Fitur boosts hotel bookings in Madrid by 6.13%

Madrid is preparing for the arrival of Fitur 2026 with a clear increase in hotel bookings and prices during the fair, reaffirming its position as a strategic destination for global events.

According to SiteMinder, the world's leading platform for hotel guest acquisition and revenue management, the average daily rate for hotels has increased by 5.3% compared to the dates of Fitur 2025, rising from €404 to €425 this year. Furthermore, the volume of bookings per accommodation has also seen significant growth, registering a 6.13% increase compared to the previous year.

The analysis prepared by SiteMinder, which compares stays from January 20 to 24, 2026 with those from January 21 to 25, 2025 (both periods from Wednesday to Sunday), reveals notable differences between
the two phases of the fair, with a particularly strong boost during the weekend, when the event is open to the general public.

During the professional phase (hotel bookings for January 20, 21, and 22), reservations grew by 4.7% compared to 2025, while the average daily rate only increased slightly by 0.27%, rising from €441
last year to €443 this year. However, in the public phase (hotel bookings for January 23 and 24), the increase in reservations accelerated by 8.3%. Furthermore, this difference is even more pronounced in hotel prices, with the average daily rate climbing by 11.7%, from €351 in 2025 to €393 in 2026.

Length of stay and advance bookings on the rise.
In this context, Madrid is also registering longer hotel stays and bookings made further in advance for Fitur 2026. The average length of stay has increased by 17.48%, from 1.59 days in 2025 to 1.87 days this year. Meanwhile, the advance booking time has seen a significant increase of 16.69%, from 41.13 days last year to 47.99 days currently.

“Fitur 2026 demonstrates the maturity of the Madrid hotel market, with bookings being made further in advance and stays being extended, allowing hotels to optimize revenue in a context of high demand with prices significantly
higher than the average for January. The disparity between phases underscores the importance of agile revenue management, especially in the public phase where prices rise sharply,” explains Tamara Jiménez, SiteMinder's director for Spain.

The International Tourism Fair will be held in the capital from January 21 to 25. In its 46th edition, it is expected to bring together 10,000 companies from 161 countries and 111 official delegations, generating an economic impact for
the capital exceeding 500 million euros. Furthermore, Mexico assumes the role of guest country, strengthening its ties with Madrid, where it is the fifth largest source of tourists and a key destination in its global projection, according to data provided by the Madrid City Council.

Source: SiteMinder