Tendencias del mercado

🎤 Benidorm, el pasado fin de semana, logró una ocupación hotelera del 92.7%, con hoteles de lujo alcanzando el 97%. El Low Festival atrajo a 75,000 personas a la Comunidad Valenciana. Un 24% de las pernoctaciones fueron de turistas británicos. La tarifa hotelera media fue de 179.50 euros por noche, aumentando un 8% respecto al mismo fin de semana en 2024.

🏖 Canarias overtakes Málaga as the top destination for hotel occupancy with 80.1% in the first half of 2025, up from 78.8% in 2024. Málaga falls to 79.7% from 82.8%. Alicante records a 78.8% occupancy, slightly up by 0.3%. Notable increases are seen in Marbella (+4.3), Zaragoza (+3.9), and Baleares (+3.2). Córdoba (-4.8) and Valencia (-4.5) see declines. Spain's average occupancy remains stable at 73.1%. Hotel prices may rise to attract wealthier tourists.

🏨 Marbella leads in average price and profitability in the Spanish hotel sector for the first half of 2025, with an ADR of €312.4, up 15.4%. RevPAR increased by 6.9% to €115.7, and national occupancy rose to 73.1%. In contrast, Canary Islands had the highest occupancy at 80.1%. Spain's hotel profitability outpaced Europe's, with a 6.9% RevPAR growth compared to Europe's 1.5%. Data was compiled from over 1,500 hotels.

🏖 Chema Herrero, CEO of BR Group, warns of a cyclical economic slowdown in Spain's booming tourism industry, as sales growth for summer stagnates and average daily rates (ADR) hit a peak. Hotels face declining occupancy, especially in key destinations like Portugal. Spanish and British markets are sensitive to price hikes, causing last-minute offers and a potential 40% drop in key hotel rates. Herrero urges hoteliers to adapt by revising business models and seeking efficiencies.

✈️ Ryanair led in Spain from March to May 2025, with 53,400 flights, 36% above pre-pandemic levels. Iberia followed with 42,300 flights, a 5% increase from 2019. Vueling had 38,900 flights, up 13%. Binter saw remarkable growth, with a 49% rise to 23,800 flights. Air Europa decreased by 40% to 12,800 flights. Lufthansa and Air France-KLM had 19% and 35% growth, respectively. EasyJet slightly increased by 4% to 15,100 flights.

🎥 Andalucía, cada año, atiende cerca de 1,400 proyectos audiovisuales generando 20,000 empleos y 110M euros. Alojamiento del equipo cuesta 12M euros anuales. Cine impacta en turismo con 13% en alojamiento/restauración y 7% en transporte; series: 8.6% y 13.7% respectivamente. Proyectos como "Juego de Tronos" impulsan visitas. Promoción en India busca fomentar coproducciones. SetJetters app ofrece visitas geolocalizadas. Iniciativas incluyen podcasts y eventos para potenciar turismo cinematográfico.

🌎 En una entrevista, Roberto García, presidente de Castilla Termal, destacó la internacionalización como clave estratégica de sus cinco hoteles. En 2023, el Monasterio de Valbuena alcanza un 40% de clientela internacional, mientras que Brihuega, cerca de Madrid, duplica su demanda internacional en 2023 y espera un 15% en 2025. El cliente internacional, que prefiere estancias más largas y experiencias auténticas, viaja principalmente en pareja y elige la media pensión. La promoción incluye ferias como Fitur y encuentros especializados.

🏞 In Spain, rural luxury tourism is rising, offering intimate connections with nature and local culture. Six Senses plans to open its third location in Ávila by late 2026, indicating growing investor interest. This tourism style emphasizes quality experiences like private excursions, gourmet dining, and wellness retreats. Sustainable, it boosts local economies and preserves culture through strategic alliances. Tourists seek tranquility and exclusivity beyond traditional city escapes, valuing privacy and authenticity in rural settings.

🗺 Rafael García Garrido, CEO of Travel Live, in 2025, emphasizes the need to revamp traditional tourism, focusing on diverse experiences and disruptive models. Highlighting tourism's evolution, he cites examples like traveling to Lima for top cuisine or visiting Las Ventas in Madrid. He advocates for innovative urban tourism, emphasizing MICE (Meetings, Incentives, Conferences, and Exhibitions) to enhance economic diversity and professional interaction. His approach aims to break seasonality and integrate tourism into urban planning, boosting Spain's global standing.

💸 Halcón Viajes, 2024: Despite a 70% increase in business volume to €304 million, profits halved. Net profit dropped 43.4% to €4.7 million from €8.3 million in 2023. EBITDA fell from €10.7 million to €3 million. Workforce increased from 857 to 895 permanent employees. Previously, losses were €25.8 million in 2019, €31.9 million in 2020, €23.5 million in 2021, and €7.3 million in 2022. Despite challenges, 2024 marks the second consecutive profitable year.