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Google Travel ES - Destination Barometer
                                December 2011




  This barometer has been designed by the Google Travel Team ES. It aims at
providing information of the more relevant destinations for the foreign travelers
                                 visiting Spain.
    The data source is Google internal and based on search queries. Use as a
                             directional guide only.




                                            1
1. Destinations for international incoming travelers

     Weight of the different destinations based on travel queries.
     The following incoming countries are considered for this study:
           • United States of America (US)                    • China (CN)
                  •            Great Britain (GB)                                                                                                                                                                                                                •          Japan (JP)
                  •            Germany (DE)                                                                                                                                                                                                                      •          Brazil (BR)
                  •            France (FR)                                                                                                                                                                                                                       •          Argentina (AR)
                  •            Italy (IT)                                                                                                                                                                                                                        •          Mexico (MX)
                  •            Netherlands (NL)                                                                                                                                                                                                                  •          Colombia (CO)
                  •            Russia (RU)
                  •            Denmark (DK)
                  •            Finland (FI)
                  •            Norway (NO)
                  •            Sweden (SE)



                                                                                   Most popular destinations, December 2011
     20%
     18%
     16%
     14%
     12%
     10%
      8%
      6%
      4%
      2%
      0%
                                        Tenerife




                                                                                                            Ibiza




                                                                                                                                                                                               Marbella
                                                                                                                                                                                                          Minorca



                                                                                                                                                                                                                                                      La Palma


                                                                                                                                                                                                                                                                          Cordoba
                                                                                                                                                                                                                                                                                    Murcia



                                                                                                                                                                                                                                                                                                                     Almeria



                                                                                                                                                                                                                                                                                                                                                               Granada
                       Spain



                                                   Majorca Island




                                                                                                                                                                                                                                                                                                                               Lloret de Mar
                                                                                                                                                                                                                                                                                                                                               San Sebastian




                                                                                                                                                                                                                                                                                                                                                                                                               Alcázar de San Juan
                                                                                                                    Lanzarote


                                                                                                                                           Alicante
           Barcelona




                                                                                            Fuerteventura




                                                                                                                                                                                    Benidorm
                                                                    Gran Canaria
                                                                                   Malaga




                                                                                                                                                                                                                                                                 Gerona




                                                                                                                                                                                                                                                                                                         Cartagena




                                                                                                                                                                                                                                                                                                                                                                         Zaragoza
                                                                                                                                                                                                                                                                                                                                                                                    Vigo
                                                                                                                                                                                                                                                                                                                                                                                           Formentera
                               Madrid




                                                                                                                                Valencia


                                                                                                                                                      Sevilla
                                                                                                                                                                Palma de Mallorca




                                                                                                                                                                                                                    Bilbao
                                                                                                                                                                                                                             Palmas de Gran Canaria




                                                                                                                                                                                                                                                                                                                                                                                                        Leon
                                                                                                                                                                                                                                                                                             Santander




                                        * Source: Google Internal. Use as a directional guide only.



                                              TOP 10 DESTINATIONS PER COUNTRY
 #         US            GB              DE                 FR             IT             NL                                                                                                                                                                                                                                                                              RU
 1   Spain         Barcelona     Majorca Island     Barcelona      Barcelona      Barcelona                                                                                                                                                                                                                                                                      Spain
 2   Barcelona     Spain         Barcelona          Madrid         Madrid         Spain                                                                                                                                                                                                                                                                          Barcelona
 3   Madrid        Tenerife      Spain              Spain          Spain          Madrid                                                                                                                                                                                                                                                                         Madrid
 4   Valencia      Madrid        Tenerife           Sevilla        Valencia       Tenerife                                                                                                                                                                                                                                                                       Ibiza
 5   Ibiza         Malaga        Madrid             Tenerife       Ibiza          Gran Canaria                                                                                                                                                                                                                                                                   Tenerife
 6   Cartagena     Lanzarote     Gran Canaria       Fuerteventura Fuerteventura   Majorca Island                                                                                                                                                                                                                                                                 Valencia
 7   Malaga        Benidorm      Fuerteventura      Malaga         Tenerife       Ibiza                                                                                                                                                                                                                                                                          Alicante
 8   Sevilla       Ibiza         Lanzarote          Ibiza          Sevilla        Lanzarote                                                                                                                                                                                                                                                                      Marbella
 9   Tenerife      Fuerteventura Ibiza              Valencia       Malaga         Fuerteventura                                                                                                                                                                                                                                                                  Malaga
10   Alicante      Gran Canaria Malaga              Majorca Island Lanzarote      Malaga                                                                                                                                                                                                                                                                         Sevilla
     *Spain indicates a generic travel query in Spain, for example flights to spain




