Tendencias del mercado

🏖️ 17% of Spaniards start their summer vacations in September, with those aged 65-74 favoring this month over August by 10 points, making it their top vacation period. With an average budget of €739 per person, spending is divided into accommodation (33%), dining (23%), transport (19%), activities (11%), and shopping (10%). Popular destinations include Venice (+76%), Olbia (+69%), and Istanbul (+69%), with short trips preferred.

🗺 Madrid, July 2024: International tourists surged 10.1% to 581,584, making up 61.3% of all travelers and 69% of overnight stays. Top visiting nations: USA (106,357; +11.9%), Mexico (43,528; +10.6%), Argentina (+28.4%), and Brazil (+27.6%). Average stay: 2.04 nights—2.3 for internationals, 1.69 for locals. Almudena Maíllo highlights the economic benefits and year-round tourism activity. America's markets represent 49.3% of all foreign tourists. Occupancy rate: 70.7%.

🏨 La intención de alojarse en hoteles ha caído en 2025 entre turistas españoles, según el barómetro Europe Assistance-Ipsos. Los hoteles siguen siendo favoritos (47%), pero bajan 10 puntos respecto al año anterior. En la UE, la caída es de 4 puntos. Alternativas como alquiler vacacional (29% en España), bed & breakfast (14%), y camping (9%) están en auge. Los turistas extranjeros en hoteles españoles subieron un 1.6% en enero-junio 2025, alcanzando 28 millones.

✈️ Septiembre, con 12.2 million international flight seats to Spain, matches June's figures, up 3.6% from last year. UK, Italy, and France show growth in air capacity by 4.3%, 3.8%, and 0.4% respectively, while Germany drops by 3.2%. Nordic countries decline with Denmark down 1.8%, Sweden 7.8%, Norway 4.9%, and Finland 4.1%. Poland, Ireland, and Turkey surge over 10%, with Turkey up 26.6%. U.S. long-haul flights rise 12.9%, Colombia increases 10.4%, but Mexico decreases by 3.2%.

📅 En 2025, el 41% de los españoles elige agencias de viajes online (Ej: Expedia, Booking.com) para reservar vacaciones, superando la media europea del 36%. Un 28% opta por la reserva directa en webs de aerolíneas u hoteles. Solo el 10% organiza con más de seis meses de antelación, comparado con el 15% en Europa. La mayoría reserva entre dos y cuatro meses antes (33%). El estudio se realizó en marzo de 2025.

🏖️ En 2025, las viviendas turísticas en Andalucía registraron un incremento del 3% en la ocupación y del 5% en el ADR respecto al año pasado, alcanzando un 58% de ocupación y un ADR de 165 euros. En junio, julio y agosto, las ocupaciones fueron del 55%, 63% y 66%, respectivamente, mientras que las tarifas promediaron 155, 168 y 185 euros. Málaga lideró con una tarifa de 190 euros y una ocupación del 67%, seguida de Cádiz y Sevilla.

📅 Las agencias de viajes en España reportaron un aumento en las ventas de última hora este verano de 2025. Esta tendencia contrastó con años anteriores, donde la venta anticipada dominaba. Directivos de empresas líderes destacan un desempeño positivo y esperan un buen año, a pesar de un inicio preocupante debido a la baja anticipación. La falta de reservas iniciales llevó a agresivas campañas promocionales para llenar plazas vacantes en la temporada alta estival.

🏨 O7 Hotels, part of W2M, has expanded through strategic alliances in 2023. Recently, they integrated hotels from Catalonia's Guitart into their management, celebrating Guitart's 70th anniversary and expanding O7’s presence to 17 hotels across the Iberian Peninsula. In April, O7 partnered with BlueBay, adding 6 establishments and 4,000 beds in Spain. O7 started in 2022 with two 3-star hotels in Mallorca and is eyeing further expansion, including potential growth into Portugal.

🏨 Marriott, Hilton, IHG, Accor, Hyatt, Jin Jiang, and Wyndham are dominant hotel brands known for luxury to budget options globally. They maintain consistent quality and innovate with mobile apps and sustainability. Spain's top brands include Meliá, Barceló, NH Hotel Group, RIU, Eurostars, and Iberostar, with strong international presence. These brands build trust through loyalty programs and clear value propositions, serving diverse customer needs. Understanding these dynamics aids in navigating the competitive hospitality market.

🏖️ Bahía Príncipe Hotels & Resorts is experiencing strong summer occupancy rates in Spain and the Dominican Republic, according to CEO Julio Pérez. With steady demand, they anticipate a successful season. Despite challenges like absenteeism in the tourism sector, the focus remains on talent retention. Protests against tourism have not affected reservations. Emphasizing responsible tourism, the brand continues to see positive booking trends for the summer.