As the luxury resort investment sector continues to grow worldwide, some major players and trends have emerged in recent years. Europe in particular has seen significant growth, with companies investing billions into luxury resort developments across the continent. In 2020, despite the challenges of the global pandemic, the top luxury resort investment firms continued to drive the industry forward through strategic expansions and developments. These companies represent the vanguard in terms of capital investment, project scale, and brand development within the high-end European resort sphere. Their sustained growth provides insights into the broader evolution and direction of luxury resort investments worldwide.
Marriott leads luxury resort investment worldwide with over 30 high-end European projects
With its acquisition of Starwood Hotels in 2016, Marriott International became the largest luxury resort investor worldwide with brands including W Hotels, The Ritz-Carlton, and St. Regis. In Europe specifically, Marriott boasts a portfolio of over 30 luxury resorts and continues to pursue ambitious development goals for new destinations across the region. The company invests heavily into conceptual design and localized experience creation at its new European resorts. For example, the 2020 opening of the W Rome featured innovative architectural elements inspired by Italian filmmaking. Marriott’s scale as the world’s largest hotel group provides it unparalleled advantages in capital and branding resources to lead luxury resort investment worldwide.
Accor’s focus on lifestyle brands and sustainability defines its growth in European luxury resorts
As a leading French hospitality group, Accor has invested significantly in luxury resorts across Europe and the Mediterranean. The company has systematically acquired lifestyle hotel brands such as Raffles, Fairmont, Rixos, and Orient Express to complement its existing premium brands like Sofitel and Pullman. Accor has also made sustainability a core focus of its luxury investment strategy. For instance, the company’s newly opened Raffles resort in Dubrovnik was built using local materials and designed to meet sustainability benchmarks. With its multi-brand portfolio and commitment to sustainable development, Accor is poised for continued leadership in European luxury resort investments.
Jewels in the crown: Rosewood’s pursuit of iconic properties defines its luxury resort investment strategy
Though smaller in scale compared to hotel giants like Marriott and Accor, Rosewood Hotels has carved out a niche as a leading luxury resort investor by acquiring iconic properties across Europe. The company focuses on restoring historic buildings and transforming them into one-of-a-kind resort experiences. For example, Rosewood transformed a 19th century villa into the Rosewood Castiglion del Bosco resort in Tuscany, featuring luxury suites, winery tours, and an acclaimed golf course. Similarly, the Rosewood London opened in a renovated Edwardian building that once housed Pearl Assurance Company headquarters. Rosewood’s unique positioning within the luxury resort sector has fueled its growth through strategic property investments aimed at discerning high-end travelers.
Boutique brands drive growth in luxury resort investment, pioneering local culture integration
In addition to established hotel chains, smaller independent brands are making inroads into the luxury resort investment space by developing distinctive, culture-driven boutique properties. For instance, the U.K.-based Ennismore recently opened the Hoxton Rome, designing the public spaces to reflect the city’s culture, fashion, and street art. Other players like SH Hotels & Resorts are integrating local music and art to create one-of-a-kind experiences at resorts in destinations like Ibiza. As competition increases within the luxury segment, these smaller brands are pioneering creative approaches of infusing local culture and community to differentiate their resort investments.
The luxury resort investment sector has thrived based on the strength of leading hospitality groups making ambitious capital investments and acquisitions globally. Within the high-end European resort sphere specifically, major hotel chains and smaller independent brands alike continue to expand their portfolios through strategic projects aimed at affluent travelers. Sustainability and cultural integration have emerged as key factors differentiating top firms executing luxury resort investments worldwide.