Nuevos habitos de los viajeros: se avecinan curvas

Simon-Kucher & Partners, consultora global de estrategia y marketing, analiza los habitos de los consumers, tras un verano optimista en el sector turístico amenazado por la potencial recesión económica.

Consumers perceive an increase of up to 25% in hotel prices compared to last year, which will reduce demand and spending if price increases exceed the perceived threshold. Promotional activation becomes the second most relevant factor in the decision process: up to 20% more important than last year, especially for guests looking for economic rates Corporate trips are recovering with strength compared to last year, where Spain expects a 38% increase in stays in the next few years 12 months.

Imagen nota de prensa Hosteltur

After a summer in which occupation figures and ADR have consolidated the recovery of the tourist sector, now hoteliers are starting to wonder what the new macroeconomic context will look like and how consumers will change their habits at the time of making their trips.

Simon-Kucher & Partners, analiza en su estudio “Travel Trends Study 2022” los comportamientos del consumidor en este nuevo escenario, donde la demanda embalsada ha traído consigo un nuevo tipo de viajero, el revenge traveller, que ha llevado a los consumers a viajar todo lo que habian podido durante el periodo de pandemia.

Según el informe, este año el 54% de los turistas ha estado despido a gastar más en viajes pese a percievir un precio más alto. No obstante, this situation could be changing, y es que como apuntan desde la consultora, hasta 1 de cada viajeros no viajó durante este verano mainly por motivos de índole económica.

Consumers, notably affected by the increase in the cost of life, are starting to reduce their costs and change their economic priorities. As a consequence of this, I expect an increase in spending on essential products such as food and drinks, but a decrease in discretionary purchases, as long as they meet the needs of travel.

As Simon-Kucher advanced, let the rates in the summer skyrocket compared to other periods of the year with increases in the costa areas of up to 40%, with the average increase of 11% compared to the previous year. Estas subidas de tarifas se encuentra por debajo de la cepción que tiene el consutorum, que percibe unos precios un 25% más caros according to the study “Travel Trends Study”, rising to 30% in the case of the Spanish traveler.

According to the consultant, the rates before El Puente de Deciembre are currently 21%, but above the previous year in the same dates, this is a positive sign in terms of the recovery of a sector that must be managed with precision in price increases before avoiding exceeding the threshold. que percibe el cliente y así tratar de evitar la erosion de la demanda.

Por otro lado, la disposition al pago en tarifas flexibles y con cancellation ha incrementado 3 pp, lo que supone una oportunidad para las hoteleras de captar ingresoes adicionales.

In addition, flexibility and cancellation policies are found among the most relevant factors that influence the client’s decision-making when making a reservation, a service to which they have become accustomed during the post-pandemic period and that they now consider essential Another aspect that is very relevant to consumers in search of attractive prices is promotions and discounts, increasing the importance given to guests up to 6 pp, compared to last year (being the second most relevant aspect in the reservation process, but delante including aspects related to the destination or the quality of the service)

It can be highlighted that the relevance of factors related to Covid is reduced, a positive sign before the evolution of a demand that is expected to be affected by the reduction of the frequency of travel (increasing 7 pp the number of travelers who will travel only one vez al año) como su estancia media, que pasará a ser de preference de 1 a 3 noches (1 pp más que los que declaran viajar de 4 a 7 noches).

Estos cambios en la forma de viajar will also affect the type of stay, where a slight decrease in hotels and tourist apartments will be predicted, in favor of more economical options such as caravans or campsites.

In addition, according to Simon-Kucher’s study, it is expected that the consumer will modify his habits throughout the customer journey, including the reservation process, where he expects a reduction in the direct channel, whose weight has increased during the post period – the pandemic. Este efecto podría deberse a la gran compencia en el mercado de intermediarios, que se ha visto obligada a repensar sus servicios y plans de loyalty (some OTAs will offer free transfers to the airport before fidelizar a sus clients).

En cuanto a la anticipation de las reservas, que se redujo notablemente por la pandemia, se espera un ligero incremento por el miedo a encontarse el cartel de completo o para evitar precios elevados en momento de alta ocupación.

The hotel chains must seek the balance that allows them to capture demand during periods of low occupancy through dynamic prices and intelligent promotional activation and adjust rates in periods of high demand, differentiating the value of options with flexibility before maximizing income.

But último, los viajes corporatives se recuperan con fuerza, donde se espera para España un incremento del 38% en los proximos 12 meses. Among the countries with major reactivation of business trips, the United Kingdom has a predicted increase of 66%. In this segment, the importance of the price is 60% less than in the leisure trips, opening up opportunities for the hotel sector in terms of the maximization of the payment arrangement for segments.

In the end, after predicting rising occupancy and ADR figures during the final stretch of the year, the hotel sector faces certain uncertainty at the beginning of 2023 marked by an inflationary context that will modify consumer habits and face threats sus márgenes como subidas salariales o incremento de los costes energeticos.

According to Miguel Afán, partner of Simon-Kucher and responsible for the sectors of tourism and leisure: “In a situation in which the demand can be reduced, we must refine our commercial, distribution and segmentation strategies before capturing the greatest possible value.” Estimamos que si no se toman medidas de revenue growth en todos los frentes, el GOP de los hotels pueda reducirse hasta un 20% (-6p.p.)”. Para hacer frente a estos retos y proteger la profitability, las cadenas hoteleras must contar con estrategias diferenciadas por segmento y channel entendiendo las diferencias de percepción del consumidor y sus drivers de compra”.

Ana Morillo, senior director of Simon-Kucher matiza: “It is not sufficient to transfer inflation to a consumer affected by the economic situation, hoteliers must be more creative in order to achieve better differentiation between segments, understanding their needs before being able to de mantener estas subidas de forma sostenible”.

1El estudio Travel Trends Study 2022, elaborated by Simon-Kucher, recoge más de 4,800 respuestas en los siguientes países: n (Alemania) = 688, n (France) = 686, n (Netherlands) = 682, n (Reino Unido) = 786, n (España) = 702, n (EEUU) = 657, n (EAU) = 624

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