Barcelona, Spain – Formula 1 is returning to Madrid after 45 years, and its impact on the city’s hotels is evident. The average daily rate has risen by almost 70% to date, according to figures from SiteMinder, the world’s leading hotel commerce platform. This increase has been accompanied by a 7.5% rise in the average length of stay.
SiteMinder’s analysis compares stays from 10 to 13 September 2026, coinciding with the Grand Prix, with those recorded over the same weekend in 2025. Specifically, the average daily rate has increased to €485 compared with €286 in 2025. Meanwhile, the average length of stay has risen from two days in 2025 to 2.15 days around the event. The event includes three days of Formula 1, Formula 2 and Formula 3 practice and racing, culminating in the main race on Sunday 13 September.
The last time Madrid hosted a Grand Prix was in 1981, at the iconic Jarama Circuit. Now, Formula 1’s return is acting as a powerful catalyst for demand, attracting affluent travellers who are willing to plan their visits well in advance.
The event’s impact is also reflected in the relationship between hotel prices and overnight stays. While the average daily rate has increased by almost 70%, the number of nights booked has risen by just 3.5% year on year. This points to moderate demand growth, accompanied by a significantly greater increase in prices.
Bookings made further in advance
The event has also prompted changes in travel planning. The average booking lead time has increased by 44.8%, rising from 90 days in 2025 to 130 days in 2026, or more than four months. This indicates that travellers are organising their visits to Madrid much further in advance to secure accommodation.
The proportion of international bookings has also increased by 19% compared with 2025, reflecting Formula 1’s appeal and the arrival of fans willing to travel from overseas to experience the event.
“The return of Formula 1 to Madrid after 45 years is acting as a genuine catalyst for tourism demand in the capital. Beyond the immediate impact on rates, we are seeing how major events continue to drive demand, bring purchasing decisions forward and create valuable opportunities for hotels,” said Tamara Jiménez, SiteMinder’s Country Manager for Spain.
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About SiteMinder
SiteMinder Limited (ASX:SDR) is the name behind SiteMinder, the world’s leading hotel commerce platform, and Little Hotelier, an all-in-one hotel management software that makes the lives of small accommodation providers easier. The global company is headquartered in Sydney with offices in Bangkok, Barcelona, Berlin, Dallas, Galway, London, Manila, Mexico City and Pune. Through its technology and the largest partner ecosystem in the global hotel industry, SiteMinder generates more than 140 million reservations worth over A$85 billion in revenue for its hotel customers each year.