Tendencias del mercado

💰 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%.

🚀 In summer 2025, United will lead connections between Europe and the USA, introducing new routes and modifying current ones. In Spain, United ends flights to Tenerife (now a winter destination) and increases Mallorca flights from three to four weekly. Dubrovnik flights become daily. Eight new routes include Bilbao (three times weekly with a Boeing 757), Palermo, Funchal, Faro, Dakar, Greenland, and additional ones in the Far East. United targets not just European capitals but also medium-sized cities like Málaga, without changes in existing plans. Most flights depart from Newark, New York, with a few from Washington DC to Niza and Venecia, unchanged from previous years.

✈ IATA reports 14% of the global aircraft fleet is grounded, 4 percentage points higher than pre-COVID levels, totaling approximately 1,600 additional stored planes. Widebody storage rate is 12.1%, up from 7.5% in August 2019, mainly in Europe and North America. The B777 model has 166 units parked with an average age of 20 years, compared to the total in-service commercial fleet average of 13 years. Short-haul aircraft, especially turboprops, see 25.8% not in service, up from 19.2% five years ago. For narrow-body planes, the rate is 10.5%, compared to 7.7% in 2019; discounting 635 temporarily retired due to Pratt & Whitney engine issues, the rate would be 7.4%. North America has the highest number of grounded aircraft, partly due to the US pilot shortage.

🏨 Madrid led a significant increase in hotel prices in the summer of 2024, with Revenue per Available Room (RevPar) jumping 24.5% to €109.1 compared to €87.6 in 2023. San Sebastián, typically Spain's most expensive city, saw a slight 2.2% decrease to €186.5. Barcelona, Palma de Mallorca, and Málaga also experienced rises of 8.1%, 10.6%, and 12.1% in RevPar, respectively. Santander and Alicante's hotel revenues rose by 16.5% and 14.2%, reaching €130.9 and €122.2, respectively.

🏝 Canarias anticipates increased tourist arrivals due to conflicts in the Middle East, potentially worsening in the coming months. Airlines are already suspending flights to affected destinations. Past conflicts such as the Arab Spring, between 2010 and 2017, redirected tourists to Canarias, avoiding attacks in Egypt, Tunisia, and Turkey. Official data show 300,000 to 350,000 tourists were diverted to Canarias, constituting 20% of the 1.7 million new arrivals in 2011.