07 April 2009

Youth appeal helping counter Spanish bookings slump

Younger holidaymakers are helping Spain fight back against falling visitor numbers, according to new research

While UK bookings to Spain are down 23.4% overall, a study of 20,000 bookings by The Co-operative Travel shows that the decline has been reversed in younger age groups.

Majorca, the UK’s number one package holiday destination, saw a rise in its share of bookings amongst holidaymakers under 30 years of age.

In a comparison of the UK’s top ten destinations, Majorca’s share of bookings rose by as much as 5% for bookers under the age of 21 (from 17% to 22% of package holidays) and three per cent for those aged between 21 and 30 (from 17% to 20%).

Ibiza also managed to increase its share of bookings by four per cent (from seven per cent to 11% of package holidays for people under 30).

But Spanish resorts are losing ground with older holidaymakers, with Majorca’s share of bookings is down between two and three per cent with all other age groups.

The research shows that Majorca remains the number one holiday choice for summer 2009, representing 24% of all package holiday bookings to the top ten destinations. Its nearest competitor, Dalaman in Turkey, receives 15% of bookings.

Top Ten Summer Destinations For UK Holidaymakers In 2009 (all age groups)

Majorca - 24.2%
Dalaman - 15.8%
Crete - 10.1%
Orlando - 8.9%
Costa Blanca - 7.3%
Ibiza - 7.27%
Tenerife - 7.22%
Larnaca - 6.4%
Sharm el Sheikh - 6.34%
Zante - 6.3%

The independent agency chain’s retail distribution director Trevor Davis said: "The decline in bookings to Spain has been a growing trend over the last two years, with Egypt and Turkey the main beneficiaries.

"The Spanish Tourist Office has responded by attempting to increase its appeal to younger bookers, showing them that there’s more to Spain than sun and sangria.

"According to our research this approach seems to be working and is good news for the long term prospects of the Spanish travel market."

by Phil Davies