After record figures in the number of visits in 2017, we analyse the profile of the two main international markets for Andalusia, the 4th tourist region in Spain.
Andalusia exceeded its expectations and reached 29.5 million visits in 2017, which represents a 4.7% increase from the previous year.
Although over half these visits (59.3%) were national tourists, the most significant increase was in the number of foreign visitors (11.5%).
According to the foreign tourism study presented by the Tourism and Sport Ministry of Andalusia, the British and German markets take the lead in terms of volume of registered overnight stays in Andalusian hotel establishments, with 7.11 million and 4.52 million overnight stays respectively.
Given Andalusia’s success in these markets, we will analyse the nationalities’ characteristics and motivations to visit the destination. In order to do so, Mabrian Technologies has carried out a profile study of the Brits and Germans interested in this destination through the analysis of almost 7 million tourist mentions related to Andalusia on Social Networks. Flight searches and bookings for the main airports of the region have been also monitored, as well as the prices and reviews of 668 3-, 4- and 5-star hotels.
Traditional 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 the spontaneous mentions on Social Media. The attractions that capture most of their attention are largely typical and always related to good weather.
Satisfied, but with room for improvement. Despite revealing a very good global satisfaction level with the destination, the British market shows there is room for improvement in terms of satisfaction with the destination’s tourist product, while the security and climate perception are excellent.
Forward planning and hesitant. Brits begin their travel search around 74 days prior to the travel date, on average. Nonetheless, they formalise their bookings 42 days before travelling (on average), marking an inspirational period of about 32 days.
One week getaways. The average stay is 7 days.
Active on networks. Brits have a tendency to share their holidays with their family, particularly women, using Instagram and Twitter almost equally.
Stable and active. The German visitor does not show a great seasonality, distributing their interactions in a more homogeneous way throughout the year. Despite being mainly interested in the standard sun and beach and cultural tourism products, Germans are also interested in the region’s natural and active products.
Very satisfied. The reflected satisfaction indexes are very good in all measured indicators.
Less hesitant. They start their trip search around 71 days before the beginning of it on average, and finalise the purchase around 51 days before travelling. Their average inspirational period is 20 days.
Looking to disconnect. Germans’ average stay is superior to other origin markets. This, added to their interests, indicates the willingness to disconnect during their visit to Andalusia.
Active, but not on networks. German tourists are not as prone to share their experiences in Social Media as other markets. When they do, they prefer Instagram to Twitter, with a majority of women users.
A quick graphic analysis of the immense volume of the available tourist data, highlights similar dynamics, and great differences between these two important markets for Andalusia and Spain in general. This is merely an example of the depth of available analysis, to support strategic decision making for businesses and tourist destinations. Working with these kind of tools is not expensive, in fact the cost of relying on intuition is usually much higher.