Last Monday, March 31st, we attended an interesting presentation of Turismo Lanzarote led by Magí Castelltort Claramunt, Tourism Counselor of the Spanish Tourism Office in New York (Turespaña), where the strategies and opportunities to attract tourism from the United States were detailed, with special attention to the advantages that this visitor profile represents for Lanzarote.
From Digital Marketing Lanzarote, as a digital marketing agency specialized in tourism, SEM campaigns and video content creation, we highlight the main learnings and opportunities for hotels, tourist accommodations and key players in the sector on the island.
Why is the U.S. market a great opportunity for Lanzarote?
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High spending capacity: The U.S. traveler has an average expenditure of 2,024 € per trip and an average stay of 7.1 nights.
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High average income: Between $125,000 and $149,000 per year.
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They choose quality accommodations: More than 20% stay in 5-star hotels and more than 50% in 4-star hotels. They prefer chain hotels, boutique hotels, resorts and short-stay vacation rentals.
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They travel in the months when other markets are down: June is the star month, followed by May, July, September and October. This makes it possible to deseasonalize tourism and balance annual occupancy.
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They are available for stopovers and visit multiple destinations within the same country.
Profile of the U.S. traveler who chooses Spain (and that Lanzarote can conquer)
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Predominant ages: 35-44 years (27 %) and 25-34 years (25 %).
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Major sending states: New York, California, Florida, Texas and Illinois.
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Travel motivations:
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Experience different cultures (91 %)
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Try new cuisines (87 %)
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Exploring nature and the outdoors (86 %)
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Escape and disconnect
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Learning about indigenous history and culture
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All these aspects are fully aligned with the value proposition of Lanzarote as a destination: volcanic nature, local gastronomy, heritage, culture, tranquility and authenticity.
How do Americans plan their trips?
Stages of the decision process:
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Destination selection
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Search online reviews and ratings
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Choose the type of vacation
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Set budget
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Consult with accompanying persons
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Compare suppliers
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Deciding activities
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Talking to agencies
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Book accommodation and transportation
In addition, 54% use travel agencies for lesser-known destinations, which represents an ideal window of opportunity for Lanzarote.
Platforms used in planning
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Booking.com (58 %)
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Expedia (52 %)
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Tripadvisor (45 %)
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YouTube (43 %)
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Google Travel, airline websites and accommodation websites
In social networks, YouTube, Facebook, Instagram and TikTok are key. In the case of Lanzarote, users use these platforms even more than the national average. For example, 76% have an account on YouTube, which reaffirms the importance of audiovisual content to capture their attention.
The growing use of artificial intelligence for travel planning also stands out. Forty percent use it for activity suggestions, 36% for ideas and inspiration, and 34% for itinerary planning.
Strategic keys shared by Turespaña to position Lanzarote in the U.S. market
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Strengthening online positioning
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Increased presence in sales platforms
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Alliances with travel agencies
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Creation of iconic images of the destination
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Reinforcement of the “safety” attribute
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Improved air connectivity: Iberia now offers 75 weekly flights between Madrid and the U.S.
Institutional Action Plan 2025
Turismo Lanzarote, in collaboration with Turespaña and PROMOTUR, will participate in key events such as:
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World Travel Expo (Miami)
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Spain Talks (Boston)
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European Travel Agent Forum (Gran Canaria) with Fam Trip to Lanzarote
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Turespaña Convention
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USTOA Annual Conference (Washington D.C.)
Digital marketing actions have also been planned, as well as the execution of agreements with platforms such as Expedia and Tripadvisor, and sectoral working groups to strengthen promotion in the run-up to 2026.
Our proposal from Digital Marketing Lanzarote
From Digital Marketing Lanzarote, we firmly believe that one of the most effective steps for the destination and its accommodations to stand out in this competitive market is:
👉 Create hotel + destination visual content packs, especially oriented to U.S. audiences.
These materials (videos, reels, landing pages, SEM campaigns) must:
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Show the complete experience (accommodation, activities, gastronomy, environment).
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Enhance emotions: sense of exclusivity, disconnection, well-being and adventure.
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Highlight what differentiates Lanzarote as an exotic and safe European destination.
We have a team of videographers in Lanzarote and specialized content creators for hotels, chains, resorts and vacation rentals, as well as experts in SEM campaigns on Google and Meta Ads. We can help you position your accommodation right where US travelers are looking for it.
Want to attract more U.S. tourists to your hotel or accommodation?
📩 Contact us and we will help you design a customized strategy with impactful, emotional and strategic content.
Digital Marketing Lanzarote
Your digital marketing agency specialized in tourism.