MarketScan Spain 2016
The Hague, September 2016
NBTC Holland Marketing
NBTC Holland Marketing (NBTC)
NBTC is responsible for branding and marketing the Netherlands
nationally and internationally. Using the 'Holland' brand, NBTC puts the
country on the map as an attractive destination for holidays, business
meetings and conventions. We carry out marketing activities in 13
markets, under the name of NBTC Netherlands Board of Tourism &
Conventions. In cooperation with public and private partners, we
attract visitors who spend money in Holland. We cultivate countries
and regions that supply the most visitors to the Netherlands. Based on
this philosophy, NBTC is active in Europe, North America, Asia and
South America (Brazil).
MarketScan Spain 2016
Inside knowledge of the Spanish travel market is essential in order to
gain access to this market. The MarketScan Spain 2016 offers relevant
information about this country and its travel market to organizations in
the travel industry and others. In this MarketScan, you will find a brief
overview of the travel market as well as an insight into trends and
developments.
This MarketScan was put
together by NBTC Research in
cooperation with NBTC Spain.
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Content MarketScan
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Spain in a nutshell
Spanish travel market
Internet and travel
Incoming tourism to Holland
Image Holland as a holiday destination
Image of the Dutch people
Trends and developments
Destination Holland: SWOT
Lifestyle segmentation model
Holland Marketing in Spain
Sources
Contact
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5
6
7
12
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14
15
16
18
19
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Spain in a nutshell (1/2)
Population
There are over 46.4 million people living in Spain in January
2016. Madrid is with 6.4 million inhabitants the biggest
province of Spain, followed by Barcelona (5.5 million) and
Valencia (2.5 million).
The group “65 years and older” (19%) and “under the age of
18” (18%) are the largest age groups in Spain. This is equal
to the average in Europe. The population of Spain seems to
equalize in 2016. Between 2013 and 2015 the number of
inhabitants decreased yearly. In 2016 the number of 24-34
years old inhabitants decreased in comparison to 2015. This
might be the consequence of the high unemployment rate
within this age group. The number of 55-64 years increased
in comparison to 2015.
Population (2004 – 2015)
x million
48
47
45.7
46
46.8 46.7
46.5 46.7
46.5 46.4
44.8
45
44
44
43
46.2
43.3
42.5
42
41
40
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Source: INE (Instituto Nacional de Estadistica) january 2005-2016
(source: INE (Instituto Nacional de Estadistica) 2016)
Population by age group (2015)
< 18 years
18-24 years
25-34 years
18%
7%
12%
35-44 years
17%
45-54 years
55-64 years
65 years and older
15%
12%
19%
Source: INE (Instituto Nacional de Estadistica) 2016
3
Source: INE (Instituto Nacional de Estadistica) 2015
Spain in a nutshell (2/2)
Economy
The Gross Domestic Product (GDP) in Spain is € 1.081 billion in
2015, an increase in GDP in comparison to 2014. The economy
of Spain has grown since 2014. Spain’s GDP growth of 3.2% in
Economic growth based on GDP, growth change
in % from the previous period
2015 is again above the European average of 2.0%. Also for
the coming years an economic growth is forecasted. However
the economic growth is expected to slow down in 2017. There is
still a long road to full economic recovering.
Spain
2012
2013
2014
2015
-2.6 %
-1.7
1.4
3.2
Source: Eurostat 2016
(source: OECD, Eurostat 2016)
Unemployment rate
The unemployment rate from the total labor force in Spain is
21% in 2015. This percentage decreased from 2014. The
Unemployment rate (forecasted)
unemployment rate is still higher than the European average of
9%. Although the economic perspective is positive for Spain,
the unemployment rate is still high. Especially under young
Spaniards. Almost 46% of the young Spaniards (under 25) is
unemployed. This percentage is decreasing but still very high.
