The tourism sector presently displays clear symptoms of recovery, which are good news for the country, its economy and, logically, for its most relevant economic sector.

All the indicators suggest a recovery of tourism in 2011 and, according to the survey made by Exceltur (http://www.exceltur.org/excel01/contenido/portal/default.htm), a 76% of the industry managers expect their sales to grown on this year. Mention should also be made that not even in a long term results such as those achieved in 2007 can be expected albeit a modest recovery has, effectively, already commenced.

Some of the indicators we refer to are quite eloquent: In 2010, the average expense per tourist grew a 2.2% and is presently at 742€, 16€ more than in 2009, thus breaking the streak of two consecutive falls in 2008 and 2009 of 2.1 and 2.2% respectively. Stays in 2010 also grew 5.9%, reaching 268 million as compared to 252 million in 2009. Always according to Exceltur, a demand increase from the Nordic countries, Germany and Russian source markets is expected in 2011, although expectances are not that great with regard to one of the classic sources of tourism in Spain: the UK. The recovery of prices after reductions of even a 40% in some cases completes a hopeful panorama suggesting us that the recovery may have already commenced.

These results are neither an accident nor any magic has been used. Due to its spread and efficiency I would highlight any those initiatives related to the adoption of coopetition (to compete and to cooperate at the same time) strategies, being Coperama a clear example of this. This great procurement centre created by both HUSA and NH in 2009 has become the first purchase platform in the Spanish hospitality sector and second in Europe with over 300 centres in Spain (http://www.coperama.com/es/Website/default.htm). Also, it is remarkable the taking of positions in the intensive use of the internet as a key communication and marketing element and, most notably, a growing conservatism with regard to expansion strategies compelling the large hotel companies to carefully choose their target destinations and the brand with which to operate therein.

During 2011 and in the future we will witness the growth of new trends related to what I call Specialisation 3.0: A way to create highly specialised singular hotel and lodging products, this specialisation will include not only the ability to obtain contents suitable for generating memorable experiences but also the ability to create and design own containers and interiors resulting in a highly differential product which is also capable of growth within a context of a very clear and worked out product-segment strategy. These new products with a clear global vocation and high brand value will also be based upon an absolute control of the investments and a bulletproof fidelity to the concept to grow in the different markets where their objective segments are.

On 2011 new expectations commence, quite positive in principle, for a key industry that is one again called to become one of the engines thrusting country towards the exit of its crisis.

Xavier Vives
Managing Partner