European hotel revenue per available room (RevPAR) increased 3.0% year-on-year in the first half of 2026, driven by a 2.2% rise in average daily rate (ADR) and a 0.5 percentage point gain in occupancy, according to Cushman & Wakefield data published by eu.36kr.com on October 12, 2026. Hotel transaction volume in Europe topped 11.5 billion euros during this period, with luxury properties accounting for 46% of the investment share. Average transaction prices reached 522,000 euros and 364,000 euros per room, illustrating a 9% rise in price per room across deals. Growth was recorded in 22 European countries, while four reported
declines.
Banyan Tree Group Expands African Presence with Newmark Acquisition
Banyan Tree Group acquired a majority stake in Newmark Hotels & Reserves, incorporating 26 luxury safari hotels and wildlife reserves across seven African countries into its portfolio. This acquisition expands Banyan Tree’s footprint to 28 countries, managing nearly 130 hotels, resorts, and reserves as well as 30 branded residential projects. Prior to this deal, Banyan Tree operated four properties plus spas in Morocco, Mauritius, South Africa, and Tanzania, and plans to enter West Africa formally through the upcoming Dhawa Ouidah hotel in Benin.
Hotel Asset Deals and Brand Growth in Japan and South Korea
The hotel markets in Japan and South Korea saw active transactions and international brand expansions targeting
tourism and luxury urban consumers in September 2026. Japan’s One REIT Inc. purchased Okinawa Grand Mer Resort for 5.555 billion yen. The hotel, leased to KPG Hotel & Resort Co., Ltd., is scheduled for renovations including converting 40 rooms from Japanese to Western style, refurbishing six suites, adding a children’s playroom, and upgrading the pool. In Seoul, Hyundai HAIM Asset Management completed the acquisition of a hotel building in Lotte Castle SKY-L65 in Dongdaemun with approximately 260 rooms, a deal in which Hong Kong’s Phoenix Real Estate Investment also participated.
Brand developments in these countries include a franchise agreement by
Japan’s Pacifica Hotel Group and Furano Hotel Operation Company with Marriott International to open The Westin Rusutsu Resort Hokkaido, the first Westin resort hotel in Japan. Shangri-La Group’s ultra-luxury Shangri-La Signatures brand will open Songtei Kyoto with 77 rooms opposite the UNESCO World Heritage Site Nijō Castle, marking its second property after Hangzhou. Aman Group announced Aman Seoul, the company’s first project in South Korea, located in Cheongdam-dong, Gangnam district, overlooking the Han River.
Key Hotel Group Leadership Changes in September 2026
Kempinski Hotels Group appointed Noel Attard as Chief Development Officer to lead global portfolio expansion, and Andrea Vanni as Chief Financial Officer, bringing expertise in luxury
real estate finance. Hilton Group’s Global Chief Marketing Officer Mark Weinstein resigned without an announced successor. Marriott International named Chris Buckner Senior Vice President of Loyalty, as it continues optimizing its loyalty program. Starwood Hotels Group appointed Tom Chalmers Senior Vice President of Design and Architecture to oversee design upgrades and new projects. Pushenhui Hotel Group appointed Leo Li as Operations Director to focus on operational management and performance enhancement.
Hotel Auctions, REIT Approvals and New Openings
The ABN Index recorded 65 hotel assets in sale or auction in September, stable from prior months. Sanya Marina Hotel sold on Alibaba Auction Platform for approximately 132.7 million yuan,
reflecting a 56% discount from its assessed value of 237.1 million yuan. Several high-value hotel auctions failed, including Wuhan Greenland Center (869 million yuan) and Le Qing Courtyard by Marriott Hotel in Wenzhou (529 million yuan).
Zhejiang New Century Tourism obtained approval for a 1.844 billion yuan real estate investment trust (REIT) encompassing three New Century Grand Hotels in Hangzhou, Wenzhou, and Shengzhou, totaling 1,428 rooms. The 34-year closed-end fund will be managed by China International Capital Corporation Fund Management Co., Ltd. and custodied by China CITIC Bank Co., Ltd. The hotels averaged a 67% occupancy rate and 31% operating
gross profit margin in 2025. Rent will be set by either fixed or revenue-share basis, whichever is higher, with performance guarantees provided.
September saw the opening of 223 new hotels in China, including 33 high-end properties (25 international brands, 8 domestic), 159 mid-range hotels (48 international, 111 domestic), and 31 economy hotels. Notable openings include Hilton’s Curio Collection hotels in Chongqing and Chengdu, Hampton by Hilton’s nine new properties, and Marriott Fairfield’s eight hotel launches.
Hotel Agreement Signings Reflect Growth
A total of 131 new hotel agreements were signed in September 2026, signaling expansion across luxury and high-end segments. Argyle Group signed seven projects including
resorts in Dalian and hotels in Haining, Jiaxing, and Shijiazhuang. InterContinental Hotels Group expanded into first-tier Chinese cities with signings for Kimpton Shenzhen New World Xiangmihu, Crowne Plaza Guangzhou Baiyun, and voco Shanghai Jing’an Jinshuiwan. Wanda secured agreements for the Wanda Realm Nantong Hotel, underlining the ongoing contract growth in China’s hospitality sector.
