Your clients are paying more to stay with Iberostar Hotels & Resorts this year, and the company is spending more to give them more. Sales rose 7 percent worldwide through September, a gain Iberostar attributes to a similar rise in average daily rate. Meanwhile, its previously announced plan to invest roughly $1.16 billion in new and existing hotels by 2028 is moving forward.
“These results reaffirm the resilience of our business model in an evolving global market. It also reflects our guests’ confidence in a value proposition built on quality. Entering our first destination in East Africa marks a key milestone in our selective growth strategy, aimed at generating lasting value for our team, our guests, and the destinations where we operate,” said Phil Mc Aveety, CEO of Iberostar Hotels & Resorts, in a press statement.
Iberostar Expansion
That resilience rests on broad demand, led by Spain’s islands. Sales for 2026 stays in the Canary and Balearic Islands are up more than 10 percent, and the British and German markets, with Germany in recovery, each gained close to 10 percent this summer. Swiss and Belgian demand rose by double digits, and Tunisia and Morocco kept up a multiyear run of gains.
Across the Atlantic, prices rose faster still: Average daily rate in the Americas climbed 8 percent. Mexico remains Iberostar’s leading destination there, and domestic demand from Mexican travelers grew 23 percent. Brazil posted 10 percent sales growth, while the U.S., Canada and Argentina remain its key source markets.
Beyond those established markets, the map is widening slowly but surely. Iberostar Selection Montenegro opened this summer as the group’s fourth hotel in that country, and on Nov. 1 the company enters East Africa with Iberostar Selection Zanzibar, its first property in Tanzania. The five-star, 360-guestroom resort sits on Muyuni Beach, facing Mnemba Island and its protected coral reef.
Closer to home for North American clients, renovated product arrives in December. JOIA Rose Hall by Iberostar in Montego Bay, Jamaica, is wrapping up a renovation covering all 295 suites, plus a redesigned lobby, pools, gardens and new dining concepts from JOIA, the company’s luxury collection. In the Riviera Maya, Iberostar Waves Tucan and Iberostar Waves Quetzal reopen Dec. 1 with 700 renovated guestrooms, including new Family Suites and Swim-Up Rooms. Built for families, couples and friend groups, the pair also gets redesigned pools, sun terraces, a wellness spa, restaurants and Iberostar’s Star Cafe.
Why This Matters
Rising rates are a fact and change the sales conversation from price to value. Clients paying more per night will want to see what the extra spend buys, so you can lead with what’s new this season. Point families to the Family Suites and Swim-Up Rooms in the Riviera Maya. Couples may respond to the refreshed suites and new dining at JOIA Rose Hall, and well-traveled clients who have already done the Caribbean may be ready for Zanzibar.
For more information, visit iberostarpro.com.
