Tendencias del mercado

🗺️ 2023's ObservaTUR's 16th edition report, featuring Beroni since 2018, reveals critical travel industry insights. Travelers are more demanding and price-sensitive, impacting costs and margins. The "Guía práctica" offers strategy tips for travel agencies: prioritize margins, proactive info sharing, smart cross-selling, specialize in complex destinations, and leverage technology. Enhance client relations and successfully close sales in a complex market. Download the guide [here](https://www.beroni.com/observatour/guia-practica-agencia-de-viajes/).

🏖 El turismo de fandom, destacando en tendencias de viaje 2026, impacta en la demanda en hoteles. Se caracteriza por picos en eventos, reservas grupales, y huéspedes que priorizan ubicación y logística. Impulsado por viajes experienciales, se mezcla con turismo pop, musical, y celebraciones culturales. Hoteles deben usar datos para planificar y facilitar experiencias comunitarias. HBX Group apoya a hoteles con soluciones para captar demanda, conectando con viajeros en 190 mercados emisores.

🏠 Airbnb, at the ECTAA summit in Brussels, highlighted the growing potential of rural European destinations post-COVID. In 2024, tourist rentals funneled €5.563 billion into Spain's rural economy. Since 2019, stays outside cities rose 90%, boosting host incomes by 160%. Each rental euro generates €2.50 for local communities. Airbnb collaborates on heritage restoration in EU countries like Germany and supports the European STR regulation for short-term rentals, emphasizing sustainable and balanced tourism.

🌍 Spain saw a record 85.7 million international tourists by October 2025, with spending over €105 billion by September. While traditional markets face price competition, destinations like Egypt and Bulgaria attract tourists with low costs. Asia and the Pacific regained 92% of pre-pandemic levels by mid-2025. Emerging markets like China are reshaping tourism with niche experiences, while high-spending markets like the US drive investment in quality. Spain must navigate this global shift with strategic adaptability.

📈 Los hoteles que integran experiencias con reservas pueden incrementar el valor medio de los pedidos hasta un 95%, según Journey. En hoteles de lujo, ofrecer servicios como el spa incrementa el valor de 427€ a 615€ (44%). Extras suman un 16% adicional al reservar. El ROI publicitario mejora de 13 a 30. Los huéspedes frecuentes gastan de 1.5 a 2 veces más. Simon Bullingham destaca la importancia de gestionar experiencias como productos clave para la rentabilidad.

📚 La Comisión Europea de Turismo y Eurail publicaron el Long-Haul Travel Barometer 1/2026. En 2026, el 59% planea viajes de larga distancia, cinco puntos menos que en 2025. El 42% considera Europa, con China (59%) y Brasil (54%) mostrando mayor interés. El costo y tiempo son barreras clave, afectando especialmente a jóvenes de 18-34 años. Seguridad, preferida por el 51%, es crucial. El ocio motiva al 75% y el "slow travel" crece al 26%.

🏨 Barcelona, 2025: SiteMinder reports Spain's off-season tourism boom. Average hotel rates rose from €205.23 to €215.02, with January seeing a 9.5% increase. August led with 11.19% of stays, but off-peak months like April (8.41%) grew. Domestic travel rose to 40.93% of bookings. Longer stays are common, with 61.5% for one-night stays. Booking.com tops hotel reservations, and Agoda climbs due to Asian tourism. Direct bookings remain crucial, making Spain unique among markets.