Premium Presents the First Study of a Strategic Segment in the City

26-06-2018 | Barcelona Premium

Through the Barcelona Premium scheme, for the first time Turisme de Barcelona has prepared a report analysing the luxury segment within the city's products and its percentage of the total number of visitors.

According to the report, in 2017 over one million tourists stayed in 5 and 5GL hotels with an average stay length of 2.28 nights. Mercedes Garcia, director of the Premium scheme, explains that this segment has developed positively with 4.4% growth compared to -2.0% for total visitors to the city. The proportion of European visitors remains slightly above other nationalities. United States, United Kingdom and Spain are the Top 3 in terms of overnight stays by nationality, and of particular note the Middle East is in fourth position, bringing together various countries including in particular Saudi Arabia.

Premium visitors are motivated not so much by the product but by the type of personalised and unique experience, and they are very sensitive to any events that may affect a destination, such as the security factor. The study also showed that they are visitors who highly value architecture, culture, accommodation and the character and friendliness of the people.

The Barcelona Premium scheme was created in 2009, with the goal of making the unique and exclusive experiences offered by Barcelona accessible, so that the destination can be explored in a different and personalised way.