More Than Half Plan to Travel Both Abroad and Within Spain in 2025, Up From 1-in-5 This Year: New SiteMinder Report

SiteMinder (ASX:SDR), the world’s leading hotel distribution and revenue platform, has today released SiteMinder’s Changing Traveller Report 2025, revealing that 70% of Spanish travelers plan to travel abroad in 2025, up from 63% this year. Among them, more than half (52%) intend to travel both internationally and within Spain – a significant rise of 32 percentage points from just 1-in-5 (20%) this year. The report reveals how these travelers will shape the future of travel as the rise of the ‘everything traveler’ – a new traveler with a multifaceted blend of trending and traditional plans, reflecting the shifting dynamics within travel – gains momentum.

SiteMinder’s report, the world’s largest consumer study on accommodation, analyses research conducted by Kantar in August 2024, surveying more than 12,000 travelers in 14 of the world’s largest tourism markets, including Spain. 

The most popular domestic destinations for Spanish travelers in 2025 will be Andalucia (27%), Galicia (26.5%), Madrid (26%), Cantabria (17.5%) and Principado de Asturias (17%). Meanwhile, their most popular international destinations will be France (18%), Italy (14.5%), Portugal (14%), the UK (8%) and Germany (7.5%). At 44%, they are the most likely globally to travel with their partner or spouse next year, with just 7% planning to travel alone.

Travelers strive for unforgettable stays, despite rising costs

For Spanish travelers, cost of living pressures will have an impact in 2025 according to SiteMinder’s research. Fifty-nine percent are likely to book a Standard (basic quality) Room, rising to 64% among Baby Boomers (60-78), while more than 1-in-3 (36%) are more likely to purchase a package that bundles flights, accommodation or experiences. Just 8% will choose a Deluxe Room (4%), Executive Room (2%) or Suite (2%).

This won’t limit their plans to have meaningful and memorable stays however. Eighty-six percent say they would be happy to spend on extras beyond the cost of their room in 2025, with breakfast (44%), on site parking (24%), a view (22%), a spa treatment (17%) and pet services (11%) among the add-ons they would be happy to pay extra for. Interestingly, at 4%, they will be the least likely to pay extra for childcare services, narrowly less than the French traveler (5%).

Events, too, will be a major drawcard for particularly younger Spanish travelers. More than half (53%) country-wide, and 69% of Gen Zs (18-27), are now more likely to travel for events compared to last year, including family reunions/celebrations (21%), concerts/music festivals (18%), and sporting events (12%). 

Aligned with this finding, the Spanish traveler is planning an active 2025 stay. Just 31% plan to spend “most of the time” or “considerable time” on site at their hotel, 20 percentage points below the global average. When on site however, the little things that spark relaxation will be enjoyed. Sixty-seven percent list ‘pillows and bedding’ as one of their top three hotel room features – the highest globally – while 45% list the view, and just 7% list a workspace.

Other key findings from SiteMinder’s report include that:

- Spanish travelers are increasingly tech-savvy with high digital expectations, but are more human-centric than average: Almost 1-in-3 Spanish travelers will begin their 2025 accommodation research via a search engine (an 8 percentage point increase, year-on-year), while 59% have abandoned an online booking due to a bad experience (7 percentage points above average), displaying a growing tech-savviness locally.

Yet, the Spanish traveler remains decidedly human-centric in many aspects of their approach. Just 1% will start their hotel research via an AI assistant for example, and only 11% want machines to manage every aspect of their stay. Rather, alongside German travelers, they are the only group more likely to start their hotel research via family and friends this year, compared to last, and 60% say that “staff, customer service and communication” are top reasons they would return to a property, compared with 50% globally.

- They are flexible travelers, but are the least supportive of dynamic hotel pricing worldwide: Eight-six percent of Spanish travelers say that they would consider booking at another time of the month or year if they were incentivized, for example by a package deal or more premium room. Yet, they are the least supportive of dynamic hotel pricing of any traveler surveyed. Fifty-one percent either disagree with (30%) or are neutral to (21%) hotels being able to adjust their prices during a busy period, rising to 59% among Gen Xers and Baby Boomers (aged 44 and above). This is the highest globally, and well above the 35% average globally that are neutral to (22%) or disagree with (13%) the concept.

- Spanish travelers are 5 percentage points more likely to work during their stay in 2025, pets become more like family: More than 1-in-3 Spanish travelers (35%) plan to work during their 2025 stay, up from 30% last year and four percentage points above the European average. As they do, comfort and pet-friendly amenities are priorities. Thirty-nine percent see pet-friendly policies as “more” or “much more” important now, compared to prior years, rising to 57% among Gen Zers (18-27) and falling to 19% among Baby Boomers (60-78).