Starting from the premise that we all like to travel and that travel represents a business option for many companies, Google has carried out a complete study in which it analyzes the habits, tastes and behaviors of Spanish travelers. Analyzing the way the Spanish people travel in 2017, Google looks at five types of travel: those looking for luxury and new experiences; backpackers, who use their imagination to make the most of a tight budget. Another group consists of those who seek comfort. They carry out activities in their travels but comfort is above all else. They plan everything ahead of time and see closed packages as a good option. Relaxation-related are those seeking lowcost comfort. Your holidays are based on comfort and practicality above all else. Relaxation is the most productive thing for them. A fifth type of trip to consider is the so-called bleisure. They are those business trips that combine work and pleasure, because they make the most of the stay in the place.
In addition to this classification, the report includes trends such as the importance of travellers knowing the costs of data over the internet, the use of low-cost flights or the upward trend in couple travel (63% of the total). Among the trends that are gaining ground among Spanish travelers, the Google report highlights that experiences and activities gain points and that travelers do not go on holiday to the beach or the mountains but seek to combine activities or destinations (multi-city, for example).
What is evident is that Spanish travelers are eminently digital. When looking for inspiration to choose this Internet destination is essential. 67% of travelers look for inspiration on digital channels and mobile phones play an important role in this phase by reading blogs, commenting on photos, social networking or watching YouTube videos from a celebrity or influencing. In fact YouTube is the first channel in inspiration and assistance for activities, both when deciding a destination and in the search for activities to do at destination. Online channels have a strong presence in the information process regardless of the age or type of traveler. Forty-two percent search on an already decided trip only online, while 44% combine online and offline. If we look only at the millennials, the percentage using only digital channel rises to 74%.
The report also highlights changes in shopping habits and holiday planning, very marked by the generation to which the traveler belongs (millennials, X generation, Baby Bommers…). In any case, there is a growing tendency to purchase the different components of the trip separately (accommodation, activities, trips…). Customization is the main driver for those who purchase components separately. On average, eight travel components are purchased, many of them via online at least one of the elements (82%), and many of them, such as the activities at destination, are purchased in advance.
The report concludes that Spanish travelers are becoming more and more digital in the configuration of their journey, emphasizing that using its YouTube video platform as a perfect tool for brands to express themselves and offer quality content that, in addition, are demanded by travelers themselves.