• Mabrian analyzes the evolution of traveller behavior and their motivations for travel since 2019
• ‘Experiential’ definition includes activities such as Wellness, Active & Lifestyle, Nature & Food and Cuisine.

  Mabrian Technologies, the leading company in Travel Intelligence and sentiment analysis, reveals the evolution of travellers’ behaviour and motivations from 2019 until now.   Since 2023 is definitively the back to normal year for tourism globally, Mabrian wanted to check if the travel behavioural changes detected after the pandemic will remain the same, or if actually they will switch back to traditional tourism activities.   To obtain this answer, Mabrian has analysed the spontaneous behaviour and preferences of travellers globally using Social Listening. This methodology is based on Big Data and Artificial Intelligence (Natural Language Processing) techniques to analyse over 400 million tourism related interactions on Social Media during the observed period (first semester of 2019 to first semester of 2023).   The results of this study were presented during the webinar organised by AVIAREPS titled Changing traveller behaviour and trends, where besides from Mabrian’s study, Marriot International and Qatar Tourism presented their insights on this matter.   How tourists travel now   The major conclusion to take from the study is that experiential activities or motivations are taking over from conventional travel motivations. As a definition of ‘experiential’, the activities considered are related to Wellness, Active & Lifestyle, Nature & Food and Cuisine. On the other hand, conventional travel motivations have been defined as Arts and Culture, Sunbathing, Family, Shopping and Nightlife activities.   When dividing these motivations in two different blocks, the data shows how experiential activities has increased by 10 percentual points in the last 4 years ahead of conventional activities. By June 2023 the share of experiential motivations is already almost 50 / 50, which is highly significant, considering that in June 2019 only Arts & Culture and Sunbathing represented 41% of the travel motivations.   GRAPH: EXPERIENTIAL VS CONVENTIONAL   The activities that have picked up the most during these years reaching unprecedented levels of interest are Active & Lifestyle, Nature and Wellness. Regarding the two first ones, the data shows a clear inflection point from 2021, corroborating the effects of the pandemic in this type of motivations to travel. Wellbeing has also seen stable growth since 2019.   GRAPH: Global evolution of Tourist Interests: lines graph   On the other hand, conventional activities that have lost most of their importance are Arts & Culture and Sunbathing, which now represent only 34% of travel motivations, losing 7 percentual points since 2019.   GRAPH: Global evolution of Tourist Interests: bars   Carlos Cendra, Chief Marketing and Communication Officer at Mabrian comments: “the way we travel is constantly switching. From the traditional holidays of sunbathing in coastal destinations and culture and shopping in the cities, to disconnecting and discovering experiences where the connection with the environment and ourselves is key. There’s an obvious impact of the pandemic and the effect of being locked down that made us realise how important it is to enjoy the outdoors and feel well and healthy during our free time which has stuck in travellers’ motivations”.   Mabrian highlights that it is essential for destinations and tourism companies to detect new global trends among travellers in an agile manner, while working to offer a tourism product that is as diversified as possible and in line with new trends. High dependence on specific tourism products causes inefficiencies related to high dependence on certain source markets and high seasonality patterns. These factors are of great importance when it comes to promoting the sustainability of the destination.