                                                                                                                                                                                                              2
2. Destinations per country
     Percentage indicates the weight of a destination based on travel queries
     versus all destinations for a specific country


                                        Most popular destinations in Spain for US travelers, December
                                                                    2011
                                 30%

                                 25%

                                 20%

                                 15%
US




                                 10%

                                  5%

                                  0%




                                   *Spain indicates a generic travel query in Spain




                                        Most popular destinations in Spain for GB travelers, December
                                                                    2011
                                 16%
                                 14%
                                 12%
                                 10%
                                  8%
GB




                                  6%
                                  4%
                                  2%
                                  0%




                                   *Spain indicates a generic travel query in Spain




                                              Most popular destinations in Spain for DE travelers,
                                                              December 2011
                                  20%
                                  18%
                                  16%
                                  14%
                                  12%
                                  10%
DE




                                   8%
                                   6%
                                   4%
                                   2%
                                   0%




                                   *Spain indicates a generic travel query in Spain



                                                        3
Most popular destinations in Spain for FR travelers, December
                                       2011
     30%

     25%

     20%

     15%
FR




     10%

     5%

     0%




           Most popular destinations in Spain for IT travelers, December
                                       2011
     25%

     20%

     15%

     10%
IT




     5%

     0%




                Most popular destinations in Spain for NL travelers,
                                December 2011
     25%

     20%

     15%

     10%
NL




      5%

      0%




                Most popular destinations in Spain for RU travelers,
                                 December 2011
     60%
     50%
     40%
     30%
RU




     20%
     10%
      0%




                        4
Most popular destinations in Spain for DK travelers,
                                 December 2011
     18%
     16%
     14%
     12%
     10%
      8%
DK




      6%
      4%
      2%
      0%




     *Spain indicates a generic travel query in Spain


           Most popular destinations in Spain for FI travelers, December
                                       2011
     18%
     16%
     14%
     12%
     10%
      8%
FI




      6%
      4%
      2%
      0%




     *Spain indicates a generic travel query in Spain


                Most popular destinations in Spain for NO travelers,
                                 December 2011
     20%
     18%
     16%
     14%
     12%
     10%
      8%
NO




      6%
      4%
      2%
      0%




     *Spain indicates a generic travel query in Spain

                 Most popular destinations in Spain for SE travelers,
     20%
                                 December 2011
     18%
     16%
     14%
     12%
     10%
      8%
      6%
SW




      4%
      2%
      0%




     *Spain indicates a generic travel query in Spain




                          5
NEW

MARKETS




   6
SOUTH

AMERICA




   7
Most popular destinations in Spain for BR travelers,
                                 December 2011
     35%
     30%
     25%
     20%
     15%
BR




     10%
      5%
      0%




     *Spain indicates a generic travel query in Spain



                 Most popular destinations in Spain for AR travelers,
                                 December 2011
     25%
     20%
     15%
AR




     10%
      5%
      0%




     *Spain indicates a generic travel query in Spain



                 Most popular destinations in Spain for MX travelers,
                                  December 2011
     25%
     20%
     15%
MX




     10%
      5%
      0%




     *Spain indicates a generic travel query in Spain



                Most popular destinations in Spain for CO travelers,
                                December 2011
     25%
     20%
     15%
     10%
CO




