Harbor Hotels leveraged strong market conditions in tourism recovery to achieve notable growth last year across the Alicante province and the broader Valencian Community, surpassing their own prior revenue records. According to a report released this Monday by Port Hotels, the chain, which operates 11 properties, projected 2022 revenue around €52 million, representing a gain of roughly 12 percent over the company’s previous peak in 2019.
The group, with hotels in Benidorm, Calp, Dénia, Alicante, Elche and Valencia, posted increases close to 5 million euros compared with the pre-pandemic year. This positive trajectory is attributed to ongoing hotel renovations and rebranding efforts, along with the enhancements at Port Alicante City & Beach, which underwent a comprehensive transformation last year. Other notable upgrades included the Huerto del Cura and Port Jardín Milenio hotels in Elche.
Port Hotels also reported their best November and December on record, reinforcing the effectiveness of its strategy to adjust demand seasonally and capture peak visitor flows, as stated by the board of the chain.
Toni Mayor chain completes corporate integration of Huerto del Cura and Milenio hotels
In addition, Port Hotels shared figures it believes will be surpassed in 2023, noting that Port Alicante City & Beach was largely closed during the previous year due to renovation work. This period of disruption is expected to give way to stronger performance in the coming year.
“In 2023, the network anticipates full occupancy across all properties. It is a year in which the benefits of strategies implemented since 2019 should become clear, including continued hotel modernization, a firm push toward direct sales, and the expansion of the sales and marketing team,” stated Toni Mayor, the group’s president.
Expansion
The company also confirmed ongoing growth plans, aiming to expand from 11 to 15 hotels by 2030 and broaden its footprint in key coastal markets.
Beyond new properties, the chain remains alert to potential opportunities in the market. In recent years, Port Hotels has integrated operations in Alicante, Elche, and Valencia, while exploring land for future projects in Benidorm.
Specifically, a site adjacent to the In Tempo building—often described as the tallest residential skyscraper in Spain—and additional land parcels around Terra Mítica have drawn interest. The Generalitat previously auctioned off nearby plots, leaving an 80,000-square-meter area that could host a hotel with a convention center, a prospect that continues to attract attention as discussions progress.
Toni Mayor buys land around Terra Mítica for a new hotel with convention center in Benidorm
Port Hotels currently operates hotels in Benidorm, Elche, Valencia, Alicante, Dénia and Calp. The company runs five restaurants and more than 20 venues for social and corporate events, employing over 600 people and providing around 4,000 hotel beds. The leadership team has signaled a continued emphasis on strengthening direct sales channels, expanding its event capabilities, and pursuing strategic acquisitions when opportunities arise. The group was recognized for its ongoing contributions to the regional tourism sector in upcoming industry events.
The company’s leadership profile received attention from local media, as Toni Mayor was highlighted in coverage about industry awards and regional development efforts.