Hotel investment advisors play a central role in connecting hotel owners, developers, and investors with capital. In contrast to traditional real estate brokers or pure investment banks, hotel investment advisors combine transactional capability with a deep understanding of operational performance, brand positioning, and asset strategy. This is particularly important in hospitality, where value is driven not only by location and real estate fundamentals, but also by management structure, distribution strategy, and long-term positioning.
Across Europe and the Middle East, the hotel investment advisory landscape is dominated by a relatively small number of global real estate advisory firms and specialist hospitality brokers. These firms operate at different scales and across market segments, ranging from large institutional portfolio transactions to single-asset sales and development-stage capital structuring. The firms listed below represent a selection of leading advisors active across the region. This is not a comprehensive list, but rather a curated overview of firms most relevant to hotel owners and developers operating in EMEA markets.
Leading Hotel Investment Advisors
The following firms are listed in alphabetical order and reflect a mix of global platforms and specialist hotel advisors.
CBRE Hotels
CBRE Hotels is one of the largest global hotel advisory platforms, operating as part of CBRE’s wider capital markets business. The firm is consistently active across Europe and the Middle East, advising on both single-asset and portfolio transactions. While CBRE does not always publish its own transaction totals in isolation, its market reporting provides a strong indication of scale. For example, CBRE data show European hotel investment reached €4.9 billion in Q1 2025 alone, above the long-term average, reflecting the depth of the markets in which it is actively advising.
The firm’s strength lies in its integration with global capital markets, allowing it to position hotel assets alongside broader real estate allocations. CBRE typically operates out of major hubs, including London, Madrid, Paris, and Dubai, and works closely with institutional investors, REITs, and private equity. Its ability to combine transaction execution with financing and valuation capabilities makes it particularly effective in complex mandates where capital structure and exit strategy are closely linked.
Christie & Co
Christie & Co is one of the longest-established specialist hospitality brokers in Europe, with a strong focus on hotel transactions in the UK and continental markets. The firm operates across a network of regional offices, giving it deep penetration into secondary cities and regional markets that are often less accessible to larger global advisors. While it does not typically publish large aggregated transaction volumes, its strength lies in deal flow and transaction count, particularly in the mid-market and private ownership segment.
The firm is particularly active in markets involving independent hotels, owner-operators, and smaller portfolios. This includes transactions across France, Germany, Spain, and the UK, where Christie & Co maintains strong relationships with private investors and family offices. Its positioning is less about headline deal size and more about market coverage and liquidity creation, particularly in segments where pricing is less transparent, and buyer pools are relationship-driven.
Colliers Hotels
Colliers Hotels has expanded significantly in recent years and is now a major player in hotel investment advisory across Europe, with growing activity in the Middle East. The firm provides a full range of services, including investment sales, debt and equity advisory, and operator selection. Colliers’ hotel teams are typically based in key European markets such as London, Amsterdam, Madrid, and Paris, with additional expansion into the Gulf region.
While Colliers does not always report hotel-specific transaction volumes, it positions itself as a top-tier global real estate advisor with strong capital markets capabilities across asset classes. In hospitality, it is particularly active in mid-market and value-add transactions, including repositioning and redevelopment strategies. Its growth trajectory reflects a broader trend of investors seeking more flexible and execution-focused advisors outside the traditional top two or three global firms.
Cushman & Wakefield Hospitality
Cushman & Wakefield Hospitality UK Website
Cushman & Wakefield provides one of the clearest sets of data points in the sector, both through its advisory activity and its published market research. According to the firm, European hotel investment volumes exceeded €27 billion in 2025, covering more than 1,050 hotels and 133,000+ rooms, marking the strongest year since before the pandemic.
The firm is actively involved in many of these transactions, including major portfolio deals such as the €776 million Generator Hostels sale and multi-asset acquisitions across Europe. Its hospitality teams operate across key cities, including London, Frankfurt, Madrid, and Dubai, allowing it to execute both regional and cross-border transactions. Cushman & Wakefield’s positioning is particularly strong in combining market intelligence with transaction execution, giving owners a clear view of pricing, timing, and investor appetite.
HVS Brokerage & Advisory
HVS Brokerage & Advisory website
HVS operates as a specialist hospitality advisory firm, with brokerage activity focused primarily on Europe and selected Middle Eastern markets. While HVS is better known for its consulting and valuation work, its brokerage division is actively involved in transaction processes, particularly in the mid-market segment. The firm’s own data indicates that European hotel transaction volumes reached €10.4 billion in H1 2025, with a strong focus on single-asset deals.
HVS’s strength lies in its analytical approach, linking operational performance directly to valuation and pricing. Its London office is a key hub for European transactions, supported by regional teams in Southern and Eastern Europe. The firm is particularly effective in deals where operational complexity, brand positioning, or performance turnaround plays a significant role in value creation, rather than purely real estate-driven pricing.
JLL Hotels & Hospitality Group
JLL Hotels & Hospitality website
JLL Hotels & Hospitality is widely regarded as the leading hotel investment advisory platform globally. The firm consistently ranks at the top of global transaction tables and operates across all major markets, including a strong presence in Europe and the Middle East. JLL’s own reporting highlights the scale of the sector, noting that global hotel investment volumes reached approximately $57 billion in 2024, with further growth expected.
The firm operates through a network of major offices including London, Paris, Madrid, Dubai, and New York, and advises on some of the largest and most complex hotel transactions globally. JLL is particularly strong in institutional-grade deals, including large portfolios and cross-border transactions. Its ability to run global processes and attract a wide pool of capital, ranging from private equity to sovereign wealth funds, positions it at the top end of the advisory market.
Knight Frank Hotels & Leisure
Knight Frank Hotels & Leisure website
Knight Frank has developed a strong position in hotel investment advisory within the Middle East, supported by its global real estate platform. The firm is particularly active in Saudi Arabia, the UAE, and wider GCC markets, where it advises on acquisitions, disposals, and joint ventures. Its hospitality teams are closely aligned with regional capital flows, particularly family offices and sovereign-linked investors.
The firm’s strength lies in its access to capital rather than sheer transaction volume. In markets such as Saudi Arabia, where large-scale development and investment programs are underway, Knight Frank plays a key role in connecting international operators and developers with regional investors. It also supports outbound capital flows, linking Middle Eastern investors with opportunities in Europe, particularly in gateway cities and resort destinations.
Savills Hotels
Savills Hotels is one of the leading European hotel investment advisors, with a strong presence across the UK and continental Europe. The firm combines capital markets advisory with research and valuation, allowing it to provide a detailed understanding of market dynamics. For example, Savills’ data indicate that UK hotel investment volumes reached approximately £3 billion in 2025, with strong growth in single-asset transactions despite a slowdown in portfolio transactions.
Savills operates through a network of European offices, including London, Madrid, Barcelona, Paris, and Milan, and is particularly active in Southern Europe. The firm is known for its ability to align assets with investor strategies, particularly in cross-border transactions involving European and international capital. Its positioning is strongest in advisory-led transactions, where market insight and investor targeting are critical to execution.
Further resources:
See HDG – Hotel Investment Banks: Advisory, Capital Raising and Transaction Execution
See HDG – Structuring the Hotel Capital Stack
See HDG – Hotel Lawyer Guide: Leading Law Firms for Hotel Management & Franchise Contracts