Tendencias del mercado

📅 En noviembre 2025, el sector extrahotelero en España creció 3.6% en pernoctaciones, superando los siete millones. Las estancias de no residentes aumentaron 5.7%, mientras que el mercado nacional disminuyó 0.7%. Canarias lideró con 2.3 millones de pernoctaciones. Apartamentos crecieron 7.9%, con un 34.7% de ocupación. Campings subieron 1.5%, con Alemania dominando. Turismo rural cayó 8.3%, y albergues 10.9%. El índice de precios de turismo rural incrementó 7.1%.

📅 Hotel bookings from the UK to Spain soared by 92% during the week of December 29 to January 4, driven by "Sunshine Saturday." Data from Travelgate shows that 37% of all bookings during this period were from the UK. Additionally, advance bookings of over 90 days increased from 30% to 43.7%. Popular destinations included the Canary Islands (21.16%) and Andalucía (17.71%), followed by Cataluña at 17.68%.

🏨 Comunidad Valenciana, 2025: Hotel occupancy averaged 79.8% with a 0.4% increase from 2024, driven by international markets, especially the UK. Top occupancy was in August at 91.1%. Benidorm saw 82.2% average occupancy, peaking at 92.2% in August. Castellón's occupancy rose by 1.2 points to 72%. Conversely, Valencia dropped by 1.5 points to 80% due to DANA's effects. Benidorm offered 43,800 hotel beds across 130 establishments. Spain accounted for 48.4% of demand.

🗺️ En 2023, Túnez removed visa requirements for Chinese tourists, boosting Chinese visitor numbers significantly. The country now leads in safety rankings for Chinese travelers, surpassing Japan, Spain, Vietnam, and New Zealand. Tongcheng Travel notes a 90% increase in high-quality lodging in secondary cities, with stays lasting over two days. Despite no direct flights, over 20,000 Chinese tourists visit Tunisia monthly, with a growth rate exceeding 20% per month. Safety remains a key factor for Chinese tourists.

🗺 Booking.com's 10th Travel Predictions Report highlights trends for 2026. Over 29,000 travelers from 33 countries were surveyed. Key findings include: 77% of Spanish travelers are interested in fantasy-themed destinations; 80% would book tech-enhanced vacation homes; and 84% are open to car-sharing. Additionally, 65% favor culinary souvenirs, 83% would book skincare-focused vacations, and 70% use travel as a compatibility test. Travel becomes an expression of identity, blending individual interests with technological advancements.

📈 Unioncamere reports a 42% rise in vacation rentals in Italy over the past five years, while hotels have declined by 5.2%. As of now, there are about 29,000 hotels and 44,000 vacation rentals. Hotel numbers dropped by 1,604, whereas short-term rentals grew by 13,000. Naples leads with a 98% increase in vacation homes, followed by Milan (75%), Rome (33%), and Florence (21%). Restaurant growth is marginal at 2.3%, highest in Sicily.

📈 Los turistas internacionales en España entre enero y noviembre de 2025 sumaron 91.5 millones, gastando 126,707 million euros, un aumento del 6.9% respecto a 2024. El gasto diario medio fue de 188 euros, con Madrid a 295 euros y Cataluña a 206 euros. Reino Unido lideró las visitas con 18.1 millones. Cataluña, Baleares y Canarias fueron regiones clave en llegadas, mientras que Canarias lideró el gasto con 2,241 millones de euros.

🏨 En 2026, los hoteles cambian su enfoque hacia experiencias inmersivas, integrando diseño, gastronomía y comunidad para atraer a viajeros exigentes. Los alojamientos se centran en identidad y conexión emocional, mientras la gastronomía se convierte en parte esencial de la experiencia hotelera. La tecnología y el estilo de vida se combinan, con conceptos como "restaurants-as-retail" y cenas privadas. La comunicación evoluciona, priorizando contenido orgánico y emocional, con las plataformas sociales como TikTok ganando protagonismo.

🏨 En noviembre 2025, las pernoctaciones extrahoteleras superaron los 7 millones, un 3,6% más que en 2024. Los apartamentos turísticos vieron un aumento del 7,9%, mientras que en campings fue del 1,5%. Canarias lideró en apartamentos con 2,3 millones de pernoctaciones. En turismo rural, las pernoctaciones cayeron un 8,3%. En albergues, la caída fue del 10,9%. El Índice de Precios subió: en apartamentos un 1,1%, campings un 2,1%, y turismo rural un 7,1%.

🏨 Madrid and Barcelona saw notable hotel price drops, with rates falling by 8% and 10% respectively during New Year’s Eve, influenced by its midweek occurrence. Conversely, the Canary Islands experienced a 10% price hike, peaking at 378 euros per night. Alicante and Valencia showed increases of 19% and 4%. The luxury segment thrived, while economic brands struggled. Projections for 2026 indicate a "demand at two speeds," prompting strategic shifts in the hotel industry.