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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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The global luxury hospitality market synthetized in ten minutes. This was the well achieved purpose of Andrew Dickey’s – Managing Director at Hotels & Hospitality, JLL Miami – for his talk at the 3rd of October Miami episode of Talks for a Change, the Medelhan Media Production series dedicated to the latest in the A&D high-end. As a premise, Dickey underlined the dynamicity of the hospitality sector. Indeed, the fact that, due to inflation, its rate might change from day to night, is what constitutes its beauty but also what makes it the most risky asset class. 

Looking at the global annual outlook for 2023, several interesting points of discussion emerge. First, while macroeconomic volatility has led to a decrease in the volume of short-term hotel investment, key performance continues to accelerate. This, combined with other equally relevant factors – such as the substantial amount of impending debt maturity on the horizon, increasing capex needs, and nearly 19 billion dollars in closed-ended funds reaching the exit state of their investment existence in the course of the next four years – should catalyze hotel investment prospects.

Image copyright: © 2023 Jones Lang LaSalle IP, Inc.
Image copyright: © 2023 Jones Lang LaSalle IP, Inc.

Moreover, with the continuous displacement of the capital market, irreplaceable luxury goods are the most attractive precisely because they are “liquid”. Data in hand, comparing the historic ADRs in many markets, the demand for luxury hotels has never been so high. The moment is also positive for the opening of Chinese borders and the increase in regional and international travel. This could bring, as an additional consequence, to the reemergence of cross-border investments, which have been largely absent over the past three years. In this context, India is seen as the new global growth market to focus on. Thus, as the boundaries between work, life and travel become more and more blurred, traditional hotel brands and investors have the opportunity to expand their product offering to new models of hospitality vertical structures, including residential brands, short-term rentals and private membership clubs.

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.

Looking at the overall picture by sections, we can see how increasing global wealth is supporting the industry. The largest travelers in the world now are millennials, which is also the largest population: they have passed the baby boomers by now, travelling more than anyone else in history. The good news about high-end space is that we are way ahead of it, as here the 70-75% of luxury travel regards high net worth individuals. In that segment inflation is not an issue, it is just a matter of being unique. The US is the most liquid hospitality market in the whole world: here, investors trade hotels like cars. 

Seeing the first half of 2023, the numbers were down to 2.000 levels in terms of transaction volume. However, in recent months it appears that US consumers are spending more on experimental services. Indeed, remaining in this first part of the year, it appears that the expenses of food and accommodation were on a par with health care, highlighting the resilience of the travel industry to the economic tumults.

Overall, the contribution of travel and tourism to GDP has grown at an average annual rate of 5.3% over the last decade, which is 260 bps above the average annual growth rate of GDP over the same period. This trend is expected to continue sustained by the increase in global wealth, which has almost doubled in the last decade.

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.

Looking at transactions, it results that the deal size is about half of where we were two years ago. Indeed, the lack of portfolio transactions and the limited high-dollar operations resulted in an overall decrease in liquidity compared to the peculiarly high activity of 2021-2022. The continuing dislocation of the capital market, in particular the turbulence in the debt market, has led many investors to gravitate towards smaller cheques. However, the volume remains high compared to 2019 and is expected to increase in the second half of 2023, catalyzed by owners facing impending loan maturities, interest rate cap renewals, and fund-life expirations. Therefore, who is buying hotels? Right now it is private equity and in the last six months it is also high net worth families individuals who are looking for short or medium term acquisitions.  

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.
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. 
Image copyright: © 2023 Jones Lang LaSalle IP, Inc.
Image copyright: © 2023 Jones Lang LaSalle IP, Inc.
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