In a dynamic roundtable discussion featuring Hannah Yulo Luccini (Hotel 101), Sami Mendil (B&B HOTELS), Arthur Jaeger (Adagio), Gwenaëlle Pouy (EasyHotel), and Héléne Gauthier (Honotel), panelists outlined the current investment climate in Europe and their distinct strategies for growth in a context still marked by macroeconomic headwinds, geopolitical uncertainty, and post-COVID restructuring.

Standardization meets scalability: Hotel 101’s disruptive model 

Hannah Yulo Luccini, CEO of Hotel 101, unveiled a highly standardized hospitality concept designed for global scalability: “We only develop and build one type of room globally,” she explained. “Complete standardization allows maximum operational efficiency.” 

With 500-room developments and a unique ownership model—units sold to individuals then leased back by the brand—Hannah Yulo Luccini emphasized a strong value proposition: “You can own a hotel unit for €200,000 and receive revenue share without management headaches.” 

Europe is key to their expansion. Following a successful launch in Madrid, Hotel 101 is targeting five new European markets through joint ventures, franchising, and self-funded projects. “There’s strong demand in Europe for new concepts that allow asset monetization, especially in locations where residential and office projects have stalled,” she noted. 

B&B HOTELS: solid yields in a mature model 

Sami Mendil, Global Head of Real Estate at B&B HOTELS, highlighted the brand’s appeal to both institutional and private investors. 

With 900 hotels globally and aggressive growth planned in the UK and U.S., he pointed to their “very efficient model” as a key to maintaining relevance. “We don’t invest in real estate, which makes us attractive for asset-light investors. Our leases ensure secure cash flows,” he said. 

Despite a global investment volume of $60 billion in hotels in 2024—still shy of 2015’s peak— Sami Mendil sees institutional capital returning: “We’ve seen REITs and private equity resurface. Last year, we closed 124 deals, including portfolios with Swiss Life and BC Partners.”

Adagio: riding the extended stay wave 

Arthur Jaeger, Chief Development & Real Estate Officer at Adagio, projected bullish growth in long-stay hospitality. “Southern Europe is booming—Spain, Portugal, Italy. Asia and the Middle East are also dynamic.” 

Adagio plans to grow from 130 to over 200 hotels by 2025, offering franchise, management, lease, and co-investment models. “With GOP margins exceeding 50%, extended stay outperforms traditional hotels. We're more flexible, with three brands and a strong Accor-backed distribution system.” 

EasyHotel: low-carbon, high-yield urban footprint 

Gwenaëlle Pouy, Chief Development Officer at EasyHotel, outlined the group’s ambition to double its portfolio in five years. “France, Belgium, Germany, the Netherlands, Spain, and Portugal are our strategic focus.” 

The brand’s differentiation lies in its commitment to ESG: “Our compact rooms generate only 1.9 kg of CO₂ per night—66% lower than midscale hotels,” she emphasized. 

With projects underway in Madrid, Barcelona, and Valencia, and plans to relaunch franchising, EasyHotel is positioning itself as the affordable, sustainable choice for urban travelers. 

Honotel: targeted french growth with a boutique touch 

Hélène Gauthier, CEO of Honotel, reinforced the importance of investor quality over volume. “We’re not focused on scale, but on securing deals that create real value.” 

With 50 hotels in France and a dedicated fund, Honotel remains Paris-centric. “Private investors dominate transactions under €15M. Paris continues to offer tangible, secure, and understandable assets.” 

Navigating development complexity in Europe

Panelists unanimously highlighted permitting delays as a pan-European challenge. Gwenaëlle Pouy pointed out, “In France, with early engagement, permits can take five months. But in cities like Amsterdam or Barcelona, moratoriums complicate matters.” 

For Arthur Jaeger and Sami Mendil, partnerships with local developers are essential. Office-to-hotel conversions, particularly in high-traffic zones, were flagged as fast-tracked opportunities amid post-pandemic office vacancy.

Forecasts for 2025: confident, but cautious 

Across the board, brands projected sustained performance and targeted growth. B&B HOTELS aims to reach 400 hotels in Germany, 125 in Spain, and expand aggressively in the UK and U.S. Adagio is targeting 15–20 new signings this year, and EasyHotel expects eight deals across key European markets.

In closing, Hannah Yulo Luccini noted: “We’re entering markets where we can scale quickly. Timing and permit-readiness are key, especially where demand is outpacing supply.”

 Investor sentiment: still positive, with eyes on geopolitics and interest rates 

Despite optimism, Sami Mendil warned: “Geopolitical instability remains the top concern for investors, especially in border regions. But compared to other asset classes, hospitality offers a compelling risk-return profile.” Hélène Gauthier added: “France saw €2.7 billion in hotel transactions in 2024—25% by private investors. The market remains strong, particularly in Paris.” 

While each brand operates from a unique angle—scalability, ESG, extended stay, urban budget, or boutique luxury—they share a common belief: Europe remains a safe, attractive, and opportunity-rich destination for hotel investment. The key lies in adaptability, operational excellence, and strategic local partnerships.