december 2011 incoming
TRANSCRIPT
Google Travel ES - Destination BarometerDecember 2011
This barometer has been designed by the Google Travel Team ES. It aims at
providing information of the more relevant destinations for the foreign travelers
visiting Spain.
The data source is Google internal and based on search queries. Use as a
directional guide only.
1
1. Destinations for international incoming travelers
Weight of the different destinations based on travel queries.
The following incoming countries are considered for this study:
• United States of America (US) • China (CN)
• Great Britain (GB) • Japan (JP)
• Germany (DE) • Brazil (BR)
• France (FR) • Argentina (AR)
• Italy (IT) • Mexico (MX)
• Netherlands (NL) • Colombia (CO)
• Russia (RU)
• Denmark (DK)
• Finland (FI)
• Norway (NO)
• Sweden (SE)
* Source: Google Internal. Use as a directional guide only.
# US GB DE FR IT NL RU
1 Spain Barcelona Majorca Island Barcelona Barcelona Barcelona Spain
2 Barcelona Spain Barcelona Madrid Madrid Spain Barcelona
3 Madrid Tenerife Spain Spain Spain Madrid Madrid
4 Valencia Madrid Tenerife Sevilla Valencia Tenerife Ibiza
5 Ibiza Malaga Madrid Tenerife Ibiza Gran Canaria Tenerife
6 Cartagena Lanzarote Gran Canaria Fuerteventura Fuerteventura Majorca Island Valencia
7 Malaga Benidorm Fuerteventura Malaga Tenerife Ibiza Alicante
8 Sevilla Ibiza Lanzarote Ibiza Sevilla Lanzarote Marbella
9 Tenerife Fuerteventura Ibiza Valencia Malaga Fuerteventura Malaga
10 Alicante Gran Canaria Malaga Majorca Island Lanzarote Malaga Sevilla
*Spain indicates a generic travel query in Spain, for example flights to spain
TOP 10 DESTINATIONS PER COUNTRY
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Ba
rce
lon
a
Sp
ain
Ma
dri
d
Te
ne
rife
Ma
jorc
a I
sla
nd
Gra
n C
an
ari
a
Ma
lag
a
Fu
ert
ev
en
tura
Ibiz
a
Lan
zaro
te
Va
len
cia
Ali
can
te
Se
vil
la
Pa
lma
de
Ma
llo
rca
Be
nid
orm
Ma
rbe
lla
Min
orc
a
Bil
ba
o
Pa
lma
s d
e G
ran
Ca
na
ria
La P
alm
a
Ge
ron
a
Co
rdo
ba
Mu
rcia
Sa
nta
nd
er
Ca
rta
ge
na
Alm
eri
a
Llo
ret
de
Ma
r
Sa
n S
eb
ast
ian
Gra
na
da
Za
rag
oza
Vig
o
Fo
rme
nte
ra
Leo
n
Alc
áza
r d
e S
an
Ju
an
Most popular destinations, December 2011
2
2. Destinations per country
Percentage indicates the weight of a destination based on travel queries versus all destinations for a specific country
*Spain indicates a generic travel query in Spain
*Spain indicates a generic travel query in Spain
*Spain indicates a generic travel query in Spain
US
DE
GB
0%
5%
10%
15%
20%
25%
30%
Most popular destinations in Spain for US travelers, December
2011
0%
2%
4%
6%
8%
10%
12%
14%
16%
Most popular destinations in Spain for GB travelers, December
2011
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Most popular destinations in Spain for DE travelers,
December 2011
3
RU
FR
IT
NL
0%
5%
10%
15%
20%
25%
30%
Most popular destinations in Spain for FR travelers, December
2011
0%
5%
10%
15%
20%
25%
Most popular destinations in Spain for IT travelers, December
2011
0%
5%
10%
15%
20%
25%
Most popular destinations in Spain for NL travelers,
December 2011
0%
10%
20%
30%
40%
50%
60%
Most popular destinations in Spain for RU travelers,
December 2011
4
*Spain indicates a generic travel query in Spain
*Spain indicates a generic travel query in Spain
*Spain indicates a generic travel query in Spain
*Spain indicates a generic travel query in Spain
SW
NO
DK
FI
