insight department: spanish visitors to scotland · 2018-10-03 · insight department: spanish...

September 2018

Insight Department:Spanish Visitors to Scotland

INSIGHT DEPARTMENT: SPANISH VISITORS TO SCOTLAND

Welcome

A Typical Visitor from Spain to Scotland

• Compared to other European countries, visitors from Spain tend to be younger with a larger proportion of visitors being under the age of 34 years old. They are also more likely to be visiting Scotland for the first time, in contrast to Northern European visitors.

• Spanish residents have up to 14 public holidays a year, some of which are “puentes” (bridging days) which allows them to benefit from several long weekends. For this reason Spanish visitors tend to enjoy short breaks as much as possible

• Touring and city breaks are popular types of break in Scotland for the Spanish visitor. Where they are also keen to visit religious buildings (churches, cathedrals).

• Typically they travel with a partner or spouse, or with friends and children.

• Word of mouth recommendation by friends, relatives and colleagues has a strong influence on the Spanish visitor (above average).

• They are also very influenced by social media. Traveller submitted photos, videos and comments are all popular types of inspiration when planning their trip.

• Scotland is easily accessible to Spaniards directly by plane, and factors such as cost of plane tickets are very persuasive to them when booking holidays.

• Most will be visiting from Madrid, the Valencian Community, Catalonia or the Andalusia areas of Spain.

The ‘Spanish Visitors to Scotland’ factsheet provides the latest data and trends on the volume and value of visitors from Spain to Scotland from the International Passenger Survey (IPS).


INDICATORSKEY FACTS

UK SCOTLAND

Total visits 2,413,000 122,000

Visits by purpose40% Holiday

35% VFR19% Business

58% Holiday 22% VFR

15% Business

Total nights 16,736,000 602,000

Total spend £1,059m £109m

Average length of stay 6.9 nights 4.9 nights

Average spend per day £63 £181

Average spend per visit £439 £892

*3 year average (2015-2017) Source: IPS, 2017

In 2017, Spain was the UK’s

• 5th largest source market measured by number of visits

• 4th largest by number of nights

• 5th largest by expenditure

In 2017, Spain was Scotland’s

• 8th largest source market measured by number of visits

• 12th largest by number of nights

• 4th largest by expenditure

Visitors from Spain to the UK and Scotland in 2017

Visitors from Spain to the UK and Scotland in 2017

Visitors from Spain to Scotland Compared to Other Overseas Markets:


TRIPS SPEND NIGHTS

000s % £m % 000s %

USA 566 18% 556 24% 4,949 20%

Germany 372 12% 285 13% 2,609 11%

France 206 6% 106 5% 1,764 7%

Australia 157 5% 134 6% 1,510 6%

Netherlands 157 5% 93 4% 776 3%

Irish Republic 128 4% 35 2% 405 2%

Norway 123 4% 68 3% 892 4%

Spain 122 4% 109 5% 602 2%

Italy 121 4% 74 3% 779 3%

Canada 115 4% 90 4% 1,063 4%

Rest of World 1,143 36% 726 32% 9,046 37%

Total 3,210 100% 2,276 100% 24,395 100%

Source: IPS, 2017

Latest Information Visitors from Spain to Scotland


Seasonality

Purpose of travel Duration of stay

Source: IPS, 2017

1-3 nights (24%)

4-7 nights (52%)

8-14 nights (10%)

15+ nights (15%)

Holiday (58%)

Business (15%)

VFR (22%)

Jan-Mar (26%)

Apr-Jun (18%)

Jul-Sep (39%)

Oct-Dec (17%)

INDICATORS KEY FACTS

Total visits to Scotland 122,000

Total nights in Scotland 602,000

Total spend in Scotland £109m

Average length of stay 4.9 nights

Average spend per day £181

Average spend per visit £892

Source: IPS, 2017


Regions Visited

Top regions visited Lothians Greater Glasgow & Clyde Valley Highlands & Islands

Source: IPS, 2017

Visitor Heat Map

Darker areas = more visitors

Trends InformationVisitors from Spain to Scotland


VISITORS FROM SPAIN TO SCOTLAND: 2008 - 2017

Source: IPS, 2008-2017

1. Total visit/nights/spend

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Total visits (000s) 109 171 140 132 114 93 101 146 89 122

Total Spend (£m)

52 80 79 79 70 54 97 105 40 109

Total nights(000s) 1041 1472 1701 963 1124 1250 1633 1952 693 602

2. Volume/Value trend

Source: IPS, 2008-2017

In 2017, the volume and value of Spanish visitors to Scotland increased on 2016, with Scotland welcoming 122,000 people from Spain, spending a total of £109 million.

The total number of nights is equivalent to that seen from Spanish visitors in 2016, indicating a larger number of shorter, higher spend trips taking place in 2017. Ease of access to Glasgow, Edinburgh and Aberdeen, predominately from lower cost airlines, could allow our Spanish sightseers greater budget to spend whilst visiting.