Travel Intelligence firm Mabrian Technologies has crunched the numbers in the big plane vs train debate. It carried out a study on the potential impact of replacing domestic flights of less than two and a half hours up to a maximum of 500 km, with high-speed trains. The study analyses the savings in CO2 emissions if it became a requirement across Europe. This has already started to be implemented in France. The report found there are 554 domestic flight routes in Europe which would qualify. In 2023, they will carry around 44 million passengers and produce around 2.3 million tonnes of CO2. If they shifted to high-speed trains it could reduce the environmental impact by an average of 48%. This would translate into a saving of more than one million tonnes of CO2 in just one year. This is equivalent to more than 200,000 cars running continuously for 12 months, Mabrian says. For a comparative calculation, Mabrian has looked at the type of electrical energy and its sources, which power the railway system in each European country. It followed the methodology published by the EcoPassenger report. This sets out an ambitious transition towards sustainable mobility, involving the adoption of clean and green technologies. Some countries are further advanced in this than others. Germany, for example, has invested in modernising its rail infrastructure and adopting cleaner technologies. Sweden has been a leader in the use of renewable energy sources such as hydropower and wind power in rail transport. The study reveals five European countries that would achieve the greatest CO2 savings if this transition were to take place. Top is Spain, with a potential saving of 360,000 tonnes of CO2 per year. Then it is Germany, France Italy and Sweden. The analysis has focused only on domestic air routes within each country. So, potential savings would be much greater if all air routes of 500km or less were also considered. Still, to meet the requirements, the cost of upgrading rail infrastructures would require significant investment. Some countries may not have the resources to finance it. Carlos Cendra, Marketing Director at Mabrian, said: "While this analysis may seem unrealistic, we believe in demonstrating the efficiency of decisions through data.” With this analysis, we have quantified the potential savings from taking steps in that direction.”

 

• Mabrian announces strategic growth plan as part of evolution to become the number one travel intelligence tool globally.
• In addition to the Middle East and North America push the company will also expand further into providing services to hotels, airlines and other private sector businesses.
• Diana Munoz joins Mabrian as a Strategic Advisor to lead the company’s new strategy and contribute to its growth.

  Travel intelligence leader Mabrian is delighted to announce its strategic growth plan as part of its evolution to become the number one travel intelligence tool globally. The company is delighted to unveil its new strategy, which will focus on leveraging its robust platform, forming new partnerships, expanding internationally, and attracting talent.   As part of this strategy Mabrian has appointed Diana Munoz as Strategic Growth Advisor to the Executive Team.  Over a decade as a Senior Vice President in Mastercard, Munoz held various global positions managing strategic partnerships, and fostering growth for over a decade.  Prior to Mastercard, Diana held senior positions in Citi EMEA and Latam and in American Express North America and Latam.   Under Diana’s advice, Mabrian’s new strategy will focus on international expansion. The company is poised for exponential development and growth in new regions such as the United States or the Middle East, despite already operating in 40 countries. This expansion will be achieved through strategic partnerships at a global level and the exploration of new business segments within the private sector. These initiatives aim to support Mabrian's existing global leadership in providing intelligence services to tourist destinations.   For the past eight years, Mabrian has been at the forefront of offering travel data and insights through its artificial intelligence-powered visual dashboard. What sets it apart is its ability to integrate multiple sources of data, enabling it to track the complete traveller's journey, including air travel, hotel stays, destination spending, and social impressions. Mabrian leverages over 20 global data sources to gain a comprehensive understanding of visitor profiles and behaviour, helping destinations optimise their promotional strategies and maximise spending.   With an impressive 85% service renewal rate, Mabrian's development is supported by its high customer loyalty. In addition, the company continuously improves its Artificial Intelligence systems, allowing for the identification and forecasting of tourism trends using Big Data analytics. These ongoing advancements in AI strengthen Mabrian's position as an industry leader.   "Mabrian is delighted to welcome Diana Munoz as a Strategic Advisor to our executive team" stated Santi Camps, Founder & CEO at Mabrian. "Diana's in-depth understanding of the travel industry and her strategic vision will be instrumental in driving our growth and establishing Mabrian as a global leader in travel intelligence. We are confident that her appointment will enable us to seize new opportunities and strengthen our position."   Camps added: "Mabrian’s client base speaks to the strength of our offerings. Now, we are expanding our services to the private sector, exploring new regions, and actively engaging in partnerships with key consulting firms.    This growth trajectory has us incredibly excited and ready to take on new challenges."Diana Munoz, in her new role as a Strategic Advisor, expressed her enthusiasm about joining Mabrian, stating, "After many years of working with Mabrian as a partner, I am delighted to be a part of this new phase in its journey and excited to contribute to its international expansion. Mabrian's advanced technology, combined with its strong client base and exceptional team, positions us for tremendous growth. I look forward to leveraging my expertise and working closely with the team to capitalise on the opportunities ahead and drive success in this new phase."

