Hotels anticipate increased revenues to 2025, but with moderate expectations

2024 was a good year for the national hotel sector with the data to reveal a “year of stability, still moderate growth”. Based on a year of positive numbers, hoteliers are hopeful for this year, although they maintain their expectations moderate.

According to data from the Portugal Hotel Association (AHP), based on an inquiry carried out throughout January, 48% of Algarve respondents, 47% of the Setúbal Peninsula, 45% of Alentejo and 43% of Greater Lisbon predict performance higher than 2024.

Regarding the average price per bedroom (ARR), « there is a cross consensus among the various regions of which it should increase. » Thus, many hotels also expect to grow in terms of revenue, namely in the Setúbal Peninsula (78%), Azores and Grande Lisbon (63%), North (54%) and West and Tagus Valley (53%).

As it has been usual, Portugal remains in the top of the 3 main emitting markets for 83% of respondents. Spain, with greater expression in the North, Center and Alentejo Nuts, pointed out by 54% of AHP members (54%) consolidates their position. Already the United Kingdom (39%) remains decisive for Algarve and Madeira, while the United States (34%) reinforce its importance in Lisbon, Azores and Alentejo. Brazil (32%) shows signs of recovery, especially in Lisbon and the center of the country. Other rising markets include Ireland, Poland and Canada.

Who has been losing strength are the French, something that AHP’s vice president, Cristina Siza Vieira, justifies with “the French economy itself and with some political instability”, arguing that “there seems to be replacement with another issuing market” and that “there is probably a deviation of guests for local accommodation or other offer”.

But it is necessary to consider some problems that still persist and can penalize the sector such as the international conjuncture, the increase in costs and the scarcity of labor.

And if 2025 can bring good results, 2024 is not behind. The data, according to AHP, « reveal a year of stability, still moderate growth. »

Made the accounts, at national level, the occupancy rate was located at 65%, with an average price per room (RAS) of 146 euros and a regpar (revenue per room) of 95 euros. Compared to 2023, « increases were recorded in almost all indicators. »

“There are challenges ahead”

At the end of the presentation of the results, Bernardo Trindade, president of AHP, argued that “2024 was the best tourist year ever” but “now there are challenges ahead”. « We grew up in occupation, grew in price, grew up and globally reached, for the first time, more than 27 billion euros of tourist revenues, which, in addition, translates a balance of exports and imports of 20 billion euros, which in fact translates a very significant contribution to the Portuguese economy, » said the responsible.

Looking at the data presented, Bernardo Trindade said that the perspectives for 2025 had a major competitor: the previous year. « In the first quarter, which we are practically ending, in many regions of the country, in many of our associates, we had decreases. We have many cases where in the first quarter of 2025 it was worse than 2024. Fortunately for all of us, the prospects for the rest of the year are positive. »

He argued: « We will be able to rebalance this performance, in some cases growing more than 2024, in some cases being in line with 2024 that was, in fact, the best tourist year ever. It is evident that we have a set of challenges ahead. »

And this is where the official draws the government’s attention, recalling the situation of Lisbon airport. « Given this political instability, for us what is essential is that this process quickly derives, the next government can take possession quickly and we have answers to topics that worry us. » And continues: « Firstly the question always important and always beaten by the tourism and hotel industry, in particular, regarding our main airport infrastructure. »

Bernardo Trindade warns that “with the theme of Alcochete far beyond the prediction we are at this time to point out, it is essential that, in our main infrastructure and the one that serves the country, we have answers to the level of the works that take place, the quality of the service we are at this time to offer and especially that we look at a very important theme”, adding that, “in the face of the absence of response in terms of slots, we can trigger a large response. Campaign around the increase of the middle stay. It seems to us that this is clearly a response to a market that seeks Portugal and seeks our main airport structure. ”

But for you there are other important dossier such as TAP. « It is essential to ensure its strategic vocation for Portugal and that, from this point of view, the book of charges be present these concerns, » he warned.