The south of Gran Canaria, with Maspalomas leading the way, is gearing up for a summer of 2025 that promises to be intense, albeit with nuances. While the sun remains the main attraction, national holiday consumption trends, revealed by the Third Oney Consumer Habits Study, point to peninsular tourists who, while not giving up on their getaway, will experience it in a more focused way and with a clear tendency to finance their dreams of sand and beach.
The good news for destinations like Maspalomas is that 94% of Spaniards plan to travel this summer, a figure that reinforces the high demand. However, inflation is making itself felt: average spending per person soars to €1.339, 48% more than in 2024. This, despite the fact that the average stay is shortened to nine days, five fewer than the previous year. This is a clear indication that visitors are looking to maximize every euro spent, prioritizing the experience, even if it's in a shorter format.
For Maspalomas, this trend means that the value per day of a stay is increasing significantly. Hotels and apartments in the south of the island will need to fine-tune their accommodation offerings (national average of €549), leisure activities (€286), and transportation (€292), seeking to maximize the value perceived by tourists during those few but intense days of sun and relaxation.
A particularly relevant fact for our region is that Canarians lead the ranking of spending by autonomous community, with an average of 1.726 euros per person. This positions local residents as a crucial driver for the domestic tourism sector, including Maspalomas. The national preference for the beach (56%) and the month of August as the preferred travel period predict robust occupancy for the island's main tourist areas.
Perhaps the most transformative finding of the study is the rise of financing as a tool for accessing vacations. A remarkable 22,5% of Spaniards will finance their trips, either through deferred payment (16%) or personal loans (6,5%). Price sensitivity has led 43% of consumers to actively value providers offering financing options.
This is a clear message for the hotel and travel agencies in Maspalomas: integrating flexible financing solutions is no longer an option, but a strategic competitive advantage. Younger consumers (60% between 18 and 24 years old) and households with lower purchasing power, but with an unwavering desire to disconnect, will be the most susceptible to these offers. Hotels, tour operators, and leisure businesses in the area that adapt their strategies to offer these facilities will see an increase in bookings and sales. When choosing a destination, personal recommendations (59%) remain the most influential channel. However, social media is gaining ground, especially among travelers aged 25 to 34 (51%). This underscores the importance for hotel operators in Maspalomas of maintaining a strong online presence and fostering digital word-of-mouth through memorable experiences.
