Outdoor hospitality in Europe – once seen as rustic or seasonal – is experiencing a major transformation. Spurred by the pandemic, technological advances, and investor interest, this sector is evolving into one of the most dynamic and resilient parts of the tourism landscape. Travellers are now choosing nature-based experiences, combining comfort with open-air escapes.

The hospitality industry is entering a new cycle of growth. Despite solid momentum in both investment and demand, it continues to face a persistent structural challenge: the shortage of qualified talent. In this context, the way people are managed has become a critical factor, with direct implications for operational sustainability and the guest experience.

Loyalty programs of major hotel chains had gained over 500 million members by the end of 2024, marking a 69% increase since 2018. (Source: Financial filings, Skift reporting) Currently, over half of hotel stays result from loyal customers, contributing significantly to occupancy, profitability, and income stability (Source: Marriott, Hilton, Hyatt, Wyndham and Choice public filing). Strengthening loyalty programs is a strategic priority in Europe; in Spain, some chains boast over 15 million registered users, generating more than 50% of direct channel sales. (Source: Hosteltur)

The modernization of Spain’s hotel sector has progressed at different speeds in recent years. While large hotel groups and high-category assets have successfully attracted investment for their repositioning, medium and small hotels— which constitute a fundamental part of the sector and are mostly owned by individual proprietors—face a structural deficit in CAPEX investment. This lack of resources limits their ability to modernize, affecting their competitiveness and jeopardizing their viability against large investors and hotel chains.