What Buyers Are Really Looking for in 2025

Hospitality investment trends shaping acquisitions right now.

This forward-looking guide is based on Coldwell Banker’s direct conversations with buyers, funds, and hospitality investors. It uncovers the priorities, expectations, and deal drivers that are shaping hotel investments in 2025.

• 1. ESG Performance Is a Deal Driver

  • Buyers are factoring in energy efficiency, certifications, and sustainability strategies.

  • ESG-aligned assets attract institutional capital.

    
    

• 2. Hybrid Hospitality is on the Rise

  • Hotels with flexible spaces: coworking, wellness, social hubs.

  • Mixed-use integration: F&B x events x digital nomads.

    
    

• 3. Strong Online Reputation = Strong Valuation

  • Review scores, digital presence, and brand story are now part of due diligence.

• 4. Secondary Markets Are Gaining Attention

  • Investors are looking beyond major cities for better yield and lower risk.

  • Coastal, rural, and emerging cultural destinations are on the radar.

    
    

• 5. Operator Flexibility is a Must

  • Buyers want exit flexibility and growth scenarios.

  • Interest in properties with potential for reflagging or soft branding.