     5%
     0%




                          8
ASIA




  9
Most popular destinations in Spain for JP travelers, December
                                       2011
     45%
     40%
     35%
     30%
     25%
     20%
JP




     15%
     10%
      5%
      0%




     *Spain indicates a generic travel query in Spain




                Most popular destinations in Spain for CN travelers,
                                December 2011
     25%
     20%
     15%
     10%
CN




     5%

     0%




     *Spain indicates a generic travel query in Spain




                          10
3. Destinations per product
                                                                                                                                                                                             Hotel queries to Spain by country,
                                       Evolution of queries to Spain, Hotels
                                                                                                                                                                                                        2010-2011
                                                                                                                                                                                       US                     NO SE
                                                                                                                                                                                       GB
                                                                                                                                                                                                        DK FI
                                                                                                                                                                                                     RU 1% 1% 1% 3%
                                                                                                                                                                                       DE         NL
                                                                                                                                                                                                     1%
                                                                                                                                                                                       FR         6%             US
                                                                                                                                                                                       IT                       12%
                                                                                                                                                                                       NL
                                                                                                                                                                                                      IT
                                                                                                                                                                                       RU
                                                                                                                                                                                                     13%
                                                                                                                                                                                                                        GB
                                                                                                                                                                                       DK                 FR           32%
                                                                                                                                                                                       FI                13%
                                                                                                                                                                                       NO                       DE
ene-10
         feb-10
                  mar-10
                  abr-10
                           may-10
                                    jun-10




                                                                                                            mar-11


                                                                                                                              may-11
                                             jul-10
                                                      ago-10
                                                               sep-10
                                                                        oct-10
                                                                                 nov-10
                                                                                          dic-10
                                                                                                   ene-11
                                                                                                   feb-11


                                                                                                                     abr-11


                                                                                                                                       jun-11
                                                                                                                                        jul-11
                                                                                                                                                 ago-11
                                                                                                                                                          sep-11
                                                                                                                                                                   oct-11
                                                                                                                                                                            nov-11
                                                                                                                                                                                       SE                      17%


                                                                                                                                                                                             Air travel queries to Spain by country,
                                    Evolution of queries to Spain, Air travel
                                                                                                                                                                                                           2010-2011
                                                                                                                                                                                       US
                                                                                                                                                                                                          DK FI
                                                                                                                                                                                       GB           RU          NO SE        US
                                                                                                                                                                                                          1% 1%
                                                                                                                                                                                       DE        NL 1%          1% 1%        5%
                                                                                                                                                                                       FR
                                                                                                                                                                                                 5%
                                                                                                                                                                                       IT                 IT
                                                                                                                                                                                       NL                11%
                                                                                                                                                                                                 FR
                                                                                                                                                                                       RU
                                                                                                                                                                                                 5%
                                                                                                                                                                                       DK
                                                                                                                                                                                                          DE          GB
                                                                                                                                                                                       FI
                                                                                                                                                                                                         20%         49%
                                                                                                                                                                                       NO
                                                                                                                                                                                       SE




                                                                                                                                                                                             Cruises queries to Spain by country,
                                    Evolution of queries to Spain, Cruises
                                                                                                                                                                                                         2010-2011
                                                                                                                                                                                      US
                                                                                                                                                                                                    RUDK       FI NO SE
                                                                                                                                                                                                 NL 0%0%                          US
                                                                                                                                                                                      GB                       0% 0% 5%
                                                                                                                                                                                              IT 2%                               6%
                                                                                                                                                                                      DE
                                                                                                                                                                                              2%
                                                                                                                                                                                      FR
                                                                                                                                                                                            FR
                                                                                                                                                                                      IT    4%
                                                                                                                                                                                      NL               DE
                                                                                                                                                                                      RU              15%
                                                                                                                                                                                      DK
                                                                                                                                                                                      FI
                                                                                                                                                                                                                      GB
                                                                                                                                                                                      NO                             66%
                                                                                                                                                                                      SE




