Table of Contents
Executive Summary
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- The market
- Volume set to grow 25% over the next five years
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- Figure 1: Holidays to Spain volume forecast, 2008-18
- Improving consumer finances set to boost expenditure by 33% by 2018
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- Figure 2: Holidays to Spain value forecast, 2008-18
- Independent bookings represent 54% of holidays to Spain
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- Figure 3: Package holidays versus independent holidays to Spain, by volume, 2008-13
- Market factors
- Easing pressure on household income points to rising demand for holidays
- Rising Pound making holidays to Spain more affordable
- High jet fuel prices and rising airport charges leading to higher airfares
- APD for short-haul destinations stays level while long haul rises again
- Spain has been knocked off its pedestal as the top value resort
- Demand for private holiday rental accommodation on the rise
- Companies, brands and innovation
- Iberia still unprofitable despite rise in passenger revenues in 2013
- Low cost airline Vueling growing strongly
- Brittany Ferries profits decline sharply in 2013
- Iberia first to allow passengers to print their own luggage tags
- Iberia links up with Samsung to simplify the airport experience
- Vueling launches smartwatch app and high speed Wi-Fi
- Andalusia mines transformed into a tourist attraction
- The consumer
- Around two in five adults holidayed in Spain in the past five years
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- Figure 4: Holidays to Spain taken in the past five years, March 2013
- Beach holidays the most popular type Spanish holiday
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- Figure 5: Types of holidays taken to Spain in the past five years, March 2014
- Balearic Islands and Barcelona the top regions stayed in…
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- Figure 6: Regions of Spain stayed in during the past five years, March 2014
- … with Barcelona the top destination people would like to visit
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- Figure 7: Regions of Spain interested in visiting, March 2014
- Most used the internet to book their last holiday to Spain
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- Figure 8: Booking method used for last holiday to Spain, March 2014
- Online booking method used for holidays to Spain
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- Figure 9: Online booking method used for last holiday to Spain, March 2014
- Attitudes towards holidays to Spain
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- Figure 10: Attitudes towards holidays to Spain, March 2014
- What we think
Issues and Insights
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- How can Spain reinvigorate its image as an original holiday destination?
- The facts
- The implications
- How will the rising popularity of private holiday rentals impact the market?
- The facts
- The implications
Trend Application
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- Totophobia
- The Real Thing
- Experience is All
Market Drivers
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- Key points
- Reviving economy will help to lift demand for holidays
- Strengthening Pound enhancing the appeal of holidaying in Spain
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- Figure 11: Average weekly midpoint exchange rates for GBP against EUR, May 2011-April 2014
- UK tourist expenditure abroad trending upward
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- Figure 12: Seasonally adjusted UK tourist expenditure abroad vs. total household final consumption expenditure, 2003-Q1 2013
- Rising fuel costs and airport charges pushing up airfares
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- Figure 13: Jet fuel prices, GBP per gallon, February 2009-January 2014
- APD for short-haul destinations remains steady
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- Figure 14: Air passenger duty rates, 2012-14
- Motorists benefit from lower petrol and diesel costs in Spain
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- Figure 15: Motoring on the continent cost barometer, 2011-13
- Spain is the UK’s top overseas holiday destination
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- Figure 16: Top ten overseas holiday destinations, by volume, 2012 and 2013
- Spain continues to be a high value-for-money destination
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- Figure 17: Post Office holiday costs barometer, 2013 and 2014
- Rising demand for private holiday rentals in Spain
Who’s Innovating?
