With record spending in tourism this summer, Spain shows remarkable dynamism in its tourism sector. However, customer service quality expectations have become a decisive factor for customer loyalty. A recent study by Foundever shows that 68.7% of consumers abandon a brand due to poor service, highlighting the need to invest in traveler experience beyond just the tourism offer.

The growth of international tourist spending in Spain during July was 6.1%, reaching €16.452 billion, according to INE data. This expansion raises traveler expectations, which demand seamless, personalized experiences, and above all, exceptional customer service. Despite the high demand, 88.9% of consumers feel that artificial intelligence is still not sufficiently developed to assist customers properly, and 88.6% prefer human interaction, especially after negative experiences with chatbots. These figures underscore the necessity of combining technology with a solid human factor.

Foundever emphasizes that customer experience should encompass everything from routine inquiries to managing critical incidents, such as delays, cancellations, or boarding denials, especially during peak seasonal demand like summer and Christmas. “The Spanish tourism sector is enjoying a sweet moment, but competition is fierce and today’s traveler is more demanding than ever,” says José Luis Yuste, Global Operations Director of Foundever. “Customer satisfaction stands as the differentiating factor for the long-term success of companies in the tourism sector, which is a pillar of the Spanish economy. From Foundever, we see how the quality of customer service has become the true driver of reputation, loyalty, and sustainable growth for airlines, hotel chains, restaurant businesses, rail operators, and digital accommodation and transport booking platforms.”