                     Evolution of queries to Spain, Car Rental & Taxi                                                                                                                        Rent a car queries to Spain by country,
                                        Services                                                                                                                                                           2010-2011
                                                                                                                                                                                                         DK FI NO            SE
                                                                                                                                                                                      US           NL RU
                                                                                                                                                                                                IT    1% 1% 0% 1%            0%
                                                                                                                                                                                      GB
                                                                                                                                                                                             FR 3% 4%
                                                                                                                                                                                      DE                    US
                                                                                                                                                                                             4%
                                                                                                                                                                                      FR                    7%
                                                                                                                                                                                      IT
                                                                                                                                                                                      NL
                                                                                                                                                                                      RU
                                                                                                                                                                                                                        GB
                                                                                                                                                                                      DK                  DE           44%
                                                                                                                                                                                      FI                 35%
                                                                                                                                                                                      NO
                                                                                                                                                                                      SE




                                                                                                                                                                                     11
New markets

                                                            Hotel queries to Spain by country,
       Evolution of queries to Spain, Hotels
                                                                       2010-2011
                                                       AR
                                                                             JP      CN
                                                       BR
                                                                 CO          7%      1%
                                                       MX
                                                                 7%
                                                       CO
                                                       JP                                  AR
                                                       CN                                 36%
                                                                      MX
                                                                      27%
                                                                                   BR
                                                                                  22%



                                                            Air travel queries to Spain by country,
      Evolution of queries to Spain, Air travel
                                                                          2010-2011

                                                                          CN
                                                                          3%
                                                      AR
                                                      BR                     JP
                                                                             9%          AR
                                                      MX
                                                                       CO               30%
                                                      CO
                                                                      14%
                                                      JP
                                                      CN
                                                                            MX           BR
                                                                            28%         16%




                                                            Cruises queries to Spain by country,
       Evolution of queries to Spain, Cruises
                                                                        2010-2011
                                                      AR                  CN
                                                      BR          JP      2%
                                                      MX          2%
                                                      CO       CO
                                                      JP      12%
                                                      CN
                                                                                           AR
                                                                      MX                  50%
                                                                      21%

                                                                                BR
                                                                               13%




  Evolution of queries to Spain, Car Rental & Taxi          Rent a car queries to Spain by country,
                     Services                                             2010-2011
                                                                 JP
                                                      AR         2%
                                                      BR
                                                      MX    CO                  CN
                                                                                      AR
                                                      CO    6%                 11%
                                                                                     18%
                                                      JP
                                                      CN            MX
                                                                    11%

                                                                                   BR
                                                                                  52%




                                                     12
Summary
                 Queries to Spain by country, all products

                                       MX           CO JP CN
                                    BR              1% 0% 0%
                              SE AR    3%
                                 3% 3%
                     FI    NO 3%
                    2%     2%                       US
               DK                                  12%
               3%
              RU                                               GB
              1%                NL
                                                              23%
                                8%
                                   IT




                                                                       December 2011
                                   9%
                                           FR       DE
                                          11%      17%



                             Queries to Spain by product
                                                    Cruises
                            Rent a Car                0%
                               8%


                                         Flights
                                          28%


                                                     Hotels
                                                      64%




          Queries to Spain by country, all products, 2010-2011
                               SE ARBR MX CO                  JP CN
                         FI NO
                      DK 1% 1% 2% 2%1% 1% 0%                  0% 0%
                      1%
                    RU                   US
                    1% NL                8%
                        5%
                                 IT
                                11%
                                                                  GB
                                  FR                             38%
                                  9%
                                              DE
                                             18%


                Queries to Spain by product, 2010-2011
                                                   Cruises
                          Rent a Car                 1%
                             9%




                                       Flights          Hotels
                                        35%              55%