(source: INE (Instituto Nacional de Estadistica)
Inbound travel
Spain is growing as a holiday destination. Spain is taking
advantage of the political instability of the “sun and beach”
competitive destinations (like Egypt, Greece and Turkey). Spain
has become a primary international destination for sun and
beach holidays in Europe. Especially in the UK, German and
France markets. This growth has a positive influence on the
economy of Spain.
(source: Phocuswright, Spanish online travel overview 2015)
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Spain
2013
2014
2015
2016*
25.7%
23.7%
20.9%
21.0%
*forecasted
Source: INE (Instituto Nacional de Estadistica) * forecast
Spanish travel market
Number of trips by Spaniards (2009-2015)
x million
Number of (outbound) trips
The number of domestic and outbound stays by Spanish residents
was more than 175 million in 2015. This is an increase of 16%
compared to 2014. This number includes all types of stays,
including business trips and visiting friends and relatives. Most of
the trips are domestic trips (91%; 160 million). The number of
domestic trips increased with almost 15%. The outbound trips
increased with almost 28%, to 15,1 million trips in 2015.
According to Tripadvisor; Portugal, France and Italy are the most
important outbound destinations for Spanish residents.
Travel motive
Almost half of all trips by Spanish residents, has a leisure motive
and more than a third is to visit friends and relatives. Business
trips account nearly 10% of all trips in 2015. The remaining
motives for trips are mainly study related.
Most Spanish travellers from Madrid, Cataluna and
Andalucia
Most of the Spanisch travellers are inhabitants of Madrid,
Andalucia and Cataluyna, 19%, 15% and 15% of all Spanish trips.
Most outbound trips by plane
Over 60% of all outbound trips are done by planes, a small
increase of 3% in comparison to 2014. More than a quarter takes
the car when going abroad, compared to 2014.
250
200
150
+16%
167
175.5
157.9
160.8
158.7
155.8
151.4
145.5
147.4
146.6
144.5
139.6
12.0
12.4
13.3
12.2
11.2
11.8
15.1
2009
2010
2011
2012
2013
2014
2015
155.0
160.3
+15%
100
50
+28%
0
Domestic
Outbound
Total
(Source: INE, 2016)
Travelmotive Spaniards (2015)
10%
5%
47%
39%
Accommodation
Most Spanish travellers stay in a hotel during their trip (50%).
More than a quarter stays with family or friends. About 8% rents
a vacation home for their trip abroad.
(Source: INE, 2015)
5
Holiday
VFR
(Source: INE, 2016)
Business
Other
Internet and travel
Internetpenetration
Approximately 77% of the total Spanish population uses internet in 2016, corresponding with
35,7 million internet users. This percentage is a little higher than the European average (73%).
The number of Spanish internetusers has grown with almost 6% compared to 2015. Spain is
taken the 4th position of UK countries with the highest amount of internetusers in Europe. Only
Germany, UK and France have a internetpenetration.
(Bron: wearesocial, 2016)
Social media
Almost half of the population uses social media websites. This is almost 22 million social media
users, same as in 2014. The average growth in Europe was 10%. The number of active social
media users by mobile has grown with 7% compared to 2015. Spaniards spend daily about 1,5
hour on average on social media. Whatsapp, Facebook and Facebook Messenger are the most
frequently used social media platforms.
(Bron: wearesocial, 2016)
Mobile penetration
Almost 8 out of 10 Spaniards owns one or more smartphones. About 38% of the total Spanish
population owns a tablet. Spaniards are on average 2 hours online with their mobile.
(Bron: wearesocial, 2016)
E-commerce
Nearly 16 million Spaniards buy online. This is almost seven out of ten internet buyers. About
three quarters of the digital buyers (in age of 16-60 years) made a digital purchase at least once
a month and one-fifth did so three times or more monthly. The percentage of Spaniards buying
their travel online increased compared to 2015. Travel is in Q1 2016 the most often online buyed
product category (72%), followed by leisure & culture (69%) and Technology & communications
(61%). In 2015, travel was still the third most often buyed product category. The Spaniards are
also more comfortable in buying travel via smartphone. The last couple of years travel bought via
smartphone increased. In 2015, 16% of Spain online bookings will be transacted via mobile
(smartphone or tablet) device. Slightly below the European average of 17%.
