Tendencias del mercado

🏠 Brookfield Asset Management adquirió la división europea de Generator de Queensgate por 776 millones de euros. Queensgate había comprado Generator en 2017 por 450 millones de euros. Generator opera 15 establecimientos en ciudades europeas como Ámsterdam, Berlín y Londres, incluyendo Barcelona y Madrid con 154 y 129 habitaciones respectivamente. La adquisición busca expandir el modelo de alojamiento híbrido en Europa, combinando asequibilidad y flexibilidad para estancias cortas y largas.

🗺 Ávoris, Mundiplan, and Senior Live are competing for a €970.4 million Imserso tourism program contract in Spain. Offers must be submitted by May 19 at 23:59. The contract covers peninsular coast (€444.4M), insular coast (€303.6M), and European escape tourism (€222.4M). Administrative documents open on May 20, with economic offers revealed on May 27. The chosen companies must submit extensive documentation to meet heightened requirements, ensuring previous years' issues are avoided.

🌏 TUI Group’s fiscal first-half 2025 results show a 1% occupancy growth and an 8% increase in average rates for key brands. Spain, Greece, and Turkey remain top summer destinations. Cruise demand is up 23%, with prices 2% higher than last year. Winter favorites included the Canary Islands and Egypt, while Mexico and Thailand led long-haul travel. Revenue rose 7.8%, totaling over €8,576 million. TUI is expanding in Asia with 26 projects, marking strong growth in long-haul destinations.

🏠 Nacimiento del Branded Residences Monitor en Madrid, diciembre 2025. Este observatorio es el primero especializado en este segmento en auge, dirigido por expertos en lujo y hotelería. Su misión: estructurar información sobre residencias de marca, un modelo que atrae a inversores. En junio, se presentará el primer informe público. Sede en Calle Velázquez. Jesús Rodríguez Maseda, presidente. Europa crecerá 180% hasta 2031, siendo el tercer mercado global más dinámico, tras Norteamérica y Asia-Pacífico.

🏕️ En 2025, más de tres million people work remotely in Spain. The trend of "workation" (work + vacation) is growing, with campings becoming a popular choice. Urban campings near major cities like Murcia, Galicia, and País Vasco are in demand, with connectivity being crucial—wifi mentions increased by over 17%. Weekend getaways account for 32.4% of bookings. The average stay extended to 3.25 days. Couples dominate travel demographics at 80%, followed by families (11.6%).

🏖 Barcelona, 12 May: The annual Virtuoso Symposium, organized by Turisme de Barcelona, attracts over 300 luxury travel agencies. Key events include a dinner at Llotja de Mar with 100 top agency representatives and a welcome reception at La Roca Village. Virtuoso boasts 1,200 agencies, 21,000 agents across 50 countries, and a $5 billion business volume. Barcelona ranks second in Europe for luxury tourism, hosting five premium events in 2025. A luxury cruise to Marseille, Portofino, and Monaco followed.

🌍 Cuba faced a 50% reduction in tourists in 2024 compared to 2019. In the first quarter of 2025, during high season but without Easter, Cuba welcomed 571,772 international tourists, 237,169 fewer than the previous year, translating to a 24% hotel occupancy. Overnight stays hit 3.601.870, down from 5.040.451 in 2024. Main tourist sources were Canada (272,274 travelers), Cuban expatriates (59,896), and the United States (39,447). Spain ranked ninth with 9,827 travelers, a 30% decrease from 2024. Amidst these challenges, Cuba plans structural reforms to boost tourism.

💰 Pensionistas face a €100 high season supplement for Imserso trips, causing outrage for potentially excluding low-income users. Cheapest packages will rise from €132.91 to €232.91, while the most expensive will increase from €464.72 to €564.72. The government plans to use part of this increase to fund 7,447 flat rate €50 trips. High season for coastal, Balearic, and getaway tourism spans October, May, and June, while high season for Canary Islands includes December, January, and February. Some users welcome similar surcharges for second and subsequent trips, hoping for more equitable distribution, while others fear it will lead to more unsold slots.

🏨 BWH Hotels aims to expand up to 40 hotels in Spain and Portugal within four years and is exploring a direct management model in Saudi Arabia. In an interview with HOSTELTUR, sales director EMEA Carolina Justribo highlights Spain's importance as a destination and source market. In 2024, Spain's hotel occupancy hit 82% with an ADR of €170, a 20% increase from the previous year. Luxury brands like WorldHotels reached an ADR of €370. Spanish clients contributed €40 million in revenue, a 24% growth. Direct online bookings grew by around 20%, corporate bookings by 37%, and leisure client business by 18%. BWH plans for 30 potential hotel projects, with 75% from small and medium chains and 25% independent hotels. The focus is on soft brand hotels (90%) and, to a lesser extent, hard brand (10%) with strategic areas including Madrid, Barcelona, Bilbao, Sevilla, San Sebastián, Valencia, Alicante, and Málaga. They have 230 people worldwide to help attract international guests. They're also in talks for strategic alliances with local chains and considering management contracts in Saudi Arabia, with 14 projects in the pipeline, following a franchising tradition of nearly 75 years.

💼 In the first quarter of 2025, tourism employment in Spain grew by 1.2%, reaching 2,787,704 workers. Tourism accounted for 12.8% of Spain’s total employment, despite Easter falling outside the analyzed period. Compared to the same quarter last year, there were 34,347 additional tourism-related employees. Unemployment in tourism activities dropped to 12.1%, a decrease of 1.1 percentage points. Hospitality saw a 1% decline in employment, with food and beverage services down 2.8%, while accommodation services rose by 5.7%. Travel agency employees increased by 21.9%, and passenger transportation employment grew by 3.4%. Salaried positions in tourism rose to 2,327,588, a 2.8% interannual increase, with the salarization rate at 83.5% (+1.2 pp). Permanent contracts were at 85.3%, up 2.7%, and temporary contracts increased by 2.9%. Full-time salaried workers constituted 75.4% and grew by 5%, while part-time employment decreased by 3.5%. Self-employed figures in tourism fell by 5.9%, with notable drops in hospitality (-10.5%) and transportation (-3%), but an increase in other tourism activities (+7.2%). Job growth was observed in nine autonomous communities, notably Madrid (+10