Tendencias del mercado

📊 Reservas de viajes para el verano en el mercado alemán aumentaron del 29% en mayo al 37% a mediados de junio. Viajes de corta duración para Pentecostés representaron casi 20% de las reservas. Los viajes de larga distancia son menos del 10% de ventas, con un declive del 18% en Estados Unidos. Se prevé un gasto de 40,000 millones de euros, un 7% más que el año anterior. Turquía es el destino más vendido, seguido de España y Grecia.

🗺 España, mayo 2025: recibió 9.4M turistas internacionales, un 1.5% más que 2024. Hasta mayo, 35M turistas visitaron, un aumento del 5.5%. Reino Unido lidera con 2M turistas en mayo (+7.3%), seguido por Francia y Alemania. Illes Balears fue el destino más popular. Alojamiento de mercado usado por 86.6% de turistas; alquiler vacacional creció un 14.8%. Estadía típica: 4-7 noches. Los datos del INE son provisionales.

🗺 En mayo 2025, España recibió 9.4 million tourists, up 1.5% from 2024. Notably, French and German tourists decreased by 6%. Hotel stays fell by 1.6%, while rental accommodations rose 14.8%. UK tourists reached 2.1 million, leading numbers. Online travel searches to Spain in Europe dropped by 13 percentage points. CaixaBank Research predicts a 2.7% tourism GDP growth in 2025, slightly higher than Spain's overall 2.4% economic growth.

📚 Susana Cabello's masterclass at Hosteltur Academy highlights a shift in luxury tourism post-2022, with spending growing over 20% annually. It emphasizes authenticity, personalization, and sustainability over material exclusivity. Key trends include "bleisure" travel and emerging destinations. Strategies focus on brand storytelling, omnichannel excellence, and creating sensory experiences. Notable examples are Sublimotion in Ibiza and the Venice Simplon-Orient Express. The aim is to offer quality over quantity in luxury marketing.

👤 José María Rosell highlights a significant increase in labor absenteeism, particularly in the hospitality sector, with rates rising from 2.5% in 2019 to nearly 7% by 2025. This issue costs the economy tens of billions of euros and affects national competitiveness, especially among small and medium-sized enterprises. Rosell proposes leveraging workplace accident and professional illness mutuals for faster diagnostic testing to mitigate prolonged medical leaves and reduce public health system delays.

💰 Tres de cada cuatro gestores de viajes corporativos (77%) prevén que el gasto en viajes de negocios en 2025 sea igual o mayor que en 2024, principalmente por el alza en precios (67%), expansión empresarial (55%) y mayor volumen de viajes (54%). El precio sigue siendo el factor clave para elegir hoteles, con prioridad en tarifas negociadas (83%) y ubicaciones cercanas a oficinas (82%). Las reservas a través de herramientas online han aumentado un 42% el último año.

🏠 Madrid, Barcelona, Málaga, Sevilla, Bilbao, San Sebastián, and Valencia are key locations for the rise of apartment buildings as hospitality spaces. With a focus on flexibility, these properties achieve a 60% operational profitability rate. IHG, Hilton, and local brands are investing in this sector due to its ability to adapt to diverse urban environments and offer a balanced mix of leisure and corporate demand. This trend is driven by regulatory changes and efficiency in operational costs.

🏨 In May, Spain's non-hotel accommodations exceeded 11.6 million overnight stays, a 0.6% increase from last year. Tourist apartments led with over 5.87 million stays, a 2.2% rise. Resident overnight stays rose 4%, while non-residents dropped 1.5%. The Canary Islands were favorites with 2 million stays, up 12.6%. Camping saw a 0.7% drop in stays, while rural tourism increased 5.3%. Albergues experienced a 9.7% decline. The average stay was 3.5 nights per traveler.

✈️ En mayo de 2025, la demanda aérea global creció un 5% respecto a mayo de 2024. Asia-Pacífico lideró con un aumento del 9.4%, mientras Norteamérica cayó un 0.5%. La ocupación internacional alcanzó el 83.2%. Willie Walsh, director de IATA, destacó la estabilidad de precios del petróleo y la sólida confianza del consumidor. En Oriente Medio, la demanda subió un 6.2%. África-Asia fue el corredor más dinámico, creciendo un 15.9%.

✈️ Delta Airlines, starting May 2026, Seattle-Barcelona route, 3 weekly flights; expands reach with 5 connections to Barcelona including Atlanta, New York, Boston. JetBlue entered Spain on May 22, 2025, offering Boston-Madrid daily until October 2025. United Airlines launched Newark-Bilbao flights on May 31, 3 weekly; resumes routes to Málaga, Mallorca. American Airlines boosts New York-Madrid capacity with 2,000 more seats monthly between June-September 2025. Iberia expands transatlantic network from Madrid, targeting Asia with Airbus A321XLR.