MADRID, 14 January, 2026 – Journey, the market leader in hotel retailing and the hospitality industry’s first unified Hospitality Performance Platform, has launched in Spain to enable luxury hotels to monetise every element of the guest experience.
The expansion marks the next phase of Journey’s international growth strategy. It comes as luxury hotels face rising cost pressure, making rate-led growth harder to sustain and sharpening demand for new ways to grow direct revenue from more than just rooms.
Today, more than 750 luxury hotel and spa properties, including Nikki Beach, Camiral, Corinthia and Lakes By Yoo have already used Journey’s integrated platform to sell rooms and experiences through a single system.
Journey’s expansion into Spain builds on its strong track record across the UK and Ireland, where the company helps luxury hotels move from passive selling to actively retailing the full guest experience, from spa and dining to wellness and on-property activities.
Hotels using Journey generate higher direct revenue, increased guest spend and greater value from every stay, delivering an average increase in booking value of 60%.
As part of the market launch, Journey will co-host a hospitality event with Oracle and Bring IT at FITUR in Madrid on 21 January 2025, introducing Spanish hoteliers to its Hospitality Performance Platform that unifies experience management, digital marketing, booking and payments.
Local team with experience in Spain’s luxury hotel sector
Journey’s Spanish launch is backed by a deeply experienced local team focused on high-performing luxury hotels and resorts:
- José Antonio Núñez, Head of International Business Development, brings more than 20 years of hospitality experience across hotel operations, enterprise SaaS, payments, and spa and wellness technology, with senior roles at Mews, Book4Time, Shiji and Oracle partners. He combines deep local market knowledge with a strong track record of helping hotels grow revenue through experience-led technology.
- Laura Piamba, Business Development Manager, brings deep experience in hospitality technology sales for luxury hotels, driving ancillary revenue growth across Iberia, Latin America and the Caribbean. She has held senior regional roles at Agilysys and Book4Time, building strategic partnerships and opening new markets for global hotel brands.
Simon Bullingham, CEO of Journey, said: “Launching in Spain marks an important step in Journey’s growth. It’s an exciting luxury market, with standout resorts, a strong spa and wellness culture, and guests who expect personalised, experience-led stays, making it a natural fit for Journey. We help hotels sell the whole guest experience, not just the room, by bringing experience management, marketing, bookings, and payments together. That makes it much easier for hotels to increase on-property spend and deliver better experiences for every guest. Working alongside local partners such as Spalopia, we’re showing hoteliers a more connected way to think about performance, one that goes beyond selling rooms and focuses on maximising the value of every stay.”
José Antonio Núñez, Head of International Business Development, said: “We’re thrilled to be working closely with hotels in Spain, which are incredibly experience-led. Hoteliers are looking for practical ways to grow revenue without relying solely on room rates. Our platform will make it easier for them to sell and manage experiences alongside rooms, making it more efficient to increase direct revenue while delivering the kind of stays guests now expect.”
-ENDS-
Press Contact
Victoria Ward, Abode Worldwide
victoria@abodeworldwide.com | +44 7875 155 020
Astrid Kusumawardhani, Abode Worldwide
astrid@abodeworldwide.com | +44(0)77 5629 7849
About Journey
Journey helps luxury hotels grow direct revenue by retailing the whole guest experience, not just rooms. More than 750 hotel and spa properties use Journey’s Hospitality Performance Platform, a unified system across experience management, digital marketing, booking, and payments. Customers include Nikki Beach, Camiral, Corinthia and Lakes By Yoo. With live bookable inventory at every moment, from pre-arrival to post-stay, Journey enables hotels to retail rooms, dining, spa, and activities in a seamless, shoppable experience for guests. The result is higher guest spend, stronger loyalty, and a measurable Return on Experience. For more information, visit https://journey.travel/.