Travel intelligence provider Mabrian conducted a Europe hotel price analysis of 20 destinations. It found European hotel rates are on the rise across most categories and destinations, eclipsing inflation. In general terms, Barcelona, Brussels, and Rome are the destinations with the highest increase in hotel rates. These ranged from 30% to 33% on average. Meanwhile, Ljubljana, Madrid, and Tirana saw the lowest Europe hotel price increases. Mabrian also notes that Barcelona is the city where prices have increased the most compared to Easter 2022, with a 43% increase for three-star hotels. In four-star hotels, the highest price growth is in Brussels, with a 34% increase. Mabrian cites Zagreb, Warsaw, and Tirana as the most competitively priced destinations for all three categories of hotels over Easter. Carlos Cendra, Director of Marketing & Sales at Mabrian, said: "While hotel prices are rising sharply, we must look at this rise in the context of inflation” “In addition, we have to account for the increase in staff operating costs.” “All this is combined with a strong demand for travel, which pushes prices up."

 

• Budapest, Lisbon and Warsaw lead the list of capitals by rate of recovery of air connectivity with China

  Mabrian, a leading tourism intelligence company, has presented a new study based on air connectivity data from flights connecting the world's main cities with China. This analysis takes place after three years of closed borders for China due to the pandemic. Finally the Asian giant has now lifted restrictions on travel to Europe and the United States – and many of the world's main capitals are working to recover one of the most coveted tourist source markets.   In this analysis, Mabrian has analyzed data updated on 23rd of January of the flight schedules for 2023 that connect European destinations with China via direct routes.   One of the main conclusions drawn by the study is that the recovery of flights will be gradual and that given the recent opening of China, most of the destinations analyzed are still below the pre-pandemic volumes of 2019. But this is not the case for every destination, since there are three destinations that stand out for their prompt reactivation and that already exceed the number of flights in the pre-pandemic period: Budapest, Lisbon and Warsaw. Respectively, these three capitals have increased their air connectivity with China by 138%, 107% and 6% for this year compared to 2019.   At the next level down when it comes to recovering connectivity, the study places Athens, Minsk, Frankfurt, Munich, Khabarovsk, Brussels, Copenhagen and London, still with 38% below 2019 in the case of Athens, and between 50% and 63% of less flights scheduled than 2019 for the rest.   In the last group of European capitals that to date have reactivated their capacity the least from China, Mabrian discovers that they are some of the most traditionally visited European capitals such as Rome, Paris and Madrid. These four cities have volumes between 72% and 90% less than in the pre-pandemic period. An explanation for this might be the large volume of flights that they registered in 2019, and that thus they may take a while to recover.   From Mabrian they emphasize that the recovery of the Chinese market will be gradual despite the high demand of its citizens to visit other countries. The reactivation of air connections is key in this process and it will require some time for airlines to reschedule and redistribute their capacity to respond to demand.   As Carlos Cendra, Mabrian's Director of Marketing and Sales explains, "in order to be competitive and recover the Chinese market more quickly, it is key to closely follow the evolution of connectivity, to know the possible change in the interests and preferences of travelers after the pandemic and benchmark competing destinations. For this, it is key to work hand in hand with tourism intelligence to be able to make better decisions regarding planning for this year”.

 

• Mexico and Colombia lead the destinations with the highest growth in air capacity to travel to the Spanish capital in 2023