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- Key points
- MyBagTag allows Iberia passengers to print their own luggage tags
- Iberia partners with Samsung to streamline the airport experience
- Vueling links up with Sony to launch a smartwatch boarding pass app
- Vueling to implement high speed in-flight W-iFi on aircrafts
- Riotinto mines in Andalusia turned into tourist attraction
- Canary Islands Tourist Board invites Vimeo users to make video campaign
Market Size and Forecast
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- Key points
- Strengthening consumer finances boosting the holidays to Spain market
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- Figure 18: Volume and value of holidays to Spain, 2008-18
- Forecast
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- Figure 19: Holidays to Spain volume forecast, 2008-18
- Figure 20: Holidays to Spain value forecast, 2008-18
- Forecast methodology
- Fan chart explanation
Segment Performance
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- Key points
- Rise in package holidays volume propelling the market forward
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- Figure 21: Package holidays versus independent holidays to Spain, by volume, 2008-13
- Large majority of holidays to Spain are for 4 to 13 nights
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- Figure 22: Holidays to Spain, by duration, 2008-13
- Package holidaymakers spent 4% more than independents in 2013
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- Figure 23: Package vs. independent holidays to Spain, by average expenditure per trip, 2008-13
- 71% of holidaymakers to Spain are over-35s
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- Figure 24: Volume and value of visits to Spain by UK residents, by age, 2013
- 98% of holidaymakers to Spain travel by air
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- Figure 25: Holidays to Spain, by mode of travel (air, sea, tunnel), 2008-13
Companies and Products
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- Iberia
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- Figure 26: Key financials for Iberia, 2012 and 2013
- Vueling
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- Figure 27: Key financials for Vueling, 2011 and 2012
- Figure 28: Key financials for Vueling, post-acquisition, 26 April 2013 – year end
- Brittany Ferries
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- Figure 29: Key financials for BAI (UK) Limited, 2011 and 2012
- Select Spanish tourist boards
- Turespaña (OfficialSpanish tourist board)
- Agència Catalana de Turisme (Catalan Tourist Board)
- Madrid Visitors & Convention Bureau
- Emprese Pública para la Gestión del Turismo y del Deporte de Andalucía S.A. (Andalusian Tourism and Sport)
Holidays to Spain Taken in the Past Five Years
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- Key points
- Nearly a fifth of adults have holidayed in Spain in the past five years
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- Figure 30: Holidays to Spain taken in the past five years, March 2013
- 25 to 44-year-olds and families the key target markets
- If you’re affluent, you’ve probably already been to Spain
- Leveraging Spain’s diversity to encourage repeat visits
Types of Holidays Taken to Spain
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- Key points
- Beach holidays the most popular type of holiday to Spain
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- Figure 31: Types of holidays taken to Spain in the past five years, March 2014
- Presence of children a key influence behind the type of holiday taken
- All-inclusive holidays appeal to those on tight budgets
Regions of Spain Stayed In
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- Key points
- Balearic Islands and Barcelona top the list of most popular destinations
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- Figure 32: Regions of Spain stayed in during the past five years, March 2014
- Balearic and Canary islands the top beach holiday destinations
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- Figure 33: Regions of Spain stayed in during the past five years, by types of holidays taken to Spain in the past five years, March 2014
- Barcelona unrivalled when it comes city breaks
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- Figure 34: Regions of Spain stayed in during the past five years, by types of holidays taken to Spain in the past five years, March 2014
Regions of Spain Interested in Staying In
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- Key points
- Barcelona is the number one destination people want to visit
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- Figure 35: Regions of Spain interested in visiting on holiday, March 2014
- Affluent most likely to show interest in city-break destinations
- City break regions favoured among those who’ve not yet been to Spain
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- Figure 36: Regions of Spain interested in visiting on holiday, by holidays to Spain taken in the past five years, March 2014
Booking Method
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- Key points
- Close to half booked their entire holiday to Spain online
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- Figure 37: Booking method used for last holiday to Spain, March 2014
- Those taking all-inclusive holidays the most likely to book in person
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- Figure 38: Booking method used for last holiday to Spain, by types of holidays taken to Spain in the past five years, March 2014
- Online bookings being driven by 35-44s, women and the affluent
Online Booking Methods
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- Key points
- Booking via individual suppliers the most popular online method used
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- Figure 39: Online booking method used for last holiday to Spain, March 2014
- One in ten used a private holiday rental site to book accommodation
- Families the most likely to book via tour operator websites
Attitudes towards Holidays to Spain
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- Key points
