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Singapore: Hotel Market Market Report - March 2019 MARKET REPORT Barcelona Market Update JULY 2020 Barcelona - Market Update Market Report - July 2020 Introduction Barcelona is well-known for its quality of life. Creativity, Barcelona is the economic, cultural and administrative cosmopolitanism and innovation are values that are capital of Catalonia and leads an emerging area of economic associated with the city and make it very attractive to live, activity in Southern Europe. It offers a great diversity work or visit. It is a city that is very well-communicated of gastronomy, culture and leisure, and a wide range of with the rest of the world, by land, sea and air. Its excellent hotels, ranking in the top 10 most visited cities in terms location, close to France and the Mediterranean basin, of number of international visitors, as the 5th most visited contributes greatly to this. European city and 17th in the world, according to the latest Mastercard study. In terms of European destinations where Catalonia closed 2019 with a record 19.3 million foreign tourism spends the most, Barcelona is in 6th position with visitors and over €21 billion in tourist expenditure, which an average daily expenditure of €195, 5.3% more than in translates into 21.3% of all international travellers to Spain 2018. and 4.1% more than in 2018, according to data from the National Institute of Statistics (INE). These data show that Today, Barcelona is a successful tourist city that enjoys the political incidents and disturbances that have occurred wide recognition and excellent international appreciation recently in Catalonia have not adversely affected tourism. and is attractive to many and varied audiences. The tourists that Catalonia receives most often come from France, the United Kingdom and the United States, in that order. www.horwathhtl.com 2 Barcelona - Market Update Market Report - July 2020 Tourism Barcelona Travellers Barcelona’s offer to its visitors has grown year after year, 900,000 capitalising on the general upward trend in tourism demand. 800,000 700,000 600,000 500,000 Barcelona is now one of the world’s most visited cities, 400,000 according to TripAdvisor it is 9th in the world, 7th in 300,000 200,000 Europe, London being both the first in the world and in 100,000 Europe. 0 April May June July January March August February Octobe r September November December In 2019 Catalonia welcomed nearly 21 million travellers Nacional Residents Inter na tiona l Res ide nts Total who enjoyed over 58 million overnight stays. The city of Source: INE (National Statistic Institute) Barcelona’s share was approximately 8.5 million (41%) travellers and nearly 21.4 million overnight stays. Tourist Origin The main source of tourism to Barcelona comes from 17% abroad. In 2019, foreign tourism represented 83% of the total, leaving the national tourist with 17%. Awareness of National Residents brand “Barcelona” has increased internationally in recent years. Inter na tiona l Res ide nts 83% Source: INE (National Statistic Institute) www.horwathhtl.com 3 Barcelona - Market Update Market Report - July 2020 Accommodation Barcelona offers visitors a wide and modern range of The tourist rate in Barcelona per person per night is €2.25 accommodation types: hotels, apartments, pensions, youth for 5* hotels, luxury hotels, luxury campsites and equivalent hostels, student residences and tourist apartments. There category facilities (EB1), €1.10 for 4* and 4*S hotels and is a total of 10,444 tourist accommodation establishments, equivalent establishments, €2.25 for tourist apartments and of which we highlight: 442 hotels, 290 guesthouses and €0.65 for the rest of the establishments. hostels, 12 tourist apartments, 9,572 homes for tourist use and 128 hostels that together add up to a total of 149,467 Hotel KPIs beds. Airbnb markets around 21,000 accommodation units 160 100.00% 140 95.00% in Barcelona with an ADR of €155. 90.00% 120 85.00% 100 80.00% Barcelona attracts the most Erasmus students in Spain* as it 80 75.00% has all the attractions a young student could wish for, with 60 70.00% 65.00% a wide range of universities and 6,000 places in student 40 60.00% residences available. In the province of Barcelona, there are 20 55.00% 756 residence halls with a total of 45,794 places according 0 50.00% 2016 2017 2018 2019 to the latest data collected by ENR. ADR RevPar Occupation Source: Catalan Statistic Institute KPIs According to the Statistical Institute of Catalonia, in 2019, Hotels by Category Barcelona registered an average hotel occupation of 80%, 11% 9% 5* 2.5% more than in 2018, with May, June and July being the busiest months of the year. In February and March, 10% 4* occupancy rates remain high thanks to the large number 3* of events and conferences held in the city. The city’s other 41% main hotel KPIs reveal an ADR of €135.25, a RevPAR of 2* 29% €106.49. 