                                                   13

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December 2011 incoming

  • 1. Google Travel ES - Destination Barometer December 2011 This barometer has been designed by the Google Travel Team ES. It aims at providing information of the more relevant destinations for the foreign travelers visiting Spain. The data source is Google internal and based on search queries. Use as a directional guide only. 1
  • 2. 1. Destinations for international incoming travelers Weight of the different destinations based on travel queries. The following incoming countries are considered for this study: • United States of America (US) • China (CN) • Great Britain (GB) • Japan (JP) • Germany (DE) • Brazil (BR) • France (FR) • Argentina (AR) • Italy (IT) • Mexico (MX) • Netherlands (NL) • Colombia (CO) • Russia (RU) • Denmark (DK) • Finland (FI) • Norway (NO) • Sweden (SE) Most popular destinations, December 2011 20% 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% Tenerife Ibiza Marbella Minorca La Palma Cordoba Murcia Almeria Granada Spain Majorca Island Lloret de Mar San Sebastian Alcázar de San Juan Lanzarote Alicante Barcelona Fuerteventura Benidorm Gran Canaria Malaga Gerona Cartagena Zaragoza Vigo Formentera Madrid Valencia Sevilla Palma de Mallorca Bilbao Palmas de Gran Canaria Leon Santander * Source: Google Internal. Use as a directional guide only. TOP 10 DESTINATIONS PER COUNTRY # US GB DE FR IT NL RU 1 Spain Barcelona Majorca Island Barcelona Barcelona Barcelona Spain 2 Barcelona Spain Barcelona Madrid Madrid Spain Barcelona 3 Madrid Tenerife Spain Spain Spain Madrid Madrid 4 Valencia Madrid Tenerife Sevilla Valencia Tenerife Ibiza 5 Ibiza Malaga Madrid Tenerife Ibiza Gran Canaria Tenerife 6 Cartagena Lanzarote Gran Canaria Fuerteventura Fuerteventura Majorca Island Valencia 7 Malaga Benidorm Fuerteventura Malaga Tenerife Ibiza Alicante 8 Sevilla Ibiza Lanzarote Ibiza Sevilla Lanzarote Marbella 9 Tenerife Fuerteventura Ibiza Valencia Malaga Fuerteventura Malaga 10 Alicante Gran Canaria Malaga Majorca Island Lanzarote Malaga Sevilla *Spain indicates a generic travel query in Spain, for example flights to spain 2
  • 3. 2. Destinations per country Percentage indicates the weight of a destination based on travel queries versus all destinations for a specific country Most popular destinations in Spain for US travelers, December 2011 30% 25% 20% 15% US 10% 5% 0% *Spain indicates a generic travel query in Spain Most popular destinations in Spain for GB travelers, December 2011 16% 14% 12% 10% 8% GB 6% 4% 2% 0% *Spain indicates a generic travel query in Spain Most popular destinations in Spain for DE travelers, December 2011 20% 18% 16% 14% 12% 10% DE 8% 6% 4% 2% 0% *Spain indicates a generic travel query in Spain 3
  • 4. Most popular destinations in Spain for FR travelers, December 2011 30% 25% 20% 15% FR 10% 5% 0% Most popular destinations in Spain for IT travelers, December 2011 25% 20% 15% 10% IT 5% 0% Most popular destinations in Spain for NL travelers, December 2011 25% 20% 15% 10% NL 5% 0% Most popular destinations in Spain for RU travelers, December 2011 60% 50% 40% 30% RU 20% 10% 0% 4
