In the lead up to Phocuswright Europe 2024 in Barcelona, Spain (10-12 June), Phocuswright has published its latest consumer analysis Spain Consumer Travel Report 2024. According to the report, for Spanish travelers, hotels remain the overall lodging of choice, with short-term rentals (STR) a distant second. However, STR usage increased considerably over the prior year, closing the gap somewhat.
Both hotels and STRs are chosen primarily for price, location and value, but hotels also see a unique benefit from their star-ratings systems. STRs are more often selected for things like privacy, home-like feel and positive reviews.
Booking wise, OTAs are the dominant hotel booking channel among Spanish travelers. Overall, the largest drivers of any hotel channel, whether direct or indirect, are price and convenience, with those booking direct more likely to cite supplier brand preference or redeeming loyalty points, and those choosing to book indirect influenced more by convenience and easier comparisons between hotels.
This report, based on a survey of Spanish leisure travelers, provides a comprehensive range of data and analysis on the trip lifecycle for consumers in Spain.
Key questions answered include:
- What does the average Spain traveler look like? How many trips do they take per year, where do they go, with whom, for how long, and how much do they spend?
- What resources – online and offline – do Spanish travelers use to research, plan and book their trips?
- How do preferences differ across age groups?
- How do travelers make decisions about various elements (e.g., air, hotel and activities) of their trips?
- What role does social media play in Spanish consumers’ travel planning activities?
- What is the sentiment towards future travel? What changes, if any, do Spain travelers intend to make regarding their future travel?
Part of the Europe Consumer Travel Report 2024 series, other country reports include the following (available now or coming soon):
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