Hotel investment is gaining momentum amid improving prospects for travel.

Blackstone Group and the Starwood Group in March bought hotel operator Extended Stay America for US$6 billion, the largest deal in the U.S. since COVID-19 hit. In Madrid, German investor Commerz Real acquired an office building at city's airport with intentions to convert it into a 280-room hotel branded by Zleep Hotels.

In a recent JLL survey, 70 percent of investors said they will be targeting hotels in Asia Pacific. Global hotel investment is expected to increase up to 35 percent to US$35 billion this year from a year earlier, according to JLL's Global Hotels Investment Outlook Report 2021.

Hotels, and the leisure-and-travel sector in general, have been hard hit during the pandemic, with lockdowns and health concerns curbing visitor numbers. But the strong economic recovery, ongoing vaccine rollouts, and a broad pent-up desire to travel is expected to spur a raft of bookings.

"Optimism around the deployment of vaccines and an eventual recovery in tourism has started to drive activity and investors don't want to miss the opportunity," says Nihat Ercan, senior managing director and head of investment sales for Asia Pacific in JLL's hotels and hospitality group. "The cycle has been reset and we are now on the cusp of a period of recovery."

Looking for value buys

Analysts are forecasting a full recovery for hotel investment by 2024. In the meantime, the sector is seeing an increase in hotels hitting the market. Recent activity points to strong appetite from large private equity investors looking at various strategies, from pure equity plays to senior and mezzanine lending.

Capital raised in closed-end funds targeting global hotels was US$24.5 billion in 2020, matching 2016 levels. Given significant dry power levels, these well-capitalized private equity groups are expected to drive the bulk of transactions in 2021.

However, at the moment there appears to be a disconnect between what owners and investors agree is a fair price.

Source: DepositphotosSource: Depositphotos
Source: Depositphotos

In parts of APAC – namely locations outside key gateway cities, and markets where domestic demand hasn't compensated for falling international visitor numbers – valuations are likely to have fallen up to 30 percent.

However, that doesn't mean these properties are for sale. Owners in the JLL survey said they were either holding until conditions improve, or willing to reduce asking prices by just 10 percent.

"It's not clear to what extent we'll see motivated or forced sellers putting assets on the market," says Peter Harper, JLL Hotels managing director. "Until the climate improves, private equity funds and high-net-worth individuals in particular will look to capitalise on opportunities that come to market as most owners continue to have strong balance sheets and or ongoing support from the banks"

Boutique investment firm Pro-invest, which is based in Australia, recent launched a A$500 million (US$388 million) fund targeting distressed luxury and full-service hotels, intending to acquire from classic distressed hotel owners plus family offices and corporates in Asia who require liquidity but for whom managing hotels is not their core business, according to media.

New York City-based investor Dreamscape Cos. has also entered the buyer pool with US$1 billion targeted at hotels for business travelers, where it expects recovery to be slow and pricing to be more compelling.

Asset management

For many investors, buying a hotel will be followed with asset management initiatives to meet changing consumer preferences and to get ready for a full return to travel.

About JLL

For over 200 years, JLL (NYSE: JLL), a leading global commercial real estate and investment management company, has helped clients buy, build, occupy, manage and invest in a variety of commercial, industrial, hotel, residential and retail properties. A Fortune 500® company with annual revenue of $20.9 billion and operations in over 80 countries around the world, our more than 103,000 employees bring the power of a global platform combined with local expertise. Driven by our purpose to shape the future of real estate for a better world, we help our clients, people and communities SEE A BRIGHTER WAYSM. JLL is the brand name, and a registered trademark, of Jones Lang LaSalle Incorporated. For further information, visit

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