1* Source: Catalan Statistic Institute * 2019 www.horwathhtl.com 4 Barcelona - Market Update Market Report - July 2020 Tourist Profile Average Tourist Age It is important to highlight the wide range of leisure 4.1% activities that Barcelona has to offer. This is one of the reasons why tourists who travel to Barcelona tend to 8.9% 18.3% repeat the experience and visit the city again, according 18-24 to data from the Barcelona Tourism Observatory. Of the 25-34 tourists who have stayed in hotels, 52% visit it for the first 15.5% time, 14.3% visit it for the second time and 33.2% have 35-44 visited the city 3 or more times. 45-54 55-64 The profile of tourists visiting Barcelona according to age 34.0% is very varied. Tourists aged 25-34 stand out, accounting 19.2% >64 for 34% of the total, followed by tourists aged 35-44, who represent 19.2%, and those aged 18-24, who account for 18.3% of the total. Source: Observatorio de turismo de Barcelona 46% of tourists staying in hotels in the city do so in pairs Average Tourist Expenditure in Barcelona and 20.9% of travellers go alone. 84.4% of tourists arriving 1,400 € in Barcelona by plane, 8% by train and only 4.1% by car. 1,200 € 1,000 € The nationality of tourists staying in hotels in Barcelona is 800 € very broad, but tourists from Spain (16.9%) and the United 600 € States (11.6%) stand out, United Kingdom (8%), France 400 € (7.7%), Italy (6.2%) and Germany (5.5%). 200 € The most widely used method of booking hotels in - € Barcelona is via the Internet, either by direct booking to the Transport Accommodation Expenditure Tourism Package Hotel Tourist Total hotel (52% of cases) or through Tour Operators and Travel Source: Observatorio de turismo de Barcelona Agencies which account for 23.5% of cases. Average Tourist Expenditure during stay The following graph shows the average expenditure per 60.0% person per day of tourists in Barcelona, taking into account 50.0% the cost of return trip and of accommodation; the average 40.0% expenditure during the stay and expenditure on tourist 30.0% packages. 20.0% 10.0% 0.0% Transport F&B Entertaiment, Shopping Others leisure & culture Hotel Tourist Total Source: Observatorio de turismo de Barcelona www.horwathhtl.com 5 Barcelona - Market Update Market Report - July 2020 Events Spaces Barcelona is one of the most important cities in the world The most important trade fair and congress centres in for events. Barcelona attracts annually around 160 Barcelona include Fira de Barcelona-Montjuïc, with almost international congresses of more than 50 people, according 100 years of experience, the leading institution in the to the ICCA which ranks the city fourth in the world. organization of industrial and professional shows in Spain Some of the internationally recognized events located in and one of the top five in Europe. The Montjuïc exhibition Barcelona are Mobile World Congress, Smart City Expo, centre occupies an area of 224,000 m² and has optimum and ITMA. facilities and services for holding more than 60 fairs and shows a year. The Palau de Congresos de Barcelona, In the latest data from the Barcelona Convention Bureau which specializes in the management and organization (BCB), the economic impact of MICE tourism has reached a of meetings and conferences, is also located on the site. record level, generating €1.9 billion for the city in 2019 and Its extensive logistical capacity allows it to host large supporting an increase in hotel occupancy. international congresses of more than 25,000 people. The Integrated Systems Europe (ISE) conference, the most Science & Innovation important audio-visual event in the world, with 80,000 Barcelona wants to become the European capital of participants, Seafood Expo Global (30,000) and European science and innovation. The Barcelona Science Plan, a Respiratory Society conference, will all be held in 2021. pioneer in Spain, aims to promote talent and the city’s R&D ecosystem, which is made up of universities, research Evolution of number of meetings centres, scientific facilities and innovative companies. 2,500 And it translates into an investment of €2.4 million, which 2,000 represents an increase of 83% over previous legislatures in the budget for innovative scientific and technological 1,500 projects. 1,000 The Catalan capital has a prestigious medical offering 500 that attracts many visitors throughout the year. Catalan 0 medicine enjoys international prestige and has been No. of meetings Conference Workshops & courses Conventions a pioneer in several scientific fields, such as kidney 2014 2015 2016 2017 2018 Source: Ayuntamiento de Barcelona transplants, ophthalmic surgery, oncology, thoracic and cardiac surgery, as well as innovative techniques in plastic Economic impact of tourism through t meetings (EUR million) surgery and orthopaedic surgery.
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