Knowing what the trends are in the tourism and hotel sector allows us to understand more clearly what sales strategies we should use if we want to attract a greater number of guests. Although this year 2022 has been quite interesting, we are still facing problems, which are not so much due to the pandemic, but to external economic factors such as global inflation, which has affected the interest of guests in travelling to a great extent or not so much.
5 strongest trends in the tourism sector
In this sense, the news website Hosteltur, has shown us 5 of the strongest trends in the tourism sector, which we believe you should know and understand, so that you can draw the strategies that will help you improve sales in your accommodation.
1. Travel, no matter what
There is an explanation for the continued interest in travel despite macroeconomic obstacles: 85% say they are happier when they have a trip on their mind and 47% recognise that it is important for their mental health. As a result, they are willing to spend a little more in exchange for creating unforgettable memories, both in and out of accommodation. In the next 12 months, 85% of Spaniards who take a trip will do so within the country, and 15% outside. Of the total, almost half (49%) will travel both within and outside the country.
2. Influence of technology
The pandemic has made the customer more digital and the internet is increasingly influencing their decisions and buying habits. Just as consumers are more willing and able to book, they are also more willing and able to cancel, which is why 87% consider it “important” or “very important” to be able to freely modify or cancel their booking. Another fact is that 40% of Spaniards consider themselves “influenced” or “very influenced” by social networks when deciding to make a reservation, and this percentage rises in the case of Generation Z and millennials. Spain is behind Italy and ahead of France (33%), the US (27%), the UK (25%) and Germany (24%).
3. Working while travelling
30% of Spaniards plan to combine leisure and work on their next trip. While this is below the global average of 36%, it is higher than the 28% in Germany and 25% in the UK, making it the highest percentage in Europe.
For these travellers, accommodation has become more than just a place to sleep and they pay attention to elements that make their lives more comfortable, even with their pets. They also spend more time searching, are more influenced by advertising and are willing to pay a higher price for their room.
4. Trust
Every point of the booking process is key to gaining the trust of customers, because they are increasingly careful to protect their payments against scams. The most important thing for Spaniards is that the booking and payment process on the accommodation website is simple and secure (61%). Globally, the age and location of travellers have a strong influence on payment preferences. In the case of Spain, 38% prefer to pay online and the percentage rises to 45% in the case of Generation X travellers (42-57 years old), while those over 58 prefer to pay in person. Only 6% are willing to provide their credit card details over the phone, a sign of the reluctance to disclose these details openly.
5. The human factor
Tourists do not want to give up human contact. While they appreciate the conveniences that technology can bring, the experience is still deeply tied to having a personal touch with hotel staff. Beyond the quality and location of the accommodation, “staff and customer service” continue to be essential for Spanish guests’ decision to return (54%). Moreover, although the majority (55%) value positively the existence of automatic check-in, 89% prefer to have the presence of an employee upon arrival.
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