(sources: Interactive Advertising Bureau Spain (IAB Spain, 2016)) (Phocuswright: Spanish Online travel Overview 2015)
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Incoming tourism to Holland(1)
Incoming tourism from Spain to Holland
About 432,000 Spanish people visited Holland in 2015,
an increase of 9% compared to 2014. Spain is the 7th
origin market for Holland in 2015, 3% of all international
visitors to Holland is coming from Spain.
x 1.000
Development incoming tourism from Spain to Holland
(2007-2015)
1200
966
1000
886
776
800
865
831
726
843
781
769
(Source: CBS, 2016)
600
Over half of visitors originates from Madrid and
Catalonia (Barcelona)
De most important origin regions for Holland are Madrid
(26%), Catalonia (26%) and Andalusia (15%).
(Source: NBTC, SIT 2014)
Business versus leisure
Almost a third (31%) of all Spanish travellers has a
business motive to visit Holland. Two thirds (66%)
travels to Holland for leisure and 3% has another reason
(especially visiting friends and relatives).
436
368
400
351
440
425
427
432
0
2007 2008 2009 2010 2011 2012 2013 2014 2015
(Source: CBS, 2016)
Transport to Holland
5%
4%
guests
overnights
Travel motive
Other
3%
8%
(Source: NBTC, SIT 2014)
Business
31%
Leisure
66%
83%
(Source: NBTC SIT, 2014)
7
396
200
(Source: NBTC, SIT 2014)
Transport to Holland
Because of an increasing amount of flight connections
between the major Spanish cities and Amsterdam,
Rotterdam, Groningen and Eindhoven, it is getting more
and more easy for Spanish travellers to reach Holland.
395
(Source: NBTC SIT, 2014)
Incoming tourism to Holland (2)
Popular months for Spanish visitors to travel to Holland
The second and third quarter are the most popular periods to visit
Holland during the year. More than a quarter of all Spanish visitors
come to Holland in the period from April to June and a third during
the period from July to September. Many Spanish residents are off
during July and August, resulting in the high share of trips to
Holland during this period. The Dutch winter months attract
relatively few Spanish visitors.
(Source: CBS, 2016)
Overnights in Dutch cities
A total of 256,000 Spanish people visited Amsterdam in 2015. This
is 59% of the total number of Spanish visitors to Holland. The
second most visited city is Rotterdam with about 12,000 visitors.
(Source: CBS, 2015)
Spanish visits per quarter
18%
24%
jan-mrch
26%
apr-jun
jul-sep
33%
oct-dec
(Source: CBS, 2015)
Spanish overnight guests in Dutch cities
Spending Spanish visitors in Holland (2015)
 Per person per day: € 239,(average all incoming tourists: € 213,-)
Amsterdam
 Per person per stay: € 891,(average all incoming tourists: € 724,-)
9,000 guests
Den Haag
1,000 guests
 Total spending Spanish visitors: € 385 million
(average all incoming tourists: € 10,9 billion)
256,000 guests
Utrecht
12,000 guests
Rotterdam
(Source: SIT 2014, NBTC)
5,000 guests
(Source: CBS, 2015)
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Maastricht
Incoming tourism to Holland (3)
Number of seats and departures Spain-Holland
Return visitors
More than half (54%) of all Spanish visitors with an overnight stay in
Holland, visited the country for the first time. 29% visited Holland in
the last three years and for 17% is their last visit to Holland longer
than three years ago.
(Source: NBTC, SIT 2014)
Accommodation
97% of all Spanish visitors to Holland spends their overnight stays in
a hotel. Almost half (46%) stays in a 4-star hotel. About a quarter
(26%) chooses to stay in a 3-star hotel and 9% spends their nights
in a 5-star hotel.