  Mabrian, a leading tourist intelligence company, has analyzed for the FITUR travel trade fair – which is being held this week in Madrid – the growth of the main source markets that will travel the most to Madrid this 2023.   The study, carried out using real-time data on air capacity, shows how Latin America has enormous growth in demand this year to visit Spain’s capital. In fact, Mexico and Colombia top the list of international destinations that have increased their air capacity to travel to Madrid. In the case of Mexico, the growth  of air capacity to Madrid is 32.72% higher when compared to 2019 and 42.05% highger compared to last. For its part, Colombia has increased air capacity by 23.35% compared to 2019 and 34.96% when compared to 2022.   The other countries that have increased their air capacity to Madrid are, in descending order: Portugal, the United States, Spain, Italy, the United Kingdom, France, Germany and Switzerland. In the case of the United States, interest grew by 33.84% compared to last year (you can read more about the profile of Americans traveling to Spain here in this recent Mabrian analysis), but decreased when compared to 2019. In the case of Switzerland, interest decreased compared to 2019 and is recovering compared to last year.   Countries that will visit Madrid the most in 2023 by ranking     In addition to the data on growth in air capacity, the origin destinations that will visit Madrid the most, in order, will be: the Spainish domestic market to Madrid, followed by Italy, France, Portugal, the United Kingdom, the United States, Germany, Mexico, Colombia and Swizterland.   In this ranking there are changes compared to 2019, when the United Kingdom was in fourth place followed by Germany, and Mexico was in last place. Thus, in 2019, the destinations that visited Madrid the most were: Spain, Italy, France, the United Kingdom, Germany, the United States, Portugal, Switzerland, Colombia and Mexico.

  When it comes to climate change the travel industry needs to change its approach to ‘summer holidays’ if it doesn’t want to get caught out in the cold   ‘Winter is coming’ is the Stark family’s moto in Game of Thrones and in the travel industry this might be the case when it comes to ‘summer holidays’ due to climate change.   This year saw heat records broken in most of the main European summer tourism destinations, in some cases by quite significant margins, and climate experts are predicting that many places popular with tourists soon will be scorching hot every summer.   What does this mean for a tourism industry largely based around summer peak season visitors? Could winter become the new summer or will tourists start visiting new destinations where the climate is more bearable? We spoke with six experts to find out more.   Carlos Cendra, Sales and Marketing Director at travel intelligence provider Mabrian says: “If anyone thinks that hotter weather is good news for beach traditional beach destinations then they should think again. During this summer’s heat wave in Europe we saw a clear drop in visitor satisfaction levels during the hottest weeks. The weather is one of the most important contextual factors for the tourism industry. Hundreds of vacational destinations in the Mediterranean and North Africa have traditionally based their tourism development on  favorable weather conditions. Now this is changing, and faster than we thought. This is probably going to change global travel trends within the next years, so we’d better analyze the effects of this on the expectations and preferences of travellers.”   Matthew Chapman, CTO of travel booking technology provider Vibe comments: “Online travel agents and other digital points of sale for travel should consider adding a filter that lets people search by average temperatures for the dates they are looking. Likewise hotels, experiences providers, perhaps even airlines and airports should all start considering populating their content with information about air conditioning, shaded areas, and so on – and make that content searchable and filterable in the booking process. More and more people will be concerned by such details at the search and booking stage.”   Alex Barros,  Chief Marketing and Innovation Officer from Beonprice, the revenue management & total profitabilty platform  for  for the hospitality sector, adds: “From a revenue management perspective for hoteliers this is a potentially enormous change as pricing for leisure travel has all been defined by the same summer peak season approach since the beginning of mass tourism in the 1960s. More research will be needed around how temperatures impact consumer demand. What is the ideal temperature for maximum pricing? Is it impacted by temporary volatility in temperatures, or just long-term averages? All of this will of course impact how hoteliers approach building and opening new properties too, not just location but temperature-controlled buildings and communal areas.”   Fabián Gonzalez, Co-Founder of Forward_MAD, a luxury tourism event taking place in Madrid from 5^th to 7^th October, says: “Luxury hotels and resorts, and luxury experiences generally, are better positioned to adapt to the challenges of climate change as they have the  resources to invest in what is needed – better climate controlled buildings, air conditioned transfers, and so on – and have more demanding clients in terms of sustainability expectations, who are prepared to pay for this. Contrast that with mass-market tourism providers with low-margins where such costs would be the difference between profit and loss. Additionally a shift towards tourists spreading their holidays out throughout the whole year, adapting to ‘wintering’ rather than ‘summering’, could suit many boutique and smaller luxury hotels with only a limited number of rooms – allowing them to fill them up in the normally quieter months. Not least as high spending travellers normally are more flexible in terms of vacation dates anyway.”    Bruno Martins, Senior Product Manager from the global hospitality technology provider Shiji Group comments: “Hotels and resorts in hotter locations will have to re-think their outdoor relaxation areas, perhaps putting an end to ‘outside’ pools or at the very least placing some kind of cover over the top – and making them more nighttime friendly too, including lifeguard services, or perhaps even charging for peak hours. Equally the spa centres should be rethought, positioning them more as a place to go and cool down – with less saunas and more ice baths. Golf courses are a popular draw for hot locations and they too will be impacted, quite heavily in fact as you can’t cover a whole golf course with screens and more watering will be required at a time when water becomes more scarce. Again nighttime, or at least early morning, tee-offs will be in greater demand. Technology is going to be the golden-thread throughout all of these changes, whether that be via apps that allow guests to schedule better those precious cool moments, pricing software that maximizes revenues based on temperature, or electronic wrist bands that allow guests access (or not!) to certain locations at certain times based on demand. Basically hotels can already start optimizing revenue for the activities based on time of day, where demand will increase and improve revenue management of rates.”   Janis Dzenis, Director of PR for the recently launched flight price comparison website WayAway also says: “For many US travellers going to Europe, summer is still all about the Mediterranean region and that might take a long while to change no matter how hot it becomes. Especially keeping in mind that for many US visitors to Europe this is a one-off, special trip – they aren’t basing their choice on previous experiences, but on what they saw in a movie or a friend told them. Any reality will take time to filter through. However in the short term all this recent hot weather around the world is driving eco-consciousness amongst travellers. So they´ll want to know what destinations and hotels are doing to fight this and those that don’t have a convincing answer will gradually lose out. This will also drive more demand for travellers to offset their carbon footprint too and this is a service we offer to our WayAway Plus subscribers, one that is proving very popular.”

