Iberostar Sees Demand Growth Alongside New Openings & Transformations
by Bruce Parkinson
Iberostar is investing in its Mexico and Caribbean properties.
Spain-based hotelier Iberostar says it has seen global demand growth in 2026, with sales up 7% through Q3.
The growth has been driven by sustained increases across traditional source markets and sales increases exceeding 10% in key destinations such as the Canary and Balearic Islands in Europe, alongside Brazil and the Dominican Republic in the Americas.
Through 2028, the company is focused on implementing a €1 billion investment plan, adding new assets and repositioning existing properties. This includes the opening of its fourth hotel in Montenegro and the upcoming launch of its first resort in East Africa: Iberostar Selection Zanzibar.
Finding Success in an Evolving Global Market
Closer to home, 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.
“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,” said CEO Phil Mc Aveety.
“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.”
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 Canada and Brazil.
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 favourable domestic demand.
Transforming Jamaica & Mexico Properties
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.
Meanwhile, in the Riviera Maya (Mexico), Iberostar Waves Tucán and Iberostar Waves Quetzal will both reopen on December 1, following comprehensive renovations.
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.
