Travel trends in the Spanish market - May 2021 - STnet.ch
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«Castellers» - human towers in Catalonia. Travel trends in the Spanish market. May 2021
When will Spaniards travel again?
Right now it’s not easy to answer this question but based on different studies from the
European Travel Commission, booking.com and eDreams we can say that during these
first months of 2021, Spaniards are again very eager to travel and right now they are
looking for inspiration to plan their holidays. Currently they are not allowed to leave their
regions, but travel abroad is possible however not recommended. Different provinces often
have different guidelines and measures for pandemic containment, which leads to
confusion among the population.
Nevertheless, the last «Q1 2021 Travel Trends Report» from eDreams gives some light
about the users behaviour and how they are thinking about travel, taking into account the
particularities of each market. Along France, Italy, UK and Nordics only Spain has a
swiss destination, Zurich, on their top 10 searched continental destinations.
2
Ready, set, go!
More than ever
Spaniards need
Heidis
Media Trade inspirational and
Modernos
practical content to plan
their «dream» holidays
• Print & Digital • Trusted informants • New products in Switzerland.
• New partnerships • Full travel guides • Exclusive brochures Everything is ready and
• Exclusive events • Podcasts • Webinars
set to go!
• Bookable offers
Market trends.
We have been collecting some trends in the market with the intention to give you a better
picture and understanding of our 2022 proposal.
Europe by car and camper van.
If Spaniards have always liked to go on holidays by car, now more than ever. Natural and
nearby destinations are clearly positioning themselves as the favourites. Sales of camper
vans have boomed in recent months, reaching all-time records.
Electric vehicle, a growing sector.
The government has recently approved a law on Climate Change that aims to stop selling
combustion cars in Spain from 2040. To achieve this, they are launching a plan with
financial aid of up to 7,000 EUR for the purchase of an electric car.
4
Market trends.
Sustainable tourism.
Sustainability has gone from being a topic that only experts talked about to being on
everyone's lips. In 2022 we find a traveller willing to change its travel habits, reduce its
carbon footprint and clearly look for eco-friendly destinations. Travelling by train is
emerging again as a very valid alternative to the car.
Podcasts – a new way of storytelling.
Podcast consumption in Spain is booming and has become one of the best ways to reach
the 35-50 year-old audience. For the «Heidis Modernos» campaign we have produced 6
podcasts, sound journeys that go beyond the interview and that dare to immerse
themselves in the narrative stories. A very interesting tool with which we intend to
experiment throughout 2021!
5
Market trends.
The come back of the travel agencies.
Factors such as the know how, the flexibility, the 24/7 support and the cancelation policies
lead many to return to using again travel agencies as a booking channel. And the
sustainable travel is clearly gaining importance amongst tour operators too, where some
even compensate the carbon footprint of their clients by supporting eco-projects.
Over-digitalisation and long-life to paper.
The digitisation of the media sector and the increased use of social media is leading to a
digital saturation. Campaigns that combine digital and print are more popular than ever
and can be sustainable too. We see the example of maps in recycled paper having great
appeal.
6
Our response to the needs of the market.
Touring
Information Inspiration
by car & Sustainable
Nature in digital with
camper Tourism
and paper Podcasts
van
Partner Package 2022.
Lavaux © Switzerland Tourism
Spanish Market - May 2021
Swisstainable on Tour.
Swisstainable on Tour: a campaign in 3 steps.
1. 100’000 illustrated maps
2. Microsite on MyS.com
3. ExpoBike in four cities
Timing: April – June 2022 with the participation of maximum 6 partners, first come – first serve.
10PROMO: Swisstainable on Tour 1.
Your message in 100’000 foldable maps
§ Production of a beautiful map about sustainable
tourism in Switzerland highlighting all your
experiences and local stories. In the back every
partner will have a section with the chance to include
other partners like hotels, restaurants, etc.
§ Powerful distribution in various travel and Life & style
magazines with an insert where a QR code will lead to
the microsite on MyS.com with additional information
and bookable offers
Timing: April – June 2022
Brochure circulation: 100’000
Marketing contacts: 320’000
11Digital/KAM: Swisstainable on Tour 2.
Microsite on MySwitzerland.com
§ Creation of a microsite where the map will be
downloadable as a pdf
§ Every partners will have a section with additional
information and bookable offers from various tour
operators
§ A digital campaign will generate additional traffic to
the site
Timing: April – June 2022
Marketing contacts: 1’000’000
12Digital: Swisstainable on Tour 3. ExpoBike Tour along 4 cities § Production of a zero-emissions travelling exhibition system, completely configurable and reusable § An electric bike carries the exhibition within a bespoke foldable trailer becoming a portable ad while traveling § In a selection of spots in the cities of Barcelona, Madrid, Valencia and Bilbao the trailer will unfold into a medium-sized exhibit with a high impact level § Our sustainable message will be expressed via tangible and interactive elements… Timing: April – June 2022 Marketing contacts: 1’000’000 13
Digital: Swisstainable on Tour 3.
... and each partner will have his own panel.
Timing: May - June 2022
Marketing contacts: 450’000 14The eGToS at the No. 1 car show in Spain.
PROMO: The eGToS at the car show MCE I. A sustainable racetrack for children at the No. 1 car show in Spain. § Keeping in mind that Switzerland is the perfect destination to reach by car from Spain and that by 2022 a significant increase in electric car sales is expected, this event is the perfect place to present the eGToS § With a sustainable stand design oriented towards children we will reach a very interesting target: young Spanish families from the middle and upper class § In the kids' zone, we will create a racetrack along de Swiss Alps with its electric charging station for the children to play on § The whole stand will be made of cardboard and information about the eGToS will be distributed Timing: TBC (most probably in May 2022) Marketing contacts: 150’000 16
PROMO: The eGToS at the car show MCE II.
Let the children play while we inspire the parents.
At this stage, just checking your interest in a possible participation. Integration in the booklet/map. 17Other activities and some exclusive ideas for you.
KAM: Trade Roadshow in Spain.
Barcelona – Valencia – Madrid – Bilbao
§ Reconnect with the trade sector in Spain by
participating at our biannual workshops
§ For the first time we will visit Valencia, economically
and in terms of travellers and flight connections, an
important city too
§ At the last edition, over 24 Swiss partners joined us
§ 1 table per partner that can be shared with one sub
partner (max. 2 people per table)
§ Additional tables can be booked at a reduced fee
Timing: Barcelona 15.02. | Valencia 16.02. | Madrid 17.02. | Bilbao 18.02.2022
Participants: 180 tour operators and travel agents in total
19KAM: Sales Manual «Suiza, sin dudas.»
§ After a very successful first edition we will relaunch our
sales manual with updated content
§ Distribution to the most important Tour Operators and Travel
Agencies in the country. Additionally, a digital copy will be
distributed through special B2B Newsletters
§ All regions without exceptions will be included, but if you do
book this activity, you will get a full page instead of just half
§ All the regions and destinations participating at the trade
workshops will get one page with no additional costs
§ Special section dedicated to the hotels and to the
swisstainable experiences
Timing: launch in February 2022 at the workshops » Check here the first edition
Circulation: 8’000 copies – distributed to over 4’000 TA’s
20Muchas gracias #LetsTalkSoon
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