UK market 'key driver' in Iberostar's sales growth

Iberostar Hotels & Resorts has described the UK as a “key driver” in its recent sales growth.

 

Bookings for the Spanish hotel group from the market are up by about 50% over the past two years, with sales through the trade accounting for about 60% of that figure.

 

Revenues from the UK have increased by more than 20% in 2025, on the back of a 25% hike in 2024. The company said sales for next year are currently 15% up.

 

Speaking to Travel Weekly, Finn Ackerman, Iberostar’s chief commercial officer, said: “Trading during 2025 has been extremely positive in general for the company, but undoubtedly the UK has been one of our drivers of success.

 

“We all know the economy is not the strongest but nevertheless, currently, it still looks like people want to go on holidays.”

 

Ackermann believes guests value quality, flexibility and hotel product that does the basics well, something Iberostar has reflected in its new hotel openings this year and those to come next year – including the Iberostar Selection Riviera Cancún opening last month and its first property opening in Zanzibar next year.

 

Also opening next year will be the new five-star Iberostar Selection Montenegro in May 2026, which will feature 290 new suites and villas.

 

As well as new properties Iberostar is also focusing on investing in refurbishing some of its current portfolio, especially in Fuerteventura.

 

“Last year we refurbished Iberostar Waves Gaviotas Park in the south of Fuerteventura, as well as Iberostar Selection Fuerteventura Palace this summer,” added Ackermann.

 

“We’re upgrading our whole Fuerteventura product. Interesting, there’s a myth that Fuerteventura isn’t very relevant for the UK customer, but we have close to 20% of our UK customer share visiting the island.”

 

Ackermann also praised Iberostar’s three-strong business development team, led by business development director Aishling McLoughlin, as they continue to focus on supporting the trade heading into 2026.

 

“Aishling, along with her two colleagues, is our biggest asset in the market. It’s a meaningful investment for us but one that’s key to our strategy,” said Ackermann.

 

“We support the trade from the top down and we want to be a constant face in the market. We’ll continue with our fam trip programme next year, along with regular webinars and in-person events as there’s always something new to tell agents.”