SPAIN MARKET PROFILE

Transcription

1 SPAIN MARKET PROFILE Year 2014 Results of a survey carried out between January to December 2014 Malta Tourism Authority Research Unit Market Support & Development 1

2 Market Dynamics January to December 2014 During year 2014, a total of 42,285 Spanish tourists visited Malta, recording a decline of 20.6% or 10,993 less tourists when compared to year Source: NSO Total Spain Market Absolute Change (Spain) 14/13 Percentage Change (Spain) 14/13 Inbound tourists 1,689,809 42,285-10, % Nights spent 13,522, ,464-87, % Average length of stay Expenditure ( 000s) Av. Expenditure per capita ( ) Constant Constant 1,528,765 35,751-7, % % In 2014, Spain s share out of total visits declined from 3.4% in 2013 to 2.5% in

3 Spain Tourists Visiting Malta ,000 Inbound Tourists from Spain ,000 70,000 60,000 50,000 40,000 37,428 49,497 45,298 67,842 63,088 60,223 53,278 42,285 30,000 20,000 10, Source: NSO In year 2014, inbound tourists from Spain amounted to 42,285, registering a decline of 10,993 tourists (or -20.6%) when compared to year Over a 7-year span ( ), inbound tourists from Spain recorded an average annual growth rate of 1.8%. 3

4 Guest Nights of Spain Tourists Guestnights by Spanish Tourists , , , , , , , , , , , , , Source: NSO In year 2014, Spanish tourists spent a total of 321,464 nights, registering a decline of 87,696 nights (or 21.4%) when compared to year The average length of stay remained constant at 7.6 nights. 4

5 Expenditure of Spain Tourists In year 2014, Spain tourists generated 35.8 million worth of expenditure. This represents a decline of 16.7% (or 7.1 million) when compared to year ,000 50,000 Expenditure by Inbound Spanish Tourists (in '000s Euros) ,502 51,769 47,382 42,893 During year 2014, tourist expenditure recorded a decline in all expenditure categories. 40,000 30,000 20,000 38,970 41,584 36,072 35,751 10, Source: NSO Non-package expenditure ( 000s) Package Air/sea fares Accommodation Other expenditure Total ,852 5,805 8,835 21,890 47, ,332 4,814 6,404 19,344 42, ,608 4,403 5,739 15,000 35,750 % Change 14/ % -8.5% -10.4% -22.5% -16.7% % Change 13/ % -17.1% -27.5% -11.6% -9.5% 5

6 Purpose of Visit Spain By Purpose of Visit 2013/2014 Holiday remains the main purpose of visit for nearly three in every four respondents. Business travel accounted for 9.7% of total respondents Holiday 79.7% 74.0% Business 5.2% 9.7% VFR 6.5% 5.6% Other 8.6% 10.7% 0% 50% 100% Spain by Purpose of Visit Source: NSO Absolute Change 2014/2013 % Change 2014/2013 Holiday 47,916 42,485 31,278-11, % Business 3,389 2,750 4,114 1, % VFR 2,784 3,474 2,383-1, % Other 6,134 4,570 4, % Total 60,223 53,279 42,285-10, % 6

7 MIA Passenger Movements by Airport Spain Two-Way MIA Data Year 2014 Year 2013 Abs Change % Change Pax 123, ,323-42, % Seats 151, ,484-59, % Flights 837 1, % Load Factor 81.2% 78.6% 2.6% MIA Pax Movements Most Serviced Airports Market Share Year 2014 Market Share Year 2013 During year 2014, MIA passenger movements indicate a decline of 25.8% equivalent to 42,891 less two-way passengers or 21,445 less one-way passengers. MADRID BARAJAS 47.2% 37.4% BARCELONA 31.3% 22.1% GERONA COSTA BRAVA 17.5% 12.1% SEVILLA 2.9% 11.0% SANTIAGO DE COMPOSTELA 0.4% 0.8% ALICANTE 0.3% 0.1% Madrid remained the main airport of departure registering an increase in market share. Barcelona and Gerona Costa Brava airports also registered an increase in market share. Seville registered a decline in market share, given that Ryan air stopped its operations in TOTAL 100.0% 100.0% Source: MIA 7

8 Market Profile Key Findings The results of this survey are based on a sample of 145 respondents, residing in Spain. Data was collected during the period January to December

