FITUR boosts hotel demand: more bookings, earlier bookings and longer stays

The behavior of travelers attending major tourism events continues to evolve, and FITUR 2026 is once again positioning itself as a clear driver of hotel demand. An analysis conducted by RateGain on hotel bookings in the Community of Madrid for the week of January 19-25 reflects a shift in patterns, characterized by earlier bookings, higher rates, and longer stays.

One of the most relevant findings is the significant increase in the average booking lead time. For FITUR 2026, travelers booked an average of 69 days in advance, a figure that is six times higher than in 2024, when the average lead time was just 11 days, and which also far exceeds the 17.5 days recorded in 2025. This trend confirms the consolidation of a traveler who plans further in advance, seeking better price and availability options.

Despite this advance planning, the ADR (average daily rate) continues its clear upward trend. In 2026, the average price per night will reach €186, compared to €153 in 2024, representing an increase of over 20% in just two years. This growth demonstrates the strength of the demand associated with FITUR and the event's appeal to the international tourism market.

The impact of the trade fair is also reflected in the length of stays. The average increased from 2.7 nights in 2024 to 4 nights in 2026, reinforcing the idea of ​​a traveler who not only attends the event but also extends their stay to enjoy additional experiences at the destination, beyond the trade fair schedule.

According to Cinta Massó, Sales Director for Europe at RateGain, this data confirms a structural shift in traveler behavior linked to major events. Longer advance bookings, longer stays, and increased spending per night are forcing hotels to rethink their pricing and revenue management strategies. In this new scenario, the challenge is no longer simply reacting to demand, but anticipating it through the use of real-time data intelligence that allows for maximizing revenue without compromising occupancy.

Source: RateGain