Tourist Satisfaction Not Guaranteed

We are told, repeatedly, that things have never been better for peak-summer tourism. In they come, the holidaymakers, great droves of them, boosting occupancy levels in some resorts to 100% (a figure which may be given but which is only truly attained in specific instances and never resort-wide). More passengers than ever before have passed through Son Sant Joan. The "irregular" offer of holiday accommodation is booming in much the same way as the legitimate offer is. But this joyous news is, as always, tempered by realities created by all-inclusives and of genuine spend. It may well be up, but the spread is not uniform.

It is also tempered by concerns that there are simply too many people. The strains on services, on infrastructure, on the environment are such that the regional government appears willing to consider what has not previously been unthinkable but which has not been acted upon or at least seen through: a deliberate and concerted strategy aimed at reduction, offset, the government would hope, by a smoothing of tourist numbers to create a longer season.

While the politicians agonise over this human and environmental pressure, dabble with financial engineering (tourist tax, off-season social security discounts) and constantly utter the mantra of a tourist base of greater quality, the hoteliers have been hard at it, raising their game along with their star classifications and so prices. Profit is up, turnover is up. Tour operators are gladdened by the upward trend in the quality of hotel stock. Mallorca may be more expensive - hotel-wise - than most of the Mediterranean, but to the advantages of reliability, safety and durability can be added this recent qualitative leap.

But if this is all the case, why are the people who really matter - the holidaymakers - not more satisfied? Are the strains causing them to be less satisfied? Are they more discerning, more demanding than ever before? Is dissatisfaction simply the result of their not having been asked before?

Gadeso, the Mallorcan research organisation, does ask tourists. It has been asking for a few years now. It isn't alone. Cala Millor is an example of a resort having finally cottoned on to the need to conduct surveys with the objective - it might be hoped - of the opinion-asking being more than just PR. But the surveying is limited; Gadeso's sample base is small - only 400 interviews.

Given the size of the sample, should the latest tourist satisfaction survey be considered credible? Can it ever be truly representative of what is, after all, a highly diverse market? Tourists form anything but a homogeneous market. It is one that differs in every way imaginable: demographics, attitudes, country of origin, expectations, to cite just a few.

The findings, therefore, come with this caveat. Nevertheless, there are worrying trends. Take the upping of the quality ante and of prices. The price-quality ratio for accommodation is deemed "adequate" (six out of ten), but it is slipping by a point year upon year. It's impossible to know if this is as a consequence of higher prices or of, for example, a more demanding attitude, one that may be influenced by experiences in other destinations. Whatever the cause, despite the efforts to raise quality, the satisfaction level stubbornly continues to drop.

It is when one leaves the hotel, however, that things go decidedly pear-shaped. The price-quality ratio satisfaction for the "specialised" offer - restaurants, beach services, shops, sports facilities, leisure activities - has gone from "deficient" to "very deficient" (2.9 out of ten). Gadeso supports this finding by referring to excessively high prices for food and shopping that are "repetitive and outmoded". It is an embarrassing finding, given that gastronomy is supposedly one of the great saviours of Mallorca's tourism.

Then there is what may be evidence of those strains of human pressure. Down have gone assessments for water quality (the sea's), for air pollution, for the general environment. Down also are opinions on what previous surveys had already identified as the two most deficient factors - cleanliness and noise (acoustic contamination).

Palma's new mayor, José Hila, has identified filth as a major problem for the city, and his administration is making efforts in rectifying this. But is Palma unique? Cast an eye around and observe, for example, plastics recycling containers that are overflowing and so not emptied often enough. Has it not occurred to anyone that there is high plastics waste on account of all those bottles of water and drinks being purchased? This is only one example, and standards of waste collection will doubtless vary from resort to resort, as will complaints about noise.

Gadeso cannot be taken as being definitive, but it is an indication. As such, therefore, it should serve not as the definitive word but as the starting-point. There should be far greater systematic surveying of visitors: resort by resort.