9 Part 1: Socio-Demographics 9

10 Region of Residence Region of Residence Madrid 31.7 Catalonia 21.4 Basque Country Castile and Leon Andalucia Galicia Valencia Aragon Asturias Castile - La Mancha % Survey results indicate that almost one third of Spanish respondents came from the Madrid region. This was followed by 21.4% of respondents, who came from Catalonia. 10

11 Socio-Demographics Year 2014 % Year 2013 % Gender Male Female Marital Status Single Married/Living together Divorced/separated Widowed

12 Age Age Groups Spain 2014 Age Year 2013 Age Year 2014 During 2014, the Spanish tourist visiting Malta was on average 43 years old. Over 65 years The largest age bracket comprised tourists aged between years with a share of 30.6% followed by the age bracket with a share of 29.1% Under Average Age: Year 2014: 43 years Year 2013: 44 years 12

13 Occupation & Net Income Year 2014 % Year 2013 % Director Manager Office, retail worker Professional Skilled worker, tradesman Manual worker Self-employed Student During 2014, nearly 43.0% of Spanish tourists visiting Malta were professional. 11.0% of respondents were office, retail workers whereas 9% were managers. Another 9% were retired individuals. During the period under review, inbound Spanish tourists earned an average net income of 1,854 per month. Housewife Unemployed Retired Net Income per month: 1,854 Rank 1 Rank 2 Rank 3 13

14 Readership Commonly read newspapers include the daily versions of: El Pais (32.4%) El Mundo (14.8%) La Vanguardia (8.8%) 20 Minutos (2.8%) ABC (2.8%) The magazines which scored the highest readership were: Hola! (10.2%) National Geographic (9.4%) Muy Interesante (7.9%) Cuore (7.1%) Time Magazine (3.1%) Quo (2.4%) 14

15 Internet Access Year 2014 % Year 2013 % Access to internet: - From home From work From other pc No access Website accessed on a regular basis: Google, Gmail 17.9% Facebook 12.6% Msn, Hotmail 4.7% Booking 2.6% El Pais 2.1% El Tiempo 2.1% Wikipedia 2.1% 15

16 Internet Usage Year 2014 % Year 2013 % Internet Usage: - Search for travel info online Book travel online Website used for booking purposes: Booking 27.1 Logitravel 10.3 Edreams 8.9 Atrapalo 6.5 Tripadvisor 4.2 Rumbo 4.2 Lastminute

17 Italy France Portugal USA Germany Sardegna England Turkey UK Croatia Belgium Greece Last Two Holidays Last Two Holidays (Most Mentioned Destinations Base 100%) 12.0% 10.0% 10.2% 8.7% 8.0% 6.0% 4.0% 5.8% 5.1% 4.7% 4.0% 3.6% 3.6% 3.6% 3.3% 2.5% 2.5% 2.0% 0.0% Prior to visiting Malta, most Spanish respondents took their last two holidays in Italy, France and Portugal. 17

18 Competing Destinations 10.0% Main Countries Considered Prior to Choosing Malta (Base 100%) 9.0% 8.0% 7.0% 6.0% 5.0% 4.0% 3.0% 2.0% 1.0% 0.0% Italy Greece Croatia Ireland UK France Spain Turkey England Portugal Italy, Greece and Croatia were the top three destinations considered by the Spanish prior to choosing Malta. 18

19 Part 2: Journey to the Maltese Islands 19

20 Sources of Influence (Multiple Responses) Year 2014 (%) Year 2013 (%) Newspaper/magazine advert Newspaper/magazine article Recommendation by travel agent Travel guide Tour operator brochure TIO literature Recommendation by friends/family Travel show/fair Internet Previous visit TV advert TV programme Promotional material Radio The internet and wordof-mouth recommendation were the two main influential sources for more than 42% of Spanish surveyed tourists respectively. During 2015, recommendation by travel agent has lost market share when compared with previous year. 20

21 Reason for Choosing Malta (Multiple Responses) Year 2014 (%) Year 2013 (%) New place to go Result of previous visit Agreeable climate History/culture Accessibility Recommended by friends/relatives Cost/value for money English spoken widely Only place available Maltese hospitality As in previous year, nearly seven out of ten respondents were motivated to visit Malta for its novelty. Climate was the second main motivator for almost half of respondents. History and Culture ranked third motivating one third of respondents. 21