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Most popular destinations in Spain for DK travelers,
December 2011
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Most popular destinations in Spain for FI travelers, December
2011
0%2%4%6%8%
10%12%14%16%18%20%
Most popular destinations in Spain for NO travelers,
December 2011
0%2%4%6%8%
10%12%14%16%18%20%
Most popular destinations in Spain for SE travelers,
December 2011
5
MARKETS
NEW
6
AMERICA
SOUTH
7
*Spain indicates a generic travel query in Spain
*Spain indicates a generic travel query in Spain
*Spain indicates a generic travel query in Spain
BR
AR
MX
CO
0%
5%
10%
15%
20%
25%
30%
35%
Most popular destinations in Spain for BR travelers,
December 2011
0%
5%
10%
15%
20%
25%
Most popular destinations in Spain for AR travelers,
December 2011
0%
5%
10%
15%
20%
25%
Most popular destinations in Spain for MX travelers,
December 2011
0%
5%
10%
15%
20%
25%
Most popular destinations in Spain for CO travelers,
December 2011
8
ASIA
9
*Spain indicates a generic travel query in Spain
*Spain indicates a generic travel query in Spain
JP
CN
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Most popular destinations in Spain for JP travelers, December
2011
0%
5%
10%
15%
20%
25%
Most popular destinations in Spain for CN travelers,
December 2011
10
3. Destinations per producte
ne
-10
feb
-10
ma
r-1
0
ab
r-1
0
ma
y-1
0
jun
-10
jul-
10
ag
o-1
0
sep
-10
oct-
10
no
v-1
0
dic
-10
en
e-1
1
feb
-11
ma
r-1
1
ab
r-1
1
ma
y-1
1
jun
-11
jul-
11
ag
o-1
1
sep
-11
oct-
11
no
v-1
1
Evolution of queries to Spain, Hotels
US
GB
DE
FR
IT
NL
RU
DK
FI
NO
SE
Evolution of queries to Spain, Air travel
US
GB
DE
FR
IT
NL
RU
DK
FI
NO
SE
Evolution of queries to Spain, Car Rental & Taxi
Services
US
GB
DE
FR
IT
NL
RU
DK
FI
NO
SE
Evolution of queries to Spain, Cruises
US
GB
DE
FR
IT
NL
RU
DK
FI
NO
SE
US
12%
GB
32%
DE
17%
FR
13%
IT
13%
NL
6%
RU
1%
DK
1%
FI
1%
NO
1%
SE
3%
Hotel queries to Spain by country,
2010-2011
US
5%
GB
49%DE
20%
FR
5%
IT
11%
NL
5%
RU
1%
DK
1%
FI
1%NO
1%
SE
1%
Air travel queries to Spain by country,
2010-2011
US
7%
GB
44%DE
35%
FR
4%
IT
3%
NL
4%
RU
1%
DK
1%
FI
0%
NO
1%SE
0%
Rent a car queries to Spain by country,
2010-2011
US
6%
GB
66%
DE
15%
FR
4%
IT
2%
NL
2%
RU
0%
DK
0%FI
0%NO
0%SE
5%
Cruises queries to Spain by country,
2010-2011
11
New markets
Evolution of queries to Spain, Hotels
AR
BR
MX
CO
JP
CN
Evolution of queries to Spain, Air travel
AR
BR
MX
CO
JP
CN
Evolution of queries to Spain, Car Rental & Taxi
Services
AR
BR
MX
CO
JP
CN
Evolution of queries to Spain, Cruises
AR
BR
MX
CO
JP
CN
AR
36%
BR
22%
MX
27%
CO
7%
JP
7%
CN
1%
Hotel queries to Spain by country,
2010-2011
AR
30%
BR
16%MX
28%
CO
14%
JP
9%
CN
3%
Air travel queries to Spain by country,
2010-2011
AR
18%
BR
52%
MX
11%
CO
6%
JP
2%
CN
11%
Rent a car queries to Spain by country,
2010-2011
AR
50%
BR
13%
MX
21%
CO
12%
JP
2%
CN
2%
Cruises queries to Spain by country,
2010-2011
12
Summary
Hotels
55%
Flights
35%
Rent a Car
9%
Cruises
1%
Queries to Spain by product, 2010-2011
US
8%
GB
38%
DE
18%
FR
9%
IT
11%
NL
5%
RU
1%
DK
1%
FI
1%
NO
1%
SE
2%AR
2%BR
1%
MX
1%
CO
0%JP
0%CN
0%
Queries to Spain by country, all products, 2010-2011
Hotels
64%
Flights
28%
Rent a Car
8%
Cruises
0%
Queries to Spain by product
US
12%
GB
23%
DE
17%
FR
11%
IT
9%
NL
8%
RU
1%
DK
3%
FI
2%
NO
2%
SE
3%
AR
3%
BR
3%
MX
3%
CO
1%
JP
0%CN
0%
Queries to Spain by country, all products
Dece
mber 2011
13