Iberostar Hotels & Resorts presents its new features at WTM Latin America 2025

The company will present the travel trends identified in the first quarter of 2025, various initiatives aimed at travel agents, and the return of Iberostar to the United States.

First quarter marked by growth

Based on a strong increase in international demand and a progressive renovation of its hotel facilities over recent years, Iberostar recorded a 41% increase in sales in Latin America in the first quarter of the year compared to the same period last year. Argentina led the region's results, with a 65% increase and now represents 74% of total sales in Latin America. Chile, Uruguay, and Peru also achieved positive results. Regarding destinations, the Dominican Republic experienced 53% growth in the Latin American market, while Mexico and Brazil increased by 22% respectively.

Nick Balzan, Vice President of Sales and Commerce for the Americas at Iberostar Hotels & Resorts, explained that “2024 was a successful year for Iberostar, driven by growth and profitability, and the Americas played a key role in these results. In the first quarter of 2025, while Argentina stood out for its strong performance as a source of travelers, Brazil continued to boom as a destination, with a 13% increase in sales during this period compared to 2024. Iberostar hotels in the country registered an 18% increase in occupancy, reflecting the strong demand for this market.”

"Furthermore, in line with our commitment to consolidating our presence in beachfront destinations, JOIA Aruba by Iberostar, a newly created child-friendly hotel, has become the chain's first hotel in Aruba. This addition offers our guests in Latin America an ideal option to enjoy one of the world's most popular beaches and a vacation experience with Iberostar's signature quality in an easily accessible destination," Balzan added.

Iberostar returns to the United States and strengthens its presence in Europe

Iberostar Hotels & Resorts strengthens its international presence with the opening of Iberostar Waves Berkeley Shore and Iberostar Waves Miami Beach in Miami, a location with strong appeal for Brazilian travelers. These hotels mark the company's return to the U.S. market, consolidating its global expansion strategy and its commitment to offering exclusive experiences in strategic beachfront destinations. These properties joined the Iberostar portfolio in December 2024 and January 2025, respectively.

Throughout the second quarter of 2025, the company is strengthening its presence in the Mediterranean with the opening of Iberostar Selection Es Trenc, its sixteenth hotel in Mallorca, and Iberostar Selection Mirage Hammamet in Tunisia.

Travel agents in the spotlight

This year, Latin American agents participating in the Star Agents program will meet in June at the Praia do Forte Resort in Bahia to celebrate their results and collaboration with Iberostar. Meanwhile, the top-performing Star Agents from Brazil will gather aboard the Grand Amazon Expedition, a cruise ship offering various itineraries along the Amazon River. Both meetings will recognize the essential role agents play in the company's success.

Visitors to the Iberostar stand (F90) will be able to participate in an interactive memory game on a large LED screen, combining technology and creativity. Inspired by the brand segmentation implemented in 2024, the game seeks to highlight the attributes of the different Iberostar Beachfront Resorts hotel segments: JOIA, Selection, and Waves, in addition to the Grand Amazon Expedition.

Iberostar Wave of Change

The Iberostar Wave of Change movement seeks to promote a responsible tourism model. The movement has evolved by integrating social, environmental, and governance dimensions into a cross-cutting vision with seven focus areas: caring for people, destination partnerships, nature, blue foods, climate action, the circular economy, and responsible growth.

In line with the company's decarbonization strategy, the Iberostar Praia do Forte resort (Brazil) operates with 100% renewable electricity and has certified emissions offsets, enabling the resort to operate with a carbon-neutral footprint. Furthermore, in 2024, Iberostar expanded its 3R department, which now has 250 professionals worldwide, a department focused on eliminating waste sent to landfills.

The chain also strengthened its international reef restoration program, with eight active underwater coral nurseries in the Caribbean. Iberostar currently has an internal team of more than 30 scientists who collaborate with the public-private sector and the scientific community to promote innovation in sustainability and generate a real impact both in its operations and in the destinations where it operates. That same year, the company achieved 90% of the fish and seafood served at its hotels from responsible sources.

Source: Iberostar Hotels & Resorts