22 Type of Booking Arrangement Type of Booking Arrangement Spain 2014 Year 2013 Year 2014 Partly package/partly nonpackage 9.2% 14.8% Non-package 63.9% 64.1% A package 21.3% 26.8% In 2014, close to two thirds of respondents bought a non-package trip whilst slightly less than one out of ten respondents bought a package trip. - Package trips were mostly bought from exclusively internet based operators. - Non-package trips were mostly booked directly with suppliers. 22

23 Type of Booking Arrangement Package % Non- Package % Partly Package/ Partly Non- Package % Total % Share of Total 26.8% 64.1% 9.2% 100.0% Booking Operator: Tour operator/travel agent 47.4% 18.7% 38.5% 28.2% Directly with supplier 10.5% 67.0% 23.1% 47.9% Exclusively internet-based operator 50.0% 31.9% 38.5% 37.3% Booking Arrangement: Flight 89.5% 93.4% 100.0% 93.0% Vehicle hire 18.4% 24.2% 15.4% 21.8% Accommodation 89.5% 86.8% 92.3% 88.0% Site/attraction visits 10.5% 3.3% 15.4% 6.3% Transfers 50.0% 26.4% 53.8% 35.2% Event tickets 2.6% 1.1% 0.0% 1.4% 23

24 Type of Booking Arrangement Package 47.4% of package holidays were bought from a tour operator/travel agent whereas one out of two of package trips were bought from exclusively internet- based operator. Only 10.5% of package holidays were bought from directly with suppliers. The package mainly included flight, accommodation and transfers. Non-package 67.0% of non-package trips were booked directly with suppliers. Nearly 32.0% of non-package bookings were booked from exclusively internet-based operators. Travellers opting for non-package type of travel arrangement mostly booked flight and accommodation. Vehicle hire was booked by nearly one fourth of respondents whilst transfers were booked by 26.4% of respondents. Travel Operators Logitravel was the most mentioned tour operators/travel agent. Others include: Politours and Barcelo. The main internet-based travel operators were Logi Travel, Booking.com and Rumbo. 24

25 Internet Booking for the Malta Trip Internet Booking for the Malta trip Yes No 84.8% 76.8% 23.2% 15.2% Year 2014 Year 2013 Booking arrangement of internet bookers: % Package 22.3 Non-Package 69.4 Partly package/ partly non-package 8.3 TOTAL In 2014, nearly 85.0% of Spanish tourists participating in this survey made online bookings for the Malta trip. Online bookings were mostly made for flight and accommodation. 69.4% of online bookings were mostly made for non-package type of trips. 25

26 Type of Booking Arrangement of Internet Bookers Package % Non- Package % Partly Package/ Partly Non- Package % Total % Internet Booking: YES 71.1% 92.3% 76.9% 85.2% Internet Booking made with: Tour operator/travel agent 29.6% 15.5% 20.0% 19.0% Directly with supplier 14.8% 71.4% 30.0% 55.4% Exclusively internet-based operator 66.7% 34.5% 50.0% 43.0% Internet Booking Arrangement: Flight 88.9% 96.4% 90.0% 94.2% Vehicle hire 25.9% 27.4% 20.0% 26.4% Accommodation 88.9% 85.7% 70.0% 85.1% Site/attraction visits 3.7% 3.6% 10.0% 4.1% Transfers 55.6% 23.8% 20.0% 30.6% Event tickets 0.0% 1.2% 0.0% 0.8% 26

27 Type of Booking Arrangement of Internet Bookers Nearly 85.0% of total respondents booked travel online. Non-Package The majority (92.3%) of non-package type travellers booked their trip online. Nearly three out of four of non-package internet bookings were booked directly with suppliers whilst 34.5% of non-package internet bookings were booked with exclusively internet-based operators. Travel items booked mostly include flight and accommodation. Vehicle hire was booked by 27.4% of respondents. Package Seven out of ten package type travellers booked their trip online. 66.7% of online package trips were booked with exclusively internet-based operators whilst an additional 29.6% of online package trips were booked with tour operators/travel agents. Travel items included in a package were mainly flight, accommodation and transfers. 27

28 less than one week 1 to 3 weeks 1 month 2 to 3 months 4 to 6 months Over 6 months % Decision and Booking Arrangements 40.0 Timing of Decision and Reservation Spain 2014 Decision Booking Survey results indicate that in 2014, 35.1% of Spanish tourists decided to travel to Malta 2 to 3 months prior to departure date. 28.2% took their decision to travel to Malta 1 month prior to departure date % of bookings were made 2 to 3 months prior to departure. Late booking arrangements accounted for 61.9% of Spanish tourists, making their reservations 4 weeks or less prior to departure. 28

