De-seasonalization, the great opportunity

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More than a year has passed since the beginning of this pandemic, and the Spanish tourism sector is slowly but surely picking up. Many hotels closed without seeing the light at the end of the tunnel, the hotel industry stagnant, a lot of uncertainty and little solution. Therefore, this year in HIP Horeca Professional Expo with the assistance of industry experts such as Raul Gonzalez (CEO EMEA Barceló Group), Jesus Sobrino (CEO Palladium Hotel Group) Kike Sarasola (Room Mate Hotels) The current situation and possible solutions for the tourism sector were discussed. The event, which mostly covers the hospitality sector, also featured several award programs such as Digital Gastronomy Startup Forum, in which Swearit was a finalist.

Spain wants to re-enter the top 5 countries with more annual visits and according to the Minister of Industry, Trade and Tourism, Spain could recover this year half of the international tourism it had before the pandemic, that is, around 41 million.

De-seasonalization may be the great opportunity for the reactivation and recovery of Spanish tourism from now on, and it all depends on the companies in the industry. The travel habits of our consumers have taken a 180º turn, and tourism must adapt to it for its survival. The challenge of deseasonalization is far from simple and requires the effort of many agents involved and its application in different areas. In addition, if seasonality can be eliminated, a balance of the differential index between monthly gains and losses could be maintained. To do so, the following must be done:

  • Further segment the market, and work with different target audiences.
  • Design products and services that encourage visits at different times of the year.
  • Align the oriented offer with the client’s strategy.
  • Promote sustainable tourism.

According to the Statista survey, 66% of travelers prefer less crowded destinations, which means that seasonal destinations must change their approach to the tourism model in order not to lose that percentage of tourists. On the other hand, 61% of those surveyed are looking for accommodations with maximum hygienic guarantees, which could be a turning point in the customer strategy of tourist accommodations. Customers are looking for security, and security is synonymous with trust and loyalty.