Spanish Young Travellers

SPANISH YOUNG TRAVELLERS: HOW DO THEY TRAVEL

My analysis is based on the Phocuswright report

Purchasing Habits of the Spanish Travelers

(www.lookinside.travel

surveys gathered by more than 40 of the largest travel companies in Spain

within their clients, with the sponshorship of Google Travel Spain, Exceltur

and the Instituto de Estudios Turísticos.

The first question we have to address is the size of that segment in Spain,

which accounts for the 1

2009), considering young travelers those whose age rank

years.

The results of the report helps

planification of younger travelers. Precisely

the times there is between a week and a month from the beginning of the

planning to the booking, while in the total population is j

• 18-24 años

SPANISH YOUNG TRAVELLERS: HOW DO THEY TRAVEL

is based on the Phocuswright report “Information and

Purchasing Habits of the Spanish Travelers”, in its 2009 and 2010 editions

www.lookinside.travel), whose conclusions steam from more than 88.000


ts, with the sponshorship of Google Travel Spain, Exceltur

and the Instituto de Estudios Turísticos.

question we have to address is the size of that segment in Spain,

which accounts for the 12% of the universe analyzed (1 point less than in

2009), considering young travelers those whose age rank

The results of the report helps as well to disregard the myth of the lack of

planification of younger travelers. Precisely in the 18-24 group


planning to the booking, while in the total population is just 45%

Information and

”, in its 2009 and 2010 editions

steam from more than 88.000


ts, with the sponshorship of Google Travel Spain, Exceltur

question we have to address is the size of that segment in Spain,

(1 point less than in

2009), considering young travelers those whose age ranks from 18 to 24

disregard the myth of the lack of

24 group, aprox 50% of


ust 45%

• 25-34 años

• Todos

Nevertheless, this is not

a destination, as the younger group visits less than the rest (48%, 3 to 6 sites,

versus 54%). Then, we can conclude that 18

thoroughful when planning than older segments of population

• 18-24 años

• 25-34 años

not related to the number of websites visited


versus 54%). Then, we can conclude that 18-24 travellers are not so


related to the number of websites visited to choose


travellers are not so


• Todos

It is time now to analyze what are the different motivations of younger

traveler to choose a destination. The main one are personal motivations

(43%), which is much higher than in the total population (30,44%). The

second one is price (25,45%), when for the total

the 24-34 group is 23%, so we can see how the price as m

strength as the traveler grows up.

recommendations of friends and relatives (18,17%), similar to the total

population but less relevant than in the 24

• 18-24 años

• 25-34 años

analyze what are the different motivations of younger

a destination. The main one are personal motivations


second one is price (25,45%), when for the total population

34 group is 23%, so we can see how the price as m

strength as the traveler grows up. The third motivation are


population but less relevant than in the 24-34 group

analyze what are the different motivations of younger

a destination. The main one are personal motivations


population is 20% and for

34 group is 23%, so we can see how the price as motivation loses

The third motivation are


• Todos

Let´s now analyze the

travel services. If we consider the sources of information use

transportation, 18-24 years old travelers and 24

nothing has influenced them when planning; and

main role, with aprox

being search engines the most relevant (27%).

Friends and relatives are also an important source of information (26,71%)

but within the framework of

just for a 3,16%, which is nevertheless much higher than the 1,86%

characteristic of the total population.

• 18-24 years

• 25-34 años

the behavior of the travelers when planning for different

If we consider the sources of information use

24 years old travelers and 24-34 ones mainly say that

nothing has influenced them when planning; and if so, internet plays the

main role, with aprox 50% considering an on line source of information,

being search engines the most relevant (27%).


but within the framework of personal relationship as social media accounts

,16%, which is nevertheless much higher than the 1,86%

characteristic of the total population.

of the travelers when planning for different

If we consider the sources of information used to search for

34 ones mainly say that

if so, internet plays the

source of information,


personal relationship as social media accounts

,16%, which is nevertheless much higher than the 1,86%

• Todos

When analyzing the same information regarding

situation changes despite

search engines accounting for 49,31%. We find similar percentage in the 24

34 group but it descends to 43,45% in the total population, what emphasizes

the vinculation of the younger travelers with the on line world. Nevertheless,

the second groups gives more importance to social media than the

younger one (6,76 versus 9,21%)

It is interesting to say that the websites of the hotels are more relevant than

airlines´s from the perspective of the travelers, what could be explained by

the higher complexity of the product

influence of social media when planning to stay at a hotel than when

planning to fly.

• 18-24 años

the same information regarding accommodation,

despite internet plays the most important role, with

search engines accounting for 49,31%. We find similar percentage in the 24


of the younger travelers with the on line world. Nevertheless,


6,76 versus 9,21%)


the perspective of the travelers, what could be explained by

the higher complexity of the product. This is also consistent with the higher


accommodation, the

internet plays the most important role, with

search engines accounting for 49,31%. We find similar percentage in the 24-


of the younger travelers with the on line world. Nevertheless,



the perspective of the travelers, what could be explained by

. This is also consistent with the higher


• 25-34 años

• Todos

When we talk about rent a car, the data are quite similar, with these

variations:



- The weight of search engines in even higher,

group (50,58%)

- Social media has much less influence (2,47%)

- Websites of rent a car companies are

supplier, specially for the total population

18-24 años

• 25-34 años

• Todos

The weight of search engines in even higher, especially

Social media has much less influence (2,47%)

Websites of rent a car companies are more relevant that other

supplier, specially for the total population

especially in the 24-34

more relevant that other

When talking about cruises, the situation changes dramatically and friends

and relatives become the most influential source of information to plan a

cruise (39,83%). And though internet is still the main source, the brick and

mortar agencies are also relevant (23,32%)

• 18-24 años

• 25-34 años



. And though internet is still the main source, the brick and

mortar agencies are also relevant (23,32%)



. And though internet is still the main source, the brick and

• Todos

Wrapping up, I can say that there

and the 24 to 34, while

the 24-34 group has an even more independent behavior

as an average the savviest on line travelers.

What it is also a constant is the marginal role that traditional agencies play

as source of information for planification, with the exception of cruises,

though even in that case OTAs are more relevant.

traveler, the less the value perceived from the traditional agency

It is also remarkable the lack of relevance of traditi

newspapers, radio, guides,..) which as average represent less that a 10%.

Brochure are also totally irrelevant except when we talk about cruises.

Same marginal role is played by Tourism Offices (less than 2%)

Wrapping up, I can say that there are similarities between the

and the 24 to 34, while they differ from the total population.

34 group has an even more independent behavior

as an average the savviest on line travelers.


of information for planification, with the exception of cruises,

though even in that case OTAs are more relevant. And the younger the

less the value perceived from the traditional agency

It is also remarkable the lack of relevance of traditional media (TV,



Same marginal role is played by Tourism Offices (less than 2%)

similarities between the 18-24 group

differ from the total population. Nevertheless,

34 group has an even more independent behavior, being perhaps


of information for planification, with the exception of cruises,

And the younger the

less the value perceived from the traditional agency

onal media (TV,



Same marginal role is played by Tourism Offices (less than 2%).

All these hard facts should switch a light in the mind of those in charge of promoting destinations or marketing travel products, that unfortunately many times seem to be stuck in the past, unable to ride the digital wave. And, as Edward Gibbon says, "The wind and the waves are always on the side of the ablest navigators." Dr. Javier González-Soria y Moreno de la Santa

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Spanish Young Travellers