29 Airport of Departure Main Airports of Departure Spain % % 22.9% 24.0% 6.3% 6.4% 7.2% 2.1% Madrid Airport Barcelona Airport Girona Airport Valencia Airport Similar to last year, in 2014, Madrid was the main airport of departure for nearly three in every five Spanish respondents. Barcelona followed with a share of 23% of total respondents. 29

30 Airline Used to Travel to Malta Main Airlines used to Travel to Malta (%) Year 2014 Year 2013 Vueling Ryanair Norwegian Airlines Rating of Airline used in 2014 (%) Vueling N=52 Ryanair N=52 Very good Good Average Poor Unacceptable In 2014, the two main airlines used were Vueling and Ryanair. During the period under review, a larger share of respondents travelled with Vueling. Overall, Vueling received a larger share of positive ratings ( very good and good ratings) than Ryanair. 30

31 Part 3: Experiencing the Maltese Islands 31

32 Type of Visit Breakdown of respondents by type of visit: % Average Length of Stay (nights) Malta only Gozo only Malta and Gozo Total number of respondents who slept in the Maltese Islands The large majority (91.0%) slept in Malta only, with an average length of stay of 7.8 nights % of total Spanish surveyed tourists slept in Gozo only % of total respondents took on a two centre stay in Malta and Gozo. 32

33 Visit to Malta Year 2014 % Year 2013 % Experience of Malta: First visit Repeat visit Number of previous visits: 1 time to 3 times to 6 times times and over 5.3 Out of previous visitors: Visited Gozo 63.2 Been on a cruise trip to Malta

34 Length of Stay Duration of Stay Total Nights- Spain 2014 Year 2014 Year % 70.8% 22.2% 12.7% 6.3% 2.8% 4.2% 6.3% 1 to 3 nights 4 to 7 nights 8 to 14 nights Over 14 nights - Spanish surveyed tourists spent an average of 8.8 nights in the Maltese islands. - When compared to the previous year, in 2014 a higher share of Spain respondents spent 8 to 14 nights whilst a lower share of respondents visited Malta for a short break (1 to 3 nights) and for 4 to 7 nights. 34

35 Type of Accommodation Used Type of Accommodation Used 3 star hotel 4 star hotel 5 Star hotel Self-catering flat/apt 7.6% 16.0% 31.3% 29.9% 83.3% of total respondents used collective accommodation: 80.6% stayed in hotels and 2.8% stayed in other collective accommodation. Own private residence 2 star hotel Guesthouse/hostel Friends/Relatives house 5.6% 3.5% 2.8% 2.1% 3-star hotel accommodation was the preferred type of accommodation for slightly more than three in every ten respondents, followed by 29.9% of respondents who chose 4-star hotels. Host family Villa/farmhouse 0.7% 0.7% In 2014, 16.7% used private accommodation, mostly staying in self-catering accommodation

36 Locality Stayed In Locality of Accommodation Sliema 33.1% St. Julian's 19.0% Qawra 12.7% Bugibba 9.9% Floriana 4.9% Valletta 3.5% St. Paul's Bay 3.5% Gzira 2.8% Msida 2.1% Mellieha 1.4% Xlendi (Gozo) 0.7% Marsalforn (Gozo) 0.7% Swieqi 0.7% Rabat (Malta) 0.7% Pembroke 0.7% Paceville 0.7% Marfa 0.7% Birzebbugia 0.7% Birkirkara 0.7% Attard 0.7% The largest share of respondents (38.0%) stayed in the Sliema Area (Sliema, Gzira and Msida). This was followed by St.Paul s Bay Area (Qawra and Bugibba) which attracted 26.1% of respondents. 21.1% stayed in the St.Julians Area followed by 8.4% who stayed in Floriana/Valletta Area. Localities grouped by Area Year 2014 (%) Sliema Area 38.0 St.Paul's Bay 26.1 St.Julians Area 21.1 Floriana/Valletta Area 8.4 Northern Area 2.1 Gozo and Comino 1.4 Attard/Rabat Area 1.4 South Area 0.7 Other

37 Basis of Accommodation Basis of Accommodation Timeshare Self-catering All Inclusive Full Board In 2014, almost half of total respondents stayed on bed and breakfast basis of accommodation representing a higher share of respondents when compared to the previous year. Half Board Bed and Breakfast Bed only % of respondents opted for bed only whilst 14.0% stayed on self-catering basis

