 80% in 2020
- Island corridors could still offer a glimmer of hope for Q1 2021…
- …but demand is likely to remain subdued until second half of 2021
- Market value of holidays to Spain is expected to surpass pre-COVID levels by 2025
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- Figure 14: Forecast* volume and value** of holidays to Spain, 2015-25 (prepared on 1 November 2020)
- Forecasts
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- Figure 15: Forecast* volume of holidays to Spain, 2015-25 (prepared on 1 November 2020)
- Figure 16: Forecast* value** of holidays to Spain, 2015-25 (prepared on 1 November 2020)
- A long-lasting recession could see a return to the 2009/10 staycation trend
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- Figure 17: Volume and value* of holidays to Spain, 2015-19
Market Segmentation
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- Pre-COVID package trend likely to continue
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- Figure 18: Package holidays versus independent holidays to Spain, by volume, 2015-19
- Holiday duration was shortening prior to pandemic
- Short city break trend severely disrupted by the crisis
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- Figure 19: Holidays to Spain, volume by duration, 2015-19
- Over-45s offer the biggest long-term potential; younger visitors offer near-term potential until the pandemic is over
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- Figure 20: Volume and value of visits to Spain by UK residents, by age, 2019
Market Background
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- The opening and closing of Spanish corridors
- Islands set to introduce COVID-19 testing on arrival
- UK airport testing could accelerate recovery
- Holidays to Spain remained ahead of France and Italy prior to COVID-19
- Greece may have benefited from UK quarantine policies in 2020
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- Figure 21: Top 10 overseas holiday destinations, by number of trips, 2015-19
- Holiday prices have fallen due to COVID-19 but are expected to rise again as the market recovers
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- Figure 22: Annual average exchange rates, GBP versus euro, June 2016-October 2020
- Spanish resorts retain a price advantage over France and Italy
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- Figure 23: European holiday costs* in leading destinations, 2015-20
- Spanish city break costs have fallen
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- Figure 24: European city break costs*, August 2020
Companies and Brands – Key Takeaways
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- Brands need to reassure safety-conscious travellers
- Post-COVID working patterns could offer opportunities
- No-fly holidays, Spain’s heritage cities and slow travel expected to be post-COVID trends
Launch Activity and Innovation
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- Spanish hotel chain offers free COVID-19 testing
- Canaries seek to attract post-COVID digital nomads
- Slow boat to Spain
- Pre-COVID launches included heritage cities promotion and themed touring holidays
- ‘Challenge’ walking holidays are likely to benefit from post-COVID wellness and nature trends
The Consumer – Key Takeaways
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- A fifth of Brits were forced to cancel a holiday to Spain in 2020
- One in four consumers are prepared to holiday in Spain before COVID-19 is fully over
- Recovery is expected in 2021 but behavioural changes are likely
- Perceived risks of flying offer new opportunities for ferries and self-drive
- Beaches will remain a big draw but the future holds diversification opportunities
Impact of COVID-19 on Consumer Behaviour
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- COVID concerns rising as second wave arrives
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- Figure 25: Concerns about COVID-19, March-October 2020
- Key 45-64s group likeliest to cut back on discretionary spend
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- Figure 26: Reduction in discretionary consumer spend, April-October 2020
- A third or less of consumers feel comfortable about travel
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- Figure 27: Percentage of those feeling comfortable about travel activities, July-October 2020
- Holiday booking plans fell again in August/September after signs of recovery
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- Figure 28: Holiday booking and intentions, August 2019-September 2020
Experience of Holidaying in Spain
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- 20% of Brits have visited mainland Spain and 22% the islands over the past 5 years
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- Figure 29: Holiday destinations visited in the last 5 years, September 2020
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- Figure 30: Percentage of GB adults who have visited Spain on holiday in the last 5 years, 2013-20
- France and Italy attract more higher income visitors than Spain
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- Figure 31: Percentage of GB adults who have visited Spain on holiday in the last 5 years, by household income, September 2020
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- Figure 32: Demographic profile of holiday visitors to Spain, September 2020
- Men under 35 have been the most likely to return to Spain post-lockdown
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- Figure 33: When people last visited Spain on holiday, September 2020
Impact of COVID-19 and Brexit on Holiday Taking in Spain
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- Attracting back those forced to cancel in 2020 will be a key priority
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- Figure 34: Impact of COVID-19 on holidays to Spain in 2020 and future intentions to visit, September 2020
- 16-34s will be the first to return, over-55s the last
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- Figure 35: Those who have visited Spain on holiday in the past 5 years versus future intentions to visit, by age group, September 2020
- One in five adults thinks they are less likely to visit Spain because of Brexit
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- Figure 36: Expected impact of Brexit on holidays to Spain, September 2020
Future Interest in Visiting Spain versus Other Destinations
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- Future appetite for Spain is undiminished…
- …but consumers are most likely to consider a staycation in 2021
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- Figure 37: Future interest in visiting destinations on holiday, September 2020
- Advance booking for 2021 remains low as customers wait until the last minute
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- Figure 38: Those who have booked a future holiday to Spain, September 2020
Visiting Spain in 2021 – Impact of COVID-19 on Holiday Behaviours
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- Health & safety measures are key to attracting visitors until the pandemic is fully over
- Those prepared to travel will seek out low-infection areas…
- …and quieter locations
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- Figure 39: Attitudes towards choice of location and accommodation for holidays to Spain in 2021, September 2020
- Financial protection, expert advice and last-minute booking are set to be the norm for 2021
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- Figure 40: Attitudes towards booking holidays to Spain in 2021, September 2020
- Most visitors will continue to fly but COVID-19 could act as a catalyst for aviation-alternatives
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- Figure 41: Attitudes towards travel modes for holidays to Spain in 2021, September 2020
Future Interest in Types of Holiday to Spain
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- Beach resort holidays will remain the core product for Spain
- Interest in less well-known Spanish cities is likely to revive after COVID-19
- Self-catering rental property holidays will benefit from pandemic
- Future potential for diversification includes…
- …independent touring
- …active travel
- …and special interest
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- Figure 42: Interest in taking future types of holiday in Spain, September 2020
Main Attractions of Spain
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- The traditional strengths of Spanish weather and beaches are most likely to entice Brits back
- Gastro-Spain has become a major selling-point
- Spain’s value for money appeal is likely to be attractive in the post-COVID/Brexit economy
- Appeal of the ‘Spanish way of life’ has heightened resonance in an era of anxiety and restrictions
- One in five visitors sees themself as a ‘real Hispanophile’
- Pent-up demand is expected for summer music festivals
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- Figure 43: Main attractions of a holiday in Spain, September 2020
- Food & drink is now as important for visitors to Spain as France
- More than just a beach
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- Figure 44: Main attractions of a holiday in France, November 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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