Destination Barcelona loses competitiveness among the main European markets in the first quarter of 2018, according to the data analyzed by Mabrian Travel Intelligence platform.
The events that took place in the Catalan capital during the second semester of 2017 have affected tourists when choosing it as a holiday destination. The Islamic attacks of August 17 in Barcelona and Cambrils and, later on, the politic inestability as a result of the independence referendum of October the 1st, have caused the city’s security perception to be affected.
The analysis of more than 147 millions mentions in Social Network though Natural Language Processing and Artificial Intelligence technologies have allowed Mabrian to understand perceptions in terms of security and intention of trip related to Barcelona. Dynamics that have been identified, measured and compared for the main markets of the Catalan capital.
The origin market that has been more affected is the German. Barcelona was placed in the 20th position in terms of intention of trip as a holiday destination in 2017, while in the first quarter of 2018 it drops 10 positions, down to the 30th.
Its security perception index (PSi) suffered considerable fluctuations during the second half of 2017, as a result of the events mentioned above. During the first months of 2018, nevertheless, the PSi recovers and reaches almost the same level as the previous year.
The same behavior pattern is seen in French origin visitors. The Catalan’s capital position in terms of intention of visit among this group drops to the 13th place in the first quarter 2018, 4 positions bellow the one it had during the same dates of 2017.
In between British and Italian tourists, destination Barcelona loses 2 positions on intention of trip from the first quarter of 2017. The security perception behaves in an unequal way between British and Italian: while with the first ones it drops around 3 points, for the Italian it even goes up a few tenths.
Security perception of the national market is of 75,3 (3 points lower than 2017’s one), but maintains the Catalan capital as the second city in intention of visit.
In terms of the tourist’s satisfaction with the touristic product, a general drop is seen in all markets. National visitors are the ones who give the worst rating related to touristic product (TPi 61, 16, more than 6 points bellow the first quarter of 2017). For the Germans, the touristic offer neither has been as satisfactory as the previous year, dropping the rating in more than 7 points.
This knowledge offers the managers of a destination or touristic business a valuable information to probe how different events affect their different markets, and how this directly impacts on the potential clients’ purchase intention. Not all markets react the same way to the same circumstances, so knowing its concrete sensitivity allows to act more accurately and with a more effective communication to recuperate as soon as possible the desirable image.