Las hoteleras suben los precios para lograr ingresos récord este verano

España's leading hotel chains are raising prices to achieve record summer revenues as occupancy stabilizes or slightly declines in certain destinations. The sector faces its final sprint of the peak season with stable demand but a stronger emphasis on rates to sustain income growth. Barcelona predicts summer occupancy of 73.5%, with rates rising more than 4% and RevPAR (revenue per available room) increasing by nearly 3%.

Similar projections are made by RIU, anticipating slight increases in both stays and revenue for the remaining summer. Palladium expects higher rates, up 8%-9% in central July and August, as it revamps hotels and brands, aiming for 80% occupancy. Iberostar, which saw a 10% sales growth in EMEA during June and July, also aims for similar summer growth.

Meliá hotels in Spain show a positive outlook, combining strong pre-booked demand with a surge in last-minute bookings. Destinations across Spain are experiencing positive trends, with notable improvements in certain hotels following renovations and upgrades. New additions in Minor Europe and Americas hotels highlight strong demand and increasing willingness of travelers to invest in premium experiences.

Eurostars Hotel Company, part of the Hotusa Group, estimates a growth of over 20% due in part to new portfolio additions. Sercotel saw an 85% occupancy rate in June, almost identical to the previous year, with an ADR (average daily rate) 1.4% higher in July. The company anticipates maintaining an 88% occupancy average for the summer, while raising rates another 5%, resulting in improved RevPAR.

Hesperia anticipates a 7% revenue growth in August and September, driven primarily by increased average rates. Ona Hotels and Apartments predict robust growth for Peninsula hotels, around double digits, with modest gains in Mallorca and Canary Islands. Baleares remains a top summer destination, with Barceló at 91% occupancy and Palladium seeing a 5% reservation growth, projecting 80%-90% occupancy in Ibiza.

Iberostar highlights Baleares and Canary Islands among its top Spanish destinations, followed by Andalusia. Meliá shines in Canary Islands, with Paradisus Fuerteventura and Palacio de Isora performing well, along with the recently opened Zel Fuerteventura. Baleares hotels also show rate and occupancy improvements, while Gran Meliá Don Pepe's closure for renovation, reopening in October, will impact Andalusia.

Outside traditional summer destinations, Bilbao, Vigo, A Coruña, and Santiago de Compostela gain prominence, along with Valencia, Málaga, and Córdoba. Canary Islands show signs of normalization after several years of strong growth. Barcelona notes a slight slowdown in occupancy but a slower reservation pace in some interior locations, such as Madrid and Toledo.

Minor Europe and Americas hotels report positive trends, with the United States being a key growing market for the sector, driven by strong spending capacity. The United States, along with the United Kingdom and Germany, are Major's main sources of demand, according to Paradores. Major also identifies Poland and Luxembourg as dynamic markets, with overall national demand growth offsetting a decline in UK reservations.

Last-minute bookings surge as peak summer travelers exhibit varied behaviors – some plan well in advance, while others prefer last-minute bookings. The season's patterns vary, with anticipation increasing in certain markets but last-minute activity remaining robust.