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The global luxury hospitality market in a nutshell: why is the condo residential market driving hotel development on luxury spaces?
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Image copyright: © 2023 Jones Lang LaSalle IP, Inc.
Image copyright: © 2023 Jones Lang LaSalle IP, Inc.
Image copyright: © 2023 Jones Lang LaSalle IP, Inc.
Image copyright: © 2023 Jones Lang LaSalle IP, Inc.
Image copyright: © 2023 Jones Lang LaSalle IP, Inc.
Image copyright: © 2023 Jones Lang LaSalle IP, Inc.
Image copyright: © 2023 Jones Lang LaSalle IP, Inc.
On the whole, the luxury and select service assets remain in demand. Select service or hotels without food and beverage have a smaller ticket size – under 30 million – and investors tend to buy a number of them to have a more diversified portfolio, instead of favoring a 200 or 300 million asset. Since high net worth individuals have made more money after 2020 than they ever have, investors are now also buying long term assets. When we get into prices, things might appear a little “gloom and doom”, but the fact is that, looking worldwide, luxury travels are at all new heights. Grand View Research estimates that global spending on luxury travel will reach $1.5 trillion in 2024, its highest total ever.
Image copyright: © 2023 Jones Lang LaSalle IP, Inc.
Image copyright: © 2023 Jones Lang LaSalle IP, Inc.
In the luxury market, and this is a key point, luxury hotels have become a larger share of total hotel volume in the world. Historically, the percentage of luxury hotels has remained around 4-5% on a global level, now we are closer to 6-7 %, and this is largely because of condo residences. If we look at downtown Miami as an example, “anything that can go condo, will go condo” is more than a common sentence, it is a motto.
As for hotels, looking at the metrics, it takes much longer to make the returns on a hotel than on a condominium. Moreover, if we are going to build a luxury condominium, there is a little trade off as customers also look for brands. To partner with a luxury lifestyle brand helps sell more per square foot than what it would do as an independently non-branded residential project.
As a result, we are seeing the growth in luxury supply. We do not refer necessarily to stand-alone hotels or resorts. In many cases we speak about condominium projects driving hotel development on the luxury space. Globally, we are seeing high net worth individuals increasing and a more luxury supply than we have ever had. Despte all the headwinds – economic, inflation – it all goes well for the luxury space hotel.