CONCLUSIONS AND RECOMMENDATIONS FOR THE HOTEL INDUSTRY BIG DATA AND TOURISM: NEW INDICATORS FOR TOURISM MANAGEMENT Authors Victor Oliver Sust Enrique García Illera Albert Solana Berengué Roberto González García María Victoria Peláez Alonso Maria José Tomé Torres Genis Roca Verard Oriol Lloret Albert Xavier Capellades Ramos Pablo Rodríguez Rodríguez Editorial coordination Anna Miracle Fandos Design and layout: Hodei Ensunza Maria Berga A publication by: and This report is the property of Telefónica I+D and RocaSalvatella. Commercial use of neither the original work nor any derivative works is permitted. Copying or diffusion is not permitted without the express consent of Telefónica I+D and RocaSalvatella; recognition and mention of its authors is also necessary. Barcelona, May 2014 2 / 48 Index 1. Executive summary 4 2. Introduction 2.1. 2.2. 2.3. Purpose of the study The problem of data for the tourist industry Strengths for the tourism industry of using Big Data 10 10 10 12 Visitors 13 13 3. Detailed analysis 3.1. 3.1.1. 3.2. 3.3. 3.4. 3.5. 4. Specific recommendations for hotels 4.1. 4.2. 4.3. 4.4. 4.5. Comparison of visitors between Barcelona and Madrid 14 Length of stay 15 3.2.1 Average stay 15 3.2.2. Average stay in Barcelona 16 3.2.3. Average stay in Madrid 17 3.2.4. Comparison between the average stays in Barcelona and Madrid 18 3.2.5. Distribution of nationalities by length of stay 18 Travel between Madrid and Barcelona Accommodation 21 23 3.4.1. Areas of the city 23 3.4.2. Distances from the city centre 27 Spending 28 3.5.1. Cumulative average spending by card throughout the stay 28 3.5.2. Average daily spending 30 3.5.3. Cumulative average spending on accommodation by card during 33 the stay 3.5.4. Average daily spending on accommodation 35 Introduction Spending-based hotel category methodology Overall recommendations Specific action for hotels in Barcelona 37 37 37 38 39 4.4.1. 5-star hotels in Barcelona (total daily price of more than €140) 39 4.4.2. 4-star hotels in Barcelona (total daily price between €100 and €140) 40 4.4.3. 3-star hotels in Barcelona (total daily price less than €100) 40 Specific action for hotels in Madrid 41 4.5.1. 5-star hotels in Madrid (total daily price of more than €140) 41 4.5.2. 4-star hotels in Madrid (total daily price between €100 and €140) 42 4.5.3. 3-star hotels in Madrid (total daily price less than €100) 43 5. Methodological note 5.1. Description of the datasets 44 44 5.1.1. BBVA dataset 44 5.1.2. Telefónica’s dataset 45 5.2. Privacy 46 6.1. 6.2. List of tables List of figures 47 47 48 6. Annex 3 / 48 1. Executive summary 1. Executive summary Big Data: the potential for data to improve service and business management Big Data and Tourism is a study produced by Telefónica and RocaSalvatella, which provides a new methodology for improved analysis and knowledge of the Spanish tourism industry. The purpose of the study is to make use of the opportunities for the sector, in particular the hotel industry, of incorporating macrodata collected from the electronic activity of anonymous foreign tourists into their market research. Analysis of the vast amount of data produced by digital activity opens up a wide range of opportunities for companies to enhance the services they offer and the management of their business. This study is a first step in understanding the possibilities of Big Data. In this specific case, we are looking to contribute and add value to what is a key sector for the Spanish economy. However, it can be replicated in another economic and social sectors. The document has been able to gather together and crossreference data from two different companies: Telefónica Móviles España and BBVA One of the document’s main strengths lies in having been able to gather together and cross-reference data from two different companies: Telefónica Móviles España and BBVA. The former provided data about the activities of foreign handsets that used Telefónica’s infrastructure between 7 and 21 October 2012 in Madrid and Barcelona; while BBVA provided data on electronic payments by foreign cards sent through the bank’s terminal network in those cities during the same period. RocaSalvatella and Telefónica I+D have worked on analysing the data and producing the report’s conclusions and recommendations. The set of tourists who visited Barcelona or Madrid during the analysed period were selected from the following 21 countries included in the study: France, Italy, the United Kingdom, the Netherlands, Portugal, Switzerland, Sweden, Poland, the United States, Belgium, Russia, Norway, Brazil, Denmark, Argentina, Japan, China, India, United Arab Emirates, Saudi Arabia and Singapore. 680,928 mobile handsets and 168,921 cards were included in the study. Conclusions based on actual activity not on surveys or stated intentions Previous studies on tourism in Spain have mostly been based on surveys or interviews with experts carried out by the Ministry of Industry, Energy and Tourism, the main public organisation, or by private companies. This means that, generally speaking, the industry does not have real data about tourists and can only take samples from the population as a whole. 4 / 48 1. Executive summary In contrast, the innovative approach achieved through this study is to introduce data based on real actions by users and not on surveys. In other words, real actions have been analysed instead of stated intentions or answers to questions. This incorporates a type of information that increases knowledge of the industry’s target market produced by the tourists themselves (their mobile phone connecting to the telecom network and their bank card connecting to the POS terminal) into a tourism sector study. A methodology that guarantees users’ privacy The conclusions drawn have been generated from anonymised, aggregate data that have then been extrapolated through a statistical process ensuring they are completely disassociated pursuant to Spanish law (LOPD 15/1999 and its developing regulations, RD 1720/2007, and Ley General de Telecomunicaciones Ley 32/2003). This completely prevents the identification of any individual based on the data used and so guarantees users’ privacy. Main Conclusions Many different indicators were used to carry out the study. On the one hand, we studied indicators traditionally used by the tourism industry and others that could not be quantified without Big Data analysis. The study has made it possible to obtain information about the following aspects: • • • • • • Visitors’ main country of origin The country of origin of tourists who opt for Madrid and those who opt for Barcelona Length of stay by country of origin Journeys between the two destinations, Barcelona and Madrid Days and areas where foreign visitors prefer to stay Average daily spending and cumulative spending throughout the entire stay. The main conclusions drawn concerning each of the variables analysed are set out below. Although the report doesn’t deal with absolute numbers, it could help to gain a further insight on key points: Visitors’ countries of origin The main tourists who visit Barcelona and Madrid are French, Italian and British. These three nationalities made up 50% of the total number of visitors during the analysed period. It is not until the ninth position that we find a non-European country, the United States, with a volume of around 4% of total visitors. In terms of preference between the two cities, Argentinians, Brazilians and Portuguese prioritise Madrid while visitors from Nordic countries choose Barcelona. 5 / 48 1. Executive summary Length of stay: Overall, the average stay in the cities analysed is a total of 2.24 days. Generally speaking, the length of stay increases by 20% if the visitor arrived on a working day. Nordic visitors tend to stay longer than tourists from countries such as Russia, Saudi Arabia or the Arab Emirates. Japanese and American citizens limit their visit to 2 days. In Barcelona, visitors from Nordic countries (Denmark, Norway and Sweden) stay longer than average while in Madrid people from Singapore, India and Saudi Arabia stay longer than average. People from the same country may behave in contrasting ways depending on the city. For example, India is one of the countries with the longest stays in Madrid but the shortest stays in Barcelona. Travel between Madrid and Barcelona: Out of the total number of mobile phones analysed, 66% stayed in Barcelona while 31% stayed in Madrid. Just 4% were in both cities during the analysed period. Accommodation: As a general rule, visitors from countries farther away such as Japan, China and Brazil tend to stay in hotels closer to the centre of the cities, while visitors from nearby countries such as Portugal, France and Belgium choose accommodation farther from the centre. Visitors to Barcelona are mainly concentrated in 3 areas of the city (Ciutat Vella, Eixample and Sant Martí) and also outside of the city. In Madrid there is one predominant district, Centro, in the city centre, where almost half of visitors to the city stay. The other half is very fragmented among the rest of the districts. Visitors from non-European countries and non-Latin American countries mostly stay in 5-star hotels. Switzerland is an exception as it is also in the 5-star list. Visitors from European countries mainly stay in 4-star hotels, except for French and Portuguese visitors who stay in lower category hotels. Brazil and Argentina are the only non-European countries that stay in 3-star or lower accommodation. Sweden is a surprise in that unlike the rest of Nordic countries they also stay in 3-star accommodation together with the French and Portuguese. 