Hotel sales in Marbella & on the Costa del Sol

Marbella and the Costa del Sol attract new hotel investors from all over the world every year.

Behind this strong appeal lies a constantly evolving market, offering opportunities but also requiring local understanding.

Javier Del Carpio, Managing Partner of Carlton Hotelbrokers Spain based in Marbella, shares his analysis of the current market, investor expectations and the key factors behind a successful transaction.

Carlton Hotelbrokers supports hotel projects in Marbella. How would you describe the local market today?

Marbella is no longer just a tourist destination.

It has become a true international hotel investment market.

We see private investors, family offices and groups looking for differentiated assets.

The Costa del Sol benefits from a rare combination: lifestyle appeal, strong tourism flows, accessibility and value-creation potential.

What is interesting is that we are no longer in a purely opportunistic logic. Many investors now have a long-term vision for the region.

What particularly attracts investors to Marbella and the Costa del Sol?

Several factors come together.

First, tourism demand remains very strong, with a loyal international clientele.

Secondly, seasonality is more extended than in many other Mediterranean destinations.

But above all, Marbella has become a “lifestyle” destination. Investors are not only looking for yield: they invest in an environment, an image and a quality of life.

This is directly reflected in hotel projects.

Which hotel typologies are currently the most sought-after?

We observe strong demand across four main segments.

• Boutique hotels: small-scale properties with strong identity and carefully designed guest experience.
• Charming hotels: often located in existing buildings, with repositioning potential.
• Lifestyle hotels and resorts: integrating F&B, wellness and outdoor spaces.
• Repositioning assets: partially operated, closed or to-be-renovated hotels, sought after by value-creation oriented investors.

What most buyers are looking for today is a clear, well-located asset with identifiable upside potential.

Beyond Marbella, which areas of the Costa del Sol are active?

We support projects throughout the Costa del Sol.

This includes Malaga, Estepona, Benahavís, Sotogrande, Fuengirola, Mijas, Torremolinos, Benalmádena, Nerja and Casares.

Each city has its own specifics, but the overall dynamic is similar: sustained demand and growing interest in quality hotel products.

What trends have you observed on the ground in recent months?

Three trends clearly stand out.

• First, an increase in targeted searches from investors with precise criteria.
• Second, strong interest in hotels with fewer than 50 rooms.
• Finally, a desire to create differentiated concepts.

Standardised projects attract less interest.

Buyers want to understand a product, tell a story and build an identity.

When an owner wants to sell a hotel in Marbella, what are the key success factors?

The first step is realistic pricing.

Then, the quality of the file: clear financial data, well-understood urban planning situation, structured presentation.

And above all, the approach. It is essential to adopt a marketing strategy consistent with the asset’s positioning.

Selling a hotel is not just about putting a price on it. It is about positioning the asset in front of the right buyers.

And on the buyer side, what are the key points to analyse before purchasing?

It is essential to review:

• Actual operating performance
• Cost structure
• Local regulatory constraints
• Repositioning potential

The objective is not simply to buy a hotel. The objective is to buy a coherent project.

How does Carlton Hotelbrokers support its clients in Marbella and on the Costa del Sol?

Our approach is based on four pillars:

• Local presence
• In-depth market knowledge
• Access to qualified opportunities
• End-to-end support

Each project is treated as a specific case. We do not work with fixed catalogues and we favour direct, qualitative and targeted relationships.

Our activities in Spain are presented on our website dedicated to hotel sales in Spain: https://www.carlton-hotelbrokers.com/fr/vente-hotels-espagne/&new_research=1

A final word for owners and investors?

Marbella and the Costa del Sol remain, in my view, among the most attractive hotel markets in Southern Europe.

For owners, it is a good time to consider a sale.

For investors, opportunities exist, provided they are well supported.

Anything else?

Do you have a project?

Whether you are a hotel owner in Marbella or on the Costa del Sol considering a sale, or an investor looking for a hotel opportunity, we would be pleased to exchange confidentially.

https://www.carlton-hotelbrokers.com/en/contact/