Spain's hotels are sitting on unanswered demand. Valpas helps answer it.
Spain is the world's second most visited country. In 2025 it welcomed almost 97 million international arrivals, a new record and its hotel market is on track to exceed €125 billion in 2026. It is also a country where reported bed bug cases rose 71% in a single year (2023).
The gap between those two facts, a booming hospitality market, and a structural, unverified safety concern is exactly the gap Valpas was built to close.
New research by Phocuswright, launching next week across 1,082 travellers in the U.S., U.K., and France, confirms something Spanish hoteliers will recognise: bed bug safety is now the number one hotel booking attribute, ahead of star rating, brand loyalty, location, and free room upgrades. Seventy percent already take at least one action to check for cleanliness or bed bug safety before booking such as reading reviews, searching reports, asking an AI assistant, or calling the hotel directly.
This is not new demand. It is an existing demand that hotel systems were never built to answer. In a market the size of Spain's, the scale of that unanswered demand is significant.
A Valpas-certified hotel does not simply make a claim about safety: it pushes continuously verified, room-level proof into the booking platforms and AI travel assistants where guests are already making decisions. This data is now live inside ChatGPT and reaches 1,000+ booking platforms through a growing number of travel platform integrations. As Valpas focuses on expansion across Spain, a traveller looking for a hotel in Madrid or Tenerife can identify certified properties, confirm room-level safety, and book directly before they arrive - with more properties
The infrastructure to make bed bug safety a visible, searchable, bookable hotel attribute is here and hotels in Spain have the opportunity to be a part of it.
If we take a look at Paris, where following the 2023 bed bug media crisis, the luxury segment moved through three adoption tiers in under eighteen months; we can see that hotels that certified early captured the differentiation premium. Hotels that waited found themselves explaining an absence rather than demonstrating a standard.
Valpas’ technology is currently in place in 60+ destinations from Tokyo to Reykjavik and Helsinki to London, hotels interested in joining the certified standard can get in touch at valpashotels.com.