The average cost of a hotel room in Spain was €163.4 per night between January and June, representing a 4.9% increase compared with the same period in 2025. This is one of the key findings of the Hotel Barometer, jointly produced by STR and Cushman & Wakefield for the first half of the year, which shows that the main indicators of the hotel industry have maintained the upward trend seen in recent quarters.
Across Spain, hotel occupancy reached 74.1%, up 0.7% from January to June 2025, while RevPAR (Revenue per Available Room) stood at €121.2, an increase of 5.6% compared with 2025.
According to Albert Grau, Partner and Co-Head of Cushman & Wakefield Hospitality in Spain, “while awaiting the results of the holiday season, the industry is heading toward another record-breaking year, with steady growth across key indicators. This demonstrates the strength of demand and Spain’s safe-haven appeal as a tourist destination in a complex geopolitical environment.”
Alicante, Valencia and Málaga Lead Occupancy in the First Half of 2026
Alicante, with 83.3% occupancy, Valencia, with 91.2%, and Málaga, with 80.5%, were the three destinations with the highest hotel occupancy during the first six months of the year. Alicante and Valencia also recorded the strongest growth compared with 2025, with occupancy increasing by 5.2% and 3.6%, respectively.
Overall, Spain posted a positive performance, with average occupancy reaching 74.1%, up 0.7% from the first half of 2025. These figures highlight the consistency of both domestic and international demand throughout the year and reflect the increasing reduction of seasonality across destinations.
Among the major cities, both Madrid and Barcelona recorded occupancy growth of 2.5%, reaching 78.9% and 78.4%, respectively.
The only destinations where occupancy declined slightly were Córdoba (-2.9%) and the Canary Islands (-1.8%), followed by Benidorm (-0.8%) and Biscay (-0.3%).
According to Bruno Hallé, Partner and Co-Head of Cushman & Wakefield Hospitality in Spain, “an occupancy rate of 74.1% across Spain is a record figure for a first half-year period and bodes well for what could be another very strong holiday season, as reflected by the high demand in the Balearic Islands and coastal destinations.”
Staying in a Spanish hotel was 4.9% more expensive during the first half of the year
The average cost of staying in a Spanish hotel increased during the first half of the year. In Marbella, the average daily rate reached €334.1 between January and June 2026, 7% higher than in 2025. This positive trend was reflected across almost all destinations included in the Hotel Barometer, with the national ADR (Average Daily Rate) reaching €163.4, representing a 4.9% year-on-year increase.
Barcelona ranked second in the ADR ranking, with an average rate of €195.5, up 1.8% compared with 2025. Meanwhile, Madrid recorded slightly stronger growth, with ADR increasing by 3.2% to €181.4.
The strongest increases in average daily rates were recorded in Valencia (+9.5%), the Balearic Islands (+9.0%), and Alicante (+7.9%). Granada was the only city to register a decline in hotel prices, with a modest decrease of 1.9%.
Among purely leisure destinations, the Canary Islands posted steady price growth of 6.5% compared with 2025, bringing ADR to €172.5. Meanwhile, the Balearic Islands surpassed the €190 average rate mark, following a 9% increase year on year.
In Benidorm, the average daily rate reached €89.9, representing a 6.4% increase compared with the first half of 2025.
According to Luis Arsuaga, Partner, Co-Head and Head of Hospitality Capital Markets in Spain, “hotels are taking advantage of the current market environment to continue increasing prices, albeit at a moderate pace and below double-digit growth rates. The attractiveness of the hospitality offering and the global situation should support further growth, particularly in destinations with a higher share of international travellers, whether for leisure or business purposes.”
RevPAR Reached €121.2 in the First Half of the Year, Up 5.6% from 2025
RevPAR (Revenue per Available Room) continued its upward trajectory, increasing by 5.6% during the first six months of the year to reach €121.2 nationwide.
The highest RevPAR was recorded in Marbella, at €218.7, followed at some distance by Barcelona, with €154.3, and Madrid, with €142.1. These figures represent a 4.4% increase in Barcelona and a 5.8% increase in Madrid, which continues to narrow the gap quarter after quarter.
The destinations recording the strongest growth in revenue per available room were Alicante and Valencia, both benefiting from higher occupancy levels and posting 13.5% increases, as well as the Balearic Islands, where RevPAR increased by 10%.
The only slight declines were recorded in Córdoba (-2.2%) and Granada (-0.2%).
The Hotel Sector Barometer includes data from 1,807 hotels and more than 247,000 rooms across Spain. The study is the result of a partnership between STR, a global provider of benchmarking, analytics, and market insights, particularly for the hospitality industry, and Cushman & Wakefield Spain, a leading global real estate services firm.
