Investment in the hotel industry strengthens among Spanish family organizations
Boom in High-End Tourism and Investment in Portugal's Hotel Market
Portugal is witnessing a surge in interest from high net worth individuals (HNWIs) and international funds, particularly from North and South America, in its hotel market. This trend is driven by sustained tourism growth, particularly from American visitors with high purchasing power.
Robust tourism growth is a key factor fueling demand for premium hospitality services and high-end accommodations. Portugal's appeal lies in its lifestyle, safety, and cultural offerings, making it an attractive destination for international tourists.
In 2024, investment in Portugal’s hotel sector grew by 28%, marking an exceptional period of growth amid record tourism figures. For 2025, CBRE projects hotel investment to surpass €600 million, further exceeding 2024 levels. These investments come from diversified sources, including international funds, family offices, and HNWIs attracted by yields and capital appreciation potential.
Urban hotels, particularly in Lisbon, Porto, and coastal regions, are the most sought-after assets. The sector's resilience and the relative political and economic stability of Europe are key attractions for HNWIs from North and South America.
The Portuguese market's allure is also due to a stable economy, political environment, and recovering post-pandemic demand. Urban regeneration projects are transforming obsolete buildings into hotels and residences, offering value-add opportunities for investors.
JLL highlights the trend towards professionalization and diversification of the Portuguese hotel market. International funds continue to lead in volume, but there is a growing participation of 'family offices' with established operations in the market. Private investors, notably Spanish 'family offices', are also entering the Portuguese hotel market.
However, the specific urban hotels that have attracted HNWIs from North and South America, as well as the active Spanish 'family offices' in the Portuguese hotel market, remain unspecified.
Despite global macroeconomic uncertainty and risks linked to inflation and recent economic policies in the United States, the Portuguese hotel market remains resilient. The market is increasingly attracting major international 'players' in the hotel sector, positioning Portugal as a compelling destination for hospitality investments in 2025 and beyond.
Sources:
[1] JLL Portugal (2025). Portugal Hotel Market Outlook 2025. Retrieved from www.jll.com/portugal
[2] CBRE Portugal (2025). Portugal Hotel Market Report 2024. Retrieved from www.cbre.com/portugal
[3] Savills Portugal (2025). Portugal Hotel Market Overview 2025. Retrieved from www.savills.com/portugal
[4] Cushman & Wakefield Portugal (2025). Portugal Hotel Market Insights 2025. Retrieved from www.cushmanwakefield.com/portugal
[5] Portugal Real Estate Summit (2025). Portugal Real Estate Summit 2025 Agenda. Retrieved from www.portugalrealestatesummit.com
What of Portugal's allure is attributed to the weather, finance, and its stable economy in attracting HNWIs and international investors?In 2025, the Portuguese hotel market is expected to surpass €600 million in investment, driven by factors such as robust tourism growth, lifestyle offerings, and financial opportunities in the sector.
