Tendencias del mercado

📅 July 2025 saw 44.6 million hotel overnight stays in Spain, a 1.8% increase from the previous year, according to the INE. Overall, stays reached 205.66 million in 2025, up 0.7% from 2024. The average daily rate (ADR) rose by 4.6%, and revenue per available room (RevPAR) increased by 5.6%. The hotel price index rose by 5%, notably in two-star gold hotels (6.5%). Non-resident stays grew by 2.1%. Baleares achieved the highest occupancy rate at 86.6%.

📱 En noviembre de 2024, Sam Altman, CEO de OpenAI, afirmó que la Inteligencia Artificial General (AGI) podría lograrse en 2025. En enero de 2024, Neuralink de Elon Musk implantó exitosamente un chip cerebral en Noland Arbaugh, permitiendo interacción mental con ordenadores. La inteligencia artificial generativa transforma la interacción digital, introduciendo Answer Engine Optimization (AEO) y modificando modelos en sectores como el hotelero. Estados Unidos, China y Europa están en diferentes roles en esta revolución digital.

✈️ En 2025, el 86% de los españoles desea viajar de forma sostenible, pero el 50% usará el avión, un aumento de 6 puntos respecto al año pasado. El coche personal predomina al 55%, superando la media europea. Viajarán una media de 1.9 semanas. Francia, Italia y Portugal son destinos favoritos, pero el 66% prefiere España. El presupuesto medio es de 1.763 euros, inferior a los 2.080 euros europeos. Los hoteles son elegidos por el 47%.

💸 In 2025, faced with high summer vacation costs, 4 in 10 Spaniards plan to finance holidays, while 1 in 3 Europeans use BNPL. Women prefer discounts, savings, and cheaper destinations, while ages 18-34 favor saving and low-season travel. Ages 65-74 limit personal spending, and ages 50-64 choose cheaper destinations. Despite rising prices, Spaniards aim to travel by being proactive, as noted by Marcos Franco from ObservaTUR.

🏠 Andalucía led Europe's tourist rental bookings in 2024 via Airbnb, Booking, Expedia, and TripAdvisor, with 44 million nights. The EU comprises 242 regions; 20 exceeded 10 million nights. Top regions: Andalucía, Jadranska Hrvatska (35M), and Provence-Alpes-Côte d'Azur (31M). Spain, France, and Italy dominate high-demand areas. Domestic vs. international tourism: Baleares (87% international), Cataluña (79%), and Andalucía (62%). All top regions surpassed pre-pandemic levels, with Andalucía leading the EU.

🏠 Las Palmas de Gran Canaria saw an increase of 83 vacation rentals since its designation as a "zona tensionada," with such rentals reaching 1.67% of the total residential market. This ranks it fourth among large Spanish cities for vacation rental prevalence, following Málaga (3.28%), Sevilla (2.18%), and Alicante (1.98%). In five years, vacation rentals grew by 30%, with available accommodations increasing 27.48%. This trend impacts local housing prices by inflating costs and reducing rental availability.

🗺 Spain, until August 1, recorded a historic 64 million air visitors. In July alone, there were 11.7 million tourists, a 4.3% increase from last year. British tourists constituted 23% of visitors, with a 4% rise, despite negative press in England. Italian tourists grew by 5%, totaling 1.1 million. Valencia saw an 8% tourism increase, with accommodation prices up 22%. Only German tourist numbers fell due to their economic crisis.

🛣️ Grandes grupos de distribución como Ávoris, W2M, VECI, y Grupo Piñero han lanzado campañas de venta anticipada para fin de año y la temporada de 2026. Logitravel ofrece un 20% de descuento en grandes viajes y cruceros desde 229 euros. Soltour destaca con circuitos en Egipto desde 848 euros. New Blue ofrece descuentos de 200 euros para viajes al Caribe hasta abril de 2026. Ávoris ofrece hasta un 7% de descuento por persona en la temporada de 2026.

📅 En 2024, el alquiler turístico en la UE alcanzó 854,1 millones de noches reservadas, un aumento del 18,8% respecto a 2023. 📈 Las reservas a través de Airbnb, Booking, Expedia Group y TripAdvisor establecieron un récord. 🏙️ París lideró con 23,5 millones de pernoctaciones, seguida por Roma, Barcelona, Madrid y Lisboa. 🏆 Un total de 69 ciudades superaron el millón de pernoctaciones. 📊 Las ciudades españolas registraron un aumento notable, con Madrid creciendo un 24,4%.

🏢 Rubén Fernández, director general de Airmet, highlights the strategic value of independent tour operators amidst increasing corporate concentration in the tourism sector. Sales performed well over the summer, with expectations for a smooth Imserso season due to earlier management and clearer guidelines. The agency network grew positively in 2025, with balanced growth noted in both independent and large group operators. Despite tight margins industry-wide, inflation has increased real income per operation.