The global hotel majors have set Spain at the center of their expansion agenda. During the crisis and the ensuing recovery spurred by the pandemic, the largest international groups began securing positions in the Spanish market, and they are pressing ahead with full momentum now that tourism is rebounding. This trend reflects a broader push by world-scale operators to capture demand across Spain and its key destinations.
Around thirty international hotel groups acquired 122 Spain-based companies, adding roughly 22,640 rooms between 2020 and the end of 2022. Despite an initial slowdown, the market showed resilience and a robust recovery, with a focus on luxury and high-end segments that accounted for about two-thirds of these corporate moves, according to Christie & Co. That consolidation points to a strategic preference for premium offerings and selective market penetration in prime locations.
International groups outpaced national chains, registering 16% room growth versus a 4.5% rise for national players, making them the fastest-moving segment during the three-year crisis and subsequent reopening. As the year began, their footprint stood at 398 hotels, comprising a total of 61,154 rooms across Spain. This growth underscores the ongoing confidence of global operators in the Spanish hospitality ecosystem and its capacity to absorb new properties without sacrificing quality or service standards.
Leading the growth slate in recent years are Hyatt Hotels, with a portfolio that now includes 34 startups (including the Apple Leisure Group acquisitions); B&B Hotels, with 11 properties; Marriott, with 10; Accor, with 8; and Hilton, with 7. Brands like Sonder and Radisson each added six. In the past three years, new entries such as Four Seasons, Rosewood, and Ikos expanded Spain’s luxury map, introducing prestigious labels that previously did not have a presence in the country. The market continues to attract a mix of established names and aspirational brands seeking to capitalize on Spain’s diverse tourism appeal, from coastal resorts to vibrant city centers.
future growth
International hotel groups remain eager to grow in Spain, and Christie & Co. reports concrete plans that will bring 68 more hotels into the fold by 2026, adding roughly 10,700 rooms over the next three years. The portfolio already shows significant momentum, with Accor leading the charge by forecasting 15 future properties, followed by InterContinental Hotels Group with 10, Hyatt and Marriott each with seven, and B&B and Leonardo with four projects apiece for the near term. Other chains such as Hyde, Mondrian, Handritten, or Greet are also positioning to enter Spain in the coming years, signaling a broad-based influx of high-quality options for travelers.
Nearly half of the planned developments center on five-star properties, illustrating a clear commitment by major groups to Spain’s luxury segment and the likely impact on location strategies for top destinations. This premium push is expected to elevate both the quality of visitor experiences and the average daily rate (ADR), while expanding the supply of upscale accommodations in key markets.
Analysts note that the entry of international luxury brands should translate into enhanced tourism quality and greater room availability across major cities and resort areas. The predicted beneficiaries include Madrid, Barcelona, Mallorca, Ibiza, Seville, the Costa del Sol, and the Basque Country, which are anticipated to serve as primary entry points for upscale hotel groups by 2026. This trajectory signals not only a shift in ownership but also a potential uplift in the overall tourism profile of the country, attracting a higher-spending clientele and longer-length stays, as noted by industry consultants.