Short-term: Hotel owners will face increasing profitability pressures in 2025 due to easing top-line performance amid a backdrop of rising costs. This is expected to trigger a significant increase in investment transaction activity, especially as loans mature and owners encounter rising capex demands. Private equity, HNWIs, foreign capital and select REITs are predicted to be the most acquisitive, with hotels in urban and other high barrier-to-entry markets most in demand. Slowing supply growth driven by high construction costs should encourage additional M&A, with brands targeting accretive platforms and portfolios to drive net unit growth, a key determinant of shareholder value.

Long-term: As the distinctions between living, working and playing continue to merge, traditional hotel brands will increasingly diversify into new verticals, with non-traditional lodging and branded residences likely to capture the most investor interest. India, now the world's most populous country, will soon emerge as one of the largest outbound travel markets globally, offering hotels a novel type of traveller and investors expanded possibilities to deploy capital. With global hotel supply forecast to grow 180bps less than its long-term average over the next five years, hotel brands are anticipated to strategically utilise their balance sheets to discover inventive ways to enhance their share of wallet.