  • 5. Most popular destinations in Spain for DK travelers, December 2011 18% 16% 14% 12% 10% 8% DK 6% 4% 2% 0% *Spain indicates a generic travel query in Spain Most popular destinations in Spain for FI travelers, December 2011 18% 16% 14% 12% 10% 8% FI 6% 4% 2% 0% *Spain indicates a generic travel query in Spain Most popular destinations in Spain for NO travelers, December 2011 20% 18% 16% 14% 12% 10% 8% NO 6% 4% 2% 0% *Spain indicates a generic travel query in Spain Most popular destinations in Spain for SE travelers, 20% December 2011 18% 16% 14% 12% 10% 8% 6% SW 4% 2% 0% *Spain indicates a generic travel query in Spain 5
  • 8. Most popular destinations in Spain for BR travelers, December 2011 35% 30% 25% 20% 15% BR 10% 5% 0% *Spain indicates a generic travel query in Spain Most popular destinations in Spain for AR travelers, December 2011 25% 20% 15% AR 10% 5% 0% *Spain indicates a generic travel query in Spain Most popular destinations in Spain for MX travelers, December 2011 25% 20% 15% MX 10% 5% 0% *Spain indicates a generic travel query in Spain Most popular destinations in Spain for CO travelers, December 2011 25% 20% 15% 10% CO 5% 0% 8
  • 10. Most popular destinations in Spain for JP travelers, December 2011 45% 40% 35% 30% 25% 20% JP 15% 10% 5% 0% *Spain indicates a generic travel query in Spain Most popular destinations in Spain for CN travelers, December 2011 25% 20% 15% 10% CN 5% 0% *Spain indicates a generic travel query in Spain 10
  • 11. 3. Destinations per product Hotel queries to Spain by country, Evolution of queries to Spain, Hotels 2010-2011 US NO SE GB DK FI RU 1% 1% 1% 3% DE NL 1% FR 6% US IT 12% NL IT RU 13% GB DK FR 32% FI 13% NO DE ene-10 feb-10 mar-10 abr-10 may-10 jun-10 mar-11 may-11 jul-10 ago-10 sep-10 oct-10 nov-10 dic-10 ene-11 feb-11 abr-11 jun-11 jul-11 ago-11 sep-11 oct-11 nov-11 SE 17% Air travel queries to Spain by country, Evolution of queries to Spain, Air travel 2010-2011 US DK FI GB RU NO SE US 1% 1% DE NL 1% 1% 1% 5% FR 5% IT IT NL 11% FR RU 5% DK DE GB FI 20% 49% NO SE Cruises queries to Spain by country, Evolution of queries to Spain, Cruises 2010-2011 US RUDK FI NO SE NL 0%0% US GB 0% 0% 5% IT 2% 6% DE 2% FR FR IT 4% NL DE RU 15% DK FI GB NO 66% SE Evolution of queries to Spain, Car Rental & Taxi Rent a car queries to Spain by country, Services 2010-2011 DK FI NO SE US NL RU IT 1% 1% 0% 1% 0% GB FR 3% 4% DE US 4% FR 7% IT NL RU GB DK DE 44% FI 35% NO SE 11
  • 12. New markets Hotel queries to Spain by country, Evolution of queries to Spain, Hotels 2010-2011 AR JP CN BR CO 7% 1% MX 7% CO JP AR CN 36% MX 27% BR 22% Air travel queries to Spain by country, Evolution of queries to Spain, Air travel 2010-2011 CN 3% AR BR JP 9% AR MX CO 30% CO 14% JP CN MX BR 28% 16% Cruises queries to Spain by country, Evolution of queries to Spain, Cruises 2010-2011 AR CN BR JP 2% MX 2% CO CO JP 12% CN AR MX 50% 21% BR 13% Evolution of queries to Spain, Car Rental & Taxi Rent a car queries to Spain by country, Services 2010-2011 JP AR 2% BR MX CO CN AR CO 6% 11% 18% JP CN MX 11% BR 52% 12
  • 13. Summary Queries to Spain by country, all products MX CO JP CN BR 1% 0% 0% SE AR 3% 3% 3% FI NO 3% 2% 2% US DK 12% 3% RU GB 1% NL 23% 8% IT December 2011 9% FR DE 11% 17% Queries to Spain by product Cruises Rent a Car 0% 8% Flights 28% Hotels 64% Queries to Spain by country, all products, 2010-2011 SE ARBR MX CO JP CN FI NO DK 1% 1% 2% 2%1% 1% 0% 0% 0% 1% RU US 1% NL 8% 5% IT 11% GB FR 38% 9% DE 18% Queries to Spain by product, 2010-2011 Cruises Rent a Car 1% 9% Flights Hotels 35% 55% 13