Off-season bookings drive a 4.8% increase in hotel prices

The Spanish hotel market closed 2025 with an average price increase of 4.8%, driven largely by the rise in off-peak season bookings. This is according to the Hotel Booking Trends report produced by SiteMinder, which puts the average daily rate (ADR) at ?215.02, compared to ?205.23 in the previous year.

The study finds that the increase in rates was particularly intense in months traditionally considered to be low demand, such as January and April. This trend confirms a progressive deseasonalization of tourism in Spain, with a more balanced distribution of stays throughout the year and less dependence on peaks concentrated in the summer.

According to the report, the increased activity in the low season is due to several factors, including the rise in travel with greater time flexibility, the consolidation of teleworking, and the growing appeal of urban and cultural destinations outside the traditional vacation periods.

This change in pattern benefits both establishments, which can optimize their occupancy and profitability over more months, and destinations, by promoting more sustainable management of tourist flows.

The data from Hotel Booking Trends thus reinforces the idea that the Spanish hotel sector is moving towards a more stable and less seasonal model, in which demand is distributed more evenly and sustains an upward trend in prices throughout the year.