Key Insights into the Guest Experience in Spain

Did you know that tourist entertainment is no longer just an extra, it’s a genuine competitive advantage? Today’s guests are looking for more than just a comfortable bed or a great location. They’re seeking connection, emotion, and memorable moments. And in this space, Acttiv has been leading the transformation for years. We’d like to show you everything we can do for your establishment… and for your guests.

Entertainment: from emotional to strategic

For years, tourist entertainment was seen as something nice to have: fun, but secondary. That perception has changed. And the data backs it up.

In our 2024 Guest Experience Annual Report, we analysed insights from over 11 million activity participations and 25 million overnight stays across establishments throughout Spain. This isn’t based on surveys—it’s based on real guest behaviour.

So, what do the numbers tell us?

• Entertainment has a direct impact on online reputation, guest loyalty, and profitability.
• The most emotionally intense moments happen during daytime hours: morning and afternoon. It’s not just about quantity.
• Tailored programmes for specific segments (families, juniors, adults) make a clear difference.
  
• And what gets measured, gets improved: technology allows us to anticipate guest needs and act in real time.

We don’t just offer entertainment: we create an entire ecosystem

Acttiv is no longer just the team of entertainers that brings magic to the pool or the miniclub. Today, we’re consultants, developers, analysts and strategic partners. A prime example is our Internal Entertainment Programme (PIA), which enables:

• Real-time organisation and adaptation of the entertainment schedule.
• Measurement of participation and impact for each activity.
• Detection of behavioural patterns by guest profile.
• Resource, staff and timetable optimisation without compromising quality.

These insights translate into smart decisions that take your entertainment service to the next level.

Two models, two strategies

We operate across the Canary Islands, mainland Spain and the Balearics. And one thing is clear: not every destination needs the same solution.

• In the Canary Islands, year-round consistency allows for solid planning, higher quality and stable teams.
• On the mainland and in the Balearic Islands, high seasonality requires extreme flexibility and more dynamic structures.

Both contexts come with their own challenges and strengths and, at Acttiv, we’ve learned how to adapt to each one.

Are you measuring what truly matters?

Measuring doesn’t mean controlling. Measuring means understanding. And only by understanding what drives your guests can you exceed their expectations. At Acttiv, we make that possible through smart technology, data analysis and a 360º strategic approach.

Because it’s not about filling time, it’s about filling it with value.

Find out more: download the full report (in Spanish)

This article offers just a glimpse of what we’ve discovered after analysing millions of real data points. If you want to truly understand what motivates today’s guests, how to design a more effective programme and how to increase the value of your entertainment offering, download the full report!