The behavior of travelers attending major tourism events is undergoing a significant shift. On the occasion of FITUR Madrid 2026, RateGain, a global leader in AI-powered SaaS solutions for the travel and hospitality industry, analyzed hotel bookings in the Community of Madrid for the week of January 19–25. The analysis reveals a substantial change in booking patterns, characterized by longer booking lead times, higher spend per night, and longer stays.

Specifically, the average hotel booking lead time for FITUR has increased markedly, multiplying sixfold compared to the previous two editions, reaching 69 days, up from 11 days in 2024 and 17.5 days in 2025. This increase confirms the consolidation of a traveler profile that books further in advance in search of better prices and greater accommodation availability.

However, despite this increased level of planning, the ADR (Average Daily Rate) continues its upward trend, reaching €186 per night in 2026, compared to €153 in 2024, representing an increase of more than 20% in just two years.

This higher spend is accompanied by a significant increase in the average length of stay, which rises from 2.7 nights in 2024 to 4 nights in 2026. This trend reinforces the idea of a traveler who plans for more complete stays and higher-value experiences, extending their trip beyond the duration of the trade fair itself.

Commenting on these findings, Cinta Massó, Director of Sales for Europe at RateGain, said:
“We are witnessing a structural shift in traveler behavior linked to major events such as FITUR. Travelers are planning much further in advance, opting for longer stays and higher nightly rates. This new pattern requires hotels to rethink their pricing and revenue management strategies, balancing anticipation with flexibility to maximize revenues without compromising occupancy. The challenge is no longer just reacting to demand, but intelligently anticipating it, leveraging real-time data to capture value from the very moment travelers begin planning their trips.”