- Warm weather and culture draw UK tourists to Spain
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- Figure 40: Attitudes towards holidays to Spain, March 2014
- Affluent most likely to place emphasis on food and culture
- Political stability gives Spain an edge against certain rival destinations
- For some Spain’s popularity among Brits is a drawback
- Enthusiasm about Spain highest among those who’ve already visited
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- Figure 41: Attitudes towards holidays to Spain, by Holidays to Spain taken in the past five years, March 2014
Appendix – Market Size and Forecast
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- Figure 42: Holidays to Spain volume forecast, best- and worst-case scenarios, 2013-18
- Figure 43: Holidays to Spain value forecast, best- and worst-case scenarios, 2013-18
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Appendix – Holidays to Spain Taken in the Past Five Years
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- Figure 44: Holidays to Spain taken in the past five years, by demographics, March 2014
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Appendix – Types of Holidays Taken to Spain
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- Figure 45: Most popular types of holidays taken to Spain in the past five years, by demographics, March 2014
- Figure 46: Next most popular types of holidays taken to Spain in the past five years, by demographics, March 2014
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Appendix – Regions of Spain Stayed In
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- Figure 47: Regions of Spain stayed in during the past five years, by types of holidays taken to Spain in the past five years, March 2014
- Figure 48: Most popular regions of Spain stayed in during the past five years, by demographics, March 2014
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- Figure 49: Next most popular regions of Spain stayed in during the past five years, by demographics, March 2014
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Appendix – Regions of Spain Interested in Staying In
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- Figure 50: Regions of Spain interested in visiting on holiday, by holidays to Spain taken in the past five years, March 2014
- Figure 51: Most popular regions of Spain interested in visiting, by demographics, March 2014
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- Figure 52: Next most popular regions of Spain interested in visiting, by demographics, March 2014
- Figure 53: Other regions of Spain interested in visiting, by demographics, March 2014
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Appendix – Booking Method
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- Figure 54: Most popular booking process, by demographics, March 2014
- Figure 55: Next most popular booking process, by demographics, March 2014
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Appendix – Online Booking Methods
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- Figure 56: Online booking method used for holidays to Spain – Individual supplier website, by demographics, March 2014
- Figure 57: Online booking method used for holidays to Spain – Travel website, by demographics, March 2014
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- Figure 58: Online booking method used for holidays to Spain – Tour operator website, by demographics, March 2014
- Figure 59: Online booking method used for holidays to Spain – A holiday rental website, by demographics, March 2014
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- Figure 60: Online booking method used for holidays to Spain – Other type of website, by demographics, March 2014
- Figure 61: Online booking method used for holidays to Spain – I did not use this, by demographics, March 2014
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- Figure 62: Online booking method used for holidays to Spain – Don’t know/can’t remember, by demographics, March 2014
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Appendix – Attitudes towards Holidays to Spain
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- Figure 63: Attitudes towards holidays to Spain, by holidays to Spain taken in the past five years, March 2014
- Figure 64: Agreement with the statement ‘The warmer weather in Spain makes it an appealing holiday destination’, by demographics, March 2014
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- Figure 65: Agreement with the statement ‘Spanish culture makes it an attractive destination’, by demographics, March 2014
- Figure 66: Agreement with the statement ‘Spain is a welcoming holiday destination’, by demographics, March 2014
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- Figure 67: Agreement with the statement ‘Spain is a great place for a short break’, by demographics, March 2014
- Figure 68: Agreement with the statement ‘It is worth visiting Spain to try local food and drink’, by demographics, March 2014
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- Figure 69: Agreement with the statement ‘I feel/would feel safe visiting Spain compared to other popular destinations’, by demographics, March 2014
- Figure 70: Agreement with the statement ‘Going on a holiday to Spain is good value for money’, by demographics, March 2014
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- Figure 71: Agreement with the statement ‘Spain is a good place to go with children’, by demographics, March 2014
- Figure 72: Agreement with the statement ‘Spain is one of the best places to go on holiday in Europe’, by demographics, March 2014
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- Figure 73: Agreement with the statement ‘I’d prefer to visit other countries with fewer British tourists than Spain’, by demographics, March 2014
- Figure 74: Agreement with the statement ‘It’s important to be able to speak Spanish, if you are going on holiday to Spain’, by demographics, March 2014
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- Figure 75: Attitudes towards holidays to Spain – I wouldn’t be able to afford to take a holiday in Spain^, by demographics, March 2014
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