BLOG

In the case of Spain, the evolution of searches and bookings is quite symmetrical. The division between ticket purchases and searches approximates a conversion value for searches, which in 2025 for Spain is around 1.7%.

What is the volume of flight searches for a tourist destination? How far in advance of the trip is the search carried out? Does this behaviour vary depending on the origin? What is the average length of stay in the destination for the trips sought?

These are the main questions answered by the dashboard's search visualisation and allow a first approximation of the demand for flights. In addition, the data can be consulted at two different points in time: From the start of the journey or from when the search is carried out. In all cases, the information is always available for filtering by the country of origin of the search.

Taking the example of Granada, the data allows us to identify the highest volume of searches from each origin, which tourists are considering the longest stays or when flights are searched for each season and from each country.

The data allows an assessment of the match between the supply of air connections and interest in the destination from all over the world. In this way, it could reveal active origins in searches for flights to the destination that do not, however, have connections. In the case of Granada, for example, relevant interest has been detected from countries such as the United Kingdom and Germany, which do not have direct air connections with the destination.

How many travellers have already purchased the flight? How many seats are booked to fly in the coming months? How far in advance of the trip are purchases made? When are most flights booked for a given month? How long will the stay last?

These are some of the questions answered by the bookings displayed on the dashboard, which outlines the how the market operates and its details by country of origin. In addition, a time analysis criterion is also available according to the time of completion of the booking or according to the start date of the trip.

In the graphs, you can see the example of bookings made to fly to Alacant/Alicante this summer.

The vast majority of tickets are of international origin, with Denmark emerging as the country with the highest growth compared to last year (over 50%). The graphs below show the behaviour of searches, confirmed bookings and scheduled supply for the months of July and August.

Confirmed bookings show a higher concentration in a few origins than the scheduled capacity and online flight searches. The United Kingdom stands out as the country with the highest scheduled capacity and is the one with the largest increase for this summer. This growth is also reflected in flight searches. However, Norway stands out in terms of confirmed bookings. Therefore, the UK market is still far from the prominence indicated by the capacity.

The above chart compares the trends in relation to the lead time for trips to Alacant/Alicante.

It provides the scheduled capacity figures for up to the next three months since the data update. It allows you to check the characteristics of the offer with the air connections planned for each tourist destination, the number of scheduled seats, or the average distance covered by the available connections.

The dashboard can be used to analyse the most relevant tourist destinations individually or as a whole, as shown in the charts below. The biggest increases in supply for this summer among the main tourist origins are in the Netherlands and the United States. However, we can see a slight drop in the domestic market and France.

Supply is growing in almost all major tourist destinations. There is only a major drop in Santiago de Compostela (-11.6%) out of the 20 main destinations.

The data also shows whether there are variations in the average distance of connections to the destination over the year. In the tourist destinations as a whole, different behaviour can be observed depending on the origin. Domestic flights are somewhat longer in summer. Meanwhile, international connections are to more distant destinations in December, November and January.

The last screen of the air connectivity dashboard contains the estimated traffic indicators. It can be used to determine the total number of passengers for each origin and destination combination, trends, and to see the distribution of passengers on a map at a glance.

The data can also be used to estimate the flight occupancy rate by combining the figures with the scheduled capacity from the previous dashboard screen. The graph shows the example for the beginning of the year in the province of Las Palmas.

It also facilitates the tracking of the origin of air passengers for each destination. For example, the map shows the ten international markets that have brought the most travellers to the province of Las Palmas in 2025 up to May. Moreover, the chart shows the relevance of the five main markets of countries of origin for five of the Canary Islands.

Air connectivity data can be of use to a wide range of industry players in the destination for tasks such as:

• Identification of priority markets.
• Analysis of active routes.
• Assessment of potential interest in origins and location of possible unmet demand.
• Study of the conversion of interest in the destination into travel.
• Planning of promotional campaigns, including their geographical or temporal segmentation and approximate impact analysis.
• Planning of actions to capture new markets.
• Optimisation of resources based on estimated arrivals, origins and languages of travellers or flight searches on the Internet, for example.
• Design, adaptation or adjustment of the offer of tourism services.
• Measuring travel intention.
• Assessment of dependence on air travel services or on specific markets.
• Planning and management of seasonality or sustainability at the destination.
• Air competitiveness of the destination.

Dataestur facilitates access to data mainly through three methods:

• Dashboard with the analytical and graphical display of data for the main tourist destinations in the country, with monthly data updates.
• Monthly monitoring reports on the most relevant indicators for 23 tourist destinations.
• Queries executed, which an be freely downloaded or connected to own web services or analytical tools, such as PowerBI or Excel for automatic updating. These connections can be configured with different criteria (selection of source markets, choice of destinations or time filtering) and allow for advanced data processing. If you want to learn how the API works, you can refer to the post How to use the Dataestur API to track tourism data.

Likewise, tourist destination managers can request access to Segittur's Tourism Intelligence System (SIT). It provides data on searches, bookings, capacity and passengers for each airport in Spain. In addition, each screen of the Dataestur dashboard shows a complementary analytical chart window.

The SIT also publishes specific reports on global results for relevant periods for tourism in Spain, such as long weekends and Easter.

Finally, tourist destination managers can request access to an air connectivity provider's own tool for managing their database. This offers greater data depth with forecasts of up to six months and detail that can be daily in some cases. Destination managers can apply to join the air connectivity database via the TIS or by e-mail destinosinteligentes@segittur.es