Spanish visitors are more likely that other markets to visit Scotland out of the traditional tourist season. Between 2015 and 2017, over a quarter of visitors from Spain travelled to Scotland during Q1 – January to March, offering up opportunities to businesses in Scotland to sustainably extend their operation in to the should months.

In recent years, a greater proportion of visitors from Spain have been holidaying in Scotland, with a reduction in those visiting friends and relatives. As holiday visitors tend to spend more than those visiting friends and family, this change in behaviour, coupled with favourable exchange rates, should lead to growth in the value of Spanish visitors to Scotland.


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180

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Sum of Visits (000s) Sum of Spend (£m)


History & culture 49% (survey average 33%)

Scenery & landscape 61% (survey average 50%)

SCOTLAND Always wanted to visit 45% (survey average 15%)

To visit cities 35% (survey average 15%)

34% of Spanish visitors had a connection to Scotland. The most common connections were:

Friends live in Scotland 12%

Family live in Scotland 9%

Scotland’s scenery is a stronger motivator for European visitors than average. For Spanish visitors in particular, to visit cities is a stronger motivator than other markets.

Visitors from Europe typically have lower personal connections to Scotland than long haul markets that may have ancestral links in Scotland. However, a fifth of Spanish visitors surveyed do have family or friends living in Scotland which may influence their visit.

TRANSPORT TO SCOTLAND

82% visitors arrived by plane directly to Scotland. The most popular airports to arrive to were:Edinburgh 81%Glasgow 7%Prestwick 9%

7% arrived by plane (indirect)

Approximately 8 in 10 visitors from Spain took a direct flight to Scotland. A larger proportion than Northern European markets where indirect flights and ferries are also used.

Scotland’s reputation for friendly people 22% (survey average 15%)

No personal connections but had visited many times 4%

CONNECTIONS TO SCOTLANDMOTIVATIONS TO VISIT SCOTLAND

PLANNING & BOOKING

On average, visitors from Spain start to plan about 3 months ahead. They are more likely to leave planning until closer to their time of travel in comparison to North European markets who may be touring Scotland more widely.

Planning:Travel booking:Accommodation booking:Spanish visitors are very likely to seek information through websites and online media. Recommendations are also highly valued. They most often talk with friends and family, but may also call travel agents for professional advice.

11.3 weeks 9.8 weeks8.6 weeks

TOP 5 ACTIVITIES IN SCOTLAND

Visited cathedral, church 82% (survey average 46%)

Visited castle/ historic house 76% (survey average 60%)

Visited cities 75% (survey average 42%)

Spanish visitors will participate in a range of activities while they are in Scotland. They are more likely than average to visit a cathedral, church or abbey and historical buildings as well as a visit to a county park or garden. City breaks are popular with Spanish visitors, as well as centre based walking.

Further down the list of activities but higher than average for visitors from Spain:

Aspects Important in Choosing Accommodation:

Location 75%

Value for Money 73%

Availability of free Wi-Fi at accommodation 41%

Quality star grading 38% (highest figure in Europe)

Hotel 47% (survey average 41%)

B&B/GH 36% (survey average 20%)

Friends/family 21% (survey average 19%)

Airbnb 12% (survey average 5%)

Self-catering 10% (survey average 22%)

ACCOMMODATION

Viewed Architecture/Buildings 51%

Accommodation Preferences:

Source: Scotland Visitor Survey 2015/2016

Centre based walking (i.e around a town centre) 73% (survey average 45%)

Went on a Guided Tour 41%


Visited a country park/garden 76% (survey average 43%)


Overall satisfaction rates for European visitors are extremely positive. 69% of Spanish visitors rated their experience in Scotland as 9 or 10 out of 10, the highest proportion for the European markets researched (France, Germany, Spain, Italy, The Netherlands). Spanish visitors show a strong intention to recommend Scotland compared to other markets.

Satisfaction with the Visitor Experience

MEAN Top 2 Box (9 or 10)

Overall rating of Holiday Experience (scale 1-10) 9.0 69%

Likelihood to Recommend 9.2 77%

Areas of the visitor experience which recorded mean scores below 8 include:

Availability of free Wi-Fi

Mobile phone signal coverage

Availability of local produce when eating out

Availability of 3G/4G

46% strongly agree that ‘Scotland is a country worth visiting more than once’

36% strongly agree That ‘they were made to feel really welcome’

38% strongly agree That ‘they really enjoyed finding out about the

history and culture of a destination when I’m on holiday’

Source: Scotland Visitor Survey 2015/2016

Value for money of eating out

Value for money of accommodation


Popular media channels

Research with consumers from Spain on VisitScotland’s database has provided examples of key media channels used by these consumers.

