• The company reports global demand growth in 2026, driven by sustained increases across traditional source markets and sales exceeding 10% in key destinations such as the Canary and Balearic Islands in Europe, alongside Brazil and the Dominican Republic in the Americas.

• The company further consolidates its strategic investment plan for 2026–2028, focused on adding new assets and repositioning existing properties, marked by the opening of its fourth hotel in Montenegro and the upcoming launch of its first resort in East Africa: Iberostar Selection Zanzibar.

• In December, Iberostar will reopen the JOIA Rose Hall resort in Jamaica and the Iberostar Waves Tucán and Iberostar Waves Quetzal hotels in Mexico, following comprehensive transformations.

Iberostar Hotels & Resorts closed the first three quarters of 2026 with a 7% increase in global sales, driven by a 7% growth in ADR. Alongside these results, it continues to implement its  previously announced €1 billion investment plan through 2028, focused on enhancing its portfolio, through quality and innovation to deliver a high-value guest experience.

These results reaffirm the resilience of our business model in an evolving global market. It also reflects our guests’ confidence in a value proposition built on quality. Entering our first destination in East Africa marks a key milestone in our selective growth strategy, aimed at generating lasting value for our team, our guests, and the destinations where we operate.

Phil Mc Aveety

Phil Mc Aveety, CEO of Iberostar Hotels & Resorts

Sales performance in Europe and the Americas

Year-to-date, Iberostar has maintained positive business volume thanks to steady demand in Europe—driven by the recovery of Germany—and growth across the Americas, boosted by key source markets such as Brazil and Canada.

In the EMEA region, performance has been led by the Canary and Balearic Islands, with growth exceeding 10% for stays in 2026, accompanied by a regional ADR increase of 6%. The summer season was buoyed by  British and German markets (both recording gains close to 10%), while the Swiss and Belgian markets achieved double-digit growth. The Spanish domestic market maintained an upward trajectory, particularly for Canary Islands travel  (up by more than 10%). Regional destinations, such as Tunisia and Morocco, also delivered favorable performance, continuing their multi-year growth trend.

In the Americas, where average ADR grew by 8%, Mexico remains the company's top destination in the region.The Dominican Republic and Brazil also delivered solid sales growth for 2026, at 8% and 10% respectively. The United States, Argentina, and Canada remain primary source markets, while Brazil (with growth of 17%) and Mexico (23%) are showing favorable domestic demand. 

Strategic growth and new destinations

Iberostar continues to advance its selective expansion through investments in new projects and the repositioning of existing assets. Following the summer opening of Iberostar Selection Montenegro—its fourth property in the country—the hotel group is now expanding into  East Africa. Iberostar Selection Zanzibar, the 360-room five-star resort, will join the group's portfolio on November 1, marking a major milestone as the company's first hotel in Tanzania. Situated on Muyuni Beach, the resort offers direct access to one of the island's most precious coastal areas, with prime views toward Mnemba Island, a protected coral reef and marine conservation area. 

Hotel portfolio transformation in Jamaica and Mexico

Iberostar continues to elevate its portfolio through strategic property repositioning, reinforcing a value proposition centered on quality, innovation, and operational excellence. In Montego Bay (Jamaica), JOIA Rose Hall by Iberostar is completing a comprehensive transformation. The property's full renovation encompasses all 295 suites, a redesign of communal areas (lobby, reception, pools, and gardens), and the introduction of innovative new dining concepts characteristic of JOIA, Iberostar's luxury collection. The project reflects the group's signature approach to guest care: attentive yet subtle service set within distinctive, welcoming spaces that seamlessly integrate with the island's natural surroundings. 

Meanwhile, in the Riviera Maya (Mexico), Iberostar Waves Tucán and Iberostar Waves Quetzal will both reopen on December 1, following a comprehensive renovation. This transformation reinforces the Iberostar Waves offering —a segment tailored for families, couples, and groups of friends seeking entertainment programs, beachfront activities, and a diverse culinary offering. The project encompasses a full transformation of all 700 guest rooms, introducing new room categories such as Family Suites and Swim-Up Rooms. Common spaces—including sun terraces, pool areas, the wellness spa, and dining concepts—have been entirely reimagined with designs rooted in local natural surroundings, alongside the addition of Iberostar’s much-loved Star Café 

Responsible growth

As part of its commitment to responsible tourism and social value creation in the destinations where it operates, Iberostar continues to place people’s development at the heart of its business model.

In 2026, the company is advancing this vision by welcoming more than 1,000 new apprentices and interns globally. Building talent and creating high-quality jobs remain fundamental pillars in driving the company’s vision of tourism as a driver of positive change within the  destinations where it operates.