{"id":50007,"date":"2026-09-30T09:16:35","date_gmt":"2026-09-30T07:16:35","guid":{"rendered":"https:\/\/blueroom.es\/?p=50007"},"modified":"2026-09-30T09:16:35","modified_gmt":"2026-09-30T07:16:35","slug":"more-than-half-of-the-ibero-american-tourism-industry-defines-the-most-valuable-traveller-by-repeat-business-not-by-spending","status":"publish","type":"post","link":"https:\/\/blueroom.es\/en\/sin-categorizar\/more-than-half-of-the-ibero-american-tourism-industry-defines-the-most-valuable-traveller-by-repeat-business-not-by-spending","title":{"rendered":"More Than Half of the Ibero-American Tourism Industry Defines the Most Valuable Traveller by Repeat Business, Not by Spending"},"content":{"rendered":"\n<ul class=\"wp-block-list\">\n<li><strong>The Blueroom Project surveyed more than 200 tourism professionals across Spain, Portugal and Latin America, with the support of the Tourism &amp; MICE Communications alliance and the special collaboration of Capital Marketing and Jervis. <\/strong> <\/li>\n<\/ul>\n\n<ul class=\"wp-block-list\">\n<li><strong>The study identifies a Generation X traveller who travels as a couple or with family and seeks purposeful leisure experiences rather than luxury for its own sake. <\/strong> <\/li>\n<\/ul>\n\n<ul class=\"wp-block-list\">\n<li><strong>71.1% of the highest-value clients travel primarily for leisure, while gastronomy-focused trips (50.6%) and slow tourism (41.6%) are gaining the most momentum. <\/strong> <\/li>\n<\/ul>\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/blueroom.es\/wp-content\/uploads\/2026\/09\/Executive_Summary_Most_Valuable_Travellers_by_Blueroom-1024x576.jpg\" alt=\"\" class=\"wp-image-50004\" srcset=\"https:\/\/blueroom.es\/wp-content\/uploads\/2026\/09\/Executive_Summary_Most_Valuable_Travellers_by_Blueroom-1024x576.jpg 1024w, https:\/\/blueroom.es\/wp-content\/uploads\/2026\/09\/Executive_Summary_Most_Valuable_Travellers_by_Blueroom-300x169.jpg 300w, https:\/\/blueroom.es\/wp-content\/uploads\/2026\/09\/Executive_Summary_Most_Valuable_Travellers_by_Blueroom-768x432.jpg 768w, https:\/\/blueroom.es\/wp-content\/uploads\/2026\/09\/Executive_Summary_Most_Valuable_Travellers_by_Blueroom-1536x864.jpg 1536w, https:\/\/blueroom.es\/wp-content\/uploads\/2026\/09\/Executive_Summary_Most_Valuable_Travellers_by_Blueroom.jpg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">The Blueroom Project has presented The Most Valuable Traveller in Ibero-America, an international study conducted in July 2026 among more than 200 tourism professionals from Spain (50.6%), Portugal (26.51%) and Latin America (22.89%). Of those surveyed, 92.8% work in DMCs, tour operators or travel agencies. Developed through the alliance with Tourism &amp; MICE Communications and with the special collaboration of Capital Marketing and Jervis, the study reaches a clear conclusion: the industry\u2019s most valuable customer is not the one who spends the most on a single trip, but the one who returns most often.  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Loyalty Matters More Than Occasional High Spending<\/strong> <\/p>\n\n<p class=\"wp-block-paragraph\">For 50.6% of respondents, the key factor that defines a valuable customer is how frequently they travel each year, while only 15.1% associate value primarily with high trip expenditure. In addition, 66.3% consider the most operationally profitable profile to be the \u201cloyal customer\u201d, compared with just 9.6% who prioritise a low-maintenance, autonomous traveller.<br\/>Portugal places the greatest emphasis on loyalty (68.2%), ahead of Spain (50%) and Latin America (31.6%), where personalised experiences stand out as the most important factor (52.6%).   <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>A Generation X Profile Travelling as a Couple or Family<\/strong> <\/p>\n\n<p class=\"wp-block-paragraph\">Generation X accounts for 67.1% of the highest-value clients, followed by Millennials (18.9%) and Baby Boomers (14%), while Generation Z barely features in the results.<br\/>These travellers most commonly travel as a couple (46.4%) or with family (38%), and tend to favour long-haul travel (45.8%) or a combination of short-, medium- and long-haul trips (35.5%).  