With the latest reports from Dingus DataHotel* (our platform based on Big Data) available, we have once again collaborated with small and medium-sized companies in Mallorca on their tourism report. It is the third in a series that, according to its promoters, has sought to “assess the evolution of the 2021 summer season and the projection towards the winter season”. The conclusions drawn by the coordinators of this action are based on the data provided by each company invited to participate.
The Balearic Islands surpassed the threshold of 50% of bookings made in 2019, as we predicted at the beginning of the summer in the islands. Specifically, and up to last week, 57.65% of room nights and 55.12% of bookings have been reached. Menorca even surpassed 96% of roominghts on 2019, followed by Ibiza with 76.6%. Mallorca remained with 54.38% and in the whole archipelago, the months with the highest demand were July and, especially, August.
Analysing the stays for September, October and November, in all the islands the decreases with respect to 2019 are more pronounced, so the current figures “do not yet show a great end to the season. However, it should be noted that the current rate of bookings remains above those of recent weeks, and that 73.8% of those confirmed in the last seven days are for stays within the next 30 days. It is likely that the figures will continue to rise thanks to high last-minute sales”. This is how Jaume Monserrat explained the data compiled by the Dingus Big Data platform (DataHotel) in the third Tourism Recovery Report coordinated by the employers’ association of small and medium-sized businesses in Mallorca (Pimem), which had the collaboration of other tourism technology companies such as Roiback, BedsOnline, Juniper and Fideltour.
The CEO of Dingus explained in his speech that “OTAs (online agencies), tour operators and direct sales are currently leading bookings for the end of the season. DMCs (local integrated travel agencies) and bed banks, although to a lesser extent, also increased bookings in the last week. As for the type of client – Monserrat explained – who has opted for the hotels connected to Dingus in the Balearic Islands, couples are on the increase and families are on the decline compared to previous months. Stays do remain the same and the most demanded is for 5 to 7 nights”. The customer profile could be related to the health restrictions imposed on children under 12 years of age to travel to the islands and the extra cost of family tests to prove the absence of Covid.
Asked about a possible lengthening of the season in the archipelago, Monserrat agreed with the booking portals that “no tourist activity is expected for November, perhaps due to the level of uncertainty and volatility that has prevailed this season. At Dingus we have more bookings for the summer of 2022 than for the winter season in the Balearics”. Specifically, bookings for the remainder of the year represent just 4% of those we see for the period November 2021-August 2022.
Pimem’s conclusions can be summarised in the need to improve “the management of the pandemic, the local offer and the adaptation of the hotel service to the national market, and support for the digital transformation of hotels so that they can make themselves known through as many channels as possible”. Dingus also appealed to the need to support the Spanish tour operation, especially when the Germans and the British have already begun, as they do every year, to change the direction of their offer towards destinations such as the Canary Islands.
*Dingus DataHotel analyses booking sales and search trends across more than 1,300 connected hotels in 25 countries and 52 destinations, leveraging the more than 1.5 billion monthly product search requests we receive. Dingus’ portfolio of sales channels currently exceeds 500 connectivities with tour operators of different types around the world.
Cristina Torres. Corporate communication and media relations