Key Websites Used

• Facebook• Google• Hotmail

• Yahoo• Gmail• Pais

• Mundo• Correo

Key Social Media Accounts

• Facebook• Whatsapp• YouTube• TripAdvisor

• Google+• LinkedIn• Instagram• Twitter

• Pinterest• Minube

Key Newspapers Read (online or print)

• El Pais• El Mundo• La Vanguardia

• El Periodico• 20 minutos• ABC

• El Correo

Key Magazines Read (online or in print)

• National Geographic• Viajar• Muy Interesante

• Hola• Telva• Viajes

• Fotogramas

Influential TV Programmes for Travel

• Outlander• Madrileños por el mundo

• Viajar• National Geographic

Source: VisitScotland Research 2014-2017

Direct to Edinburgh EasyJetAlicante – Edinburgh (all year round) Tenerife – Edinburgh (seasonal)Palma de Mallorca – Edinburgh (seasonal)Sevilla – Edinburgh (seasonal)

Ryanair Alicante – Edinburgh (all year round) Malaga – Edinburgh (all year round)Barcelona – Edinburgh (all year round)Santander – Edinburgh (all year round)Furteventura – Edinburgh (seasonal) Tenerife – Edinburgh (seasonal)Gran Canaria – Edinburgh (seasonal) Lanzarote – Edinburgh (seasonal) Vigo – Edinburgh (seasonal)

Jet2Alicante – Edinburgh (all year round)Malaga – Edinburgh (seasonal) Ibiza – Edinburgh (seasonal) Murcia – Edinburgh (seasonal) Menorca – Edinburgh (seasonal) Barcelona – Edinburgh (seasonal)

Iberia ExpressMadrid – Edinburgh (all year round)

VuelingBarcelona – Edinburgh (seasonal) Alicante – Edinburgh (seasonal)

Norwegian Barcelona – Edinburgh (seasonal)

Direct to GlasgowEasyJetAlicante – Glasgow (all year round)

Direct to AberdeenRyanair Malaga – Aberdeen (all year round) Alicante – Aberdeen (all year round)

TUI Airways Tenerife – Aberdeen (all year round) Gran Canaria – Aberdeen (seasonal)

Connectivity


Some flights listed may only run in the Summer season.

Malaga – Glasgow (all year round) Palma de Mallorca – Glasgow (seasonal) Malaga – Glasgow (seasonal)

RyanairMadrid – Glasgow (all year round)Valencia – Glasgow (all year round) Alicante – Glasgow (all year round) Lanzarote – Glasgow (all year round)Palma de Mallorca – Glasgow (seasonal) Barcelona & Girona – Glasgow (seasonal) Ibiza – Glasgow (seasonal) Murcia – Glasgow (seasonal) Furteventura –Glasgow (seasonal) Tenerife – Glasgow (seasonal)Gran Canaria – Glasgow (seasonal) Lanzarote – Glasgow (seasonal)

Jet2Alicante – Glasgow (all year round) Barcelona – Glasgow (all year round)Palma de Mallorca – Glasgow (seasonal) Barcelona & Girona – Glasgow (seasonal) Ibiza – Glasgow (seasonal) Malaga – Glasgow (seasonal) Murcia – Glasgow (seasonal) Furteventura –Glasgow (seasonal) Tenerife – Glasgow (seasonal)Gran Canaria – Glasgow (seasonal) Lanzarote – Glasgow (seasonal)

Iberia Madrid – Glasgow (all year round)Valencia – Glasgow (all year round)

CONTACT US

Insight DepartmentVisitScotlandOcean Point One94 Ocean DriveEdinburgh EH6 6JH

0131 472 [email protected] 2018

visitscotland.com visitscotland.org

Disclaimer: VisitScotland has published this report in good faith to update stakeholders on its activity. VisitScotland has taken all reasonable steps to confirm the information contained in the publication is correct. However, VisitScotland does not warrant or assume any legal liability for the accuracy of any information disclosed and accepts no responsibility for any error or omissions. Images © VisitScotland

USING AND INTERPRETING STATISTICAL DATASource: Data is sourced from the Office for National Statistics’ International Passenger Survey (IPS). Information about the survey can be found on the VisitBritain website www.visitbritain.org (Insights & Statistics section) or the Office for National Statistics website www.statistics.gov.uk/hub/index.html.

Sample Sizes: Analysis of sub-groups, such as trips by purpose or demographic group, relies on small sample sizes that can be unreliable. Where this is a particular issue, methods to aggregate data, such as using a 3-year average instead of single-year data, have been used. Before using the data, it is important to recognise the limitations of using a small sample size. Further information, including methodology and sample sizes, can be found on the VisitBritain website www.visitbritain.org (Insights & Statistics section).

APPENDIX:International Passenger Survey 2017

insight department: spanish visitors to scotland · 2018-10-03 · insight department: spanish...

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