Athens, the capital of Greece has climbed in the 2025 hotel investment rankings, according to CBRE, the Global Commercial Real Estate Services and Investments, latest Hotel Investor Survey.
In the latest rankings the Greek city moved up to eighth place among the most attractive cities in Europe for hotel investment, reflecting a relevant increased interest in Athens's expanding high - end hospitality sector and also strong tourism fundamentals.
CBRE's research report was conducted in Q4 2024 among 110 stakeholders, capturing key investor sentiment and strategic priorities and it noted that Athens is steady rise in international demand reinforcing its appeal as an emerging investment destination.
Among European cities London and Madrid lead investor preferences, followed by Rome in third position, Paris slips to fourth, while Lisbon and Barcelona are fitfth and sixth respectively.
Berlin and Brussels move up to share eight place in the ranking alongside Athens which climbed one position from 2024.
With this climb, investor confidence remain high with over 90% of respondents planning to maintain or including increase hotel investment in 2025 and a significant majority intend to maintain or expand their hotel investments, reflecting continued confidence in the tourism sector in the Greek city.
Developers, operators and real estate funds are particularly active, focusing on value - add strategies such as operational improvements and re – positioning over higher risk plays.
Upper - upscale and luxury properties continue to dominate interest, as segments favoured for their pricing power, sustained demand from high – net – worth travellers and resilience.
Also full - service hotels are in the top preferences, though limited - service options but they are gaining ground due to their leaner cost structures.
Extended stay format is notably increasing, while the interest in all - inclusive resorts remained mute, despite their strong post - pandemic performance and appeal.
In the European landscape concerning countries, Spain retains the top position in the ranking, second is Italy, which edged ahead of the United Kingdom to take second place, Portugal and France complete the top five.
Greece maintains its strong fifth place ranking thanks to solid tourism performances and a flourishing tourism segment which continues to increase reinforcing its position and reputation as an appealing rising luxury tourism hub, and these results reaffirm the investor confidence in both Athens and the Hellenic Republic.
Other studies reflect that CDB locations and gateway cities continue for different reasons to attract the most attention of investors, though interest in secondary cities and resort markets is particularly growing, partly due to shifting travel patterns, and concern about the phenomen of overtourism.
Finally CBRE notes that European Investor Survey led in 2025 was conducted prior to the heightened geopolitical development in the first quarter of this year, which may have a greater impact on investments dynamics than initially anticipated.
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Thanks a lot to read and note.