London Hospitality Market Insights Q2 2025

The London hospitality market recorded a significant uplift in activity during the 12 months to Q2 2025, supported by strong investor appetite, rising international visitor numbers, and a continued focus on branded and value-add hotel assets. Total transaction volume reached £836.1 million across 51 transactions involving 49 properties and over 5,300 rooms. The average sale price per room was £233,400, with prime deals achieving up to £733,000 per room.

Capital markets activity was dominated by several high-profile portfolio transactions, which contributed to a substantial proportion of total volume. Key deals included Starwood Capital’s £800 million acquisition of 10 Radisson Edwardian hotels, largely concentrated in Central London. Other significant portfolio sales included KKR and Baupost’s purchase of 33 Marriott-branded hotels and Ares and EQ Group’s acquisition of the Landsec portfolio. These portfolio transactions reflect strong institutional confidence in London’s long-term hospitality fundamentals and the appeal of operational scale.

Single-asset activity, while more limited, still featured notable trades. Gruppo Statuto acquired the proposed 109-room Six Senses London for approximately £180 million, equating to £1.7 million per room — one of the highest values achieved in recent years. Other key single-asset deals included the Ruby Zoe London in Notting Hill (£53 million at £305,500 per room), Hyatt Place London City East in Aldgate (£100 million at £357,000 per room), and Karma Sanctum Soho in the West End (£22 million at £733,000 per room).

Foreign investors continued to dominate buyer profiles, accounting for the majority of activity by value. Capital originated from the USA, Singapore, the Middle East and continental Europe, with buyers particularly focused on Central London’s luxury and lifestyle segments. Investment strategies have often prioritised brand expansion and asset repositioning. Several properties acquired during the period are earmarked for refurbishment and conversion into branded offerings aligned with ESG standards and international franchise models.

Despite the elevated interest rate environment, yields have remained relatively stable. The market yield across all hospitality asset types averaged 5.0 percent, while actual transaction yields varied between 5.0 percent and 6.6 percent, depending on location, hotel class and lease structure. The average discount to asking price across all transactions was -7.2 percent, indicating a degree of pricing flexibility amid more competitive bidding conditions.

From a submarket perspective, the highest levels of investment were concentrated in Central and West London. London Centre North recorded £281 million in sales across four transactions, with an average sale price per room of £430,640 and an average yield of 5.2 percent. Other high-performing submarkets included London Centre South (£228 million), The City (£56 million), and Kensington and Chelsea (£60 million). Yields remained strongest in established locations, while surrounding boroughs and economy-sector hotels saw slightly wider pricing.

Several significant assets changed hands during the quarter. Oaktree Capital acquired The Standard London for £177.5 million (£667,300 per room), while Amante Capital and partners completed a portfolio purchase of multiple Marriott properties including County Hall, Kensington and Maida Vale. Other high-profile transactions included LaSalle Investment Management’s £56 million acquisition of Motel One Tower Hill, and Hines’ £20 million purchase of The Mad Hatter Hotel on Stamford Street.

Looking ahead, market sentiment remains broadly positive. The pool of active buyers has widened, with lenders showing renewed interest in hospitality-backed financing. A higher-for-longer interest rate scenario remains possible, but expectations for rate cuts later in the year may stimulate further activity. Investor focus is expected to shift toward single-asset transactions in the second half of 2025, with competition likely to intensify for well-located, branded and ESG-aligned stock.

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