Fewer tourists and of higher quality. Barcelona's commitment is clear, and its effects are transferred to multiple areas of the city, including, of course, the hotel sector and, by extension, real estate investment in the city's hotels and their surroundings. Despite a decrease compared to 2024 with large operations, the province of Barcelona has concentrated 17% of the total real estate investment in the hotel sector until September, with 478 million euros.
With this figure, Barcelona ranks as the second province in attracting investment in hotels, only behind the Canary Islands —which accounts for 32%—, and ahead of Madrid and the Balearic Islands, both with 10%. According to data from the investment management firm Colliers, the 478 million euros correspond to 15 transactions in the province. Of these, seven have occurred in the Catalan capital, totaling more than 1,200 rooms in these first three quarters of 2025.
From Cushman & Wakefield, Albert Grau highlights that the number of rooms transacted in Barcelona city has been lower than last year. With data from the first half, in 2024 there were 1,600, compared to 500 in 2025. However, the value per room has increased: from 280,000 euros in 2024, it has risen to 390,000 euros in 2025: "Assets are becoming more expensive," highlights Grau, head of Hospitality in Spain.
This increase in price may diminish investor interest, "not because of the destination, but because of the price and limitations," says Grau, who emphasizes that these limitations to open new hotels in the center "make it increasingly difficult to invest in hotels in Barcelona." However, Grau assures that the city is located "in the main focus of investors at a European level." So much so that surveys and studies carried out by Cushman & Wakefield place Barcelona in the first or second position in terms of attractiveness for investors; "the problem is finding the asset."
Looking ahead to what remains of 2025, the Catalan capital maintains a similar outlook: "Interest remains high, and the complicated part is finding opportunities that can be converted into offers." In this sense, he proposes two scenarios: family assets without generational succession that consider selling, or investment funds that want to resell a hotel.
With this price increase due to low supply, "profitability is more adjusted," also in a context where prices for overnight stays in the city have stagnated or even decreased. Occupancy has also fallen compared to last year, although only by 0.7%, standing at 79.3%. Revenue per available room has also registered a slight decrease until the third quarter, and has stood at 153 euros, according to the STR and Cushman & Wakefield Hotel Barometer. Despite this slight reduction, Barcelona continues to be one of the destinations with the highest revenues, only behind Marbella (263 euros) and the Balearic Islands (172), in a market also influenced by the quantity of luxury accommodations.
In this luxury segment, the city's hotel fabric has recently seen a new player join, arriving with force and with the intention of attracting international but also local visitors: the METT Barcelona, formerly Gran Hotel La Florida, reopened its doors in September at the hands of Sunset Hospitality Group. The hotel, which celebrates its centenary this year, has reopened its doors after a 15 million euro renovation, looking towards Barcelona from the foothills of Tibidabo.
The hotel rises above Barcelona, shaping its skyline as a five-star grand luxury hotel, with 70 rooms and suites, as well as two swimming pools, a spa area with Valmont Red Carpet, event rooms and a gastronomic offer configured by three proposals: a Mediterranean restaurant, 1925 Vermutería and the Florida Lounge by Lladró. "We want to turn the hotel back into a social meeting point for the city's inhabitants," defends Jaime Buxó, CEO of Sunset Hotels & Resorts.
The international firm has taken over the reopening of the hotel in alliance with the REIT Atom Hoteles as owner and GMA Corporate as asset manager. It has done so within an expanding hotel portfolio: in fact, the Barcelona establishment is the third that the Dubai-based group has opened globally. Currently, it has hotels in Marbella and Turkey, and will open luxury hotels in cities such as Milan and Singapore in the coming months: "With the connectivity that Barcelona has, especially with Asian markets and the United States, the city met the conditions to locate a METT hotel," highlights Buxó.
This opening has not been the only premiere in the city in recent weeks: easyHotel has opened its second establishment in the city. With a center limited by regulations regarding new openings, the chain has chosen the transforming area of la Sagrera to open its second hotel in the city, and fourth in Spain. With 75 rooms, the establishment is located in a strategic area, both for its proximity to 22@ and for the future Sagrera station and the new neighborhood that will emerge next to the railway infrastructure.
These openings are complemented by operations such as the one carried out by Catalonia when investing 28 million euros in a hotel until then owned by Meridia, located in front of the beach in Poblenou. Shortly after, the Hotel Barceló Raval changed hands and was acquired by the Real IS fund, while the Palace has become the property of the State of Algeria.
From Barcelona to the world
Barcelona is not only a recipient of hotel investments and international projects: chains with a Barcelona stamp are making investments and promoting establishments beyond the Catalan capital. In recent months, various operations have expanded hotels of Barcelona companies on the international board, as it did in MayH10with the purchase of a new five-star hotel in Paris. Located near the Eiffel Tower, the hotel will operate under the name The One Alma París, with 40 rooms. With it, the Catalan chain has expanded its presence in Europe, where it already has hotels in London, Rome, Venice, Lisbon, and Berlin.So far this year, there have also been other operations, such as the arrival in Washington of Eurostars Hotel Company, with its third opening in the United States in a year, and that of Sercotel, which has opted to expand within Spain with new hotels in Madrid, Castellón, and Cádiz, which add to a portfolio that includes 85 hotels.
International expansion is also a priority for Derby Hotels Collection: "Barcelona and Madrid are covered, and we have always wanted to go to other European capitals," explained Joaquim Clos in the run-up to their annual event at Terrassa del Claris. After selling their hotel in Paris for 97 million euros and opting to renovate their asset in London with about 20 million, they are now focusing on Lisbon: "We are looking for the property that meets the ideal characteristics." Always following their line of design and luxury.
Luxury, in fact, shines in the city, as has been confirmed at the Beyond Luxury Awards. The luxury industry awards, in their fifth edition, have recognized three Catalan hotels: the Majestic, as luxury hotel of the year in the classic hotel segment; Serras Barcelona, in the boutique hotel segment, and Monument Barcelona, for its gourmet experience. A luxury focused on quality clients, in line with Barcelona's goal: to attract fewer and better visitors.