{"id":10397,"date":"2023-08-17T12:14:16","date_gmt":"2023-08-17T12:14:16","guid":{"rendered":"https:\/\/mabrian.com\/?p=10397"},"modified":"2026-06-30T11:54:15","modified_gmt":"2026-06-30T11:54:15","slug":"cambios-comportamiento-viajeros-auge-viajes-experienciales","status":"publish","type":"post","link":"https:\/\/datappeal.io\/es\/cambios-comportamiento-viajeros-auge-viajes-experienciales\/","title":{"rendered":"Cambios en el comportamiento de los viajeros: el auge de los viajes experienciales"},"content":{"rendered":"\n<figure class=\"wp-block-image alignfull size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"500\" src=\"https:\/\/datappeal.io\/wp-content\/uploads\/2023\/08\/aigusainz_couple_of_tourist_doing_hiking_e98cf471-d2fb-4263-a602-4e61086d61a2-1.jpg\" alt=\"\" class=\"wp-image-10392\" srcset=\"https:\/\/datappeal.io\/wp-content\/uploads\/2023\/08\/aigusainz_couple_of_tourist_doing_hiking_e98cf471-d2fb-4263-a602-4e61086d61a2-1.jpg 1456w, https:\/\/datappeal.io\/wp-content\/uploads\/2023\/08\/aigusainz_couple_of_tourist_doing_hiking_e98cf471-d2fb-4263-a602-4e61086d61a2-1-300x103.jpg 300w, https:\/\/datappeal.io\/wp-content\/uploads\/2023\/08\/aigusainz_couple_of_tourist_doing_hiking_e98cf471-d2fb-4263-a602-4e61086d61a2-1-1024x352.jpg 1024w, https:\/\/datappeal.io\/wp-content\/uploads\/2023\/08\/aigusainz_couple_of_tourist_doing_hiking_e98cf471-d2fb-4263-a602-4e61086d61a2-1-768x264.jpg 768w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\" \/><\/figure>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Revelando la evoluci\u00f3n del comportamiento y las motivaciones de los viajeros desde 2019 hasta el presente.<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dado que 2023 es definitivamente el a\u00f1o de regreso a la normalidad para el turismo a nivel global, hemos querido verificar si los cambios en el comportamiento de los viajeros detectados despu\u00e9s de la pandemia se mantendr\u00edan o si, por el contrario, regresar\u00edan a las actividades tur\u00edsticas tradicionales.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para obtener esta respuesta, nuestro equipo de analistas ha analizado el comportamiento y las preferencias espont\u00e1neas de los viajeros a nivel mundial utilizando la Escucha Activa. Esta metodolog\u00eda se basa en t\u00e9cnicas de Big Data e Inteligencia Artificial (Procesamiento de Lenguaje Natural) para analizar m\u00e1s de 400 millones de interacciones relacionadas con el turismo en las Redes Sociales durante el per\u00edodo observado (primer semestre de 2019 hasta el primer semestre de 2023).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Los resultados de este estudio se presentaron durante el seminario web organizado por <a href=\"https:\/\/www.aviareps.com\/\">AVIAREPS<\/a> titulado \u00abCambios en el comportamiento y tendencias de los viajeros\u00bb, donde adem\u00e1s del estudio de Mabrian, Marriot International y Qatar Tourism presentaron sus an\u00e1lisis sobre este tema.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La conclusi\u00f3n principal que se desprende del estudio, es que las actividades o motivaciones experienciales est\u00e1n sustituyendo a las motivaciones de viaje convencionales. Por \u00abexperienciales\u00bb, se consideran actividades relacionadas con el bienestar, el estilo de vida activo, la naturaleza, y la gastronom\u00eda. Por otro lado, las motivaciones de viaje convencionales se han definido como actividades de arte y cultura, sol y playa, viajes en familiares, ir de compras y el ocio nocturna.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Al dividir estas motivaciones en dos bloques diferentes, los datos muestran c\u00f3mo las actividades experienciales han aumentado en un 10 puntos porcentuales en los \u00faltimos 4 a\u00f1os en comparaci\u00f3n con las actividades convencionales. Para junio de 2023, la proporci\u00f3n de motivaciones experienciales ya es casi de 50\/50, lo cual es altamente significativo, considerando que en junio de 2019, solo el arte y la cultura y el sol y playa, representaban el 41% de las motivaciones de viaje.