Iberostar Hotels & Resorts closes the first nine months of the year with a strong global performance across all key indicators. The company has recorded an 8% increase in ADR, with a 10% increase in sales compared to the same period last year (January to September), reflecting its strategy to drive its value proposition. Iberostar also continues to diversify its accounts and channels globally, with direct sales growing in double-digits.
Iberostar Builds on Positive Results with New Projects in Mexico and Zanzibar
The performance of hotels in EMEA and North Africa has been characterized by stable demand from traditional markets, such as Germany and Spain, a notable 20% increase in demand from the UK, and double-digit growth in central European source markets (especially Switzerland, Belgium, and the Netherlands) and the USA. In the Americas division, results remain in line with projected growth, driven by over 15% growth in interest from the Latin American market in destinations such as Mexico, the Dominican Republic, and Brazil. Source markets in Argentina and Canada also registered sales increases of over 30% and 11%, respectively, while the US market maintains a steady growth of 5%.
JOIA Aruba by Iberostar – the company’s first hotel in Aruba – has completed its first nine months with positive sales and an excellent reception from key international markets, recognizing its luxury positioning and destination-focused offering.
Phil Mc Aveety, CEO of Iberostar Hotels & Resorts, explains: “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.”
Iberostar maintains its commitment to responsible and profitable growth and reinforces its selective expansion model, strengthening its presence in established destinations and entering new beachfront locations. In 2025, the company will invest close to 210 million euros in new projects and repositioning of existing assets.
Talent Driving the Future
With a workforce of 35,000 employees representing more than 95 nationalities worldwide, the company places people at the heart of its strategy, recognizing their essential role in shaping a positive and sustainable tourism model.
In line with its commitment to caring for people, the company continues to strengthen talent development, well-being, and equal opportunities. In line with this approach, the company has further consolidated its commitment to young talent – with nearly 400 apprentices trained through Dual Vocational Education and Training (FP Dual) in 2024 across Spain, Mexico, Jamaica, and Brazil. At the same time, it is developing ongoing programmes in health, prevention, and work–life balance to safeguard the physical and emotional well-being of its teams, while investing in training to promote a culture of continuous learning.
Consolidation of international presence and new destinations
This year, Iberostar added five hotels in international destinations to its portfolio: JOIA Aruba by Iberostar (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 is heading into the final quarter of the year with new properties. In November, the company will strengthen its presence in Mexico, a key destination in its operations in the American continent. The Iberostar Selection Riviera Cancún hotel, located in the state of Quintana Roo and 12 km from Puerto Morelos, will operate as a 5-star beachfront resort within its Selection segment. Becoming its twelfth hotel in the country, it will offer more than 440 rooms, as well as a wide range of gastronomy and entertainment options.
Iberostar 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.
Hotel transformations
Among the most notable projects carried out in 2025 is the renovation of Iberostar Selection Fuerteventura Palace, located in Fuerteventura (Canary Islands). This five-star hotel with 437 rooms, set on the seafront at Jandía Beach and catering primarily to couples, reopened in September following an ambitious transformation project that included the renovation of rooms as well as the expansion and enhancement of common areas. This renovation is complemented by additional key projects developed over the past two years, including Iberostar Waves Gaviotas Park (Fuerteventura), the Iberostar Selection Albufera resort (Mallorca) and Iberostar Selection Creta Marine (Greece), among others. Collectively, these milestones reflect the company’s ongoing commitment to raising quality standards, deepening sustainability efforts, and enhancing the guest experience in key destinations.
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