Tendencias del mercado

✈️ Jet2 expands operations in Spain with 380,000 additional seats for summer. From April to October, it will offer 4.6 million seats, a 9% increase. Focus is on less busy airports like Girona, Reus, Almería, Jerez, and La Palma. Operating 161 routes from the UK, 16 more than summer 2025, with over 840 weekly flights in peak season. Mallorca leads with nearly 900,000 incoming seats, followed by Tenerife and Alicante. Girona sees a 35% seat increase, and Jerez will double its capacity.

🏟 Puy du Fou España in Toledo welcomed 1.72 million visitors in 2025, surpassing 2024's 1.5 million. Revenue exceeded €70 million. Over 3,000 shows and 250 MICE events were held. In 2026, they've sold 400,000 tickets, aiming for 1.9 million visitors. Visitors created 670,000 overnight stays, boosting the economic impact to over €250 million. The park provides 1,300 direct jobs and 3,500 indirect ones. Rated 9/10 by visitors, it's named "Best Park in Europe" at the World Travel Awards.

🌎 Spain's tourism boomed with 97 million international visitors in 2025, generating €135 billion. Yet, 95% of hospitality workers earn below the national average, according to Ramón González Monroy of CCOO. Despite 300,000 seasonal jobs created in 2025, only 40,000 were permanent due to 100,000 job losses in November. Tourism employs 3 million people, with 64% in hospitality. Post-pandemic, regions like Baleares and Canarias heavily rely on tourism jobs. The industry struggles with talent retention and wage issues.

🌐 En 2026, el sector de agencias de viajes, según ACAVE en Fitur, espera un crecimiento de reservas del 5%, con un 8% proyectando un aumento del 15%. Desafíos como la inflación y tensiones comerciales entre EE.UU. y la UE preocupan a los profesionales. Las agencias diversifican con turismo de lujo y experiencias. La inteligencia artificial y el cambio climático son retos futuros. Jordi Martí menciona negociaciones en la directiva de viajes combinados y espera una reunión sobre el registro de viajeros.

🏨 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.

🏨 The hotel industry is evolving from standardization to a focus on local culture. According to the World Tourism Organization, nearly 40% of travelers prioritize cultural experiences, with cultural tourism in Spain comprising over 43% of activities. Hesperia Hotels & Resorts exemplify this shift, integrating local elements in cities like Sevilla and Barcelona. This approach enhances guest experiences and supports local economies by collaborating with artisans and hosting cultural events.

📅 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.