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"flourish-embed flourish-chart\" data-src=\"visualisation\/14762514\"><script src=\"https:\/\/public.flourish.studio\/resources\/embed.js\"><\/script><\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Las actividades que han cobrado m\u00e1s relevancia durante estos a\u00f1os, alcanzando niveles de inter\u00e9s sin precedentes, son el turismo activo, la naturaleza y el bienestar. En cuanto a las dos primeras, los datos muestran un punto de inflexi\u00f3n claro a partir de 2021, corroborando los efectos de la pandemia en este tipo de motivaciones para viajar. El bienestar tambi\u00e9n ha experimentado un crecimiento constante desde 2019.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"flourish-embed flourish-chart\" data-src=\"visualisation\/14762418\"><script src=\"https:\/\/public.flourish.studio\/resources\/embed.js\"><\/script><\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Por otro lado, las actividades convencionales que han perdido mayor porcentaje de relevancia son el arte y la cultura, as\u00ed como el sol y playa, que ahora representan s\u00f3lo el 34% de las motivaciones de viaje, perdiendo 7 puntos porcentuales desde 2019.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"flourish-embed flourish-chart\" data-src=\"visualisation\/14762652\"><script src=\"https:\/\/public.flourish.studio\/resources\/embed.js\"><\/script><\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u00abLa forma en que viajamos est\u00e1 cambiando constantemente. Desde las vacaciones tradicionales de sol y playa en destinos costeros y la cultura y las compras en las ciudades, hasta desconectar y descubrir experiencias donde la conexi\u00f3n con el entorno y nosotros mismos es clave. Hay un impacto evidente de la pandemia y el efecto de estar confinados que nos hizo darnos cuenta de lo importante que es disfrutar del aire libre y sentirnos bien y saludables durante nuestro tiempo libre, lo cual ha quedado arraigado en las motivaciones de los viajeros\u00bb.<\/p>\n<cite>Carlos Cendra, Director de Marketing y Comunicaci\u00f3n de Mabrian<\/cite><\/blockquote>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">En un entrono en constante evoluci\u00f3n, es esencial que los destinos y las empresas tur\u00edsticas detecten nuevas tendencias globales entre los viajeros de manera \u00e1gil, al mismo tiempo que trabajan para ofrecer un producto tur\u00edstico lo m\u00e1s diversificado posible y acorde con las nuevas tendencias. La alta dependencia de productos tur\u00edsticos espec\u00edficos causa ineficiencias relacionadas con una alta dependencia de ciertos mercados emisores y patrones de estacionalidad elevada. Estos factores son de gran importancia cuando se trata de promover la <a href=\"https:\/\/mabrian.com\/blog\/tourism-sustainability\/\">sostenibilidad del destino<\/a>.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n","protected":false},"excerpt":{"rendered":"<p>Revelando la evoluci\u00f3n del comportamiento y las motivaciones de los viajeros desde 2019 hasta el presente. Dado que 2023 es definitivamente el a\u00f1o de regreso a la normalidad para el&#8230;<\/p>\n","protected":false},"author":15,"featured_media":73819,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1988,1987,1977],"tags":[],"class_list":["post-10397","post","type-post","status-publish","format-standard","has-post-thumbnail","category-destinos-inteligentes","category-estudios-de-tendencia","category-smart-destinations"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cambios en el comportamiento de los viajeros: el auge de los viajes experienciales - Data Appeal<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/datappeal.io\/evolving-traveller-behaviour-the-rise-of-experiential-travelling\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cambios en el comportamiento de los viajeros: el auge de los viajes experienciales - Data Appeal\" \/>\n<meta property=\"og:description\" content=\"Revelando la evoluci\u00f3n del comportamiento y las motivaciones de los viajeros desde 2019 hasta el presente. 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