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>The Sweet Spot: \u20ac4,000 to \u20ac6,000<\/strong> <\/p>\n\n<p class=\"wp-block-paragraph\">The most common per capita spend is between \u20ac4,000 and \u20ac6,000 (36.7%), with bookings typically made two to five months in advance (68%).<br\/>Ultra-luxury travel (more than \u20ac15,000 per person per trip) is growing strongly in Latin America, where it reaches 13.2% of respondents, compared with just 2.4% in Spain.  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Purpose-Driven Leisure: Gastronomy and Slow Tourism<\/strong> <\/p>\n\n<p class=\"wp-block-paragraph\">Some 71.1% of high-value clients travel primarily for leisure purposes. Gastronomic travel, identified as a growing trend by 50.6% of respondents, and agritourism or slow tourism (41.6%) are the segments gaining the greatest traction.<br\/>When choosing a destination, travellers are driven above all by the desire to discover new places (64.5%), followed by heritage and museums (55.4%) and gastronomy (50.6%).   <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>The Sustainability Paradox <\/strong> <\/p>\n\n<p class=\"wp-block-paragraph\">Only 17.5% of respondents believe that customers are increasingly demanding sustainability and are willing to pay extra for it.<br\/>A further 35.5% value sustainability but would not pay a premium, while 34.3% would only consider it if it does not increase the overall price.  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>In Summary <\/strong> <\/p>\n\n<p class=\"wp-block-paragraph\">According to Alejandro P\u00e9rez-Ferrant, Founder and CEO of The Blueroom Project, the study concludes that:<br\/>\u201cThe high-value Ibero-American traveller is a Generation X profile characterised by loyalty and repeat travel, rather than occasional high spending. They travel as a couple or family, seeking purposeful leisure experiences such as gastronomy, culture and nature rather than luxury for its own sake, with trip expenditure consistently concentrated in the \u20ac4,000 to \u20ac6,000 range.\u201d <\/p>\n\n<p class=\"wp-block-paragraph\">From a regional perspective, Spain stands out for its market maturity and long-haul travel focus; Portugal leads in long-term customer loyalty and wellness tourism; while Latin America is driving stronger growth in ultra-luxury travel, comfort-driven demand and bleisure travel.<br\/> <\/p>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/blueroom.es\/en\/insights\/research-reports\" data-type=\"link\" data-id=\"https:\/\/blueroom.es\/observatorio\/estudios\">Dowload full study here.  <\/a><\/p>\n\n<p class=\"wp-block-paragraph\"><em>(*) Reproduction of the study, in whole or in part, is prohibited unless the source is explicitly credited.<\/em> <\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Blueroom Project has presented The Most Valuable Traveller in Ibero-America, an international study conducted in July 2026 among more than 200 tourism professionals from Spain (50.6%), Portugal (26.51%) and Latin America (22.89%). Of those surveyed, 92.8% work in DMCs, tour operators or travel agencies. Developed through the alliance with Tourism &amp; MICE Communications and [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":50006,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18,1],"tags":[],"class_list":["post-50007","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-sin-categorizar"],"_links":{"self":[{"href":"https:\/\/blueroom.es\/en\/wp-json\/wp\/v2\/posts\/50007","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blueroom.es\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blueroom.es\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blueroom.es\/en\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/blueroom.es\/en\/wp-json\/wp\/v2\/comments?post=50007"}],"version-history":[{"count":1,"href":"https:\/\/blueroom.es\/en\/wp-json\/wp\/v2\/posts\/50007\/revisions"}],"predecessor-version":[{"id":50008,"href":"https:\/\/blueroom.es\/en\/wp-json\/wp\/v2\/posts\/50007\/revisions\/50008"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blueroom.es\/en\/wp-json\/wp\/v2\/media\/50006"}],"wp:attachment":[{"href":"https:\/\/blueroom.es\/en\/wp-json\/wp\/v2\/media?parent=50007"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blueroom.es\/en\/wp-json\/wp\/v2\/categories?post=50007"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blueroom.es\/en\/wp-json\/wp\/v2\/tags?post=50007"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}