After record figures in number of visits in 2017, we analyze the profile of the two main international markets for Andalusia, the 4th region most touristic of Spain.
Andalusia exceeded its expectations and reached 29,5 million visits during 2017, which represents a 4,7% increase over the previous year. More than half of these visits (59,3%) were national tourists, however, the increase in number of foreign visitors was the most significant with 11,5%.
According to the foreign tourism study presented by the Tourism and Sport Ministry of Andalusia, the British and German markets lead in volume of registered overnight stays in Andalusian hotel establishments, with 7.11 millions and 4.52 millions overnight stays respectively.
Given Andalusia’s success in these markets, we will analyze these nationalities’ characteristics and motivations to visit the destination. For this, Mabrian Technologies has done a profile study of the British and Germans interested in this destination from the analysis of almost 7 million tourist mentions in Social Networks related to Andalusia. Hundreds of thousand flight searches and bookings for the main airports of the region have been also monitored, as well as, prices and reviews of 668 hotels (among 3 and 5 stars).
Typical and seasonal. The British visitor shows a marked seasonality in the summer months, and seems to be mainly interested in sun and beach and cultural tourist products, followed by shopping and nightlife, based on their spontaneous mentions in Social Media. The venues that mostly capture their attention are still the typical, but always related to good weather.
Satisfied, but with improvement margin. Despite reflecting a very good global satisfaction level with the destination, the British show a clear improvement margin in terms of satisfaction with the destination’s tourist product, while the security and climate perception are excellent.
Previsional and hesitant. British begin their trip search about 74 days prior to the travel date, on average. Nonetheless, they formalize their bookings 42 days before traveling (on average), marking an inspirational period of about 32 days.
One week getaways. The average stay is 7 days.
Active in networks. It’s a visitor who likes to share his holidays with the family, especially women, using almost equally Instagram and Twitter.
Stable and active. The German visitor does not show a great seasonality, distributing their interactions in a more homogeneous way during the year. Despite being mainly interested in the typical sun and beach and cultural tourism products, Germans are interested in the region’s natural and active products offer.
Very satisfied. The reflected satisfaction indexes are very good in all measured indicators.
Less hesitant. They start their trip search about 71 days before the beginning of it on average, and finalize the purchase about 51 days before traveling. Their average inspirational period is 20 days.
Looking for disconnect. German’s average stay is superior to other origin markets. What added to their interests, indicates the willingness to disconnect during their visit to Andalusia.
Active, but not in networks. They’re not so given to sharing their experiences in Social Media as other markets. When they do, they prefer Instagram to Twitter, and it´s mostly women that share.
A quick graphic analysis of the immense volume of the available tourist data, already highlights similar dynamics, and great differences between these two important markets for Andalusia and Spain in general. It’s only an examole of the depth of available analysis, to support strategic decision making by businesses and tourist destinations. Working with these kind of tools is not expensive, it’s normally a much higher cost to rely on intuition.