Tendencias del mercado

🏨 Sercotel achieved €170 million in revenue with 96 hotels in 2025, as announced by CEO José Rodríguez at Fitur. The strategic plan 2021-2025 culminated with a 13% growth, completing five years of double-digit growth. Sercotel plans to expand to over 160 hotels and target €360 million in revenue by 2029. In 2025, seven new hotels opened, with 11 signed. Expansion focuses on Spain, especially Galicia and Asturias, with plans for international expansion post-2027.

📅 En 2026, el turismo internacional en España representará el 50% del gasto total en ocio, pese a ser solo el 15% de los viajes, alcanzando un gasto total de 29.397 millones de euros. El presupuesto medio por familia es de 3.090 euros, un aumento del 9,8% respecto a 2025. La intención de viajar es alta, con solo un 2,8% de personas que descartan viajar. Japón es el destino más deseado, pero el 69,1% de los viajes será dentro de España.

📈 En Fitur 2026, Derby Hotels Collection anticipa superar los 90 millones de euros en facturación, un 3% más que en 2025. En 2025, el grupo registró 599,313 clientes y vendió 313,667 habitaciones con una ocupación media del 75% en Madrid, Barcelona y Londres. Estados Unidos es su principal mercado, con un crecimiento del 22%. Invirtió 20 millones de euros en renovaciones, y busca certificaciones de sostenibilidad para 2026.

🗺 46ª edición de Fitur, enero de 2026, en Ifema, Madrid. Se esperan más de 255,000 visitantes durante cinco días. Participarán 10,000 empresas y 967 expositores de 161 países. Empresas destacadas: Iberia, Meliá, World2Meet, Riu, entre otras. El sector turístico español celebra récords en 2025 y espera un 2026 optimista.

📈 Meliá's Gabriel Escarrer reports absenteeism in young workers soaring from under 3% in 2019 to 8% in 2025, peaking at 20% in regions like Canarias. Joan Trian Riu of Riu Hotels echoes concerns, noting young workers' disinterest and the impact on service quality. To combat this, Meliá is focusing on training through the Gabriel Escarrer Juliá School in the Dominican Republic, aiming to attract and retain talent.

🏨 Minor Hotels, led by CEO Gonzalo Aguilar, is prioritizing Spain in its 'asset light' strategy to attract independent hotels. With a global portfolio of 570 hotels, a loyalty program with over 34 million members, and advanced distribution channels, Minor aims to expand in secondary cities. The NH brand is growing globally, with new openings in Thailand, Malta, and Australia. Additionally, Minor plans to enhance the Tivoli brand and reposition existing NH Collection properties, including upgrades in Córdoba and Granada.

🏕️ La Rioja gains recognition in ABTA's "Destinations to Watch 2026" report, breaking the Spanish coast's hold on British travelers' preferences. In 2026, Britons will embrace "discovery," with 54% planning to visit unfamiliar places. ABTA notes La Rioja's blend of history and nature, appealing to Brits seeking slow, personalized travel. Despite rising costs, UK tourists prioritize experiences, with 38% using agencies for quality assurance. The trend shifts toward September travel to avoid peak summer crowds.

🗺 Pensionistas del Imserso, enero de 2026, España: 80,000 plazas aún disponibles, menos del 10% de las 879,213 ofertadas en octubre. Turismo Social (Ávoris) y Mundicolor (Mundiplan) ofrecen principalmente destinos menos populares sin transporte incluido. El Imserso distribuye plazas mensualmente, con el 36% de cada lote obligatoriamente disponible cada mes. Las empresas deben vender al menos el 90% para evitar sanciones; la media de ventas suele ser del 95%.

🌄 Talavera de la Reina will participate in Fitur from January 21-25 in Ifema Madrid, focusing on 18 cultural heritage sites. Restoration projects include 300,000 euros for the Basilica of Nuestra Señora del Prado and 2.6 million euros for the city walls. In 2025, Talavera saw 81,100 overnight stays, a 5,100 increase, with visitors mainly aged 45-60 from France, the US, and Portugal. The municipality recorded 7,400 guided tour participants and 12,400 museum visitors.

🌈 2026: Cloud Dancer, Pantone's Color of the Year, symbolizes a shift towards calmness and balance in the tourism industry. Resuinsa’s Félix Martí highlights this as a reflection of guests' demands for rest and care. Textiles play a pivotal role, emphasizing comfort through quality bedding and towels. The trend focuses on experiential comfort rather than aesthetic appeal, catering to travelers seeking relaxation in a stimulus-heavy world.