 

• Data from travel intelligence provider Mabrian shows correlation between exchange rate and search demand from US source market
• Mastercard confirms that American travellers in Spain spend twice the amount other European travellers do
• Luxury tourism event Forward_MAD calls this a ‘gift not to be missed’ for hoteliers concerned about the post-September outlook
• Polling from US metasearch company WayAway shows that almost half of Americans now more keener to travel to Europe as a result of parity
• Revenue management experts Beonprice provides hoteliers with tips on how to market themselves

  Carlos Cendra Cruz, Sales & Marketing Director of travel intelligence provider Mabrian comments:   “We have had a close look at the relationship between the Euro/Dollar exchange rate and the level of search demand for flights from the US to Europe over the course of this year.   “Whilst you might expect to see greater demand for Europe as the summer months approach, we can nonetheless see a very clear correlation between the value of the Euro and demand for travel – with clear periods where an increase in the cost of acquiring a Euro results in a fall in demand for flights to Europe, and vice versa.   “Aside from telling us that right now European hotels should be marketing themselves hard to US travellers, very clearly this shows us that hotels and tourism boards around the world should factor in – amongst other important elements too – exchange rates when considering where to focus their marketing funds.   “But we shouldn’t forget though that this cuts both ways and no one should become over reliant on any one market where a sudden shift in exchange rates – or as this research shows even a relatively small shift – can result in massive decreases in demand.”   Paloma Real, general manager of Mastercard Spain comments:   "Before the pandemic, the United States was one of the most important source markets for the Spanish tourism sector in terms of both the number of visitors (3.2 million in 2019) and spending (€6,774 million). Tourists from North America have an average expenditure twice as high as that of European tourists (2,087 euros on average vs. 1,175 euros for German tourists, 1,115 euros for UK tourists or 763 euros for French tourists). This is mainly due to the fact that, when travelling by long-haul, tourists from North America usually spend more days in the destination and travel on a larger budget than Europeans entering our country by road and/or shorter-haul flights.   "Due to the pandemic, the US-Spain corridor has been one of the destinations most affected by the restrictions, and the number of visitors has dropped significantly (1 million visitors in 2021). With the end of the restrictions and the fall of the euro against the dollar, it is expected that in 2022 the number of visitors and spending will be close to those of 2019. The euro-dollar peg is expected to be a lever to accelerate the recovery of visitors to the country and average visitor spending.   "Our latest travel trends study published in June "Travel 2022: Trends & Transitions" anticipates a global shift in travel and consumption habits. Spending on experiences (activities, restaurants, bars and leisure) has already recovered to 2019 levels and, for the first time in history, has surpassed spending on shopping. Tourists are increasingly looking for unique and, if possible, personalised experiences that allow them to enjoy the trip rather than buying souvenirs and products that they can easily purchase from home.   "On the other hand, we see this trend confirmed by the fact that more and more tourist destinations are relying on Mastercard to develop special experiences and promote them to source markets through our priceless.com platform. As a result, they are accelerating the recovery of the tourism sector in their destinations.”   Fabián Gonzalez, Founder of Forward_MAD, a luxury tourism conference taking place from October 5^th to 7^th in Madrid comments:   “Whilst occupation rates are high right now many hoteliers are already asking what will happen in September. After all they have two years of COVID debt behind them to make up for along with staff shortages, rising interest rates and inflationary worries too.   “For the luxury segment in particular the potential increase in demand from one of the biggest outbound source markets in the world really is a gift not to be missed. Not least as US travellers are dream guests: they spend more, stay longer, book further in advance, enjoy the room service – and at the end they tip properly.   “But how do you capture such travellers? They have their own travel agencies and preferences that not all European hoteliers can easily tap into. Both Mabrian and Mastercard – who have some very valuable insights on this particular trend – will be on stage at Forward_MAD from October 5^th to 7^th to discuss this and more.”   Polling of a statistically relevant sample of 250 American citizens late last week from WayAway, the United States price comparison website for cheap flights, showed that:  

