ESADE SURVEY - eDREAMS, 2005 EVOLUTION OF PRICE SENSITIVITY OF SPANISH TOURISTS Authors: Dr....

ESADE SURVEY - eDREAMS, 2005

EVOLUTION OF PRICESENSITIVITY

OF SPANISH TOURISTS

Authors:Dr. Josep-Francesc Valls, Director, International Tourism Symposium, ESADE

Dr. Mar Vila, Director, Tourism Management Centre, ESADE

SAMPLE

• 2,777 people aged 15 to 65 visited one of the 15 websites on which this survey was published (first fortnight of April)

• 56 %, women; 44 %, men

• Average age, 37

• Number of responses, 930 (33.48 %) • Error: 3.28 %

© CEDIT. Josep-Francesc Valls i Mar Vila, 2005

Main reason for travel

24,01% 23,01% 22,94%

10,97%

8,60%

4,44%

3,58%2,44%

0,00%

5,00%

10,00%

15,00%

20,00%

25,00%

Visita aun lugar

Reunirmecon

amigos ofamiliares

Descanso Trabajo Cultura Asistir aun

congresoo evento

Otros Deporte

© CEDIT. Josep-Francesc Valls i Mar Vila, 2005Source: ESADE - eDREAMS

Visit Meet family

or friends

Relax Work Culture Confe-rence

or event

Other Sport

Reasons for travelling to a particular destination

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Que hayaofertas baratas

en Internet

Haber idosiempre

Que se lorecomienden

amigos,familiares

Que esté demoda

Buscar algonuevo

Que posea unamarca que sea

valoradaturísticamente

Muy alto

Alto

Medio

Bajo

Muy bajo


Very high

High

Average

Low

Very low

Cheap offers on the Internet

Always gone there

Recommen-dation of

friends, family

Fashionable Looking for something new

Interesting tourism brand

Visit

Calidad devida

Competitividadinternacional

Desarrolloeconómico

superiorSatisfacciones

Funciones deldestinoturístico

Attractiveplace

Novelty

RelationshipsRest /contrast

Reasonfor travel

Price


Visit

Calidad devida





Attractiveplace


Culture +

Price


Novelty

Visit

Calidad devida





Attractiveplace


Nature +

Price


Novelty

Visit

Calidad devida





Attractiveplace


Sport +

Price


Novelty

Visit

Calidad devida





Attractiveplace


Business +

Price


Novelty

Number of journeys made

2,38%

8,79%

36,94%

27,32%

7,13%

17,46%

0,00%

5,00%

10,00%

15,00%

20,00%

25,00%

30,00%

35,00%

40,00%

Ninguno Uno Dos -tres

Cuatro -seis

Siete -ocho

Más deocho


None One Two-three Four-six Seven-eight

More than eight

Tourism budget compared with previous year

34,60%

48,75%

13,56%

3,09%

0,00%

5,00%

10,00%

15,00%

20,00%

25,00%

30,00%

35,00%

40,00%

45,00%

50,00%

Mayor Igual Menor Ns/nc


Higher Same Lower Ns/Nr

Comparison of tourism prices between the last three years, the last year and the future

0

10

20

30

40

50

60

70

80

Al alza Igual

Cafes and bars

0

10

20

30

40

50

60

70

80

90

100

Al alza Igual

Restaurants

0

10

20

30

40

50

60

70

80

Al alza Igual

Shopping


Rising Same

Rising Same

Rising Same

0

10

20

30

40

50

60

70

Al alza Igual

Accommodation

0

10

20

30

40

50

60

Al alza Igual

Transport in general

0

10

20

30

40

50

60

70

80

90

Al alza Igual

Taxis



Rising Same

Rising Same

Rising Same

0

10

20

30

40

50

60

70

80

Al alza Igual

Plane

0

10

20

30

40

50

60

Al alza Igual

Hire car

0

10

20

30

40

50

60

70

Al alza Igual

Shows and museums



Rising Same

Rising Same

Rising Same

Evolution of quality of tourism products

22,97%

60,82%

11,12%

5,08%

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

Ha aumentado Se hamantenido

Ha bajado Ns/Nc


Increased Same Decreased Ns/Nr

Prepared to pay more

0%10%20%30%40%50%60%70%80%90%

100%

No quieropagar másde lo que

pago

Si losproductosturísticos

fueranmejores.

