Barceló Hotel Group has reaffirmed its growth strategy with an annual investment target of around 500 million euros, aimed at both acquiring assets and improving its hotel portfolio, amid a gradual slowdown in the tourism sector. This was highlighted during a meeting with the media by the CEO for EMEA, Raúl González, who emphasized the group’s financial strength to maintain this pace of investment, underlining the company’s ability to continue growing in a more demanding environment.
In his press conferences, González paints a complete picture of the tourism sector, based on the latest company news; on this occasion, he emphasized that the sector is already returning to normal. Thus, although global tourism is on track for record visitor arrival figures, the executive predicts a change in trend. “We will see more tourist arrivals, but the growth rates are lower,” he noted, pointing to a 1.8% increase in volume compared to about 4 percent growth in spending by 2026, and emphasizing that the volume of spending is more important than surpassing round numbers of visitor counts.
Growth forecasts
Barceló Hotel Group is looking toward 2026 with forecasts of moderate but solid growth, in a context of a slowdown in the global tourism sector. The company estimates a revenue increase of between 4% and 5% compared to 2025, driven by higher prices and demand that will continue to grow, albeit at a slower pace.
In this context, the company is managing to raise prices above the inflation rate thanks to investments in its product range, although it is beginning to hit certain limits. “We are raising prices, but we are starting to see a ceiling.” Operationally, Barceló expects to maintain high occupancy levels in its main destinations. Forecasts for 2026 point to 96 percent in the Balearic Islands, 86 percent in the Canary Islands, 85 percent on the peninsula, and 70 percent in its international business, reflecting the strength of the domestic market compared to a more volatile international environment.
During the last fiscal year, the group has already recorded a 4% increase in the average daily rate (ADR), compared to a more modest 1% increase in occupancy, a trend that is expected to continue through 2026.
Demand is also showing signs of change. “More and more customers travel for a specific experience rather than for the destination,” the CEO explained, noting that this group now accounts for nearly 50 percent of the total.
International expansion and new openings
Barceló’s growth plan is supported by an annual investment of around €500 million, aimed at both new acquisitions and property renovations. “We have a positive cash position, we are debt-free, and we generate healthy EBITDA,” González emphasized.
Among the main openings that have already taken place, González highlighted the Royal Hideaway Casablanca – the brand’s first property in Morocco – and the Occidental in the same city, as well as new projects in Rome, Valladolid, and Dresden, most of which involve repositioning and renovation.
In the medium term, the group will continue to expand its international presence with projects in Thailand, Turkey, Egypt, and Saudi Arabia in 2026, and new initiatives in the Maldives, Albania, Georgia, Cape Verde, and Malaysia by 2028.
However, the company is taking a cautious stance in the face of rising asset prices. “We see a lot of opportunities, but it all seems expensive to us,” the executive admitted.
Connectivity, geopolitics, and costs
The group’s performance will be influenced by external factors, especially air connectivity. “There are operational restrictions, with delays in aircraft deliveries and cuts to less profitable routes,” González explained, which is having a particular impact on traffic to Asia due to reduced activity at hubs such as Dubai and Doha.
However, the CEO rules out a sharp slowdown in demand. “We are not seeing a halt, but rather a shift to safer destinations,” he said, highlighting Spain’s position as one of the main beneficiaries. At the same time, the group is monitoring other structural factors, such as absenteeism and rising costs associated with high housing prices, which are affecting hiring and staff retention.
Growth strategy
Despite the more complicated environment, Barceló is maintaining its long-term growth strategy, including its focus on markets like the Middle East. “We believe it will recover faster than it seems, and now is the time to position ourselves,” said González. The group also expects to sign new contracts in the region in the coming months, in line with a “counter-cyclical” expansion policy in times of uncertainty, and cited the six planned projects in Saudi Arabia as an example.
Overall, Barceló is approaching 2026 with a focus on profitability rather than volume, in a sector that is entering a more mature phase. “Tourism will continue to grow, but at a different pace,” he concluded.