• Almost half (49%) are now keener to travel to Europe than before as a result of the dollar to euro parity.
• The area where they felt they are most likely to benefit from this change is in shopping (63%) closely followed by dinning out (60%).

  Neville Isaac, Chief Customer Officer of hotel revenue management tool provider Beonprice comments:   “Post Covid we have seen a significant resurgence of visitors from the USA and now the parity between the dollar and the euro is the perfect moment to optimize the segment.   “Traditionally in Europe, the US visitor has the highest overall spend, a longer booking window, and length of stay than almost any other feeder market. Typically also, the data shows us that they book superior room types, so the overall contribution to profits from this segment is extremely high.    “Although we are seeing extremely high ADRs (average daily rates) this year across Europe (around 30% above 2019 levels), now with the euro/dollar parity hotels –  especially those cities with an international airport –  have a great opportunity to increase volume from the high value US market, where the exchange rates make these destinations attractive.   “In order to take advantage of this opportunity, we recommend that hotels study the data and consider:  

• From which US cities are they getting demand?
• How far in advance do their US customers typically book?
• Which channels are they using to buy?
• And finally which products (room types, rate types etc,) are the most popular?

  “With this information Revenue Managers can sit down with marketing and design campaigns to reach these markets.”

 

• Zagreb (Croatia) and Ljubljana (Slovenia) lead the ranking of cities with a higher degree of visitor satisfaction
• The large European capitals drop positions due to their high hotel prices and due to a low value placed by visitors on the tourist offer in the destinations
• The study analyzes air connectivity, the average hotel price, and the levels of satisfaction and perception of visitors

  Mabrian, a leading tourism intelligence company, has shared a new study of the best European cities based on the value for money they offered during the month of June this year.   For this new study air connectivity data was analyzed, looking at the number of seats on scheduled flights and the number of cities and countries with which the destination has a direct connection.   The average hotel price and the level of visitor satisfaction were also taken into account. This analysis of visitor satisfaction is part of the Mabrian indices that measure the level of satisfaction and perception that visitors have with destinations in general and regarding the most relevant  areas such as security, climate, accomodation and the tourism product offer.   Conclusions:  

• The destination that offered the best value for money during the month of June was Zagreb, located in northwestern Croatia. Despite being among the last in terms of air connectivity, it has a very high level of satisfaction in most of the areas analyzed. At the same time, it offers a very competitive accommodation price compared to the other destinations analyzed.
• In second position was Athens, which is better connected than Zagreb but with a slightly higher average price and lower satisfaction levels than Zagreb.
• Ljubljana, the capital of Slovenia, is one of the destinations analyzed with the most competitive hotel prices and high levels of satisfaction. However, it remains in third position because its air connectivity is limited.
• Dubrovnik, also in Croatia, is the destination with the highest satisfaction levels among the analyzed destinations. However, the average hotel price is high and air connectivity is limited, which places it in ninth position.

