The Spanish hotel sector is starting 2026 with unprecedented strength in its profitability indicators, according to the latest report from the consultancy firm Gloval. Southern Gran Canaria is positioned as the undisputed driving force of the national market, registering an occupancy rate of 91,97 percent, the highest figure in the entire country. This performance places the tourist region ahead of the island average, which reaches a solid 91,39 percent, confirming that the Canary Islands archipelago remains the preferred destination for European tourists during the winter season.
The price and profitability gap between different Spanish tourist areas paints a picture of significant contrasts at the start of this year. While the south of Gran Canaria dominates in terms of overnight stays, the island of Tenerife leads in gross revenue per available room (RevPAR), reaching €149,19. Meanwhile, ski and luxury destinations maintain their premium status; the Vall d'Aran tops the average daily rate (ADR) at €184,64, while the tourist hotspot of Marbella registers the highest price in Spain at €253,34 per night.
The year-on-year evolution reveals surprising dynamism in destinations that traditionally operated in the background. The island of La Gomera stands out with double-digit growth in both rates and profitability, exceeding 10 percent in both cases compared to February 2025. However, the biggest surprises in the Gloval report are located on the Iberian Peninsula, where the Costa da Morte leads the improvement in RevPAR with a 42 percent increase, and municipalities like Benavente have seen their profitability soar by 108 percent compared to the previous year.
Analysis of specific tourist destinations reveals a consolidation of niche and high-value-added destinations. Sóller has reached an occupancy rate of 90,95 percent, placing it on par with the major Canary Island resorts, while Estepona has positioned itself as one of the most profitable destinations in southern Spain with a RevPAR of €178,77, after growing by 50,42 percent in just twelve months. This trend confirms that, beyond the dominance of the Canary Islands, the Spanish hotel market is aggressively increasing its profit margins in coastal areas and inland destinations.
The snapshot from February 2026 confirms that the tourism industry has broken through the glass ceiling of recovery and entered a phase of revenue expansion. The combination of massive occupancy in southern Gran Canaria and soaring prices on the Costa del Sol and in the Pyrenees suggests a structural shift in hotel asset management. The sector is not only filling its establishments but also demonstrating a pricing capacity that clearly improves profitability levels in 2025 across virtually all key indicators.