6 / 48 1. Executive summary Spending: Average cumulative card spending by each visitor during their stay was €161.5 and average card spending per day was €58.5. The visitors who spent the most during their entire stay were those from Singapore, China, Japan and the Arab Emirates in that order. Visitors who spent the least money were those from nearby countries such as Portugal and France, Nordic countries such as Sweden and Denmark, and Argentina. As far as the difference between cities is concerned, visitors from Denmark, Norway and Sweden spend more in Madrid than in Barcelona. Tourists from India and Singapore spend more in Barcelona. Spending on accommodation If one analyses only spending on accommodation, average spending for the entire stay is around €300 and the average daily expenditure or price per night is €129. It is important to highlight that average spending on accommodation is higher than overall average spending on all expenditure headings. That is because the total volume of transactions is far higher than the volume of transactions for accommodation alone. The exact figures are given in point 3.5.3. The group of countries from the Middle East and India spend practically twice as much on accommodation as the rest of countries. Argentinians, French, Portuguese and Brazilians spend the least on accommodation. That is in spite of the fact that 10% of tourists from these countries stay in Madrid or Barcelona for more than 6 days. Spending on accommodation by tourists in Barcelona is notably higher than in Madrid (around 20%). Part of this additional spending could be due to visitors staying longer in Barcelona than in Madrid, 2.28 days versus 2.15 days. One should also consider that hotels in Barcelona could be more expensive than those in Madrid. 7 / 48 1. Executive summary Main recommendations for the hotel industry: Based on the conclusions drawn from data analysis, the study ends with a series of tactical and strategic recommendations for hotel managers. These recommendations focus on: • Winning more customers and pinpointing the countries on which it is recommended to focus marketing • Detecting areas of the city in which commercial transactions are carried out, Specially, those referring to accommodation. • Ensuring you provide an attractive product suited to customers’ true needs (ideal length of package offers, information about complementary services demanded by nationalities, etc.) Obviously, any decision in this area should be based on more in-depth analysis covering a longer timeframe, which would make it possible to show seasonal and annual variations. The recommendations include a sample of the kinds of applications that using these data sources could have in a new business intelligence model in the industry. France, Italy, the United Kingdom, the Netherlands and Portugal: win these customers in their countries of origin. Due to the volume of tourists they provide, it is necessary to work to win customers in the following countries: France, Italy, the United Kingdom, the Netherlands and Portugal. When one analyses spending by people from these countries, both French and Portuguese have a lower level of spending than people from other countries. Therefore, it is recommended to carry out action to win customers through intermediaries or, in any case, in a very segmented manner to ensure profitability, as they have greater capillarity and expenditure is 100% variable for hotels. Bear in mind that there is great potential for growth in BRIC countries (Brazil, India, Russia and China). Madrid seems to have the greatest potential for Brazilians and Chinese, while Barcelona has the greatest potential for Russians. India is still a tiny market for both cities. Finally, it is worth highlighting the purchasing power of visitors from China, which are clearly luxury hotel customers. Specific recommendations for hotels in Barcelona We have observed the need to adapt action to win customers based on the hotel’s category and the country in which the action will be carried out. For example, for 5-star hotels in Barcelona it is recommended to carry out action to win customers in countries in the Arabian Peninsula, India and China and for 3-star hotels lower-cost action is recommended in France, the Nordic countries, Brazil and Argentina. 8 / 48 1. Executive summary In order to adapt to tourists’ real needs, depending on their nationality, a central hotel should expect more visitors from Japan and countries in the Arabian Peninsula. In contrast, French, Portuguese and Argentinian visitors prefer to stay far from the centre at low prices. It is relevant to know cumulative spending by nationality and which tourists there are opportunities to sell products or services to nearby the hotel. For example, visitors from China, Russia and Japan spend a considerable amount in fashion shops and consume luxury products in Barcelona. These services may be a new source of income. Specific recommendations for hotels in Madrid 5-star hotels in Madrid that want to win customers should focus on countries such as the United States, Switzerland, China and Japan. In contrast, 3-star hotel should focus on neighbouring countries such as France, Italy and Portugal but also far-away countries such as Brazil, Argentina and Singapore. Although the conclusions mention that most visitors stay in the centre of Madrid, analysis shows that a central location is not a determining factor for visitors from the Arab Emirates or India. Finally, it is recommended to adapt offers to stays of 2 or 3 nights depending on the country of origin. For example, it is advisable to offer a 3-night package to Indian visitors and a 2-night package to Russians. It is also relevant to know cumulative spending by nationality and which tourists the hotel may sell new added services to. For example, visitors from China, Japan, the Arabian Peninsula and Russia spend significant amounts in fashion shops and consume luxury products in Madrid. These services may provide a new source of income. 9 / 48 2. Introduction 2. Introduction 2.1. Purpose of the study The study has a two-fold objective: on the one hand, to demonstrate the possibilities offered by analysing large amounts of data (an option that technology has made possible only relatively recently) when making decisions in an industry as important for the economy as tourism. On the other hand, the aim is to make use of the datasets that large companies such as BBVA and Telefónica can make available to society, which will undoubtedly contribute to a general improvement in decision-making, especially in urban environments. In order to achieve these two aims, the study analyses, from a business perspective, certain aspects of the behaviour of foreign visitors to Madrid and Barcelona during a very limited period of time. It does so by using duly aggregated and anonymised data, based on the location of base stations to which mobile phones connect during the day and credit card use. The conclusions were applied to one particular aspect of the tourism industry: hotels. The end result is a set of highly-specific business recommendations that a hotel could follow, which would show that having and appropriately analysing such data is relevant when it comes to making business decisions. The specific aspects of visitor behaviour analysed are based on the following categories: • • • • • 2.2. The problem of data for the tourist industry Visitors: how many come and where do they come from Length of stay: average time by nationality Travel between the two cities Preferred hotels Spending levels: overall and on accommodation Previous studies on tourism in Spain have mostly been based on surveys or interviews with experts carried out by the Ministry of Industry, Energy and Tourism, the main public organisation, or by private companies. One option for classifying these studies is to group them by the methodology used to gather data or the data source on the understanding that studies produced for the tourism industry come from data from regular samples that are non-granular in space and time. 10 / 48 2. Introduction First of all, studies could be classified by the data gathering methodology: • • • Surveys: available reports include Tourist Border Movements (FRONTUR), Tourist Spending Surveys (EGATUR) and Spanish Tourist Movement (FAMILITUR), etc. Interviews with industry experts using the Delphi method. Search engine trends: the Google Insight for Search tool currently offers a service showing the volume of most repeated searches by countries and dates. Studies could also be classified by source gathering data or by the organisation gathering that data together: • • • • • • • • • INE: Spanish Statistics Institute Eurostat: the European statistics office IET: Institute of Tourism Studies AENA: Spanish Airports and Air Navigation. RENFE (railway company) Spanish Port Authorities General and specialised consulting firms Banks Search engines Apart from search engines, AENA, RENFE, Port Authorities and banks, organisations that gather data use survey or interview methods, so they do not have real data from tourists and can only take samples from the population as a whole. In some cases, such as FRONTUR, they estimate results from administrative records kept by the Directorate-General of Traffic. This available administrative information shows the number of vehicles that cross the border, so it is necessary to estimate how many people are in each vehicle in order to convert the number of vehicles into the number of people. In other cases, companies such as AENA, RENFE and Port Authorities have exact data about passengers who come to Spain by air, land or sea in their databases. Although they are exact data, this information is only part of what the tourism industry needs and must be cross-referenced against data on tourists’ behaviour once they are in the country. As far as search engines are concerned, the information they extract is based on searches made by visitors before they arrive in the country. Although increasing attention should be given to this new source of prediction, it does not explain visitors’ behaviour during their stay in Spain. 