  London and Paris, despite being better connected, are penalized by a very high average hotel price among the destinations analyzed. In addition, the two capitals showed lower levels of satisfaction. Visitors are particularly dissatisfied with the hotel service in London and with the offer of tourist products in Paris.   Other big tourist cities such as Berlin, Barcelona and Amsterdam are at the bottom of the list for their high hotel prices and for the level of satisfaction, which remains low. This last indicator may be due to the tourist saturation that they have had since the beginning of the summer, and also due to the delays and cancellations of flights that have been taking place lately.   In order, the best tourist cities for quality and price in June are: Zagreb (Croatia), Athens (Greece), Ljubljana (Slovenia), Rome (Italy), Vienna (Austria), Lisbon (Portugal), Madrid (Spain), Milan (Italy), Dubrovnik (Croatia), Berlin (Germany), Amsterdam (Netherlands), Paris (France), Barcelona (Spain) and London (United Kingdom).   By indices, the security perception index (PSI) analyzed by Mabrian is led by Dubrovnik and Lisbon, followed by Milan and Madrid. At the bottom of this index are Berlin, Barcelona and Vienna. The climate perception index (PCI), which allows knowing the relationship between the expectations of visitors and the reality of the climate in the destination, is also led by Dubrovnik, followed by Rome and Milan; whilst at the other end the final three are Amsterdam, Paris and Vienna. According to the index of satisfaction for hotels (HSI), the best scores are for the cities of Zagreb, Dubrovnik and Ljubljana, while London, Berlin and Amsterdam are at the bottomo of the ranking. Regarding the perception of the tourist product available, Dubrovnik, Ljubljana and Athens are at the top of the ranking, and at the bottom are Paris, Madrid and Barcelona.   According to Carlos Cendra, Mabrian's Director of Sales and Marketing, "there is a growing trend of demand for less crowded and more authentic destinations. For this reason, countries such as Croatia and Slovenia and their capitals are highly valued destinations due to their balance between a destination that offers security, a differentiated offer of activities and a very attractive average price. The most mature urban destinations are suffering a rebound effect in demand that generates an increase in average prices and a reduction of the customer experience due to the possible saturation at some times and places”.

 

• Incorporation of four people to enhance the company’s presence in different regions to offer solutions based on tourism intelligence.
• The team has grown by 20% since 2021, now forming a total of 27 people.
• Mabrian now has a multicultural team with 11 nationalities speaking 10 languages.

  Mabrian, the leading company in big data and tourism intelligence, has reinforced its business development team in recent months to accelerate its expansion in priority areas for the company such as Italy, France, Portugal, Greece, the Balkans, the Middle East and Latin America.   Mary Menchón, Chris Ramaciotti, Parisa Bakhtiari and Catalina Taltavull have joined the commercial team to bring tourism intelligence closer to the many different destinations and markets that want to promote better decision-making based on data and real-time information on trends, tourist satisfaction rates and other relevant indicators for them.   All of them have an international profile with experience in the tourism sector both in the field of tourism bodies and the hotel sector. The new joiners will be responsible for specific regions with a focus on interacting directly with the sector in each of their respective countries or regions to offer solutions based on tourism intelligence.   Mabrian’s current workforce has grown 20% in the last year and is more multicultural than ever. In total, it now has 27 people of 11 different nationalities, speaking 10 languages, distributed in 6 departments. The team is located between the offices in Menorca and Barcelona along with a current growing commitment to a hybrid work model, where face-to-face work coexists with remote work.   Santi Camps, Founder and CEO of Mabrian, celebrating that the team continues to grow to help Mabrian expand to more regions, reaching a total of 16 countries where the company currently has a presence, comments: “We want to officially welcome our new colleagues, who are now already part of the Mabrian family. The objective for all of us is clear: turn data and information into answers for our partners, enabling smarter decisions, whilst increasing the efficiency and sustainability of the sector”.  

