The tourism sector has achieved a remarkable recovery after the pandemic, achieving figures similar to those of 2019. This is highlighted by Joan Barceló, professor of Obs Business School, in his report “New technological trends applied to the life cycle of the trip.” Where, according to the World Tourism Organization (UNWTO) and the World Travel and Tourism Council (WTTC), tourism is expected to maintain moderate but constant growth by 2025, despite global economic uncertainty.
If we focus on Spain, the report indicates that in 2024 the country received 93.8 million international tourists, an increase of 10.1% compared to the previous year, generating a tourist expense of 126,282 million euros. In relation to this, the main tourist emitters were the United Kingdom, France and Germany, while the growth of tourists from Asia and the United States stood out as a notable phenomenon.
For its part, impact of tourism on the Spanish economy was significant, contributing with 224.8 billion euros, which represents 15.2% of national GDP and generating about 2.99 million jobs. It is expected that in 2025, the arrival of tourists will increase to 98 million, with an estimated expense of 135.8 billion euros.
The life cycle in 2025
The article establishes that the life cycle has not experienced sudden changes since the reports of 2023 and 2024, maintaining the five classic phases: inspiration, planning, reserve, experience and memory. However, the idea of ’sharing’ that has emerged as a transverse dimension throughout all stages is introduced.
- Inspiration. The initial phase, where the traveler identifies his desires and motivations, is now strongly influenced by social networks and digital media. According to recent data, 77% of travelers use platforms such as Instagram and Facebook at this stage. The impact of pop culture, such as series and films, is also evident, as well as the importance of recommendations of friends and family.
- Planning. During planning, which overlaps with the inspiration phase, travelers are increasingly interested in flexible and improvised adjustments for their itinerary. 55% of tourists prefer to maintain a margin of improvisation, while 52% would have considered a surprise trip.
In Spain in 2024 the country received 93.8 million international tourists, an increase of 10.1% compared to the previous year, generating a tourist expense of 126,282 million euros of
- Booking. The reserve stage is brief but crucial, with 78% of travelers preferring to book in places where they have already had previous experiences. Reserve preferences vary according to the country and cultural dynamics, reflecting the diversity and behavior of consumers in global tourism.
- Experience. In the experience phase, travelers enjoy the chosen destination, which has multiplied in terms of offer thanks to digitalization. Through new activities and reserves live, trends towards cultural, gastronomic, adventure among others are observed.
- Memory. Finally, the memory phase is fundamental, since it allows travelers to share and tell their experiences. This exchange not only helps inspire future travelers, but also feeds the cycle, urging destinations to foster better experiences.
Evolution of technological trends and impact of AI
- Regulations and advances in technology. This report emphasizes that although some emerging technologies, such as biometry and Evtol, have shown notable advances, they still face great challenges in terms of regulation and adoption. Digitization in the tourism sector is beginning to lay the foundations for a new way of interacting with consumers.
- Impact of generative AI. More than 60 cases of use of generative that cover the entire life cycle of the trip have been documented. From planning to experience, they are exploring how these applications can improve personalization and efficiency.
- Use examples. Success cases highlight the implementation of chatbots, virtual assistants, and platforms that optimize reservation processes using AI. Significant examples of organizations that have successfully incorporated AI include Booking.com and Expedia, which have radically improved the customer experience.
- Traffic light of the generative AI. A “traffic light” of trends shows how generative AI is evolving, introducing tools that allow travelers to experience a higher level of customization in their interaction with tourist services. However, its use in the memory phase is still evolving, which represents an area of opportunity.
