SUN SEEKING Tourist 2018 INBOUND TOURISTS
SHARE OF SUN SEEKERS OUT OF TOTAL GEOGRAPHICAL MARKET
15.4% Share of Sun Seekers
400,900
2018
5.3% Norway
SEASONALITY
41.3%
14.2% United Kingdom
20.4% Poland 11.8% Netherlands
20.0% Ireland
14.9% Belgium 15.0% France
13.7%
9.1% Spain
20.8% Sweden
16.6% Denmark
28.3%
16.7%
10.2% Finland
13.0% Germany 8.4% Hungary 8.8% Austria
14.6% Switzerland 20.6% Italy
SOCIO-DEMOGRAPHIC PROFILE
BED NIGHTS
AVERAGE LENGTH OF STAY
AGE GROUPS
TOTAL NIGHTS
46.9% with spouse/ partner
8.9%
17.1%
7.2 Nights
LIVING ARRANGEMENTS
0-24 years
2,886,500
3.0% with children
25-44 years 45-64 years 65+ years
25-44 years
3.6% with relatives/ friends/ room mates
37.2%
EXPENDITURE
0-24 years
36.8%
45-64 years 65+ years 65+ years
7.4% with parents
Average age: 46 years
65+ years
14.9% on their own
TOTAL EXPENDITURE LEVEL OF EDUCATION
24.3% with spouse/ partner and children
376,449,800 OCCUPATION EXPENDITURE PER CAPITA
53.4% Tertiary Level
Average Spent per Capita
19.0% Post-secondary Level
52.0% Employed Full-time
18.9% Retired
14.1%
€939 Vocational Training
10.0% Employed Part-time
DIGITAL MEDIA USAGE
REGULAR
83.8%
TRAVEL PURPOSES
74.8%
68.2% of tourists shared their experience in Malta on social media during stay, mostly via smartphone.
DESTINATION CHOICE INFLUENCERS COMMUNICATION CHANNELS
OTHER FACTORS
53.9% 64.7%
31.7% DIGITAL MEDIA
NEW DESTINATION
RECOMMENDATION BY FRIENDS OR RELATIVES
43.8% GOOD FLIGHT CONNECTIONS
38.5%
20.9%
5.5%
23.3% COST/VALUE FOR MONEY
TOUR OPERATOR BROCHURE / WEB
ENGLISH SPOKEN WIDELY TRAVEL GUIDE BOOK
19.8% 5.3% RECOMMENDATION BY TRAVEL AGENT
3.0%
5.2% NEWSPAPER. MAGAZINE ADVERT/ ARTICLE
10.0%
PREVIOUS VISIT TV
MALTESE HOSPITALITY
TYPE OF BOOKING
TRIP BOOKINGS MADE WITH
38 %
36 %
BOTH 4.6%
33%
PACKAGE 47.3%
EXCLUSIVELY TOUR OPERATOR/ DIRECTLY WITH INTERNET-BASED SUPPLIERS TRAVEL AGENCY TRAVEL OPERATOR
PACKAGE BOOKINGS
NONPACKAGE 48.2%
66.2% 29.8% 5.7% TOUR OPERATOR/ TRAVEL AGENCY
DIRECTLY WITH SUPPLIERS
EXCLUSIVELY INTERNET-BASED TRAVEL OPERATOR
NON-PACKAGE BOOKINGS 70.4 % 36.4% 6.5 % TOUR OPERATOR/ TRAVEL AGENCY
79.1% COMPLETED TRIP DIRECTLY WITH SUPPLIERS
EXCLUSIVELY INTERNET-BASED TRAVEL OPERATOR
BOOKINGS ONLINE
TYPE OF TRIP
Gozo/ Comino only 5.2%
TRAVELLING PARTY
Both 5.0%
50.7%
Organised group
0-24 years 2.5%
25-44 years
Alone 3.8% Malta only 89.7%
45-64 years 65+ years
With 14.9% friends
65+ years
28%
1st TIME VS REPEAT TOURISTS
1ST TIME
With spouse/ partner
With family
TOP RANKING TRAVEL OPERATORS
REPEAT
United Kingdom
75.4% 24.6 %
1. Mercury Direct 2. Jet2 3. On the beach 4. Expedia 5. Thomson
Italy 1. Booking.com 2. Expedia 3. Volagratis
Germany 1. FTI 2. Big Xtra 3. Booking.com 4. Check24 5. Schauinsland reisen
France 1. Airbnb 2. Booking.com 3. Lastminute 4. Vente-Privee
TYPE OF ACCOMMODATION USED
MEANS OF TRANSPORT USED
THE MALTESE ISLANDS
47.6% of Sun seeking tourists spending nights in the Maltese Islands stayed in 4* hotels.
72.1% Public Bus
43.9% Gozo Ferry
41.0% Taxi/Shuttle Service
17.2% stayed in 3* hotels. 11.2% stayed in 5* hotels.
32.7% Excursion boat
21.7% Hop on/off Bus
20.2% Other Ferry
20.7% of Sun seeking tourists spending nights in the Maltese Islands opted for self-catering apartment/farmhouse/villa. 18.5% Rental Vehicle
16.5% Excursion Coach
ACTIVITIES ENGAGED IN CULTURAL
OUTDOOR
RECREATIONAL
59.1% Visit Historical Buildings
68.5% Swimming/ Sunbathing
65.0% Dine at Restaurants
51.5% Visit Churches
48.5%
47.5%
Leisure Boat Trip
Shopping
24.1%
Spa/ Wellness
27.1% Visit Archaeological Sites
23.1%
Hiking
16.5%
Visit Museums
11.4%
8.9%
Attend Local Festivals/ Events
Nightlife/clubbing
10.3% Visit Arts/ Craft Sites
5.4% Visit Local Produce Sites/ Agro-experiences
TOURISTS' EXPECTATIONS OF MALTA
EXCEEDED
MET
NOT MET
20.7%
65.0%
14.3%
87.6% Would recommend the Maltese Islands to their friends / relatives.
Source: MTA Traveller Survey Compiled by MTA Research Unit