11 / 48 2. Introduction 2.3. Strengths for the tourism industry of using Big Data The innovative approach taken in producing this report has a set of advantages over traditional methodologies. These are as follows: • Reliability: the data used are based on users’ real actions not on surveys. In other words, real actions have been analysed instead of stated intentions or answers to questions. • Representativeness: adding all of the information sources together, it can be stated that the sample size contains the following: • BBVA data: 15% of all transactions are carried out with cards belonging to foreigners in the province of Madrid. 14% for the province of Barcelona. In both cases, these percentages depend on the area of the province being studied. • Telefónica data: approximately one third of telephones whose SIM comes from foreign operators end up registering on Telefónica España’s network. That increases the sample base on which conventional research tends to be based by several orders of magnitude. • Information detail and segmentation capacity: the degree of space/time focus and the ability to describe places and the people who visit them is radically changed due to the sample size and its reliability. • Hybridising data with other current or future sources: since they are structured and geopositioned data, it is possible to cross-reference them with other sources such as social media, open public data and others whether currently in production or potential information sources that may be created or released in the future. • New information flows: a type of information that increases knowledge of the industry’s target market produced by the tourists themselves (their mobile phone connecting to the telecom network and their bank card connecting to the POS terminal) is incorporated into a tourism sector study. • Possibility of new business opportunities: the results of this analysis can be contrasted with internal data from each tourism company to determine whether the supply on offer in each area of the city is in tune with the tourists who visit it. 12 / 48 3. Detailed analysis 3. Detailed analysis 3.1. Visitors By analysing the number of active telephones, by country, during the study period, conclusions can be drawn about the main countries of origin of tourists who visit us and their preferred destination, Madrid or Barcelona. This list of 21 countries used throughout the report is not a continuous ranking. Nationalities have been left out that were among the top 21 so as to avoid redundant conclusions. Instead we gave room to other places of origin that are representative of important supranational areas (Persian Gulf, South America, etc.) Table 1: Unique telephones registered (Telefónica data) Country Total telephones Telephones in BCN % Telephones % BCN/TOTAL in MADRID MADRID/TOTAL FRANCE 117.014 83.901 71,7% 33.113 28,3% ITALY 114.108 75.146 65,9% 38.962 34,1% UNITED KINGDOM 104.909 75.556 72,0% 29.353 28,0% NETHERLANDS 63.256 47.393 74,9% 15.863 25,1% PORTUGAL 39.784 15.569 39,1% 24.215 60,9% SWITZERLAND 36.518 26.560 72,7% 9.958 27,3% SWEDEN 29.325 21.714 74,0% 7.611 26,0% POLAND 28.775 19.550 67,9% 9.225 32,1% UNITED STATES 24.706 14.205 57,5% 10.501 42,5% BELGIUM 24.050 16.105 67,0% 7.945 33,0% RUSSIA 18.063 13.905 77,0% 4.158 23,0% NORWAY 15.355 12.187 79,4% 3.168 20,6% BRAZIL 13.274 5.140 38,7% 8.134 61,3% DENMARK 12.708 10.555 83,1% 2.153 16,9% ARGENTINA 10.028 3.636 36,3% 6.392 63,7% JAPAN 8.981 5.485 61,1% 3.496 38,9% CHINA 8.423 3.762 44,7% 4.661 55,3% INDIA 3.231 1.715 53,1% 1.516 46,9% UNITED ARAB EMIRATES 3.218 1.762 54,8% 1.456 45,2% SAUDI ARABIA 2.900 1.698 58,6% 1.202 41,4% SINGAPORE OVERALL TOTAL 2.302 1.620 70,4% 682 29,6% 680.928 457.164 67,1% 223.764 32,9% Among the nationalities selected, French, Italian and British tourists were the ones who visited us the most by far. These three countries together made up 50% of the total number of visitors from the 21 countries analysed. This applies similarly to each of the two cities analysed, Barcelona and Madrid. The United States, which is ninth in the ranking, is the non-European Union country with the highest number of visitors at 3.62% of the total. 13 / 48 3. Detailed analysis 17% FRANCE 51% Figure 1: Distribution of visitors by country ITALY 13% UNITED KINGDOM (Telefónica data) OTHER COUNTRIES 15% 3.1.1. Comparison of visitors between Barcelona and Madrid Two out of three visitors choose Barcelona (67%) as a destination and one in three choose Madrid (33%). 67%67% 33%33% Figure 2: Distribution of visitors between Barcelona and Madrid BARCELONA BARCELONA (Telefónica data) MADRID MADRID When preferences between the two cities are compared by country of origin, Argentinians, Brazilians and Portuguese prioritise Madrid as a destination with percentages of more than 60% while visitors from Nordic countries choose Barcelona with percentages of more than 75% of the total. 100% Figure 3: City preference, Barcelona over Madrid 25% 0% DE NM A NO RK RW AY R NE T H US S IA ER LA ND S S SW WE DE UN IT Z N I T ER ED L A K I ND NG DO FR M A N SI N G CE AP OR PO E LA ND BE LG IU M IT AL Y S A JA UD PA N UN UN I A R IT AB ED I T E I AR D S A AB TAT EM E S IR AT ES IN DI A CH P O IN RT A UG AL BR AR A Z GE IL NT IN A (Telefónica data) 75% 50% 75% 25% K AY AR RW NM DE S IA SS NO ND LA ER 14 / 48 RU D EN ED SW TH NE M AN DO RL NG ZE KI SW IT E CE OR AN ED AP FR IT UN M ND NG IU LA PO SI BE LG IT AL Y AT E ST S SA A UD TE IA S RA BI A JA PA N IR UN IT EM AB AR UN IT ED ED A A DI IN AL IN CH IL AZ UG RT PO BR IN A 0% NT (Telefónica data) 50% GE City preference, Madrid over Barcelona AR Figure 4: 3. Detailed analysis 3.2. Length of stay 3.2.1. Average stay Table 2: Average stay (Telefónica data) Analysis of the number of active telephones by country during the study period shows the average length of time that visitors stay in Spain. There are significant differences between the length of visits to Madrid and Barcelona by different nationalities. Country Average Total Stay DENMARK 2,98 NORWAY 2,91 SWEDEN 2,87 SINGAPORE 2,72 RUSSIA 2,66 POLAND 2,66 BRAZIL 2,65 SAUDI ARABIA 2,63 NETHERLANDS 2,50 ARGENTINA 2,45 UNITED ARAB EMIRATES 2,30 CHINA 2,18 PORTUGAL 2,16 INDIA 2,15 UNITED KINGDOM 2,14 BELGIUM 2,13 ITALY 2,11 JAPAN 2,10 UNITED STATES 2,08 FRANCE 1,94 SWITZERLAND 1,91 TOTAL WEIGHTED AVERAGE 2,24 Overall, the total average stay by visitors from the 21 countries analysed is 2.24 days. Generally speaking, the length of stay increases by 20% if the visitor arrived on a working day. The Nordic countries stand out in staying longer than more far-off countries such as Russia, Saudi Arabia and the Arab Emirates. Visitors from France and Switzerland are at the bottom of the table with the shortest stays. It is surprising to see Japan and the United States at the bottom end of the table with a stay of around 2 days. People from the same country may behave in contrasting ways depending on the city. For example, India is one of the countries with the longest stays in Madrid but the shortest stays in Barcelona. 15 / 48 3. Detailed analysis 3.2.2. Average stay in Barcelona Table 3: Average stays in Barcelona depending on the day on which the visits start and the total (Telefónica data) Average stay Average stay starting at a weekend Average stay starting on a working day 3,18 3,76 2,91 NORWAY 3,16 2,63 3,33 SWEDEN 2,94 2,66 3,19 BRAZIL 2,92 2,47 3,1 RUSSIA 2,8 2,16 2,81 POLAND 2,77 2,41 2,85 ARGENTINA 2,73 2,53 2,75 SINGAPORE 2,72 2,59 2,78 SAUDI ARABIA 2,67 2,24 2,85 NETHERLANDS 2,55 2,43 2,6 UNITED ARAB EMIRATES 2,47 2,44 2,47 BELGIUM 2,23 1,71 2,42 PORTUGAL 2,22 1,74 2,35 UNITED KINGDOM 2,17 1,93 2,17 UNITED STATES 2,11 1,61 2,41 Country DENMARK CHINA 2,1 1,82 2,17 JAPAN 2,08 2,04 2,05 ITALY 2,01 1,66 2,1 FRANCE 1,99 1,63 2,09 SWITZERLAND 1,95 1,72 2,03 INDIA 1,66 1,51 1,73 Visitors from Nordic countries (Denmark, Norway and Sweden) stay longer than average in Barcelona, while France, Switzerland and India are the countries with the shortest stays. 16 / 48 3. Detailed analysis 3.2.3. Average stay in Madrid Table 4: Average stays in Madrid depending on the day on which the visits start and the total (Telefónica data) Country SINGAPORE Average stay Average stay starting at a weekend Average stay starting on a working day 2,73 2,98 2,61 2,7 2,03 2,31 SWEDEN 2,67 1,83 2,9 SAUDI ARABIA 2,58 2,14 2,83 BRAZIL 2,48 2,06 2,7 INDIA POLAND 2,42 2,16 2,43 NETHERLANDS 2,34 2,07 2,43 ARGENTINA 2,29 2,02 2,47 ITALY 2,29 1,83 2,5 CHINA 2,25 1,94 2,34 2,2 1,89 2,3 RUSSIA JAPAN 2,14 2,12 2,17 PORTUGAL 2,12 1,55 2,29 2,1 1,81 2,14 UNITED KINGDOM 2,06 1,59 2,17 UNITED STATES 2,04 1,64 2,24 DENMARK 1,99 1,9 2,08 NORWAY 1,97 1,55 2,2 BELGIUM 1,92 1,29 2,19 FRANCE 1,83 1,43 2 SWITZERLAND 1,81 1,52 1,99 UNITED ARAB EMIRATES Singapore, India and Saudi Arabia all stay longer than the average, while nearby European countries (Switzerland, France and Belgium) have shorter stays. 17 / 48 3. Detailed analysis 3.2.4. Comparison between average stays in Barcelona and Madrid 2,28 days Figure 5: Average stay in days in Barcelona and Madrid 2,15 days 2 (Telefónica data) 1 – BARCELONA MADRID There is a slight difference between Barcelona and Madrid with slightly longer stays in Barcelona (2.28 days) than in Madrid (2.15 days). If one compares the difference in relation to the arrival day, in Barcelona the length of stay is only 17% longer if the visitors arrive on a working day, while that difference lengthens to 30% in Madrid. 3.2.5. Distribution of nationalities by length of stay Another way of analysing stays by nationality is to show its distribution according to certain ranges of length of stay, which gives us more significant information than just the average stay figure. 