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

6. NEW
MARKETS
6

7. SOUTH
AMERICA
7

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

9. ASIA
9

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