A few days ago, IB3 News featured insights from the latest tourism report by PIMEM — a report to which our team at Fideltour contributed data and behavioral analysis.
The part that made the news?
1 in 3 tourists visiting the Balearic Islands are repeat guests
7 out of 10 couples return year after year
34% of families do the same
Repeat visitors spend 4% more per night (average: €165)
Cultural and shopping travelers spend €200–€250/day
Half of repeat guests stay for a week or longer
This isn’t just loyalty.
It’s a shift in how value is generated and measured.
2. From occupancy to connection
For decades, tourism success was measured by volume:
More arrivals. Shorter booking windows. Higher occupancy rates.
But the repeat guest challenges that model.
They don’t need more ads or discounts.
They need reasons to return.
And when they do, they:
Spend more
Stay longer
Engage with the destination in deeper, more meaningful ways
A repeat guest doesn’t consume the destination.
They start to inhabit it.
And that changes everything.
3. Why this matters to hoteliers and platforms
This isn’t just a shift in marketing tactics.
It’s a change in business model logic.
Here’s what we see:
Lower acquisition costs and higher lifetime value
Greater upsell potential thanks to behavioral knowledge
Deeper local impact: more spending outside the hotel, better connection with local economy
More effective communication across touchpoints (email, WhatsApp, SMS)
Hotels using Fideltour’s CRM, segmentation, and messaging tools are turning guests into communities — not just transactions.
4. Loyalty as strategy — and as sustainability
Volume-driven models are nearing collapse.
In destinations like the Balearics, we’re seeing:
Overloaded infrastructure
Rising resident tension
Disconnect between local value and tourist activity
Which opens a new opportunity:
Fewer arrivals
Longer stays
Higher spend per guest
Lower environmental and social impact
Guest loyalty becomes not just a revenue lever — but a policy lever.
Loyalty isn’t a discount strategy.
It’s a new way to structure the destination itself.
5. Closing insight
When a guest returns, something shifts.
They stop acting like tourists.
They start feeling like they belong.
That’s the real value.
And if we build the right tools and relationships to support that connection,
we don’t need more tourists.
We need more of the right ones.
Data provided by Fideltour for the 2025 PIMEM Tourism Report. Coverage by IB3 News. Insights based on anonymized behavioral analytics from participating hotel clients.