7% 7% Figure 6: 14% 14% <<11day day Overall distribution of length of stay 11--33days days (Telefónica data) 57% 57% 23% 23% 33--66days days >>66days days It is surprising how many visitors stay less than one day, 57%, which shortens the average stay. It makes sense to think of them not only as visitors who arrive and leave the country the same day but also as people who arrive in Spain and then go to other places outside of Barcelona and Madrid. In the following points we will analyse the distribution by countries within these ranges of length of stay for each of the two cities. 18 / 48 3. Detailed analysis Table 5: Percentage distribution of the number of telephones in Barcelona according to four stay length ranges (Telefónica data) Country < 1 day 1 -3 days 3 - 6 days SAUDI ARABIA 44,72% 28,09% 19,20% 7,99% ARGENTINA 44,41% 29,09% 17,92% 8,58% > 6 days BELGIUM 58,61% 21,11% 11,82% 8,46% BRAZIL 36,82% 34,08% 21,86% 7,25% CHINA 51,60% 36,06% 9,31% 3,04% DENMARK 36,51% 22,18% 33,22% 8,09% UNITED ARAB EMIRATES 47,28% 28,53% 15,67% 8,51% UNITED STATES 57,57% 23,67% 11,86% 6,90% FRANCE 62,91% 21,00% 10,50% 5,59% NETHERLANDS 47,58% 22,46% 21,39% 8,58% INDIA 69,56% 16,02% 4,88% 9,54% ITALY 61,95% 22,12% 10,08% 5,85% JAPAN 55,37% 34,43% 6,82% 3,37% NORWAY 33,86% 26,95% 28,41% 10,78% POLAND 47,26% 25,17% 15,53% 12,05% PORTUGAL 61,54% 19,33% 9,11% 10,02% UNITED KINGDOM 56,81% 23,26% 13,65% 6,28% RUSSIA 49,23% 18,27% 18,63% 13,87% SINGAPORE 41,74% 29,92% 15,26% 13,08% SWEDEN 36,59% 29,50% 24,87% 9,05% SWITZERLAND 62,50% 20,51% 12,30% 4,69% The countries with greatest representation in the category of stays lasting less than one day are India, France and Switzerland. This category represents 55% of total visitors. Tourists who stay between 1 and 3 days account for 23% of total visitors. Chinese, Japanese and Brazilians stand out here. Those who stay between 3 and 6 days account for 15% of the total and the tourists with the highest percentages come from Nordic countries. Just 6% of the total number of visitors spent more than 6 days visiting within the two-week period analysed. Visitors from Russia, Singapore and Poland stand out in this group as those who stay the longest. 100% Figure 7: 90% Distribution by days spent in Barcelona 80% (Telefónica data) 70% 60% 50% 40% 30% > 6 days 3 - 6 days 1 - 3 days < 1 day 20% 10% A NM EM A R K UN IR A IT ED T E S ST AT ES NE FR A NC TH ER E LA ND S IN DI A IT AL Y JA PA N NO RW A PO Y LA ND UN P O IT RT ED U G A KI NG L DO M RU S SI NG SIA AP OR E SW SW E DE IT ZE N RL AN D IL IN ED AR AB DE AZ BR CH IT UN M IU BE LG IN RA IA GE UD AR SA NT BI A A 0% % Telephones 19 / 48 3. Detailed analysis Table 6: Percentage distribution of the number of telephones in Madrid according to four stay length ranges (Telefónica data) Country < 1 day 1 -3 days SAUDI ARABIA 46,18% 30,33% 14,71% 8,78% ARGENTINA 59,55% 18,00% 12,65% 9,80% BELGIUM 67,76% 16,38% 8,18% 7,68% BRAZIL 53,55% 21,92% 14,85% 9,67% CHINA 49,33% 31,84% 15,41% 3,42% DENMARK 62,82% 19,10% 12,64% 5,44% UNITED ARAB EMIRATES 60,00% 23,17% 10,92% 5,92% UNITED STATES 62,59% 17,47% 12,45% 7,48% FRANCE 65,99% 20,15% 8,58% 5,29% NETHERLANDS 54,65% 21,69% 17,86% 5,81% INDIA 40,55% 28,89% 28,48% 2,08% ITALY 52,83% 26,17% 14,07% 6,93% JAPAN 46,07% 41,36% 10,45% 2,12% NORWAY 60,81% 22,23% 12,82% 4,15% POLAND 56,13% 22,45% 11,71% 9,71% PORTUGAL 64,31% 18,04% 6,93% 10,72% UNITED KINGDOM 60,70% 22,71% 10,85% 5,74% RUSSIA 57,95% 22,23% 13,21% 6,60% SINGAPORE 40,56% 36,19% 15,73% 7,52% SWEDEN 54,36% 21,69% 12,60% 11,35% SWITZERLAND 67,81% 17,16% 9,98% 5,05% 3 - 6 days > 6 days The countries with the highest percentages in the category of stays lasting less than one day are Switzerland, Belgium and France. This category accounts for 59% of total visitors. Tourists from Japan, Singapore and China stand out in the set of stays lasting 1 to 3 days, which accounts for 22% of total visitors. Those who stay between 3 and 6 days account for 15% of the total and the countries with the highest percentages are India, the Netherlands and Singapore. 7% of the total number of visitors spent more than 6 days visiting within the two-week period analysed. Visitors from Sweden, Portugal and Argentina stand out in this group as those who stay the longest. 100% Figure 8: 90% Distribution by days spent in Madrid 80% (Telefónica data) 70% 60% 50% 40% 30% > 6 days 3 - 6 days 1 - 3 days < 1 day 20% 10% A NM EM A R K UN IR A IT ED T E S ST AT ES NE FR A NC TH ER E LA ND S IN DI A IT AL Y JA PA N NO RW A PO Y LA ND UN P O IT RT ED U G A KI NG L DO M RU S SI NG SIA AP OR E SW SW E DE IT ZE N RL AN D IL IN ED AR AB DE AZ BR CH IT UN M IU BE LG IN RA IA GE UD AR SA NT BI A A 0% % Telephones 20 / 48 3. Detailed analysis 3.3. Travel between Madrid and Barcelona Table 7: Travel between cities (B-Barcelona, M-Madrid) expressed in percentages. For example, B shows the telephone does not leave Barcelona and B-M-B shows the telephone moved to Madrid and back to Barcelona (Telefónica data) We analysed the number of telephones that travelled between the two cities. This gives us an idea of the mobility of tourists between them. In the table below for example, B shows the telephone does not leave Barcelona and B-M-B shows the telephone moved to Madrid and back to Barcelona. Country B B M B M B SAUDI ARABIA 55,0 % 2,7 % 0,4 % 36,4 % 4,8 % 0,7 % ARGENTINA 26,3 % 7,8 % 0,4 % 58,1 % 5,2 % 2,1 % M M B M B M BELGIUM 66,6 % 0,5 % 0,1 % 32,1 % 0,6 % 0,1 % BRAZIL 28,5 % 6,3 % 0,4 % 54,9 % 7,6 % 2,4 % CHINA 36,4 % 6,1 % 0,6 % 48,7 % 7,6 % 0,5 % DENMARK 82,9 % 0,4 % 0,2 % 16,0 % 0,5 % 0,1 % UNITED ARAB EMIRATES 53,2 % 1,4 % 0,5 % 43,4 % 1,2 % 0,3 % UNITED STATES 54,8 % 2,7 % 0,3 % 38,9 % 2,7 % 0,6 % FRANCE 71,2 % 0,8 % 0,3 % 26,9 % 0,7 % 0,1 % NETHERLANDS 74,6 % 0,5 % 0,1 % 24,1 % 0,6 % 0,1 % INDIA 50,1 % 2,0 % 0,4 % 43,6 % 3,1 % 0,9 % ITALY 65,2 % 0,9 % 0,4 % 32,7 % 0,8 % 0,1 % JAPAN 52,2 % 11,5 % 0,5 % 25,0 % 10,3 % 0,7 % NORWAY 79,1 % 0,6 % 0,1 % 19,6 % 0,4 % 0,1 % POLAND 65,3 % 1,9 % 1,7 % 26,1 % 4,8 % 0,3 % PORTUGAL 34,6 % 3,1 % 0,5 % 58,2 % 2,6 % 0,9 % UNITED KINGDOM 71,6 % 0,7 % 0,1 % 26,8 % 0,7 % 0,1 % RUSSIA 76,0 % 1,4 % 1,6 % 19,5 % 1,3 % 0,2 % SINGAPORE 65,8 % 5,0 % 2,9 % 18,8 % 6,6 % 0,9 % SWEDEN 73,8 % 0,5 % 0,2 % 25,2 % 0,3 % 0,0 % SWITZERLAND 72,4 % 0,6 % 0,2 % 26,3 % 0,6 % 0,1 % Out of the total number of mobile phones analysed, 66% stayed in Barcelona while 31% stayed in Madrid. These figures are in line with those in the first section Comparison of visitors between Barcelona and Madrid. Therefore, 96% of tourists stay in the city they arrived at. So direct mobility between the two cities does not appear to be very high, although they could visit other cities not included in the study. Just 4% of the total number of visitors visited both cities, Madrid and Barcelona. There are exceptions when visitors are analysed by their country of origin. Japanese, Brazilians and Argentinians are the tourists that had the greatest tendency to visit both cities. Danish, Norwegians and Russians stand out for their preference to visit Barcelona instead of Madrid, while Portuguese, Argentinians and Brazilians have a preference for Madrid far above the average. 21 / 48 3. Detailed analysis As far as travel between cities is concerned, 1.3% of tourists who arrive at Barcelona end up visiting Madrid. The same happens in reverse, 1.3% of visitors who initially arrive at Madrid end their trip in Barcelona. Japanese, Argentinian and Brazilian tourists stand out as having a far higher tendency than the rest to visit Madrid once they are in Barcelona. As far as travel from Madrid to Barcelona is concerned, Japanese, Chinese and Brazilians stand out as being far above the average. There is a small percentage of visitors, around 4%, who travel between the two cities more than once. 22 / 48 3. Detailed analysis 3.4. Accommodation 3.4.1. Areas of the city Based on credit card data we have found the areas in Madrid and Barcelona where visitors stay. Accommodation preferences by areas in Barcelona Nou Barris Gràcia Sarrià - Sant Gervasi Horta - Guinardó Sants - Montjuïc SAUDI ARABIA 79% 5% 5% 10% 0% 0% 0% 0% 0% 2% ARGENTINA 18% 24% 21% 3% 1% 2% 0% 2% 0% 29% BELGIUM 33% 18% 18% 3% 1% 1% 0% 0% 0% 24% BRAZIL 16% 15% 36% 7% 5% 1% 1% 0% 0% 18% CHINA 24% 27% 26% 3% 2% 3% 2% 3% 0% 11% DENMARK 35% 16% 24% 2% 1% 2% 0% 0% 0% 20% UNITED ARAB EMIRATES 44% 20% 16% 4% 0% 2% 4% 0% 0% 10% UNITED STATES 26% 39% 20% 3% 0% 0% 0% 0% 0% 10% FRANCE 20% 13% 21% 3% 3% 1% 0% 0% 0% 38% NETHERLANDS 32% 18% 21% 1% 1% 2% 2% 0% 0% 24% INDIA 46% 21% 19% 0% 0% 0% 0% 0% 0% 15% ITALY 28% 21% 19% 4% 1% 3% 1% 0% 0% 23% JAPAN 20% 48% 13% 6% 1% 0% 2% 2% 1% 8% NORWAY 27% 30% 15% 2% 3% 1% 0% 0% 0% 22% POLAND 29% 19% 20% 1% 0% 3% 3% 0% 0% 24% Eixample Les Corts (BBVA data) Sant Martí Distribution of accommodation by district in Barcelona País Ciutat Vella Table 8: BARCELONA PROVINCIA In the city of Barcelona there are three districts that provide accommodation for most visitors, Ciutat Vella (28%), Eixample (24%) and Sant Martí (21%). One in four visitors sleep outside the city. 8% 20% 19% 1% 1% 1% 2% 0% 0% 48% UNITED KINGDOM 32% 19% 25% 4% 1% 1% 0% 0% 0% 17% RUSSIA 28% 23% 25% 3% 1% 1% 1% 0% 0% 17% SINGAPORE 20% 40% 23% 0% 0% 0% 0% 0% 0% 17% SWEDEN 48% 16% 17% 2% 3% 0% 1% 0% 0% 14% SWITZERLAND 37% 20% 23% 1% 1% 0% 0% 0% 0% 18% TOTAL 28% 24% 21% 3% 1% 1% 1% 0% 0% 21% PORTUGAL 23 / 48 3. Detailed analysis % Porcentage of overnight stays Percentage of overnight stays by district in Barcelona 30% (BBVA data) 20% 10% t ju on M snt Sa -G a rt Ho ïc ó rd ui er tG an -S ià Sa rr na va si ia àc Gr rr Ba u or is ts No sC CI Le BA RC EL ON A PR nt OV IN ar M A tí e pl xa m Sa Ci ut at Ve l la 0% Ei Figure 9: Most visitors from Saudi Arabia stay in Ciutat Vella, followed by almost half of visitors from Sweden and India. As far as Japanese are concerned, almost half of them stay in Eixample, followed by the visitors from Singapore (40%) and the United States (39%). The third district by number of overnight stays is Sant Martí, where 36% of Brazilians and a quarter of Chinese and British stay. Practically one in four visitors stays outside the city of Barcelona. The main countries in this group are Portugal, France and Argentina. 