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The Hotel Alliance forecasts a robust close for the hotel sector in Spain in 2025, with improvements in occupancy rates and profitability.
The hotel industry in Spain will close the year 2025 with favorable results in its main metrics, according to an internal forecast analysis conducted by the Hotel Alliance, a group that brings together 16 hotel chains and ranks fifth in the Spanish tourism ranking. This analysis is based on a combination of in-house data and reliable industry sources. The projections indicate an increase in average occupancy at the national level, with an average daily rate (ADR) that could reach 170 euros, and a RevPAR (revenue per available room) that will be 6% higher than in 2024.
Fernando Gallardo, secretary general of the Hotel Alliance, believes that these figures reflect a positive evolution of the sector, although with significant differences depending on the region. "While at a global level the trend is encouraging, each destination shows very particular behaviors. For this reason, it is essential to examine the data carefully and not to make simplistic interpretations of the market," he says.
Occupancy: main destinations and an increase in the national average
The average occupancy rate in Spain will reach 76.7%, which represents an increase of half a point over the previous year. When broken down by destination, Fuerteventura stands out with 86.2%, followed by Malaga with 83.8% and Alicante with 83.2%, although the latter has experienced a decrease of 0.6% in annual comparison. Also notable are the data for Valencia with 81.3% and the Canary Islands total with 81.8%, both higher than the national average.
Javier Tausía, president of the Hotel Alliance, says the occupancy rate indicates a market that continues to be robust, although it also shows signs of stabilization. "We have experienced several years of very accelerated growth. By 2025, we anticipate that occupancy will remain at high levels, but there are already signs of maturity in certain destinations," he says.
ADR: steady increase and high variability in destinations
The national average ADR is expected to reach €170 by 2025.
The highest average daily hotel prices in Spain will be in Marbella, reaching €381.97, which represents an increase of 11.5% compared to 2024. This is followed by the Balearic Islands at €228.43 (+9%) and Barcelona at €193.52, although the latter shows a slight decrease of 0.6%. In addition, the largest increases in the average daily price are observed in Zaragoza (+10%), Mallorca (+9.2%) and Granada (+7.3%).
In this context, Gallardo emphasizes that the increase in price is neither uniform nor automatic: "ADR growth is not only due to demand, but also to better product management, segmentation and the ability of each destination to provide additional value.
RevPAR: general progress with variations in certain markets
As for the average RevPAR, it is expected that in Spain it will end 2025 at 130.29 euros, which represents an increase of six points compared to the previous year. The most notable increases are recorded in Zaragoza (+13.4%), Marbella (+12.4%), Benidorm and Tenerife (+10.1%) and Granada (+9.8%).
In contrast, declines were observed in Valencia (-5.2%), Cordoba (-2.3%) and Barcelona (-0.9%). This, according to Tausía, highlights the urgency of making strategic adjustments in certain markets. "RevPAR is the best indicator that reflects the business situation. In places where it is decreasing, it is necessary to investigate whether the cause lies in price, occupancy or the value proposition," he says.
Portugal: moderate growth in Lisbon and Porto
The study conducted by the Hotel Alliance also includes information on Lisbon and Porto, which are important for the hotel sector in the Iberian Peninsula. It is anticipated that Lisbon will reach an occupancy rate of 75.8% by the end of 2025, which represents an increase of one point compared to 2024. In contrast, Porto will record an occupancy rate of 71.3%, which implies a decrease of one percentage point.
ADR in Lisbon will reach 180.90 euros, while in Porto it will reach 137.70 euros, representing an increase of 0.2% and 2.7%, respectively. RevPAR will reach 137.21 euros in Lisbon and 98.12 euros in Porto, with increases of 1.2% and 1.8%.
In general, Hotel Alliance projections indicate that the year 2025 will be favorable for the hotel sector, characterized by an increase in key indicators. However, increasing differentiation among destinations is also observed, highlighting the relevance of strategic planning and management in a more competitive market environment.
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