1. ESADE SURVEY - eDREAMS, 2005 EVOLUTION OF PRICE SENSITIVITY OF SPANISH TOURISTS Authors: Dr. Josep-Francesc Valls, Director, International Tourism Symposium, ESADE Dr. Mar Vila, Director, Tourism Management Centre, ESADE

2. SAMPLE 2,777 people aged 15 to 65 visited one of the 15 websites on which this survey was published (first fortnight of April) 56 %, women; 44 %, men Average age, 37 Number of responses, 930 (33.48 %) Error: 3.28 % © CEDIT. Josep-Francesc Valls i Mar Vila, 2005

3. Main reason for travel © CEDIT. Josep-Francesc Valls i Mar Vila, 2005 Source: ESADE - eDREAMS VisitMeet family or friends RelaxWorkCultureConfe- rence or event OtherSport

4. Reasons for travelling to a particular destination © CEDIT. Josep-Francesc Valls i Mar Vila, 2005 Source: ESADE - eDREAMS Very high High Average Low Very low Cheap offers on the Internet Always gone there Recommen- dation of friends, family FashionableLooking for something new Interesting tourism brand

5. Visit Calidad de vida Competitividad internacional Desarrollo económico superior Satisfacciones Funciones del destino turístico Attractive place Novelty Relationships Rest / contrast Reason for travel Price © CEDIT. Josep-Francesc Valls i Mar Vila, 2005

6. Visit Calidad de vida Competitividad internacional Desarrollo económico superior Satisfacciones Funciones del destino turístico Attractive place Relationships Rest / contrast Culture + Price © CEDIT. Josep-Francesc Valls i Mar Vila, 2005 Novelty

7. Visit Calidad de vida Competitividad internacional Desarrollo económico superior Satisfacciones Funciones del destino turístico Attractive place Relationships Rest / contrast Nature + Price © CEDIT. Josep-Francesc Valls i Mar Vila, 2005 Novelty

8. Visit Calidad de vida Competitividad internacional Desarrollo económico superior Satisfacciones Funciones del destino turístico Attractive place Relationships Rest / contrast Sport + Price © CEDIT. Josep-Francesc Valls i Mar Vila, 2005 Novelty

9. Visit Calidad de vida Competitividad internacional Desarrollo económico superior Satisfacciones Funciones del destino turístico Attractive place Relationships Rest / contrast Business + Price © CEDIT. Josep-Francesc Valls i Mar Vila, 2005 Novelty

10. Number of journeys made © CEDIT. Josep-Francesc Valls i Mar Vila, 2005 Source: ESADE - eDREAMS NoneOneTwo-threeFour-sixSeven- eight More than eight

11. Tourism budget compared with previous year © CEDIT. Josep-Francesc Valls i Mar Vila, 2005 Source: ESADE - eDREAMS HigherSameLower Ns/Nr

12. Comparison of tourism prices between the last three years, the last year and the future Cafes and bars Restaurants Shopping © CEDIT. Josep-Francesc Valls i Mar Vila, 2005 Source: ESADE - eDREAMS RisingSame RisingSame RisingSame

13. Accommodation Transport in general Taxis Comparison of tourism prices between the last three years, the last year and the future © CEDIT. Josep-Francesc Valls i Mar Vila, 2005 Source: ESADE - eDREAMS RisingSame RisingSame RisingSame

14. Plane Hire car Shows and museums Comparison of tourism prices between the last three years, the last year and the future © CEDIT. Josep-Francesc Valls i Mar Vila, 2005 Source: ESADE - eDREAMS RisingSame RisingSame RisingSame

15. Evolution of quality of tourism products © CEDIT. Josep-Francesc Valls i Mar Vila, 2005 Source: ESADE - eDREAMS IncreasedSameDecreasedNs/Nr

16. Prepared to pay more © CEDIT. Josep-Francesc Valls i Mar Vila, 2005 Source: ESADE - eDREAMS Don’t want to pay more If the tourism products were better If the tourism products were exclusive If the products were a prestige brand Ns/Nr No Yes

17. Quality factors related to price © CEDIT. Josep-Francesc Valls i Mar Vila, 2005 Source: ESADE - eDREAMS Very important Quite important Average Not very important Not important Must be cheap Must be expensive or the most expensive Must offer quality service Service must be good for the price Must be unique, unrepeteable Must be very friendly Must be very famous place

18. Systems used to locate information © CEDIT. Josep-Francesc Valls i Mar Vila, 2005 Source: ESADE - eDREAMS Like a lot Quite like Average Don’t like much Don’t like On the Internet Media, travel guides and books Internatio- nal travel agencies Friends and family

19. Purchase channel © CEDIT. Josep-Francesc Valls i Mar Vila, 2005 Source: ESADE - eDREAMS Like a lot Quite like Average Don’t like much Don’t like Buy services direct from transport company website At on-line agency websites Through traditional travel agencies Prefer to buy by telephone Prefer to reserve through reservation lines I look for the cheapest price Prefer buying direct from the tourism venue

20. Importance of price in channel © CEDIT. Josep-Francesc Valls i Mar Vila, 2005 Source: ESADE - eDREAMS Like a lot Quite like Average Don’t like much Don’t like On websites of airlines, hotels, etc. On websites of on-line travel agencies On websites of low-cost airlines At traditional travel agencies By phoneThrough reservation lines Directly from the tourism establishment

21. Do you always find the lowest price? © CEDIT. Josep-Francesc Valls i Mar Vila, 2005 Source: ESADE - eDREAMS Ns/NrNoYesMostly

22. CONCLUSIONS 1.The term “visit” is becoming the most common travel concept; it must be attractive, innovative, relaxing/contrast, and permit relationships. 2.The Spanish have a similar number of holidays per year, but trips per year have increased to four. 3.Budget given over to tourism has not fallen; more than 80 % of our sample spent the same or more than the previous year. 4.Tourists think prices have gone up a lot in most tourism services, specifically, restaurants, cafes and bars, shopping; looking to the future, they have an image of an inflationist sector. © CEDIT. Josep-Francesc Valls i Mar Vila, 2005

23. CONCLUSIONS 5. Quality is valued and tourists are prepared to pay for it. But they pay what they want to pay, that is they know what things are worth and are not prepared to pay a euro more. 6. Internet, mouth-to-mouth, the media and guides are main sources of information; agencies are maintaining capacity as intermediaries 7. In form of purchase of travel items, company websites and on-line companies are prefered, looking to the future, followed by any channel that lets them find the cheapest price. © CEDIT. Josep-Francesc Valls i Mar Vila, 2005