Spain is one of the most important hotel markets in Europe, a destination consolidated with a very positive mix between urban supply and holiday with extensive backgrounds in both categories, and through a good cycle full of challenges: the segment of luxury continues to attract major international brands, the economy hotel industry is changing with new entrants attracted by the profitability of these products and new business models blur the border between the concept of hotel accommodation and non-hotel tourist accommodation. Generating experience, technology and environmental sustainability in both construction and operations are becoming fundamental requirements for both investors and consumers. Vertigo come times where adaptability is critical to the success of new businesses and the survival of the most traditional.