24 / 48 3. Detailed analysis Accommodation preferences by areas in Madrid MADRID PROVINCIA Fuencarral-El Pardo Villaverde Tetuán ChamartÍn Arganzuela Carabanchel Villa de Vallecas Moncloa-Aravaca Ciudad Lineal Chamberí Salamanca País Retiro San Blas Table 9: Centro Barajas In Madrid there is one predominant district, Centro, in the city centre, where almost half (44%) of visitors to the city stay. The other half is very fragmented among the rest of the districts. Distribution of accommodation by district in Madrid SAUDI ARABIA 46% 8% 8% 12% 4% 4% 4% 0% 8% 0% 0% 0% 0% 0% 0% 8% ARGENTINA 55% 20% 4% 2% 4% 2% 2% 0% 0% 2% 2% 1% 0% 0% 0% 7% BELGIUM 34% 18% 8% 8% 5% 3% 5% 2% 2% 2% 0% 1% 0% 0% 0% 12% BRAZIL 45% 15% 11% 4% 3% 5% 2% 4% 1% 1% 2% 0% 0% 0% 0% CHINA 40% 10% 12% 10% 2% 8% 5% 3% 3% 1% 0% 4% 0% 0% 0% 3% DENMARK 47% 9% 5% 5% 2% 2% 4% 8% 0% 3% 0% 0% 1% 0% 5% UNITED ARAB EMIRATES 27% 13% 27% 2% 5% 2% 7% 7% 5% 0% 0% 0% 0% 0% 0% 4% 5% (BBVA data) 8% 9% 5% UNITED STATES 52% 6% 4% 8% 6% 2% 2% 1% 3% 1% 0% 1% 0% 0% FRANCE 34% 11% 13% 8% 6% 3% 4% 3% 3% 0% 1% 1% 1% 0% 0% 11% NETHERLANDS 45% 14% 10% 6% 3% 4% 1% 1% 1% 1% 2% 1% 1% 0% 0% 9% INDIA 24% 13% 9% 9% 2% 11% 16% 3% 3% 2% 0% 3% 3% 0% 0% 2% ITALY 54% 10% 7% 6% 3% 6% JAPAN 41% 16% 2% 5% 9% 5% 13% 3% 1% 2% 1% 1% 0% 0% 0% 2% 3% 2% 0% 1% 1% 1% 0% 0% 0% 7% NORWAY 38% 5% 19% 1% 9% 8% 4% 4% 4% 0% 3% 0% 0% 1% 1% POLAND 44% 6% 17% 13% 1% 2% 0% 0% 3% 1% 4% 0% 0% 0% 0% 8% PORTUGAL 21% 9% 16% 13% 9% 10% UNITED KINGDOM 37% 13% 12% 4% 5% 4% 3% 0% 1% 1% 2% 1% 1% 1% 0% 14% 5% 7% 2% 2% 1% 1% 1% 0% 0% 0% 9% RUSSIA 59% 9% 7% 5% 6% 3% 0% 0% 0% 2% 2% 1% 0% 0% 0% 7% SINGAPORE 69% 0% 6% 0% 6% 0% 0% 0% 0% 0% 0% 0% 6% 0% 0% 13% SWEDEN 53% 8% 10% 2% 3% 6% 3% 5% 3% 1% 0% 1% 0% 0% 0% 8% SWITZERLAND 46% 10% 11% 6% 6% 6% 5% 2% 1% 1% 0% 1% 0% 0% 0% TOTAL 44% 11% 10% 6% 6% 5% 4% 2% 1% 1% 1% 1% 0% 0% 0% 8% 25 / 48 5% 3. Detailed analysis % Porcentage of overnight stays Figure 10: Percentage of overnight stays by district in Madrid 40% (BBVA data) 30% 20% 10% an c am a u M o n da d b e r í cl oa L in V i - A ea l lla r a de va Va ca A r lle c ga as C a nzu ra e ba la nc Ch h am e l ar tí Te n Fu tu en c a V ill á n a rr a l ve r - E de lP ar do m la M AD RI Ci Ch Sa Sa n Bl A as s CI D PR OV IN o ja t ir ra Ba Re Ce nt ro 0% Visitors from Singapore, Russia and Argentina have a greater preference for the Centro area with percentages of 69%, 59% and 55% respectively. Just 8% of visitors stayed outside of the city; this percentage is slightly higher for visitors from Portugal, Singapore and Belgium. Comparison between Barcelona and Madrid in terms of overnight stays inside and outside of the city Barcelona 100% Figure 11: 92% 79% Percentage of overnight stays inside and outside of the city 75% (BBVA data) 50% Barcelona 21% 25% Madrid Madrid 8% 92% 0% 79% INSIDE OUTSIDE In Madrid practically all visitors stay inside the city (92%), while in Barcelona the percentage of tourists who prefer accommodation outside of the city rises to 21%. 21% 8% INSIDE OUTSIDE 26 / 48 3. Detailed analysis 3.4.2. Distances from the city centre As part of the study, we analysed the distance to the centre of the city from the accommodation in which tourists stayed and we compared this between the two cities by nationality. Based on the use of foreign credit cards belonging to tourists, we identified transactions in the accommodation category in which the location of the business is logged. We observed 8,897 accommodation transactions in Madrid and 11,423 accommodation transactions in Barcelona. The distance to the city centre is measured in a straight line and the units are kilometres. We consider the following to be the city centre of each of the cities: Plaza de Cataluña in Barcelona and Puerta del Sol in Madrid. As a general rule, visitors from countries farther away such as Japan, China and Brazil tend to stay closer to the city centre, while visitors from nearby countries such as Portugal, France and Belgium choose accommodation farther from the centre. One notable exception is visitors from Singapore and the Middle East, who stayed far from the centre in Madrid but near the centre in Barcelona. Table 10: Distance (km) from accommodation to the city centre: Plaza de Cataluña and Puerta del Sol (BBVA data) Country SAUDI ARABIA Barcelona Madrid 2,31 5,37 ARGENTINA 5,62 3,66 BELGIUM 6,27 5,53 BRAZIL 4,03 3,56 CHINA 3,31 4,15 DENMARK 4,79 4,43 UNITED ARAB EMIRATES 2,79 5,6 UNITED STATES 4,07 3,47 FRANCE 8,02 5,85 NETHERLANDS 7,01 4,73 INDIA 3,22 4,2 ITALY 4,79 3,58 JAPAN 2,53 2,78 NORWAY 5,5 4,22 POLAND 5,33 5,2 PORTUGAL 7,48 6,44 UNITED KINGDOM 5,72 5,23 RUSSIA 4,75 3,68 SINGAPORE 2,76 6,87 SWEDEN 5,09 4,4 SWITZERLAND 5,03 4,08 27 / 48 3. Detailed analysis Barcelona: The total average distance that visitors stay from the city centre is 5.5 kilometres. Visitors from Saudi Arabia, Japan and Singapore are those that stay closest to the centre of Barcelona. French, Portuguese and Dutch visitors stay farthest from the centre. Madrid: The total average distance that visitors stay from Madrid city centre is 4.5 kilometres. Visitors from Japan, the United States and Brazil are those that stay closest to the city centre. Visitors from Singapore, Portugal and France stay farthest from the centre. 3.5. Spending 3.5.1. Cumulative average spending by card throughout the stay Another interesting point to analyse is tourists’ spending during their stay. This allows us to detect spending patterns by nationality in each city and estimate the hotel category they stay in based on the amount they spend on accommodation. Foreign credit cards belonging to tourists show us the total amount spent by each of them during the study period. Therefore, it is the amount spent by card, i.e. the family unit, not the individual tourist. It can also be broken down by city visited and the visitor’s country of origin. Barcelona Madrid 600€ Figure 12: Average overall spending by card throughout the study period by country and city (BBVA data) 400€ 300€ 200€ 161,5€ 100€ Madrid A IL ST AT ES IT AL B N E EL Y TH GIU M ER LA ND UN FR S IT ED A N C KI NG E DO PO M LA DE ND NM AR AR K GE NT IN NO A RW A SW Y ED PO E RT N UG AL AZ BR ED IT UN D DI AN IN RL S IA SS RU SW IT ZE A BI AT E EM IR PA N RA AB JA IA UD SA UN IT ED AR E OR AP NG SI 79% IN 92% A 0€ CH Barcelona 500€ The average cumulative card expenditure by each visitor in Spain during those two weeks was €161.5 (dotted red line). 21% 8% INSIDE OUTSIDE 28 / 48 3. Detailed analysis There are significant differences by country of origin in this section with very high amounts and very low amounts at both extremes. The visitors who spend the most are those from Singapore, China and Japan, in that order. Visitors from Switzerland, the highest-spending European citizens, are also slightly above average. Visitors who spent the least money in Spain were those from nearby countries such as Portugal and France, Nordic countries such as Sweden and Denmark, and also a non-European country, Argentina. Comparison of average spending between Barcelona and Madrid Table 11: Average spending (€) by card during the stay broken down by nationality and city (BBVA data) Country Barcelona Madrid 276,20 € 293,34 € 98,22 € 105,08 € BELGIUM 121,43 € 122,19 € BRAZIL 143,46 € 137,38 € SAUDI ARABIA ARGENTINA CHINA 419,26 € 459,76 € DENMARK 112,21 € 107,00 € UNITED ARAB EMIRATES 291,88 € 201,08 € UNITED STATES 140,82 € 131,73 € FRANCE 105,73 € 115,18 € NETHERLANDS 107,41 € 117,45 € INDIA 181,55 € 170,90 € ITALY 122,01 € 125,50 € JAPAN 298,39 € 299,25 € NORWAY 139,40 € 101,30 € POLAND 124,86 € 110,64 € 92,65 € 90,26 € PORTUGAL UNITED KINGDOM 116,25 € 114,60 € RUSSIA 204,19 € 198,63 € SINGAPORE 378,91 € 532,55 € 94,64 € 92,56 € SWITZERLAND 161,73 € 182,26 € WEIGHTED AVERAGE SPENDING 152,68 € 174,37 € SWEDEN Average spending during the stay by tourists in Madrid is 14% higher than the average amount spent in Barcelona (€174.37 v €15.268). There is a very significant difference in both cities between spending during the week and spending at the weekend, with 25% higher expenditure during the week. The fact that shops are closed on Sundays could be decisive in this. The country ranking is similar in both cities with considerably higher expenditure for visitors from countries in the Middle East and Far East. 29 / 48 3. Detailed analysis 3.5.2. Average daily spending Since the amount spent tends to build up the longer visitors stay, in this section we have analysed the average daily spending on each card. This allows us to determine which countries spend the most regardless of the number of days they stay in Madrid or Barcelona. Credit card data can be used to analyse the average spending by card and day, broken down by nationality. This is the result of dividing total spending by the number of days on which the card was active (the difference between the date of the last transaction and the first one). In order to avoid distortion, we have only taken into account cards used on more than one day. Barcelona Madrid 250€ Figure 13: Average daily spending by card broken down by country and city (BBVA data) 150€ 100€ 58,5€/day 50€ Madrid M IL IT AL NM Y AR K NE NOR TH W ER AY L A R A ND GE S NT IN A PO L PO AN RT D UG A SW L ED EN AZ DO DE NG BR A CE AN FR IT ED KI M DI IN UN S IU LG ST AT E ED IT BE S IA SS AT E RU IR EM AB AR UN A D BI AN RL RA ZE IA UN IT ED SW IT E JA UD SA IN 79% OR CH AP SI NG 92% PA N 0€ A Barcelona 200€ The average daily spending by each visitor in Spain is €58.5/day (dotted line). 21% INSIDE OUTSIDE There are significant differences by country of origin in this section with very high amounts and very low amounts at both extremes. 8% The visitors who spent the most come from China, Singapore, Japan and the Arabian Peninsula. The visitors who spent the least money in Spain come from Nordic countries such as Sweden and Denmark, neighbouring countries such as Portugal and non-European countries such as Argentina. 