The summer of 2020 has been one of local tourism and this phenomenon is sure to continue for some time, and the holidays of most Spaniards have had nothing to do with those they had planned before spring. How have our habits changed and how does this affect brands in the travel sector?
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Tourism marketing betting on local tourism
How have consumer preferences changed in the travel sector?
The main change brought about by the coronavirus pandemic and restrictions on mobility has been the preference for local destinations over international ones . A study by Home Exchange indicates that 70% of Spaniards planned to do local tourism during the summer holidays.
At the beginning of June, the consultancy Braintrust prepared a detailed report on the tourist preferences of Spaniards, which gives us a very complete overview of what our new holiday plans were for the summer of 2020. These were its main conclusions:
Domestic destinations have become the favourites of Spaniards, and among them, there is a strong preference for travelling by car.
Among men , the main motivation for travelling in the summer of 2020 is gastronomy , as well as the consumption of zero-kilometre products to help local economic recovery. This type of travel was mentioned by 57.8% of respondents.
On the other hand, women have highlighted thermal and wellness tourism (mentioned by 61.5% of those surveyed), shopping, especially of artisanal and local products (52.3% of the responses), solitary and nature destinations (51.9%) and cultural-themed destinations (51.6%), but always avoiding crowds.
Travelers over 55 are more attracted to thermal and wellness tourism , as well as religiously motivated travel.
