Marbella reaches historical hotel employment records in January and the best average stay in seven years

Marbella has reached historic records in hotel employment and price per room in January, and the best average stay in the last ... seven years. The general director of the sector, Laura de Arce, has highlighted that the data from the Hotel Occupation Survey of the National Institute of Statistics (INE) "confirm the strength of the city's tourism model, based on premium positioning, quality of demand, and the generation of stable employment." The local official detailed that the average price per occupied room (ADR) was 165.38 euros, the highest figure in the historical series for January, significantly surpassing the 158.79 euros recorded in January 2025, "confirming the destination's ability to attract a price-insensitive demand."

Additionally, regarding the good results at the employment level, she indicated that the hotel sector reached 2,810 workers in January, the highest level in the historical series since 2008, surpassing the 2,763 employees of the same month in 2025. "This record gains greater relevance considering that part of the high-end hotel plant remains temporarily closed for renovations, which demonstrates the structural strength of the destination and its absorption capacity," pointed out the municipal representative.

"The data confirm the strength of the city's tourism model, based on premium positioning, quality of demand, and the generation of stable employment"

Laura de Arce

General Director of Tourism

Similarly, she highlighted the fact that the average stay reached 3.49 days, improving from 2.93 days in January 2025, and setting the best record for January in the last seven years. In this regard, she valued that this indicator "strengthens the real economic impact per visitor, reduces turnover, and consolidates a tourist profile of longer stays and greater contribution to the destination." On the other hand, she noted that during January, the hotel establishments in the municipality registered 20,442 travelers, of which 14,445 were international (70.66%) and 5,997 national (29.34%), "consolidating the strong influence of the foreign market even in winter and reinforcing the international standing of the destination."

Great data with hotels under renovation and the train of storms

Regarding the hotel occupancy rate, which was at 37.83, below last year's, she indicated that "it is necessary to consider the context marked by the comprehensive renovation of emblematic establishments such as the Gran Meliá Don Pepe, the temporary closure of other relevant facilities such as the Hotel Guadalmina, as well as that of the former Senator Marbella Spa Hotel, currently undergoing renovations for its transformation into a future establishment of the Meliá Hotels International brand, and the succession of several consecutive storms during the month, which could influence last-minute travel decisions, especially in short-term getaways."

In this scenario, the RevPAR (revenue per available room) was at 67.60 euros, registering a slight year-on-year decrease compared to the 72.47 euros of January 2025 as a direct consequence of the drop in occupancy, although remaining at high levels within the historical context of the low season. De Arce emphasized that the city "reaffirms that its tourism strength is based on quality, profitability, and the consolidation of its international premium positioning, moving towards a more sustainable and competitive model in the long term."