Departures
Seats (x 1,000)
6000
5000
17778
15307
17329
17192
2724
2853
4000
3000
2293
2733
18123
18762
3157
3240
The average length of stay of a Spanish visitor in Holland is around 4
days. This is similar to the average length of stay of all international
visitors to Holland.
8000
1000
4000
0
0
2010
2011
2012
2013
2014
2015
(Source: RDC Apex, 2016)
Note: The figures provide insight in the capacity of seats and flights, not
in the occupation. Stopping flights are included in the numbers.
Spanish hotelguests in Holland
Number of hotel
stars
Share of total
Spanish visitors to
Holland
2%
Number of incoming flights to Holland
4%
The number of incoming flights from Spain is increased to almost
19.000 departures in 2015, an increase of more than 3%. There
were 3,2 million plane seats available in 2015, which is also an
increase of 3% in comparison with 2014.
(Source: RDC Apex, 2016)
9
16000
2000
(Source: CBS, 2014)
Most of the flights are operated by low costs carriers. Almost 70% of
all departures are done by low costs carriers. Transavia carried
almost 63% of all flights to Holland.
20000
12000
(Source: CBS, 2015)
Average duration
24000
25%
46%
9%
No star
(Bron: CBS, 2015)
15%
Incoming tourism to Holland (4)
Activities during visit to Holland
Activities in Holland
Walking and visiting notable and historic sites are the most
important activities during the trip to Holland according to
the Spanish visitors. Other popular activities, however not
always the most important reason, visit museum (63%)
and visit bar/café (54%).
(Source: NBTC, SIT 2014)
Intention to re-visit
Of all Spanish people who visited Holland, 87% says to
definitely have the intention to visit Holland again in the
future. Another 11% states they probably will revisit
Holland and only 2% says they maybe will.
Top 5
Activities
Top 5
Most important
activities
1. Visit Red light district (65%)
1.Walking (15%)
2 Walking (63%)
2. Visit notable places/places of
interest (15%)
3. Visit museum (63%)
3. Walking through a town/city
(14%)
4. Walking through a town/city
(60%)
4. Visit museum (9%)
5. Visit bar/cafe (54%)
5. Cycling (5%)
(Source: NBTC, SIT 2014)
Intention to visit Holland again
maybe
2%
probably
11%
definitely
87%
(Source: NBTC, SIT 2014)
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Incoming tourism to Holland (5)
Future perspective Destination Holland 2025
Following an earlier future perspective in 2008, NBTC Holland
Marketing has published an updated outlook for the future for
the destination Holland. Stakeholders from within and outside
the industry have contributed even more to this update than to
the previous edition, through round-table discussions, via the
Internet and social media. The Future Perspective Destination
Holland
2025, available as
a digital
magazine
on
www.nbtc.nl/2025 (in Dutch), indicates the market perspective
with respect to international visitors and their spend towards
2025.
Future expectation 2020
In 2015 432,000 Spanish people visited Holland. Spain is the
7th origin market for incoming tourism in Holland. It is
expected that incoming tourism from Spain will continuously
grow with an average of 0,5% each year until 2018. During the
subsequent period (2018 until 2025) the yearly average growth
will be 1%. These growth numbers will result in a total of
around 490,000 Spanish guests in 2020. For more information
on the future of this market, please check out the digital
magazine on our website and the report Tourism in perspective
available on nbtc.nl.
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Development incoming tourism from Spain
Image Holland as a holiday destination
Easily accessible, less family friendly
Spanish people generally consider Holland as easily accessible. Holland is not only known for Amsterdam, but also because
of the tulips, windmills, clogs an nature. Spanish visitors think that Holland is easily accessible, offers good service and a
wide variety of interesting sights (compared with Spanish non-visitors). Low scores are given for high quality culinary range
and a good price/quality ratio in hospitality. Notable is that Spanish visitors think of Holland as less family friendly and
hospitable than Spanish non-visitors.
