Tourism continues to be a major driver of Spain’s economy, accounting for over 13% of the country’s GDP last year, according to Exceltur. As the sector grows, so does the trend of Spaniards booking their trips online. In fact, the tourism industry tops the list of online purchases in Spain, making up nearly 15% of total online spending, surpassing tech and fashion, as per Cetelem’s latest ‘Barómetro de Consumo’ report.
The rise in online bookings is expected to continue, with Webloyalty’s “Easter Week 2025 Report” predicting a 20% increase in sales compared to last year. On average, Spaniards are expected to spend €480 online on travel, a 15% rise from 2024. Hotel bookings are driving this growth, with a significant jump from 8% to 45% of total online travel spending.
Who’s Booking Travel Online?
The profile of online travel buyers is shifting slightly. Women now make up 55% of online travel buyers, up from 48% last year, while men account for 45%. The majority of online travel buyers, 49%, fall within the 35-54 age range. Notably, the over-55 age group has seen a 4% increase, now making up almost 30% of online travel purchases.
Mobile devices dominate online travel bookings, accounting for 69% of purchases, followed by computers at 30%, and tablets at 1%. The convenience of online booking allows consumers to compare prices, access deals, and make reservations quickly. Some online platforms even offer additional savings through loyalty programs, such as Privilegios en Compras.
Competition Heats Up
The Easter period is a highly competitive time for travel companies. While consumers benefit from numerous offers, companies face the challenge of maintaining profit margins, particularly during inflationary periods. To stay ahead, travel companies are turning to retail media solutions. These allow them to generate additional revenue by displaying targeted ads at the point of sale or during the checkout process.
By leveraging retail media, travel companies can reach new customers directly on online retail platforms. This strategic approach enables them to capture travelers’ attention at the exact moment they’re making a decision, maximizing their marketing ROI and enhancing the customer experience. As the online travel market continues to grow, companies that adapt to these changes are likely to reap the benefits.