Iberostar Hotels & Resorts heads into WTM London with positive momentum, eager to highlight a 10% increase in sales and an 8% rise in average daily rate, when comparing the first three quarters of 2025 with the same period in 2024.
The company also has expansion on its mind, with a new hotel in Mexico opening in November and a first hotel in Zanzibar due to open in 2026.
Phil McAveety, chief executive, Iberostar Hotels & Resorts, said: “These results reaffirm the sustained growth trajectory of recent years and demonstrate our strong global positioning. They also encourage us to uphold our long-term vision, grounded on a commitment to quality and exceptional experiences for guests and employees alike, while continuing a selective expansion strategy supported by significant investments in the continuous development of our hotel portfolio.”
Alongside a notable 20% increase in demand from the UK, the hotel company said there had been double-digit growth in central European source markets (especially Switzerland, Belgium, and the Netherlands), while traditional markets such as Germany and Spain were delivering ‘stable demand’. The overall best performing market was Argentina, which registered a sales increase of over 30%, spearheading a growth pattern seen more generally across the Latin America region.
Finn Ackerman, chief commercial officer, said WTM was particularly important to showcase Iberostar’s commitment to the British market, “a priority source territory within our strategy that has experienced remarkable growth in recent years.”
This year Iberostar added five hotels to its international portfolio: JOIA Aruba by Iberostar (the brand’s debut in Aruba), Iberostar Waves Berkeley Shore (Miami), Iberostar Waves Miami Beach (Miami), Iberostar Selection La Habana (Cuba), and Iberostar Selection Es Trenc (Mallorca, Spain).
The company’s strategy of selective expansion entails both strengthening its presence in established destinations and entering new beachfront locations. In 2025, it will invest close to 210 million euros in new projects and repositioning of existing assets.
Next month, Iberostar will strengthen its presence in Mexico by opening its 12th hotel in the country, the Iberostar Selection Riviera Cancún hotel. This five-star beachfront resort is located in the state of Quintana Roo, 12 km from Puerto Morelos and will offer more than 440 rooms.
Meanwhile, Iberostar has signed an agreement to acquire its first property in Zanzibar – a newly-built, 360-room, five-star hotel located on Muyuni Beach. The hotel is expected to be included in Iberostar's portfolio under its Selection category in late 2026. It will be the first Iberostar property operated in the East African region and marks an important milestone in the company’s international expansion.
Among the most notable hotel transformation projects carried out in 2025 were the renovation of Iberostar Selection Fuerteventura Palace (Fuerteventura, Canary Islands); Iberostar Waves Gaviotas Park (Fuerteventura); Iberostar Selection Albufera resort (Mallorca) and Iberostar Selection Creta Marine (Greece).
Ackermann concluded: "World Travel Market 2025 marks a key moment in the global tourism calendar, representing a great opportunity to strengthen relationships with our partners, exchange insights and explore new opportunities. It also allows us to further strengthen our commitment to the British market - a priority source territory within our strategy that has experienced remarkable growth in recent years.”
“Once again this year, we are pleased to share our value proposition, built on quality, innovation, and our steadfast commitment to a responsible model of tourism."
