Diapositiva 1

1
2006 ESADE- eDREAMS SURVEY TRENDS IN THE
PRICE SENSITIVITY OF SPANISH TOURISTS 2005-2006
Authors Dr. Josep-Francesc Valls,
Director of the ESADE International Tourism
Symposium Dr. Mar Vila, Director of
ESADE's Centre for Tourism Management Research
Assistant Marta Molist
2
Sample

• 3,347 visitors to the eDreams web site who were
  aged between 16 and 66
• 63 women and 37 men
• Average age 37
• Number of responses 631 (18.85)
• Margin of Error 3.51, assuming a maximum
  confidence interval (pq0.5) and 95 confidence
  level

3
Main reason for travelling
Source ESADE eDREAMS 2006
4
Days holiday
Source ESADE eDREAMS 2006
5
Days spent travelling
Source ESADE eDREAMS 2006
6
Number of journeys carried out in the previous
year
Source ESADE eDREAMS 2006
7
Budget earmarked for tourism compared with the
previous year
Source ESADE eDREAMS 2006
8
Reasons for travelling to a given destination
2006
2
5
5
100
4
9
V. high
8
High
18
23
17
35
37
Medium
80
20
Low
V. low
32
30
60
26
39
28
38
2005
40
21
18
100
44
23
40
16
20
90
10
23
80
5
10
7
70
5
0
60
V. high
There are bargain deals on the Internet
I have always gone there
Friends and family recommend it
It is in vogue
Seeking something new
Is a tourist brand that carries kudos
High
50
Medium
40
Low
30
V. low
20
10
0
Friends and family recommend it
It is in vogue
Seeking something new
Is a tourist brand that carries kudos
There are bargain Deals on the Internet
I have always gone there
Source ESADE eDREAMS 2006
9
Trends in the quality of tourist products
Source ESADE eDREAMS 2006
10
Willingness to pay more
2006
100
NR
24
23
26
26
No
80
Yes
20.44
25.36
60
42.31
60.38
2005
40
56
51
100
32
20
90
80
13
70
60
0
50
I am unwilling to pay more
Would pay more if the tourist products were better
Would pay more if the tourist products were More
exclusive
40
NR
Would pay more if the tourist products
belonged to a prestigious brand
30
No
20
Yes
10
0
I am unwilling to pay more
Would pay more if the tourist products
were better
Would pay more if the tourist products
were more exclusive
Would pay more if the tourist products
belonged to a prestigious brand
Source ESADE eDREAMS 2006
11
Quality factors linked to price.
2006
Very important - J
Fairly important - K
Neither - L
Not very important -M
Unimportant - N
2005
100
90
80
J
70
60
K
50
L
40
M
30
20
N
10
0
(A)
(B)
(C)
(D)
(E)
(F)
(G)
Source ESADE eDREAMS 2006
12
Does a higher price always mean greater quality?
2006
6
16
78
2005
Yes
No
No response
1
6
93
13
Tourist price trends over the last three years
in Spain
2006
100
11
15
17
19
20
25
29
30
32
80
48
33
60
The same
Dearer
87
47
77
73
83
Cheaper
40
73
67
65
2005
46
46
20
100
21
7
6
6
4
5
80
2
2
2
0
Same
60
Flight
Bars
Shows
Car hire
Taxis
Dearer
Hotels
Shops
Museums
40
Cheaper
Restaurants
20
Congress services
0
Flight
Bars
Shops
Shows
Taxis
Museums
Hotels
Restaurants
Car hire
Congress services
Source ESADE eDREAMS 2006
14
Future price trends
2006
100
16
16
17
21
22
22
26
29
80
42
43
60
Same
41
Dearer
63
53
79
81
80
Cheaper
74
40
69
50
53
2005
20
37
18
15
7
6
100
4
5
5
3
3
0
80
Flight
Hotels
Bars
Shops
Same
Taxis
Museums
60
Shows
Car hire
Restaurants
Dearer
40
Cheaper
Congress services
20
0
Flight
Bars
Taxis
Hotels
Shops
Museums
Shows
Car hire
Restaurants
Congress services
Source ESADE eDREAMS 2006
15
Information search systems
2006
100
7.6
8.7
Strongly preferred - J
20.1
Preferred - K
22
Neither - L
28
80
Little preferred - M
61.0
Strong negative preference - N
24
43
60
34
2005
40
27
100
24
30
90
19
20
80
20
70
8
7
10
60
4
J
2
1
50
0
K
L
40
(A) Through the Internet
(B) Through the media, guides and travel books
(C) Through traditional travel agents
(D) Through friends and relatives
M
30
N
20
10
0
(A)
(B)
(C)
(D)
Source ESADE eDREAMS 2006
16
Purchasing channels
2006
100
6
14
19
26
22
36
Strong preference - J
