Tendencias del mercado

📅 El Barómetro Hotelero 2025 de STR y Cushman & Wakefield revela un RevPAR de 125.4 euros, un aumento del 5.5%, y un ADR de 166.1 euros, creciendo un 4.8%. Málaga lideró la ocupación hotelera con 82.4%. Marbella registró el ADR más alto a 365.7 euros. En el extremo opuesto, Zaragoza tuvo el RevPAR más bajo de 63.1 euros. Los datos analizan 1,425 hoteles en España, destacando Marbella, Baleares y Zaragoza en crecimiento.

🏖 Navarra, 2026, acclaimed as one of the top ten most welcoming regions globally per the Traveller Review Awards. Evaluated from over 370 million reviews, it showcases Navarra's tourism model emphasizing hospitality. With 1.81 million partners awarded across 221 countries, Spain ranks third in honored partners, with 152,292 establishments recognized. Notable regions include Hidalgo, Newfoundland and Labrador, and Idaho. Preferences shift to authentic experiences, favoring apartments, campings, and ryokans.

🛴 La Federación Andaluza de Hoteles y Alojamientos Turísticos (FAHAT) destaca un 30% de caída en las ventas y un aumento del 15% en cancelaciones debido a la falta de conectividad ferroviaria en Andalucía. Estos problemas afectan severamente al turismo nacional y al segmento MICE, con eventos que no alcanzan la mitad de asistencia esperada. La situación amenaza la reputación y sostenibilidad del sector turístico andaluz si no se soluciona pronto.

📅 Cuba's tourism industry has seen a dramatic decline, with a 62% drop in visitors since 2018 when nearly 5 million tourists visited. By 2025, only 1.81 million travelers arrived, far below the anticipated 2.6 million. Key reductions include a 12% drop from Canada, 29% from Russia, and 50% from Germany. Additionally, a mysterious outbreak of contagious diseases has prompted countries like Canada, Spain, and the UK to issue travel warnings. Argentina advises against travel due to service disruptions and medical supply shortages.

🛫 Cataluña, 2025: Cataluña's tourism dropped by 1.8% from 2024, marking a 4.2% decrease over six years, according to Caixabank Research. In 2025, Cataluña attracted 8.558 million tourists, falling behind Baleares' 9.5 million. In comparison, Andalucía grew its tourism by 16% over six years, with a 6% rise from 2024, totaling 6.2 million visitors. Despite increased spending in Cataluña, inflation negated real gains. Since 2020, Baleares has led Spain's tourism rankings.

🏖️ En 2025, las pernoctaciones extrahoteleras en España alcanzaron 146,3 millones, un 3% más que en 2024, según el INE. Las pernoctaciones de residentes crecieron un 1,3% y de no residentes un 4,2%. Apartamentos turísticos representaron el 52,1% con un alza del 5,9%. Canarias fue el destino principal para apartamentos, con 28,6 millones de noches, un 11% más. En diciembre, las pernoctaciones extrahoteleras fueron 7,2 millones, un 4,4% más interanual.

🗺 Eurostars Hotel Company surveyed nearly 3,000 clients, predicting travel trends by 2026. Over 70% favor short, frequent trips that align with fragmented work schedules. Travelers seek emotional motivations, valuing wellness and local authenticity. Hotels evolve to facilitate local experiences and offer flexible, personalized options. Slow travel rises, with revisiting places in new ways. Loyalty now seeks relevance over discounts. Technology aids travel but isn’t central. The travel sector faces a structural shift to adapt.

📈 Hoteles Bestprice closed 2025 with a record EBITDA of €3.65M, up 21%, and a 28% increase in revenue to €8.76M. The average occupancy was 97.55% over 36 months, with ADR at €99.31 and RevPAR at €96.87. Investments exceeded €12M, with nine hotels operating and three more planned in Barcelona, Málaga, and Logroño. Asset value rose to €13.81M, with net debt at €6.34M. The workforce grew by 18%. Forecasts suggest €11M revenue in 2026.

🏠 In 2025, Spain's tourist accommodations reached a historic 146.3 million overnight stays, up 3% from 2024. December alone saw 7.2 million stays, a 4.4% increase. International demand grew 8.3%, while domestic fell 2.3%. Holiday apartments dominated with 52.1% of stays, a 9.4% rise in December. Canary Islands led with 28.6 million stays, up 10.9%. Catalonia topped camping with 21.1 million stays, a 4.5% growth. Castilla y León was the most popular for rural tourism, while the Community of Madrid led in hostels.

🏨 Los hoteles que ofrecen experiencias junto con la reserva pueden aumentar el valor medio de los pedidos hasta un 95%, según Journey. Al integrar servicios como el spa, el valor medio de los pedidos puede crecer un 44%, de 427 € a 615 €. Extras durante la reserva aportan un 16% más al valor. La integración de servicios mejora el retorno de inversión publicitaria de 13 a 30. Los huéspedes recurrentes gastan 1.5 a 2 veces más.