Marbella consolidates its position as the most expensive hotel destination in Spain, with an average rate of 334.1 euros per night in the first half of 2026, doubling the national average.
Marbella remains unbeatable as the most expensive hotel destination in Spain, with an average rate of 334.1 euros per night between January and June. This figure doubles the national average, which stands at 163.4 euros, according to the Barometer from STR and Cushman & Wakefield.
Barcelona maintains the second highest rate in the country, at 195.5 euros per night, while Madrid reaches 181.4 euros. The Balearic Islands also see one of the largest increases of the semester (9%), raising the average price above 190 euros.
The report reveals that the largest price increase is concentrated in Valencia, with a rise of 9.5%, followed by the Balearic Islands and Alicante (+7.9%). Granada is the only city analysed that slightly lowers its prices.
Behind this trend is the strong performance of hotel occupancy. Spanish establishments filled an average of 74.1% of their rooms during the first six months of the year, a historic figure for this period. Valencia was the destination with the highest occupancy, reaching 91.2%, ahead of Alicante (83.3%) and Málaga (80.5%).
In the province of Málaga, hotel occupancy reached 80.5%, reflecting high demand on the Costa del Sol. The combination of higher occupancy and increased rates has also boosted the sector's profitability. Revenue per available room (RevPAR) grew by 5.6% to an average of 121.2 euros. Marbella again leads this indicator with 218.7 euros.
“A 74.1% occupancy across Spain is a historic figure for the first half and suggests what could be another very good holiday season, as indicated by the high demand in the Balearic Islands and coastal towns,” highlights Bruno Hallé, partner and co-director of Cushman & Wakefield Hospitality in Spain.
Regarding prices, the co-director and head of Capital Markets Hospitality in Spain, Luis Arsuaga, believes that “hotels are taking advantage of the situation to continue growing prices, albeit moderately and below double digits,” a trend that, in his view, will remain particularly visible in destinations with a higher presence of international travellers, both leisure and business.
For tourists visiting the province of Málaga, rates in Marbella represent a significant expenditure, although the 80.5% occupancy in the province indicates that demand remains high. Other destinations on the Costa del Sol, such as Málaga city, present more moderate prices, although these are not detailed in the report.
The Barometer from STR and Cushman & Wakefield analyses data from over 1,500 hotels across Spain. The upward trend in prices and occupancy points to a record summer for the Spanish hotel sector, with particular prominence for destinations like Marbella, which continues to set the standard in profitability.
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