Spain's luxury hotels on alert over possible drop in US tourists

14-04-25

Growing trade tensions between the United States and the European Union, driven by President Donald Trump's protectionist policies, have set off alarm bells in Spain's luxury hotel sector. This segment, which relies heavily on American visitors, fears a drop in bookings due to the economic and political uncertainty affecting US travellers.

According to data from Turespaña, in the last year, Spain received 4.27 million tourists from the United States, with an average expenditure per trip of 2,113 euros and a daily outlay of 273 euros, figures that are well above the general average. This tourist profile, over 45 years of age and with high purchasing power, stays mainly in five-star hotels and is interested in urban destinations such as Madrid, Barcelona and Seville, as well as coastal resorts such as Marbella, the Costa del Sol and the islands.

Nayra González, director of the Bless Madrid hotel, pointed out that, although the year began with positive results, in April there has been a retention of American clients, attributed to the political phase their country is going through. For his part, Alejandro Bernabé, head of the Four Seasons hotel in the capital, anticipates that the effects of the situation in the United States could be felt in the long term, although he is confident in the arrival of travellers from other markets yet to be explored.

In this context, an increase in the arrival of Latin American tourists with a high level of spending is highlighted. Bless Madrid indicates that this segment is growing significantly and is now on a par with that of the United States. Carlos Díez de la Lastra, CEO of the hotel management school Les Roches, describes these tourists as individuals who ‘make the city their own’, transforming demand and investing in the destination, thus differentiating themselves from the American profile.

Despite the concerns, the outlook for the tourism sector in general is optimistic. The tourism alliance Exceltur anticipates a 5.3% growth in sales during Easter Week compared to the previous year. However, some cancellations of trips to the United States are recognised, reflecting the sensitivity of tourism to geopolitical fluctuations.

The Minister of Economy, Trade and Enterprise, Carlos Cuerpo, has warned that trade taxes can also affect key sectors such as tourism, especially in regions where tourism represents a significant part of the economy. The current situation underlines the need to diversify source markets and adapt to an increasingly volatile international environment.

As luxury hotels in Spain face the possibility of a decline in US tourist inflows due to trade tensions, the sector is looking to adapt and find opportunities in emerging markets, while maintaining resilience and the ability to attract high-net-worth visitors from diverse backgrounds.

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