The hotel and wellness sector in the DACH region is undergoing a structural transformation in 2025. While traditional city hotels continue to perform steadily, investor interest is shifting strongly toward wellness, medical hospitality, retreats, and longevity concepts. At the same time, brokers, operators, and owners are expected to present their properties professionally, discreetly, and in a data-driven manner.

Below, we highlight the key trends, opportunities, and challenges for investors and intermediaries in 2025.

1. Wellness & Longevity as Growth Drivers

The global wellness market is growing twice as fast as the traditional hospitality sector. In the DACH region, we observe:

• High occupancy rates in established wellness hotels (often 75–90% year-round)

• Premium pricing in alpine destinations

• Surging demand from investors in Europe, Asia, and the USA

Concepts such as holistic health, burnout recovery, medical retreats, or detox & rejuvenation are becoming the new standard.

For owners: Properties with wellness or medical infrastructure achieve 20–40% higher multiples than comparable standard hotels.

2. Operator-Free Assets in High Demand

While long-term lease contracts used to be considered stability, many investors today prefer:

• Operator-free hotels

• Options for re-branding or repositioning

• Flexible operator structures (management, hybrid, franchise)

Reason: Higher EBITDA margins, stronger bank position, and faster ROI.

3. Off-Market Continues to Gain Importance

Around 70–80% of major hotel transactions from €20M upwards now take place off-market. Reasons include:

• Owner discretion

• Employee protection

• No pressure from public price exposure

• Serious B2B investors instead of “tourists”

Brokers with vetted investor networks have a clear competitive advantage.

4. International Capital Shapes Demand

In 2025, a new investor profile is emerging:

• Asia: South Korea, Singapore, Japan, and China actively seek prime hotels and wellness resorts in DACH.

• Middle East: Family offices and hotel groups invest more in the Alpine region.

• USA: Funds and boutique operators focus on medical wellness concepts.

• Europe: German, Swiss, and Austrian buyers prefer low-risk premium assets.

For owners: Professional multi-language exposés (DE/EN/CN) are becoming essential.

5. ESG & Energy Efficiency Strongly Influence Value

From 2025 onward, investors increasingly focus on:

• Energy consumption

• Building technology efficiency

• Operational sustainability

• CO₂ balance

• Funding opportunities

Energy-efficient hotels achieve demonstrably higher prices and faster transaction cycles.

6. Medical Hospitality: The Gamechanger

Medical wellness and longevity are no longer niche but major strategic growth areas.

Highly sought-after are properties with:

• Diagnostic or therapeutic infrastructure

• Medical networks

• Preventive health programs

• Sustainable nutrition

• Retreat setups

In the Alpine regions, demand is high for revitalized spa hotels with medical licensing.

7. Micro-Resorts & Boutique Retreats up to 80 Rooms

Particularly attractive to investors:

• Small, scalable resorts

• High service levels

• Clear positioning (mindfulness, detox, longevity)

• Premium RevPAR

These concepts show stable occupancy even outside peak seasons.

8. Operator Changes as Opportunity, Not Risk

Many hotels in Germany and Austria still operate under outdated lease models that depress margins. In 2025, investors increasingly focus on solutions:

• Lease → Management

• Franchise with international brands

• Hybrid models

• Revenue sharing

The right operator can increase asset value by 15–25%.

9. Digital Sales Processes Become Standard

Fast investor evaluation now relies on:

• Data rooms

• AI-supported valuation models

• Real-time market analytics

• Virtual property tours

• AI-based matching systems

Brokers who master these tools significantly increase market share.

10. 2025 Is Both a Buyer’s and Seller’s Market

Because:

• Buyers benefit from moderate financing and high demand in prime locations.

• Sellers benefit from record multiples in wellness & resort assets.

Both sides win — if the asset is positioned correctly.

Conclusion: 2025 Belongs to Hotels that Combine Emotion, Health & ROI

The DACH region remains one of the world’s most stable markets. Wellness, retreats, medical hospitality, and operator-free assets are the major winners of the year.

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Tatyana Nesterova