Spain’s Rising Class of Tech-Savvy Hotel Chains

Summary

Spain's hotel market is a dynamic mixture of established chains with little to no innovation with new online tools for distribution and marketing, and younger chains with the technology savvy to experiment with different options to grow their business. These newer, more agile chains are digital natives and they command a larger share of online bookings than the national or European average. They are digitally oriented, focused on upper-income and business travelers, and trendsetters in digital hotel sales and distribution strategy in Spain. Phocuswright's research explores these trends in distribution, marketing and the use of technology practiced by this rising class of young and digitally oriented segment of hotel chains.