Si losproductosturísticos

fueranexclusivos

Si losproductosfueran deuna marcaprestigiosa

Ns/nc

No

Si


Don’t wantto pay more

If the tourism

products were better

If the tourism

products were

exclusive

If the products were a

prestige brand

Ns/Nr

No

Yes

Quality factors related to price

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Que sea barato Que sea caro oel más caro

Que le hayandado un

servicio decalidad

Que le hayandado un

servicio decalidad

adecuado a loque pagó

Que le hayandado algopeculiar,

irrepetible

Que se lohayan ofrecidocon amabilidad

Que el lugarsea muy

renombrado

muy importante

bastante importante

ni poco ni muyimportante

poco importante

nada importante


Very important

Quite important

Average

Not very important

Not important

Must be cheap

Must be expensive or

the most expensive

Must offer quality service

Service must be good for

the price

Must be unique,

unrepeteable

Must be very friendly

Must be very famous place

Systems used to locate information

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

A través deInternet

A través de losmedios de

comunicación,guías y libros

de viajes

A través deagencias de

viajestradicionales

A través deamigos yfamiliares

muy preferido

bastante preferido

ni poco ni muy preferido

poco preferido

nada preferido


Like a lot

Quite like

Average

Don’t like much

Don’t like

On the Internet

Media, travel guides

and books

Internatio-nal travel agencies

Friends and family

Purchase channel

0%

20%

40%

60%

80%

100%

Directamente en

webs de las

compañías de

transporte o de los

servicios que

compro

En webs de

agencias online

En las agencias de

viajes

tradicionales

Prefi ero comprar

por teléfono

Me gusta reservar

a través de las

centrales de

reserva

Busco hasta

encontrar el

precio más barato

Prefi ero

comprarlo

directamente en el

establecimiento

turístico

muy preferido

bastante preferido


poco preferido

nada preferido


Like a lot

Quite like

Average

Don’t like much

Don’t like

Buy services

direct from transport company website

At on-line agency

websites

Through traditional

travel agencies

Prefer to buy by

telephone

Prefer to reserve through

reservation lines

I look for the cheapest

price

Prefer buying

direct from the tourism

venue

Importance of price in channel

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

En las webs delas líneas

aéreas, hoteles,etc.

En webs deagencias deviajes online

En las webs delas lineas

aéreas de bajocoste

En las agenciasde viajes

tradicionales

Por teléfono A través de lascentrales de

reserva

Directamente enel

establecimientoturístico

muy preferido

bastante preferido


poco preferido

nada preferido


Like a lot

Quite like

Average

Don’t like much

Don’t like

On websites of airlines, hotels, etc.

On websites of on-line

travel agencies

On websites of low-cost

airlines

At traditional

travel agencies

By phone Through reservation

lines

Directly from the tourism

establishment

Do you always find the lowest price?

5,04%

46,50% 45,10%

3,36%

0,00%

5,00%

10,00%

15,00%

20,00%

25,00%

30,00%

35,00%

40,00%

45,00%

50,00%

Sí No En la mayoríade los casos

Ns/nc


Ns/NrNoYes Mostly

CONCLUSIONS

1. The term “visit” is becoming the most common travel concept; it must be attractive, innovative, relaxing/contrast, and permit relationships.

2. The Spanish have a similar number of holidays per year, but trips per year have increased to four.

3. Budget given over to tourism has not fallen; more than 80 % of our sample spent the same or more than the previous year.

4. Tourists think prices have gone up a lot in most tourism services, specifically, restaurants, cafes and bars, shopping; looking to the future, they have an image of an inflationist sector.


CONCLUSIONS

5. Quality is valued and tourists are prepared to pay for it. But they pay what they want to pay, that is they know what things are worth and are not prepared to pay a euro more.

6. Internet, mouth-to-mouth, the media and guides are main sources of information; agencies are maintaining capacity as intermediaries

7. In form of purchase of travel items, company websites and on-line companies are prefered, looking to the future, followed by any channel that lets them find the cheapest price.


ESADE SURVEY - eDREAMS, 2005 EVOLUTION OF PRICE SENSITIVITY OF SPANISH TOURISTS Authors: Dr....

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