The profile of TM’s Residential Tourists in 2021 was professionals, mainly married, with an average age of 51, most of whom have financed themselves through their own resources and whose budgets increased by 7%.
During 2021 there were customers from 34 different nationalities, compared to 28 in 2020. The domestic market share has remained at around 32% compared to previous years, while the international market has accounted for around 68% of sales. Belgium, Germany, Poland and Sweden were the most representative markets, accounting for almost 41% of the total international market volume.
TM customers have retained their preference for the Costa Blanca, with the German market preferring the Balearic Islands and the Belgian market preferring the Coast of Almería.
Generally speaking, Residential Tourists chose 2 and 3-bedroom properties, measuring an average of 130 m2, with large outdoor spaces and terraces that can be enjoyed for 2 to 3 months a year. There was also a preference for locations close to amenities and good connections to Europe’s major cities and capitals.
In terms of the reason for purchasing, the majority, 68%, bought a property as a holiday home. However, purchases for use as a future home increased by 142% compared to the previous year.
Before the pandemic, visits played an important role when making a decision to purchase, as did the time it took for the customer to make the decision. During 2021, the percentage of customers who purchase without having previously visited the property has remained similar, butthe number of customers who make the decision during the first week has increased by 35%.
Potential international customers have had to stay at home due to travel restrictions, so the company’s online marketing strategy has been essential in increasing sales through this channel, which accounted for 31% of the year’s total. Promoting the online sales channel, as well as opening offices at source, has been pivotal in order to maintain close contact with international customers.
As for national customers, there was an increased demand for second homes, motivated, among other things, by investment and the possibility of remote working in areas close to the coast, away from the big cities.
Please consult the following infographic for detailed information on all the data:
