The chain improves its profitability with an ADR increase of 19% in Marbella and 7% in Gran Canaria, well above the national average.
BlueBay Hotels, a chain belonging to Grupo Satli, has closed the summer season with excellent results in its most emblematic properties: the BlueBay Banús Hotel (Marbella) and the BlueBay Beach Club (Gran Canaria). Both hotels recorded figures above the national average, consolidating themselves as benchmarks in two of Spain’s most in-demand tourist destinations.
During the summer months (June to September), BlueBay Banús reached an average occupancy of 82%, maintaining the same levels as in 2024, while the BlueBay Beach Club increased its average occupancy to 80%, representing a seven-percentage-point rise compared to the previous summer. Together, both hotels registered over 105,000 overnight stays (60,000 in Marbella and 45,000 in Gran Canaria).
“These results reflect the strength of our destinations and the effort of the entire team to offer a high-quality, personalized, and sustainable experience,” highlighted Jamal Satli Iglesias, President of Grupo Satli and BlueBay Hotels. “In a context where national hotel occupancy has remained stable, our properties have improved profitability and strengthened their leadership.”
According to the latest data published by the National Statistics Institute (INE), hotel occupancy in Spain stood at 75.5% in August, the same value as the previous year. In this context, BlueBay’s results stand out for significantly exceeding the national average.
Price and Profitability Increase
ADR (average daily rate) was one of the most positive indicators for the chain this summer. In the case of BlueBay Banús, ADR increased by 19% compared to 2024, while the BlueBay Beach Club recorded a 7% growth. This increase translated into an improvement in RevPAR (revenue per available room) of 9% at the Marbella hotel and 13% at the Gran Canaria hotel, confirming a favorable trend in terms of profitability.
These figures contrast with the national average, where ADR grew by 6.1% and RevPAR by 7%, according to the INE. Furthermore, Marbella was the tourist destination with the highest ADR in Spain, reaching €395.3 in August.
Customer Profile, Trends, and Emerging Destinations
The domestic market remains a key pillar for BlueBay Hotels, accounting for around 35% of total guests during the summer. Among international markets, the British market remained the main source, followed by other Europeans such as Germans and French.
The family segment continues to dominate the summer season, particularly in both destinations. The average length of stay was 4.13 nights, slightly below the 5.06 nights recorded in 2024, reflecting a trend toward shorter trips but with higher average spending.
Both Marbella and Gran Canaria rank among the destinations with the highest hotel occupancy in Spain, according to INE data. “These destinations represent the essence of the BlueBay model: hospitality, well-being, and connection with the local environment. We will continue to focus on quality and innovation to continue growing sustainably,” concluded Satli Iglesias.