As we move past the pandemic, hotels have been experiencing a sharp upturn in performance, almost reaching 2019 levels. The march and rise of the brands and branded hotels seem inevitable however. The question remains; however, how many brands is too many and how good are we as an industry at explaining to the clients what each stands for? Portugal’s potential as a global tourist destination is now clear to all, and proof of this is found in an improvement in tourism statistics, which in turn translates into greater interest from international investors. International branded hotel supply is increasingly significant, far outstripping the national offer and showing a need for greater diversification by local chains.

The 2022 edition of the “Spain Hotels & Chains Report” provides a detailed analysis of the Spanish hotel industry, highlighting its strong recovery post-pandemic and the evolving dynamics within the market. This report captures the state of the hospitality sector, focusing on the growth of hotel chains, the emergence of new brands, and the changing landscape of hotel investments.

A very warm welcome to this latest country edition of the Hotels & Chains report which provides a snapshot of a fascinating moment in hospitality. Will we see the direction of the industry change forever? When we wrote the last edition, we had no idea that global events would cause such chaos in a market that had seen unprecedented success in 2019. Needless to say, the events of the last 20 months have thrown the ownership and performance of the hotel industry into sharp focus, exacerbating friction between owners and operators, putting pressure on lenders, making development debt something of a mirage and laying waste to the best-laid plans of many giants in the industry. International hotel chains and brands have turned their attention to Portugal focusing primarily on Lisbon and Porto as the main urban destinations. The pipeline is almost exclusively centred on 4* and 5* hotels improving the overall positioning of the country’s hotel supply.

The 2021 edition of the “Spain Hotels & Chains Report” provides a comprehensive overview of the Spanish hotel industry, highlighting the significant changes and challenges brought about by the COVID-19 pandemic. This report examines the evolving landscape of hotel chains in Spain, focusing on market recovery, brand penetration, and the shifting dynamics of the sector.

Portugal, defined as a European destination of excellence, won the seal of Best European Destination for the fourth consecutive year by the World Travel Awards 2020. According to European Best Destinations, Portugal is considered the Best Country to visit in Europe in 2021, highlighting the beauty of the landscapes, the gastronomy, the “magnificent beaches” and the historical wealth of Portugal, marked by the historical heritage classified by UNESCO. In 2019, after reaching an exceptional 27.1 million guests and 70.1 million overnight stays, and with total hotel revenues growing since 2015, tourism declined in 2020, dragged down by the effects of the COVID-19 pandemic. Despite a scenario of falling tourist activity, the expectations for recovery are strong as a result of Portugal’s international image as a sustainable and safe tourist destination.