38 Travelling Party Year 2014 (%) Year 2013 (%) Alone With spouse/partner With family With friends In an organised group With business associates Average number of people in travelling party

39 Activities Engaged In Overall, cultural activities were popular with Spanish surveyed tourists particularly the visiting of historical sites, churches and museums. Sightseeing was popular for nearly 95.0% of respondents whilst over one fourth of Spanish respondents also visited arts/crafts sites. Other activities engaged in included dining, shopping, swimming and nightlife/clubbing Sport/Outdoor Activities: % Recreational Activities: % Swimming 39.3 Spa/wellness 15.2 Diving 11.0 Shopping 62.8 Other watersports 7.6 Nightlife/clubbing 28.3 Walking/hiking 18.6 Dine at restaurants 82.1 Casino 1.4 Cinema 2.1 Cultural Activities: Attend cultural events: Go sightseeing 94.5 Theatrical performance 0.0 Visit historical sites 85.5 Dance 0.7 Visit museums 46.9 Opera 0.0 Visit churches 66.2 Music/concert 5.5 Visit arts/crafts sites 26.2 Festas/folk/festival 9.7 Visit local produce sites 18.6 Visual arts

40 Localities Visited in Malta (Multiple Response) Year 2014 (%) Year 2013 (%) Valletta Mdina/Rabat Three cities Marsascala Mellieħa Sliema St Julian s Paceville St Paul s Bay/ Buġibba/ Qawra Dingli Marsaxlokk Mosta Ħaġar Qim/ Mnajdra Wied iż-żurrieq/ Blue Grotto The majority of respondents visited Valletta. Other popular localities were Mdina/Rabat, Sliema, St Julian s and Marsaxlokk. 40

41 Gozo Visit Year 2014 Year 2013 Been to Gozo % Gozo Visits by Spaniards Year % Almost nine out of ten respondents paid a visit to Gozo. 90.0% A day trip A one night stay More than a one night stay The majority of respondents went to Gozo on a day trip (90%). Only 10% of total respondents spent a one night or more in Gozo. 41

42 Localities Visited in Gozo (Multiple Response) Year 2014 (%) Year 2013 (%) Ċittadella/Victoria Marsalforn Xlendi Ġgantija Dwejra/Azure Window Ta Pinu Basilica Ramla Bay Other

43 Comino Visit Slightly more than three out of five respondents went to Comino during their visit. Visit to Comino Yes No The share of Comino visitors increased from 53.5% in 2013 to 60.4% in Year 2013 Year % 50% 100% 43

44 Expenditure Per stay Per day Expenditure prior to departure Expenditure during stay Expenditure prior to departure includes: % Flight 84.5 Accommodation 86.0 Excursions 30.2 Transfers 43.4 Vehicle Hire 20.2 Other

45 Hospitality of the Local People Hospitality of the Maltese Year 2014 Year Very Good Good Not so Good Poor Very Poor Many Spanish tourists were satisfied with the high levels of hospitality that Maltese and Gozitan people have offered. 32.1% of respondents rated the local s hospitality as very good while 50.0% assigned good ratings. 45

46 Recommend Malta The large majority would recommend Malta - Year 2014 Year 2013 Recommend Malta 85.1% 84.8% Why Yes (86.3% out of total recommendations) Culture, history, architecture, tradition (29.6%) Good weather (21.4%) It s a good experience, nice atmosphere (19.4%) Good value, good price (12.2%) Nice landscape, nature (12.2%) Good for swimming (10.2%) Hospitable people (9.2%) Interesting things to do, variety (7.1%) Relaxing, peaceful (6.1%) Great for diving (2.0%) Original particular unique (2.0%) Safe (2.0%) Worth seeing (2.0%) 46

47 Intention to Visit Malta Again In 5 years or more In 3 to 4 years Intention to visit again Year 2013 Year % 27.7% 27.3% 30.8% Half of respondents intend to visit Malta again. Nonetheless, this represents a slightly lower share of respondents when compared to the previous year. In 1 to 2 years 26.2% 32.7% 41.6% of Spanish respondents intend to visit the islands again in 2 years or less. In less than 1 year 7.3% 15.4%

48 Spain tourists associate Malta with: Base 100%; N= 378 words Out of total Words generated 88.0% were Positive and 12.0% were Negative. 48