30 / 48 3. Detailed analysis Table 12: Country Average daily spending in Barcelona by card broken down by nationality SAUDI ARABIA (BBVA and Telefónica data) Daily spending (€) Average stay (days) Total spending (€) 103,45 2,67 276,20 ARGENTINA 35,98 2,73 98,22 BELGIUM 54,45 2,23 121,43 BRAZIL 49,13 2,92 143,46 CHINA 199,65 2,10 419,26 35,29 3,18 112,21 118,17 2,47 291,88 DENMARK UNITED ARAB EMIRATES UNITED STATES 66,74 2,11 140,82 FRANCE 53,13 1,99 105,73 42,12 2,55 107,41 109,37 1,66 181,55 NETHERLANDS INDIA 60,70 2,01 122,01 143,46 2,08 298,39 NORWAY 44,11 3,16 139,40 POLAND 45,08 2,77 124,86 PORTUGAL 41,73 2,22 92,65 UNITED KINGDOM 53,57 2,17 116,25 ITALY JAPAN 72,92 2,80 204,19 139,31 2,72 378,91 SWEDEN 32,19 2,94 94,64 SWITZERLAND 82,94 1,95 161,73 RUSSIA SINGAPORE The order of countries does not significantly change when the cities are compared. Higher levels of spending are between €140 and €200 and the lower range is around €35. 31 / 48 3. Detailed analysis Table 13: Average daily spending by card in Madrid broken down by nationality (BBVA and Telefónica data) Country Daily spending (€) Average stay (days) 113,70 2,58 ARGENTINA 45,89 2,29 105,08 BELGIUM 63,64 1,92 122,19 SAUDI ARABIA Total spending (€) 293,34 55,40 2,48 137,38 204,34 2,25 459,76 DENMARK 53,77 1,99 107,00 UNITED ARAB EMIRATES 95,75 2,10 201,08 UNITED STATES 64,57 2,04 131,73 FRANCE 62,94 1,83 115,18 NETHERLANDS 50,19 2,34 117,45 INDIA 63,30 2,70 170,90 ITALY 54,80 2,29 125,50 JAPAN 139,84 2,14 299,25 NORWAY 51,42 1,97 101,30 POLAND 45,72 2,42 110,64 PORTUGAL 42,58 2,12 90,26 UNITED KINGDOM 55,63 2,06 114,60 BRAZIL CHINA 90,29 2,20 198,63 195,07 2,73 532,55 SWEDEN 34,67 2,67 92,56 SWITZERLAND 100,7 1,81 182,26 RUSSIA SINGAPORE Although the order of countries is distributed similarly there is slightly higher spending by tourists in Madrid. The upper range is between €140 and €205 and the lower range is from €35 to €45. 32 / 48 3. Detailed analysis 3.5.3. Cumulative average spending on accommodation by card during the stay Credit card analysis also shows the total spending by each of them on accommodation during the study period. This can also be broken down by city and the visitor’s country of origin. It is important to mention that average spending on accommodation alone (€298.7, see Figure 14) is far higher than total average spending (€136.5, see Figure 12). The same applies to average daily spending, as detailed in the following point. This may initially seem to make no sense but the difference lies in the number of transactions in each case. The total volume of transactions amounts to more than 253,000, while the number of transactions on accommodation alone is approximately 20,000. Hence, when total spending is averaged out, it is diluted by low-volume transactions and therefore is lower than average spending on accommodation. Barcelona Madrid 1000€ Figure 14: 900€ Average spending by card on accommodation during the study period by country and city (Telefónica data and BBVA) 800€ 700€ 600€ 500€ 400€ Barcelona 300€ Madrid 298,71 € 200€ 92% 100€ K OR E ST AT ES JA PA N RU SS I NO A RW UN AY IT P OL ED A K I ND NE NG D TH ER O M LA ND S IT AL BE Y LG IU SW M ED EN BR A PO Z RT IL UG A FR L AR AN C GE E NT IN A AP ED IT UN D AR NM NG SI A AN S ZE DE RL IN CH IT SW A AT E IR A DI UN IT ED AR SA AB UD EM IA IN RA BI 0€ 79% 21% INSIDE OUTSIDE Average total spending on accommodation on each of the visitors’ credit cards 8% in Spain during those two weeks was €298.71 (dotted red line). As one might expect, there is polarisation here too. There are two main groups for average spending on accommodation. The group of countries from the Middle East and India spend practically twice as much on accommodation as the rest of countries. This could be explained by the fact that the groups or family units who visit us are larger so the cost is higher. Argentinians, French, Portuguese and Brazilians spend the least on accommodation. That is in spite of the fact that 10% of tourists from these countries stay in Madrid or Barcelona for more than 6 days. 33 / 48 3. Detailed analysis Comparison of average spending on accommodation between Barcelona and Madrid The ranking of spending by countries is different in Madrid and Barcelona; in addition, the absolute value of spending in Barcelona is considerably lower than in Madrid (around 20%). Part of this additional expenditure could be due to the visitors staying slightly longer in Barcelona than in Madrid, 2.28 days versus 2.15 days. One should also consider that hotels in Barcelona could be more expensive than those in Madrid. Table 14: Country Barcelona Madrid Average spending (€) on accommodation by card throughout the study period broken down by nationality and city SAUDI ARABIA 909,60 794,61 ARGENTINA 166,58 174,66 BELGIUM 286,88 228,31 BRAZIL 250,54 207,96 CHINA 394,41 372,82 DENMARK (BBVA data) 327,84 340,94 UNITED ARAB EMIRATES 561,17 460,18 UNITED STATES 333,38 302,30 FRANCE 182,50 175,56 NETHERLANDS 331,92 236,99 INDIA 600,43 474,39 ITALY 305,22 224,17 JAPAN 279,85 323,41 NORWAY 304,26 305,96 POLAND 330,09 234,90 PORTUGAL 180,90 179,84 UNITED KINGDOM 300,88 263,56 RUSSIA 343,47 263,13 SINGAPORE 429,78 252,86 SWEDEN 219,06 294,53 SWITZERLAND 362,82 367,87 AVERAGE SPENDING ON ACCOMMODATION 311,43 280,16 34 / 48 3. Detailed analysis 3.5.4. Average daily spending on accommodation If one divides total spending on accommodation by visitors from each country by the average stay, that gives the average daily spending on accommodation by country. This figure is very useful in determining visitors’ hotel category preferences for each country. Average daily spending by card on accommodation by country and city (price per night) Barcelona Madrid 400€ Figure 15: Average daily spending by card on accommodation by country and city (Telefónica data and BBVA) Barcelona 350€ 300€ 250€ 200€ 150€ Madrid 129€ 100€ 92% 50€ 79% A ST AT ES JA P UN DE A N N IT ED M A R KI NG K DO NO M SI RW NG AY AP OR E IT AL BE Y LG IU M RU NE SS TH IA ER LA ND PO S LA N FR D AN C SW E ED EN BR P O A ZI RT L A R UG GE AL NT IN A D IN UN IT ED CH S AN RL A AT E IR SW IT ZE A DI UN IT ED AR SA AB UD EM IA IN RA BI 0€ 21% INSIDE OUTSIDE 8% Average daily spending on accommodation (price per night) by each visitor in Spain during those two weeks is €129 (dotted red line). Daily spending by nationalities follows a similar pattern to cumulative spending. On the one hand, tourists from the Arabian Peninsula and India spend the most on accommodation per day. On the other hand, Argentinians, Portuguese and Brazilians spend the least on accommodation. As far as the difference between cities is concerned, visitors from Denmark, Norway and Sweden respectively spend an average of 66%, 61% and 48% more in Madrid than in Barcelona. Tourists from India and Singapore spend more in Barcelona: 106% and 71% more, respectively. 35 / 48 3. Detailed analysis Table 15: Country Average daily spending on accommodation in Barcelona by card broken down by nationality SAUDI ARABIA (BBVA and Telefónica data) Average stay (days) 340,67 2,67 Total spending (€) 909,60 61,02 2,73 166,58 128,65 2,23 286,88 BRAZIL 85,80 2,92 250,54 CHINA 187,81 2,10 394,41 DENMARK 103,09 3,18 327,84 UNITED ARAB EMIRATES 227,19 2,47 561,17 UNITED STATES 158,00 2,11 333,38 91,71 1,99 182,50 NETHERLANDS 130,16 2,55 331,92 INDIA 361,70 1,66 600,43 ARGENTINA BELGIUM FRANCE ITALY 151,85 2,01 305,22 JAPAN 134,54 2,08 279,85 NORWAY 96,28 3,16 304,26 POLAND 119,17 2,77 330,09 81,49 2,22 180,90 UNITED KINGDOM 138,65 2,17 300,88 RUSSIA 122,67 2,80 343,47 SINGAPORE 158,01 2,72 429,78 PORTUGAL SWEDEN SWITZERLAND Table 16: Country Average daily spending on accommodation in Madrid broken down by nationality SAUDI ARABIA (BBVA and Telefónica data) Daily spending (€) ARGENTINA BELGIUM BRAZIL CHINA DENMARK 74,51 2,94 219,06 186,06 1,95 362,82 Daily spending (€) Average stay (days) Total spending (€) 307,99 2,58 794,61 76,27 2,29 174,66 118,91 1,92 228,31 83,85 2,48 207,96 165,7 2,25 372,82 171,33 1,99 340,94 UNITED ARAB EMIRATES 219,13 2,10 460,18 UNITED STATES 148,19 2,04 302,30 95,93 1,83 175,56 NETHERLANDS 101,28 2,34 236,99 INDIA 175,70 2,70 474,39 ITALY 97,89 2,29 224,17 FRANCE JAPAN 151,13 2,14 323,41 NORWAY 155,31 1,97 305,96 POLAND 97,07 2,42 234,90 PORTUGAL 84,83 2,12 179,84 UNITED KINGDOM 127,94 2,06 263,56 RUSSIA 119,60 2,20 263,13 92,62 2,73 252,86 SWEDEN 110,31 2,67 294,53 SWITZERLAND 203,24 1,81 367,87 SINGAPORE 36 / 48 4. Specific recommendations for hotels 4. Specific recommendations for hotels 4.1. Introduction We conclude the study with a series of tactical and strategic recommendations for hotel managers, divided into accommodation category and specific management action. • Winning customers: countries of origin on which to focus marketing work, recommendations concerning channels and communication languages in countries of origin and at the destination. • Location/expansion: areas of interest by nationality • Product configuration: the ideal package length, information about complementary services demanded by different nationalities. Obviously, any decision-making should be based on more in-depth analysis covering a longer timeframe, which would make it possible to show seasonal and annual variations. Recommendations are included as a sample of the kind of applications that using these data sources could have in a new business intelligence model in the industry. 