Tendencias del mercado

🍔 The Big Mac Index, introduced by "The Economist" in 1986, indicates that in July 2024, Switzerland has the world's most expensive Big Mac at $8.07, while the U.S. price is $5.69, and the Eurozone's is $6.06. Spain's Big Mac costs 5.65 euros. Recent health risks include 23 people affected by food poisoning in Pamplona and 49 individuals across 10 U.S. states, with one death linked to E. coli in McDonald’s "Quarter Pounder with Cheese." The cost of a hamburger's ingredients typically constitutes 20-30% of its selling price, allowing an average profit margin between 15-30% for chains and potentially higher for gourmet establishments.

✈ World2Fly resumed flights this week for Dertour operators (Fischer and Exim Tours) from Prague and Bratislava, a partnership initiated a year ago. The airline's first flight for the season connected Prague with Puerto Vallarta—a new destination this year. The airline, owned by Iberostar, also flies to Phu Quoc, Punta Cana, and Holguín. Last winter season, World2Fly operated flights to Santa Clara, Punta Cana, and Phu Quoc from late October 2023 to early May 2024.

🏖️ Turismo Social, managing the Imserso program's three lots, indicated pensioners can book nature trips for October, November, December, February, March, April, and May. Available five-day trips cost €286.82, covering full board with drinks and guide. Despite complaints of unavailability, spots are open in destinations like Tarragona, Castellón, Valladolid, Madrid, Santander, La Coruña, Cádiz, Oviedo, Jaén, Soria, Pamplona, Bilbao, Segovia, Badajoz, Salamanca, Pontevedra, with specific departures, not nationwide access.

🏨 Spain's hotels set a new summer record with 169.2 million overnight stays in June-September 2024, surpassing 2019's 164.9 million. Hotel prices increased by 7% in September, with an average daily rate (ADR) of €125.2. A historic record was also set in the first nine months of 2024, with 291.62 million overnight stays, a 5.2% rise. September alone saw a 2.8% year-over-year increase, exceeding 39 million stays. Andalusia, Catalonia, and Valencia were top destinations for Spanish residents, while non-residents favored the Balearic Islands, Catalonia, and the Canary Islands, with UK and German tourists leading. Hotel prices recorded their most significant increase in Madrid at 15.2%. The ADR reached €125.2, up 7.4% from the previous year, and revenue per available room (RevPAR) hit €96.8, a 9.3% increase from September 2023.

💰 8 de cada 10 personas valoran la atención al cliente tanto como el producto/servicio ofrecido. El factor humano es clave para el 80% de los clientes en la experiencia del cliente. Un buen servicio incrementa en un 91% la posibilidad de repetir compra. Empresas enfocadas en el servicio superan a las rezagadas en experiencia del cliente en un 80%. Las compañías estadounidenses pierden 1.6 billones de dólares por mal servicio. Mejorar la experiencia del trabajador aumenta la satisfacción del cliente. Un servicio al cliente superior puede significar entre un 4 y un 8% más de ingresos. Aumentar la retención de clientes en un 10% puede elevar el valor de la empresa en un 30%. Resolver problemas rápidamente conlleva a un 70% de repetición en la compra. Clientes insatisfechos comparten su mala experiencia dos veces más. Retener un cliente es entre un 5 y un 25% más barato que adquirir uno nuevo. El 82% de gerentes han dejado de hacer negocios por mal servicio. Un cliente con un alto NPS (9-10) vale entre 600% y 1400% más que clientes con bajo puntaje. El 90% de los clientes en EE.UU.

✈ Estados Unidos lidera la conectividad aérea internacional en 2024, seguido por Reino Unido y España, que creció un 11,5% en conectividad. Asia, especialmente China y Japón, registra aumentos de hasta el 75%. España prevé llegar a 115 millones de visitantes extranjeros, aportando más del 15% al PIB. IAG considera adquirir TAP para fortalecer su posición en Brasil y crear un hub dual Madrid-Lisboa.

🏕 Spain is projected to become the number one tourist destination globally by 2040 with 115 million foreign visitors, surpassing France. The tourism sector's contribution to Spain's economy will exceed 15%. A March report by Braintrust forecasted 91 million tourists by the end of 2024, with spending around €125 billion. Visitors from outside Europe, especially Asia and the Americas, will account for at least one-third of tourists, with their spending potentially doubling to an average of €280-€340 per day by 2030-2040, compared to pre-pandemic levels.

🎃 Halloween originates from the ancient Celtic festival of Samhain, marking the end of summer and beginning of winter, believed to be a time when the spirits of the dead could return. It merged with All Saints' Day due to Christianity, becoming All Hallows' Eve, later Halloween. In Spain, the celebration's popularity has surged, adopted enthusiastically by the youth influenced by Anglo-Saxon culture through movies and TV. Travel agencies cater to the trend, with Ávoris highlighting themed parks like PortAventura World, Parque Warner, and Parque de Atracciones de Madrid, which decorate and offer special events. Viajes El Corte Inglés (VECI) also focuses on themed parks, with Parque Warner transformed from October 2 to November 3, and collaborates with PortAventura World for Halloween from September 21 to November 10. Additionally, VECI offers thematic itineraries and excursions to culturally rich destinations. W2M emphasizes short trips, launching 73 hotel offers in Andalusia, Levante, Catalonia, Canaries, Balearic Islands, Andorra, Portugal, and urban getaways, with a campaign starting on October 22.

🏖️ Major travel sector leaders have reported transformative strategic changes across various niches—vertical conglomerates, tour operators, bedbanks, and OTAs. Tour operators are maintaining a 16% commission to retailers despite increased costs and shrinking margins. Bedbanks are experiencing significant sales growth, with Hotelbeds improving profitability projections after cost reductions before September. OTAs are seeing slowed growth, with Trivago evolving into an online agency. These shifts are quietly revolutionizing the travel sales industry.

🏖️ In September, tourism employment in Spain increased by 73,107 workers (2.6% year-on-year), reaching 2,862,231, or 13.5% of the country's total affiliated workers. The sector's growth outpaced the national labor market average by 1%. Hospitality saw the most significant rise with 36,780 jobs, followed by travel agencies with 3,135 jobs, and other activities with 33,192 jobs. Asalaried employees grew by 3.1%, accounting for 82.4% of the sector, while self-employed positions increased by 0.6%. The Canary Islands led regional growth at 4.5%, with Madrid at 3% and Valencia at 2.9%.