The data, which were released at the headquarters of the Hotel Association Compostela, allowed hoteliers to know some specific data on the Galician tourism market that, according to the director of Markets for Spain and Portugal of Expedia Group, Carrie Davidson, “is a destination with great potential”.
According to data provided by Expedia, the most visited cities in Galicia in the first quarter of 2018 (which corresponds to the low season) are, in this order, Santiago, A Coruña and Vigo. The visitors of these three cities together make up 60% of the travellers who visit Galicia, which is consistent with the preference for weekend breaks, especially of national tourists who travel to Galicia this season, which means that the average stay is around two days.
Among the conclusions of the report also highlighted that demand to Galician destinations increased by 25% in the first quarter of 2018 compared to last year, increasing the average rate per night (ADR) by 10%, which shows the growing seasonality.
At this time of the year, Galician accommodations maintain prices that make them very attractive for travelers, and, since they achieve a healthy increase in ADR, the main markets that visit Galicia are Spain (which grew by 50% compared to the previous year), the United States (which increased by 55%), France (which is expected to grow rapidly in the next few years), the United States (which increased by 55%) at 30% over the same period in 2017) and the UK (with increases of almost 10%), so promotion efforts in these markets are very interesting.
Packing of the demand
The Expedia report also notes that package linked stays (the combination of two or more services with a hotel, such as flights, trains, car rentals) are slightly longer than accommodation bookings alone, reaching three days. Promoting packages to Galician destinations is an opportunity for hotels in this autonomous region, especially for long weekends and long weekends. In fact, the demand for packages in Galicia increased by 65% compared to the previous year’s period, with domestic travellers being the main markets demanding dynamic packages, and those from the USA and France. Together, these three markets represent 70% of the total demand for packages to Galicia.
Travellers book an average of one month in advance, a margin of time that translates into opportunities to combine visits and stays in various Galician destinations. In the case of the national traveller, the advance notice is shorter, around two weeks, which makes the booking more impulsive and susceptible to capture with offers.