Study on Profile and Habits of Tourists in Destination Barcelona
The Observatory of Tourism in Barcelona (OTB) has published its report on the results of the survey on the profile and habits of tourists visiting Destination Barcelona during 2018 and 2019
- The Report on the Profile and Habits of Tourists in Destination Barcelona expands on the information provided in advance by the OTB in March in the second capsule of the Annual Report on Tourism Activity 2019.
- It is the result of the Survey on the Profile and Habits of Tourists in Destination Barcelona, which has been conducted altogether in Barcelona city and region, since 2017.
- The report analyzes the entire tourist customer journey at Destination Barcelona.
The OTB has published a new study on the Profile and Habits of Tourists in Destination Barcelona. This study has been undertaken thanks to 21.832 surveys to visitors that stayed overnight in Destination Barcelona between 2018 and 2019.
The purpose of these surveys is to know the behaviour of the visitors that stayed overnight in Destination Barcelona and considers all three phases of the customer journey: before the travel -travel bookings-, during the stay at the destination -it includes the expense-, and the vision after his/her experience–evaluation-.
In this edition of the report, it has been found that the tourist who travels to Destination Barcelona has an average of 39 years old, university studies (66.3%) and travels mostly as a couple (29.3%), alone (25.5% ) or with the family (20.4%).
More than half of the tourists stay in hotels (55.4%), followed by those who stay in tourist apartments (14.4%) and with friends and family (11.9%). The average length of stay is 5.1 nights.
The main purpose of travel is leisure (67.8%), followed by professional reasons (21.5%).
Those who stay the most in hotels are those who travel for professional reasons and the British, while those who spend the night in Homes for Tourist Use (HUT) do so mainly for leisure, especially the Americans and French tourists.
The average rating made by tourists of the municipalities of Destination Barcelona where they stayed is 8.6.
74.9% of visitors have not contemplated any alternative destination to the municipality they have visited and 2 out of 3 use the Internet as the main source of information for planning the trip (66.3%). As for the way to book both transport and accommodation services, most of them have done it online directly with the company (71.3% and 55.3%, respectively).
If the expense during the stay at Destination Barcelona is analyzed, it should be noted that it remains stable in comparison with the expense of the previous report, with an average of € 297.2 per person and € 69.9 per person and day. Professional visitors, North Americans, and those from the rest of the world have a higher average expenditure during their stay than the rest. Food and drink is the item in which the expenditure is higher, above shopping and entertainment.
The report also includes an analysis on the places that tourists visit or want to visit outside the municipality where they stay overnight in Destination Barcelona: 20.7% of the surveyed tourists have made an excursion outside the municipality, a trend that is slightly growing .
Finally, it should be highlighted that 50.9% of the survey respondents have already been in the municipality before. The international tourists with the highest repeatability rate are the Dutch (57.6%), the Belgians (53.6%), and the French (53.1%).