Spain’s Rising Class of Tech-Savvy Hotel Chains

Spain’s Rising Class of Tech-Savvy Hotel Chains Published February 2015 Analyst: Luke Bujarski


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Research Type:

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.

  • Introduction
  • Key Findings
  • Methodology
  • “Digital Natives” – Spain’s New Breed of Urban Hotels
  • Distribution Trends
  • Marketing Strategy Trends
  • Technology Adoption Trends
  • Two Models, Two Strategies
  • Conclusion

Findings in this Spotlight are based primarily on data collected in October 2014, from a comprehensive email survey administered to 15 hotel brands, representing over 130 hotel properties located throughout Spain’s urban
population centers. To qualify, organizations had to be privately-owned brands that were no more than 10 years old at the time of the survey. Respondents were asked about the current composition of their distribution mix, marketing
strategy, and utilization of technology – both software and hardware – and how these various aspects of their businesses will change in 2015. All results are in aggregate and, unless otherwise permitted, information on individual hotel brands is held in the strictest confidence.

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