The Canary Islands, the main victims of Turkish Competitiveness

Programmed air seats from Germany to the Canary Islands between March and September have fallen by 18%, meanwhile in some Turkish destinations there has been a rise of up to 36%.

In the framework of the ITB Berlin Travel Trade Show, Mabrian Technologies reveals an illuminating study on the current loss of competitiveness by some Spanish holiday destinations with the German market. Meanwhile, some Turkish destinations are growing steadily.

According to the last data (updated March 1st), 2018’s trend, in which the majority of air operators in Germany decided to increase the influx to Turkish destinations to the detriment of classic Spanish beach holiday destinations such as the islands is levelling off.

Contextually, the Canary Islands are suffering the most as a result of a drop in the demand from Germany. This is reflected directly in the loss of 320,000 programmed air seats (-18.25%) from Germany in comparison with the same period in 2018. Focusing on the main companies affected by this decrease, it has been shown that Low Cost companies are the most affected. Germania, whose loss is of 200,000 air seats, and SunExpress Deutschland’s, 93,000 air seats in 2019 are highlighted. Ryanair is also losing more than 62,000 seats this year which are not being compensated for by the increase of air seats on its subsidiary Laudamotion. The latter flies between Germany and the Canary Islands and represents more than 38,500 seats.

The origin airports most affected by this remarkable situation are Frankfurt (-38,000 seats), Tegel (-36,500), Cologne (-34,600) and Stuttgart (-29,000 seats).

This situation is the complete opposite of the evolution of the demand and scheduled air seats from Germany to the Turkish Mediterranean destinations. Thus, destinations such as Antalya and Marmaris have increased their air seat availability; Antalya by 16% (+300,000),  and Marmaris by 37% (+22,500 seats), compared to the same period in 2018.

Additionally, in order to complement this analysis of the German market, Mabrian Technologies wanted to create the profile of German tourists visiting these different destinations. To that end, they have analysed 1.89 million touristic mentions on Social Networks between  March 1 and September 30 2018, relating to the Canary Islands tourist destinations (Tenerife, Gran Canaria, Lanzarote, Fuerteventura, El Hierro, La Palma and La Gomera) and the Turkish Mediterranean destinations (Antalya and Marmaris).

Tourism intelligence platform analysis on perceptions and interests (through artificial intelligence based on natural language processing), showed that the profile of the Germans who visited both the Turkish and Canary Islands destinations had very similar holiday motivation patterns.

The main determiner is the Sun and beach product which all these destinations have in common, followed by the Natural and Active products.

This homogeneity between these competing destinations makes the customer sensitive to flight prices, resulting in an effortless switch between holiday destinations. This is usually guided by the interests of intermediary companies such as tour operators.


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