(Source: NBTC Holland image study, 2012)
lots of (window) shopping
possibilities
offers a lot to be
active\sporty
offers a lot in terms of
nature (reserves)
short breaks
90%
80%
70%
60%
50%
hospitable country
family-friendly
expensive
40%
high quality culinary range
good price/quality ratio in
hospitality
30%
well accessible
20%
visitors
10%
non-visitors
0%
surprising destination
mainly tulips, windmills
and clogs
many things in close
proximity
easy going
good service
offers a lot in terms of
good quality
architecture and design
offers a lot in terms of art
variety, diversity
and culture
more to offer than A'dam
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For more information on this
image study, visit www.nbtc.nl
for the summary and
inforgraphic.
Image of the Dutch people
Tolerant and open-minded
Spanish people, both visitors and non-visitors, consider Holland as very tolerant and open-minded. Furthermore, they think
that Dutch people are enterprising and innovative. Spanish people gave lower scores to Holland for being pragmatic, helpful
and reliable.
(Source: NBTC Holland image study, 2012)
sporty
reliable
90%
80%
enterprising
70%
pragmatic/result-oriented
60%
innovative
50%
40%
30%
internationally-oriented
open
20%
visitors
non-visitors
10%
0%
businesslike
tolerant
arrogant
ingenious/inventive
hospitable/welcoming
helpful
friendly
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For more information on
this image study, visit
www.nbtc.nl for the
summary and infographic.
Trends and developments
 After years of economic recessions, the Spanish economy is growing. However the unemployment rate is still
high. It is expected that the Spanish economy continue to grow and (because of that) the unemployment rate
will decrease. This will positively affect the travel behaviour of Spanish people, since travelling correlates with
the economic situation of a country.
 Spanish people are, partly due to the economic pressure of the last couple of years, very price sensitive and
book their trip often last-minute. They search for the best available deals. Spanish people rather cut down on
the total number of days of a trips, than not make a trip at all. Low-cost society.
 August used to be the traditional vacation month. However, this slowly starts to spread more and more over
the period June to September. Besides, long weekends (puentes) and Semanta Santa (Easter weak) remain
popular for short trips.
 Theme traveling is popular among Spanish people. The focus of these theme travels are unique and authentic
local experiences.
 River cruises and tours continue to be popular
 New routes (VLC-AMS, ALC-AMS) with KLM, KLM increases frequency BIO-AMS. Vueling added new routes in
summer 2016 (BCN – MST, BCN – EIN)
 Increasing use of P2P travel platforms, last year 2015 Airbnb users doubled in number YoY
 Audio-visual and responsive content is very important in the research (upper funnel) stage
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Destination Holland: SWOT
Strengths
•
•
•
•
•
•
•
•
•
•
Good availability of Arts and Culture
Positive Dutch image
Strong, recognizable Dutch icons
Increasingly (faster) accessible
Varity in offerings
Good accessibility within Holland
Holland is a trendy destination
More long weekends during the year enable city breaks
Recovering economy lifts consumer confidence and leads
to more traveling
Low-cost carriers enlarge supply and price competition
Opportunities
•
•
•
•
•
•
•
•
•
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Growing demand of thematic offerings
Short trips to close destinations are popular
Large group of internet users and being used to purchase
online transport, accommodation and entertainment
services
Short distances between different cities, small country:
able to see a lot in short time
City breakers take more short trips to close destinations
Supply and availability other Dutch cities/regions
Price oriented searching and last minute booking
behaviour, especially online
Culinary offerings and quality improve rapidly
Increase of online buying behaviour (including travel)
Weaknesses
•
•
•
•
•
Holland is considered to be an expensive destination,
in particular accommodation
Climate
Language barrier
Hospitality industry has a moderate price/quality
ratio
Touristic infrastructure is not optimally organized
for foreigners
Threats
•
•
•
•
Intensity of competition other European/low-cost
destinations and price offers on long haul
Holiday in own country popular
Benchmark destinations trying to position themselves
with same ‘icons’ as Holland.