4.2. Spending-based hotel category methodology • • • We used the average daily spending by nationality to select the hotel category based on these data in the above tables. In this case, we propose the following hotel categories based on an average daily rate (ADR): 5-star hotel: ADR more than €140 4-star hotel: ADR between €100 and €140 3-star hotel: ADR less than €100 This categorisation allows us to link hotel categories with each country. For example, Belgians’ average spending in Barcelona is €128.65, which would mean a 4-star hotel, while Swiss average spending of €203.24 in Madrid would mean a 5-star hotel. So, based on the above hotel categorisation, using average spending or ADR to do so, the following can be concluded: Visitors from non-European countries and non-Latin American countries mostly stay in 5-star hotels. Apart from Switzerland, which is also in the 5-star list. 37 / 48 4. Specific recommendations for hotels Visitors from European countries mainly stay in 4-star hotels, except for French and Portuguese visitors who stay in lower category hotels. Brazil and Argentina are the only non-European countries that stay in 3-star or lower accommodation. Sweden is a surprise in that unlike the rest of Nordic countries they also stay in 3-star accommodation together with the French and Portuguese. 4.3. Overall recommendations The main visitor countries in terms of tourist numbers are as follows: • • Barcelona province: France, Italy, the United Kingdom and the Netherlands Madrid province: France, Italy, the United Kingdom and Portugal For these countries it is considered necessary to carry out action to win customers irrespective of the parameters analysed in the study. Both French and Portuguese have a lower level of spending than other countries. It is recommended to carry out action to win customers through intermediaries or, in any case, in a very segmented manner to ensure profitability, as they have greater capillarity and expenditure is 100% variable for hotels. There is great potential for growth in BRIC countries (Brazil, India, Russia and China). Madrid seems to have the greatest potential for Brazilians and Chinese, while Barcelona has the greatest potential for Russians. India is still a tiny market for both cities. It is worth highlighting the purchasing power of visitors from China, which are clearly luxury hotel customers. There are very large differences in spending on accommodation for some countries. Swedes and Japanese spend much more on accommodation in Madrid than in Barcelona, while tourists from the Arabian Peninsula, India and Italy spend much more in Barcelona. 38 / 48 4. Specific recommendations for hotels 4.4. Specific action for hotels in Barcelona 4.4.1. 5-star hotels in Barcelona (total daily price of more than €140) Action to win customers • SEM / SEO campaigns: • All hotels: Italy, Switzerland, the United States, China, Arab Emirates, India, Saudi Arabia and Singapore. Baidu campaign for China. • Central hotels only: Switzerland, China, India. • Luxury websites or intermediaries specifically for Switzerland and the United States and using intermediaries operating in all of the aforementioned countries Languages the website should be translated into: Spanish, English, German, French, Italian. Location Tourists from the Arabian Peninsula and India look for a central location in Ciutat Vella and those from the United States and Singapore also stay in central locations but in Eixample. Location is not a determining factor for Chinese, Italians and Swiss. Offers The average stay for visitors in these hotels is 2 to 3 days. Offers should be made for that length of stay with long-stay discounts from the fourth night. Implications for hotel services There must be hotel staff who speak English, German, Italian, Dutch, French, Mandarin and Arabic. Meals must be adapted and properly labelled for tourists of these nationalities. There is an opportunity to sell additional products and services to visitors from China whose average daily spending is very high and who consume luxury products. Offering them related services (dinners in luxury restaurants, reaching agreements with exclusive jewellers, etc.) could constitute a new source of income. 39 / 48 4. Specific recommendations for hotels 4.4.2. 4-star hotels in Barcelona (total daily price between €100 and €140) Action to win customers • SEM / SEO campaigns: • Spain, France, Italy, the United Kingdom, the Netherlands, Denmark, Russia, Poland and Japan. • Due to the low volume of spending by French people during their stay, for France we recommend daily budget control of campaigns so that the ROI is positive. • Yandex and Google campaign for Russia. • Luxury websites or intermediaries specifically for Nordic countries as well as using intermediaries operating in all of the aforementioned countries. Languages the website should be translated into: Spanish, English, German, French, Russian, Italian, Dutch and Japanese. Location Customers from these countries are mainly spread among hotels in Ciutat Vella, Eixample, Sant Martí and the outskirts. Japanese are an exception; half of them stay in Eixample. Offers 2- to 3-day offers should be made for all countries. Implications for hotel services Staff in these hotels must be able to speak Spanish, English, French, Russian, German and Japanese. There is an opportunity for the hotel to sell additional products or services to Russian visitors and also to Japanese visitors who spend considerable amounts in fashion shops in Barcelona. Offering them related services (personal shoppers, organised trips to shops, etc.) could constitute a new source of income. 4.4.3. 3-star hotels in Barcelona (total daily price less than €100) Action to win customers • SEM / SEO campaigns: • Spain, France, Sweden, Norway, Portugal, Brazil and Argentina. • Due to the low volume of spending by French people during their stay, for France we recommend daily budget control of campaigns so that the ROI is positive. 40 / 48 4. Specific recommendations for hotels • Luxury websites or intermediaries specifically for Nordic countries as well as using intermediaries operating in all of the aforementioned countries. Since price is a decisive aspect, it is important to be present in all of the massmarket intermediaries used to search for offers and affordable prices Languages the website should be translated into: Spanish, English, German, French and Portuguese. Location Tourists do not generally stay in central hotels (due to the price). Offers 2- to 3-day offers should be made for all countries. Offers for the French should be more like 2 days and 3 days for Norwegians. Implications for hotel services Staff in these hotels should speak Spanish, English, French and Portuguese. Spending on additional services by these customers is not particularly high so no specific action should be taken. 4.5. Specific action for hotels in Madrid 4.5.1. 5-star hotels in Madrid (total daily price of more than €140) Action to win customers • SEM / SEO campaigns: • All hotels: United States, Switzerland, China, Japan, Norway, Denmark, India, Arab Emirates and Saudi Arabia. Baidu campaign for China. • Luxury websites or intermediaries specifically for Switzerland, the United States and Nordic countries, as well as using intermediaries operating in all of the aforementioned countries. Languages the website should be translated into: Spanish, English, French and Japanese. 41 / 48 4. Specific recommendations for hotels Location Most tourists in Madrid always stay in central hotels, especially those from the Americas. A central hotel is not a determining factor in choosing a hotel for citizens of the Arab Emirates and India. Offers The average stay by visitors in these hotels is 2 to 3 days; the Swiss stay the shortest length of time and Indians have the longest average stay in Madrid. Offers should be for a two-day stay with long-stay discounts from the third night. Implications for hotel services There must be hotel staff who speak English, French, Japanese and Arabic. Meals must be adapted and properly labelled for tourists of these nationalities. There is an opportunity to sell additional services to visitors from China, Japan and the Arabian Peninsula whose average daily spending is very high and who consume luxury products. Offering them related services (dinners in luxury restaurants, reaching agreements with exclusive jewellers, etc.) could constitute a new source of income. 4.5.2. 4-star hotels in Madrid (total daily price between €100 and €140) Action to win customers • SEM / SEO campaigns: All hotels: United Kingdom, Netherlands, Belgium, Russia, Sweden and Russia. • Nordic luxury websites or intermediaries as well as using intermediaries operating in all of the aforementioned countries. Languages the website should be translated into: Spanish, English, German, French, Dutch and Russian. Location Tourists in Madrid almost always stay in central hotels, especially Russians. Offers The average stay for visitors in these hotels is 2 days. Offers should be for a two-day stay with long-stay discounts from the third night. 42 / 48 4. Specific recommendations for hotels Implications for hotel services There must be hotel staff who speak English, French, German, Dutch and Russian. Meals must be adapted and properly labelled for tourists of these nationalities. There is an opportunity to sell additional products or services to visitors from Russia whose average daily spending is very high and who consume luxury products. Offering them related services (dinners in luxury restaurants, reaching agreements with exclusive jewellers, etc.) could constitute a new source of income. 4.5.3. 3-star hotels in Madrid (total daily price less than €100) Action to win customers • SEM / SEO campaigns: • Spain, France (cost control), Italy, Portugal, Poland, Brazil, Argentina and Singapore. • Since price is a decisive aspect, it is important to be present in all of the mass-market intermediaries used to search for offers and affordable prices. It is especially recommended to give particular emphasis to intermediaries for France, Portugal and Brazil. Languages the website should be translated into: Spanish, English, German, French, Portuguese and Italian. Location Tourists have a preference for the Centro area in the city centre in Madrid. Offers 2-day offers should be made for all countries with the possibility of 3 days for tourists from Singapore. Implications for hotel services Staff in these hotels must speak Spanish, English, French, Italian and Portuguese. Spending on additional services by these customers is not particularly high so no specific action should be taken. 