GuestCentric Data Reveals that Portugal’s Secondary Destinations Took Center Stage in 2024

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GuestCentric, the pioneer of HyperCommerce solutions is proud to announce significant growth in 2024 for hotels across Tier 2 destinations outside of the capital. According to GuestCentric’s data, overall revenue in these areas surged to an impressive €180 million, marking a 6.6% increase compared to 2023. Additionally, hotels saw 1 million nights booked (an increase of 5.6% vs 2023) and 386,000 reservations made (an increase of 6.9% vs 2023).

This stellar performance highlights the incredible opportunities for growth in areas like Porto, the Centre, and the North. Porto experienced a 35% increase in revenue, while the Central region soared by 37%. Meanwhile, the wider Northern region stole the spotlight with an extraordinary 53% growth, demonstrating the strength of regional hospitality across Portugal.

Of the findings, GuestCentric’s CEO, Pedro Colaco, said: “This growth has revealed significant strides in diversifying demand beyond Lisbon. This shift underscores a growing preference among travelers to explore Portugal’s diverse cultural and natural landscapes. The robust revenue growth in regions like Porto and the Centre illustrates the rising appeal of these destinations.”

Building on 2024’s successes, GuestCentric predicts several key trends for the coming year. A significant spike in bookings is anticipated in July, largely driven by last-minute vacation plans, highlighting the importance of hotels offering flexible deals to capitalize on this demand. Hotel websites continue to drive revenue growth, delivering a 38% increase, while mobile channels achieved an impressive 44% surge. However, OTAs remain a challenge, with cancellation rates now three times higher than those of direct channels.

GuestCentric’s data highlights the necessity for hotels to focus on their direct business as the key driver of growth. With hotel websites and mobile channels delivering unmatched revenue potential, embracing direct strategies will enable Portuguese hotels to thrive and capitalize on the growing demand for authentic regional experiences.