• Chris Ramaciotti is the new Business Development Manager for Northern Europe. He has an international MBA and extensive experience in the luxury hotel sector. For Chris, “the technology developed by Mabrian is a central element when it comes to meeting the needs of a traveler since we accompany destinations and companies so that they can better understand their behavior and adapt their strategies”.
• While Parisa Bakhtiari is the new Business Development Manager for the Asia, the Middle East and Africa areas. A telecommunications engineer with a background in tourism, she has spent many years of her career focused on the travel industry. “I am passionate about exploring data in tourism, and with this passion I am dedicated to facilitating the incorporation of tourism intelligence in tourism policies and strategies, whilst helping the sector to take advantage of the opportunities of big data.”
• Mary Menchón is Mabrian’s Business Development Manager for Spain, Portugal and LATAM. Trained in tourism andcommunication, her work experience has focused on the tourism sector from different perspectives. “At Mabrian, a company that I have known since 2018, I know how to provide the vision of working and implementing the use of big data for DMO’s from scratch, since I myself experienced that process. For me, being able to help tourist destinations implement this tool and being able to continue contributing my part for the recovery of tourism is my greatest motivation”.
• And Catalina Taltavull is Mabrian’s new global public procurement coordinator. She has a mixed profile between aeronautical engineering, business development and extensive experience in the tourism and accommodation sector. Her functions at Mabrian are summed up in her own words: “We are facing the birth of a new service sector for tourism managers: Tourism Intelligence. The highly unstable context that the sector is facing makes administrations increasingly see the need to professionalize and have information to make better decisions. At Mabrian what we have is a solution developed and approved with more than five years of experience in the market, ready to provide an agile solution to the sector.”

  Mabrian has conducted a study of average hotel prices by room type for all the main Mediterranean destinations: overall prices are up on 2019, but not everywhere – and Greece is the big surprise, with increases up to 110% in five star rooms.   Carlos Cendra, Sales & Marketing Director at Mabrian comments:    “With few exceptions all the main Mediterranean destinations are seeing modest increases on average prices from 2019 across three, four and five star hotels.   “France is the main exception, with a 12% and 11.3% drop in prices for three and four star hotels respectively – but it’s worth pointing out that it is not all bad news, as its five star hotels are still the most expensive in the region at €419 per night (and up by 13.2% compared to 2019).   “Meanwhile Egypt’s prices are up strongly across all three categories, at 25%, 40.9% and 48.3%.  But Greece is the real star here, with four and five star hotels seeing a 62.7% and a 110% increase respectively.”  

  Travel intelligence provider Mabrian has analysed the impact of the Ryanair strikes later this week:  

• Ryanair's cabin crew striking across Europe puts at risk the journeys of almost 600,000 travellers flying from Belgium, France, Italy, Spain and Portugal in just three days, accounting for more than 3,000 flights.

 

• Within that Spain will be the most affected market, making up around 300,000 scheduled seats on over 1,500 flights, with Mallorca airport the most affected within Spain.

 

• Find attached two documents which outline further details: a breakdown airport-by-airport and a map.

  Carlos Cendra, Director of Sales & Marketing at Mabrian comments:   "Whilst in normal times some of those passengers might still travel via alternative means or rearrange for another date, this time it looks like many will have to give up their plans permanently due to other airlines such as easyJet cutting its schedule and also likely to have a strike soon, airport security delays across Europe, and a national rail strike in the UK.   “Every journey less is a shame for the European destinations expecting these visitors at a time when they are trying to make up for lost revenues in 2020 and 2021, facing higher staff costs and inflation all around.   “Once again we are facing a sudden and unexpected change in the market that means that destination management organizations and tourism businesses need accurate data and information to assess the risks and reduce their impact. Over the last few years the sector has faced a pandemic, a war and now a crisis of the workforce. I don’t think anyone any longer doubts the value of up-to-the-minute global data on tourism trends to help them make the right decisions in moments like these.”