43 / 48 5. Methodological note 5. Methodological note 5.1. Description of the datasets The datasets used in the study are described below, stating what they are like, how they retained and their potential limitations. In both cases, the datasets are limited to the geographical scope of the provinces of Madrid and Barcelona and the period between 7 and 21 October 2012, both inclusive. 5.1.1. BBVA dataset The dataset is based on the data gathered by BBVA’s electronic payment systems: transactions carried out by users of credit or debit cards issued by foreign card issuers (foreign customers) in shops that use BBVA POS terminals. In order to distinguish foreign tourists from expatriates living in Spain we only included foreign cards in the dataset that performed transactions between 7 and 21 October 2012 and that remained in the country for a period of less than 15 days throughout 2012. The POS terminals covered by this report are those located in the provinces of Madrid and Barcelona. The study’s conclusions are directly based on the data gathered by BBVA’s electronic payment systems. We have not applied coefficients to deduce all of the payments made by other means. These data are completely anonymous. We have worked with data aggregated in time and space after duly eliminating information about individuals and legal persons through irreversible processes to guarantee users’ privacy pursuant to the Organic Law on Personal Data protection (Ley Orgánica de Protección de Datos Personales 15/1999) and its regulations (RD 1720/2007). Information from card transactions in shops and cash machines in the city was used for statistical purposes only. Under no circumstances can this analysis be used to trace individual people’s behaviour. Table 17: Fields and descriptions of BBVA’s dataset Field Description AMOUNT Amount of the transaction in € DATE Date and time the payment was made COUNTRY Country of the credit or debit card issuer CARD ID The card’s ID. This is never the same as the card’s real number POS terminal ID ID of the Point of Sale terminal in the shop where the purchase is made CATEGORY The shop’s commercial category LATITUDE The shop’s latitude LONGITUDE The shop’s longitude 44 / 48 5. Methodological note One aspect to take into account is that credit or debit card payments are only part of the total payments in the shop since approximately 50% of spending in shops is carried out using cash. This percentage fluctuates depending on the shop’s category and its surrounding area but also cultural biases inherent to the user’s nationality. None of the results presented in this report is an extrapolation used to deduce total spending by foreign tourists. In all cases, the figures shown are those gathered by BBVA’s electronic payment systems and they should not be taken as absolute figures for spending through any means of payment. 5.1.2. Telefónica’s dataset The dataset used in this study comes from records of certain network events generated by telephones with a SIM card issued by operators outside of Spain, which are roaming on Telefónica Móviles España’s network. Examples of these kinds of events include turning on the telephone, sending an SMS, making a call or changing coverage area. When one of these events takes place, it is logged together with the base station the telephone is connected to and the time it took place. Since the exact location of each base station is known, that gives an approximate idea of where the telephone is at that time. Logs basically have the following format: Table 18: Field Description Fields and descriptions of Telefónica’s dataset DATE Date and time the event took place COUNTRY Country of the operator that issued the telephone’s SIM card TELEPHONE ID The telephone’s ID. Under no circumstances is it the telephone’s real number CELL ID The ID of the base station the telephone was connected to when the event took place LATITUDE Latitude of the base station’s position LONGITUDE Longitude of the base station’s position To comply with data protection regulations and ensure privacy, these logs are anonymous since the real telephone number is replaced with a unique identifier in a way that makes it impossible to carry out the process in reverse (you cannot obtain the telephone number from the identifier). However, furthermore, the logs are not used individually: they are always aggregated in order to identify general behaviour (normally by nationality) and never individually. As if that were not enough, the identity of the owners of roaming telephones (those used in this study) is information that Telefónica Móviles España never possesses as they are not its own subscribers. In view of all this, it is totally impossible to individually identify the owners of those telephones. 45 / 48 5. Methodological note As with all datasets, there are certain limitations of which one needs to be aware. The telephone’s location is not totally precise as what we have is actually the base station’s location. That is not too problematic in urban environments as the density of base stations there is high enough to provide reasonable precision; but it can be in rural areas. There may be another limitation when extrapolating total data from the information obtained. One specific example is that not all telephones used by Russian tourists who visit Spain connect to Telefónica’s network, which means that if one wants to know the total number of Russian telephones then some extrapolation is necessary that could introduce certain errors. In this report all of the data presented are not extrapolated, so they cannot be taken as absolute. However, we think that nevertheless they provide a pretty clear idea of the situation. 5.2. Privacy This report has been drawn up based on anonymised, aggregate data that have then been extrapolated through a statistical process ensuring they are completely disassociated pursuant to Spanish law (LOPD 15/1999 and its developing regulations, RD 1720/2007, and Ley General de Telecomunicaciones 32/2003). This completely prevents the identification of any individual based on the data used and so guarantees users’ privacy. The data and recommendations described are based on the data gathered as described in 5.1.1 and 5.1.2. Coefficients have not been used to extrapolate all of the indicators in this report. Data was processed subject to a responsible code of conduct by all parties and processing was carried out solely in order to encourage progress in transforming society and tourism. 46 / 48 6. ANNEX 6. Annex 6.1. List of tables Table 1: Unique telephones registered (Telefónica data) 13 Table 2: Average stay (Telefónica data) 15 Table 3: Average stays in Barcelona depending on the day on which the visits start and the total (Telefónica data) 16 Table 4: Average stays in Madrid depending on the day on which the visits start and the total (Telefónica data) 17 Table 5: Percentage distribution of the number of telephones in Barcelona according to four stay length ranges (Telefónica data) 19 Table 6: Percentage distribution of the number of telephones in Madrid according to four stay length ranges (Telefónica data) 20 Table 7: Travel between cities (B-Barcelona, M-Madrid) expressed in 21 percentages. For example, B shows the telephone does not leave Barcelona and B-M-B shows the telephone moved to Madrid and back to Barcelona (Telefónica data) Table 8: Distribution of accommodation by district in Barcelona (BBVA data) 23 Table 9: Distribution of accommodation by district in Madrid (BBVA data) 25 Table 10: Distance (km) from accommodation to the city centre: Plaza de Cataluña and Puerta del Sol (BBVA data) 27 Table 11: Average spending (€) by card during the stay broken down by nationality 29 and city (BBVA data) Table 12: Average daily spending in Barcelona by card broken down by nationality 31 (BBVA and Telefónica data) Table 13: Average daily spending by card in Madrid broken down by nationality (BBVA and Telefónica data) 32 Table 14: Average spending (€) on accommodation by card throughout the study period broken down by nationality and city (BBVA data) 34 Table 15: Average daily spending on accommodation in Barcelona by card broken down by nationality (BBVA and Telefónica data) 36 Table 16: Average daily spending on accommodation in Madrid broken down by nationality (BBVA and Telefónica data) 36 Table 17: Fields and descriptions of BBVA’s dataset 44 Table 18: Fields and descriptions of Telefónica’s dataset 45 47 / 48 6. ANNEX 6.2. List of figures Figure 1: Distribution of visitors by country (Telefónica data) 14 Figure 2: Distribution of visitors between Barcelona and Madrid (Telefónica data) 14 Figure 3: City preference, Barcelona over Madrid (Telefónica data) 14 Figure 4: City preference, Madrid over Barcelona (Telefónica data) 14 Figure 5: Average stay in days in Barcelona and Madrid (Telefónica data) 18 Figure 6: Overall distribution of length of stay (Telefónica data) 18 Figure 7: Distribution by days spent in Barcelona (Telefónica data) 19 Figure 8: Distribution by days spent in Madrid (Telefónica data) 20 Figure 9: Percentage of overnight stays by district in Barcelona (BBVA data) 24 Figure 10: Percentage of overnight stays by district in Madrid (BBVA data) 26 Figure 11: Percentage of overnight stays inside and outside of the city (BBVA data) 26 Figure 12: Average overall spending by card throughout the study period by country and city (BBVA data) 28 Figure 13: Average daily spending by card broken down by country and city (BBVA data) 30 Figure 14: Average spending by card on accommodation during the study period by country and city (Telefónica data and BBVA) 33 Figure 15: Average daily spending by card on accommodation by country and city (Telefónica data and BBVA) 35 48 / 48
© Copyright 2024 Paperzz