80
Preferred - K
30
26
Neither -L
20
Little preferred - M
32
60
Strong negative preference -N
35
22
22
23
40
2005
20
17
17
13
20
12
29
100
9
17
17
80
10
J
7
60
K
0
L
40
M
(D) By phone
(E) In person
20
N
(A) Airline web sites
0
(B) Online travel agents
(C) Traditional travel agents
(A)
(B)
(C)
(D)
(E)
Source ESADE eDREAMS 2006
17
Is it always possible to find the cheapest price?
2006
9
Yes
49
No
In most cases
42
2005
5
47
48
Y
N
In most cases
Source ESADE eDREAMS 2006
18
Important attributes when choosing a holiday
2006
100
9
36
80
23
43
51
Very important
63
Fairly important
60
37
Neither
40
49
Fairly unimportant
41
43
Not at all important
18
32
20
12
12
13
4
5
3
2
1
1
1
1
1
1
0
Cheap
Reliability
Good service
Famous brand
Convenience
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CONCLUSIONS 2006 1. In the second year of the
ESADE-eDreams survey, the general reason for
"visiting the place" continues to be the most
common reason for making the trip the tourist
destination needs to be attractive, novel, and to
facilitate socialisation. However, the importance
respondents placed on that most passive of
reasons - relaxation - and the decline of culture
and business as reasons for travel are
particularly noteworthy features in this year's
survey. 2. 40 of respondents said they had 30
to 39 days of holiday a year 20, had between 20
and 29 days. A slight change compared with the
previous year was an increase in the proportion
of respondents taking 10 to 19 days a year. With
regard to the number of days spent on travel,
those spending 20 to 29 days remain about the
same (27), there is a fall in those spending 10
to 19 days, and a slight increase in those
spending over 30 days.
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• CONCLUSIONS 2006
• 3. The number of people travelling 2-3 times a
  year and 4-6 times a year rose, while those
  travelling over 7 times a year fell.
• The amount spent by Spaniards on travel rose. The
  percentage of those who said they spent the same
  or more than in the previous year rose to 85.
• Demand for cheap tourist products through the
  Internet strengthened. The percentage of those
  unwilling to pay more on tourism fell. This means
  there is increasing interest in value for money
  and a stronger belief that higher prices mean
  greater quality. Exclusiveness and brand prestige
  continue to attract 30 and 15 of respondents,
  who value these attributes highly.

21

• CONCLUSIONS 2006
• A greater percentage of respondents believe that
  there has been an improvement in the quality of
  tourist products.
• Tourists consider that prices have rocketed in
  most tourist services, with the exception of
  flights and museums. A smaller number of
  respondents believe that hotel prices will
  increase. The remaining respondents believe that
  hotel prices will remain more or less the same.
• Increasing use is being made of the Internet the
  media, brochures and traditional travel agencies
  are holding their ground.

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• CONCLUSIONS 2006
• 7. From the standpoint of travel purchases,
  online travel agency webs were much more popular
  than company web sites (36 strongly preferred
  agency web sites compared with 26 in the case of
  company webs, a reversal of the findings for the
  previous year). Impulse purchasers are becoming
  much more important (19 increase in strong
  preference compared with last year). Traditional
  tourist agencies have picked up slightly (14
  showed a strong preference). In this respect,
  travellers continue seeking the cheapest prices,
  which confirms what we found in the majority of
  cases for the Internet.
• 8. Price is the most important attribute when
  choosing a holiday, followed by service and
  reliability.