Knowing customers better in order to propose an adapted offer and meet the expectations of tourists from around the world, is now a challenge that occupies a central place in the priorities of tourism professionals.

2017 had more than 1.320 million worldwide tourists. According to the World Tourism Organization (UNWTO), this trend should continue this year with a growth of between 4% and 5%.

Whilst Spain ranks second in the world ranking, both in terms of income and number of tourists, customers are increasingly demanding and no longer have the same expectations. Nowadays, tourist tendencies require a requalification of the offer to satisfy the demand of travellers’ new needs.

In fact, the instability of North African countries has allowed Spain to break these records in the tourism sector in recent years. The large chains have been able to make many investments to reposition their offers, products and services.

“Sun and Beach” tourism and “Festive Tourism” have attracted voyagers from all over the world, but now the objectives are more complex. Tourists want a personalized experience that perfectly meets all their needs.

Brands must change their approach and way of working to develop and propose offers, stays and much more specific and personalized activities.

New types of clients appear seeking specialized services such as Millennials, Baby Boomers, Dinks, (English term meaning a couple with two incomes and no children), Ecotourist, Bleisure (tourist on a business trip)… These customer niches have different interests and expectations.

Tourism professionals respond to this demand with a differentiation strategy. It is based on the innovation of customer-experience offering a tailor-made and unique stay. Antonio Bauzá, deputy director of marketing at Barceló adds that, “digital transformation has unique tools to better understand customer profiles.”

Today, all travellers want a unique, authentic and exclusive experience. Tourists no longer want to be considered as tourists; they want to “discover places and places like the locals”. In fact, they seek total immersion and the discovery of new cultures.

The rapid growth of the tourism sector in recent years has not been fluid. Spain needs to establish strategic plans to meet the new challenges and expectations of all customer segments.

Spain has indispensable advantages, such as the mixture of nature, culture and history and the ability to attract visitors from all over the world. Therefore, professionals in the sector are multiplying the offers around culture, gastronomy and even health. Nowadays, the model must reinvent itself to offer a quality and personalized offer in a unique and unprecedented place.