Tendencias del mercado

💻 La digitalización hotelera evoluciona rápidamente. Actualmente, un hotel medio utiliza más de 20 herramientas tecnológicas, según Hotel Tech Report. En 2025, SiteMinder ofrece más de 1,300 integraciones para sistemas como PMS y RMS. Desde julio 2024 a febrero 2025, el tráfico web turístico desde IA creció un 1,700%, según Adobe. La interoperabilidad y la capacidad de adaptación a nuevos protocolos, como el Model Context Protocol, son esenciales para comunicarse con agentes digitales emergentes.

🏖 The Asociación de Empresarios Hoteleros de la Costa del Sol (Aehcos) reports concern over demand despite Málaga closing July with 86.66% occupancy, a 1.16-point rise. President José Luque highlights a drop of over €40 per guest. August forecasts a decline from 92.89% to 88.32%, with national guests rising from 30% to 40%. Benalmádena (92.69%), Torremolinos (92.21%), and Fuengirola (91.37%) lead. September sees a 1.78-point drop to 86.96%, with only two areas exceeding 90%.

🗺 Japón ha visto duplicarse sus reservas para 2025, alcanzando el 14% de la cuota internacional de RateHawk, impulsado por los vuelos directos de Iberia desde octubre de 2024. Tokio, Osaka y Kioto son populares. Italia y Francia lideran en Europa; Sicilia registró un aumento del 54% en reservas. Emiratos Árabes Unidos y Turquía también están en auge. Las reservas internacionales han aumentado un 75% respecto a 2024, con un gasto medio diario de 800 euros.

🏨 Cerberus Capital Management has started divesting from the hotel sector. In 2022, Cerberus acquired a majority stake in Ferrer Hotels, placing it among Spain's top 10 hotel investors. Ferrer Hotels operates five establishments in Mallorca and one in Menorca. Cerberus previously attempted to acquire Italian airline Alitalia but was unsuccessful. Potential buyers are showing interest in Cerberus’s hotel assets. Ferrer Hotels declined to comment.

🗺 In the Balearic Islands, June 2025, tourism faces a downturn with less crowded terraces and decreased weekend traffic. Hotels opt for higher prices despite lower occupancy to maintain last year's revenue. Airbnb's popularity mainly benefits foreign-owned supermarkets. Local authorities increase ecotaxes and discourage excessive summer tourism, affecting visitor experience, especially at Palma airport. Many small businesses struggle with reduced income and employment challenges, as tourism-related policies remove a fifth of housing for tourist use.

🏠 Durante los últimos siete días en España, las reservas hoteleras han crecido en el País Vasco (34%), Castilla y León (27.7%) y Madrid (21.2%). Para el mismo período de 2024, Castilla y León creció un 38.7%, Madrid 36.5%, y Murcia 30.5%. Cataluña, Andalucía, y Baleares lideran con 18.9%, 16.9%, y 16% de cuota de mercado. El 52.6% de reservas son parejas, con estancias de 2-5 noches (52.2%), y 40.55% reservadas con 15-60 días de anticipación. España, pese a caer 5.1%, lidera en origen con 51.4%.

🎤 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.