High dependency on low cost carriers
Lifestyle segmentation model
In our consumer marketing activities we use a lifestyle model to segment
our target groups. In this model, developed by research agency
Motivaction, consumers are not only segmented by socio-demographic
variables but also by lifestyle. The lifestyle segmentation model is
applicable in Western-Europe and the US. In the tourism market NBTC
focusses on the following five target groups: Traditional, Mainstream,
Postmodern, Upper Class and Achiever.
To bring the segments to life NBTC has developed personas, giving each
target group a name. For Paul, Nora, Michael, Peter an Mary passports have
been made containing valuable information about their personality, travel
behavior, media usage and lifestyle. For each brand experience the most
promising segments are targeted. The segment choice is not only based on
the size of a group, but also on their interest in a certain type of stay in the
Netherlands. The share of each segment differs per country. The image
shows where the target groups are placed in the Mentality model. The
graph shows their size in the Spanish market (% of the total population 1865 years old) as well as their share within all Spanish leisure visitors in
Holland.
Size of the target groups
All Spanish citizens (18-65)
21%
17% 9%
22%
28%
Personas in the Spain:
 Majority of the population Michael
 Paul underrepresented
Personas Spain leisure visitors in Holland:
Spanish leisure visitors in Holland
19% 6 3
46%
26%
 Mostly Nora
The passports can be found on our website (www.nbtc.nl).
Since our Spain office mainly focusses on Nora in their consumer market
activities, the next page contains some in-depth information on this
persona.
16
0%
Mary
Peter
20%
Paul
40%
Nora
Source: SIT, 2014
Base: international leisure visitors only
60%
Michael
80%
100%
Factsheet: Nora
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Holland Marketing in Spain
Dutch
masters
Reasons to travel: Holland Passions
DISTRICTEN
• City
• Traditional Dutch
18
flowers
Dutch
heritage
new Dutch
water
Amsterdam
STORYLINES
__Mondriaan tot Dutch Design
__Golden age
__Van Gogh
__Flowers
__Water
MEETINGS & CONVENTIONS
*
Business meetings
Sources
 AIMC 'Asociacion para la Investigacion de Medios de Comunicacion' – 2013
 Capstats.com, 2015
 CBS, 2015. Statline, www.cbs.nl
 Criteo, 2014 (www.criteo.com)
 Economist,
2013
(http://www.economist.com/news/21567415-spain-has-taken-painful-steps-clean-up-its-
banks-more-may-yet-be-needed-bail-out-tapas?zid=295&ah=0bca374e65f2354d553956ea65f756e0)
 eMarketer, 2014 (www.emarketer.com)
 Ernst & Young (www.ey.com) Country focus, 2015
 Eurostat, 2015
 Interactive Advertising Bureau Spain (IAB Spain) 2015
 Instituto Nacional de Estadistica (INE), 2015. (www.ine.es)
 NBTC, Holland image research 2012
 NBTC, Statistics Incoming Tourism (SIT) 2014
 The Spanish Economy, 2014 (www.thespanisheconomy.com)
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Contact
Added value NBTC
NBTC can offer your organisation tailor-made advice, for instance:
- Local network: trade and press
- Local market opportunities, cultural expertise
- Advice on marketing, communication
- Co-marketing opportunity
Contact NBTC
For further details on the Spanish market and Holland-marketing
activities in Spain, please contact :
Oficina de Turismo y Congresos de Holanda
Pso. Castellana, 141 - planta 18 - Despacho C32
Edif. Cuzco IV
28046 - Madrid, Spanje
T: 0034 917 498 082
E: [email protected]
20
Contact at NBTC Spain
Ms. Jeannette Varela
T: +34 91 7498082
E: [email protected]