兼并收購(gòu)在2015年將成為酒店業(yè)的主要話題，大型酒店集團(tuán)為了實(shí)現(xiàn)業(yè)務(wù)增長(zhǎng)很有可能會(huì)去收購(gòu)其它的酒店集團(tuán)，同時(shí)它們也有可能成為其它大型酒店集團(tuán)的收購(gòu)目標(biāo)。
 
展望2015年，據(jù)歐洲權(quán)威酒店業(yè)資訊機(jī)構(gòu)預(yù)計(jì)：由于現(xiàn)在的經(jīng)濟(jì)預(yù)期比較樂觀，酒店客房需求量也在一天一天增長(zhǎng)，歐洲許多地區(qū)都產(chǎn)生了對(duì)酒店客房未來的需求，所以現(xiàn)在是開發(fā)、收購(gòu)或投資酒店的絕佳時(shí)機(jī)。歐洲酒店市場(chǎng)預(yù)計(jì)未來幾年仍將保持這種增長(zhǎng)勢(shì)頭。
 
自然增長(zhǎng)對(duì)于酒店企業(yè)來講是一種緩慢的擴(kuò)張，所以要想快速成長(zhǎng)就必須尋找那些能夠?qū)崿F(xiàn)躍升的機(jī)會(huì)，典型的做法是收購(gòu)其它酒店企業(yè)，通過規(guī)模經(jīng)濟(jì)創(chuàng)造更多價(jià)值。對(duì)于全球性的酒店公司，現(xiàn)在的形勢(shì)就是要么去收購(gòu)其它公司，要么被其它公司收購(gòu)。
 
雖然倫敦、巴黎、羅馬和阿姆斯特丹這樣的大城市仍然是酒店投資的主要區(qū)域，但像巴塞羅那、漢堡、慕尼黑這樣的城市也已經(jīng)成為酒店投資新的“熱點(diǎn)”。而雅典、布達(dá)佩斯、基輔、維也納和華沙等城市目前則不適合進(jìn)行酒店開發(fā)。
 
商務(wù)和休閑需求預(yù)計(jì)增長(zhǎng)的城市，以及房地產(chǎn)投資預(yù)計(jì)可獲得高回報(bào)的城市被列為“熱點(diǎn)城市”，目前的市場(chǎng)形勢(shì)使投資者可以在歐洲四大旅游目的地之外尋找更多的投資機(jī)會(huì)。
 
然而，目前市場(chǎng)上酒店客房供應(yīng)不足卻意味著酒店交易量遠(yuǎn)低于2005-2007年的水平。
 
預(yù)計(jì)未來將有來自保險(xiǎn)公司、對(duì)沖基金、主權(quán)財(cái)富基金、高凈值個(gè)體投資者、私募股權(quán)投資基金的大量新投資者進(jìn)入酒店投資市場(chǎng)。預(yù)計(jì)今年大宗的酒店投資交易將主要由私募股權(quán)投資基金完成。
 
酒店客房供應(yīng)不足、需求增長(zhǎng)以及盈利預(yù)期意味著在可預(yù)見的未來酒店的價(jià)值將持續(xù)攀升。
  Consolidation amongst major hotel companies will be one of the key themes of 2015 as large groups seek to grow their business or risk being taken over themselves.
 
Looking to the year ahead, according to an European authoritative consultant agency, now is a good time to develop, acquire or invest in hotels as economic prospects are encouraging with demand for hotel rooms increasing and many parts of Europe having capacity for further rooms.
 
As conditions in Europe's hotel markets continue to improve, values are mostly on the rise and are expected to continue to do so for the next few years.
 
Organic growth is a relatively slow way to expand, so hotel companies will be looking for opportunities to make quantum leaps, typically by buying other hotel companies and driving more value through economies of scale. Global hotel companies either have to acquire to maintain their growth strategy, or be prepared to be someone else's target for acquisition. If you're not dining, your dinner.
 
While the major cities of London, Paris, Rome and Amsterdam remain prime investment locations, hotel investors are also looking at cities such as Barcelona, Hamburg, and Munich, which are highlighted as development 'hot-spots'. Cities to be avoided for new hotel development currently include Athens, Budapest, Kiev, Vienna and Warsaw.
 
The hot cities are those which we expect to see an increase in both business and leisure demand and where real estate investors are likely to see a bigger return. It's encouraging that investors are now looking beyond Europe's four most popular destinations.
 
However, a lack of available hotels on the market means that hotel transaction volumes are currently well below the levels experienced in 2005-2007.
 
We are seeing a number of new investors in the sector including insurance companies and hedge funds, which together with sovereign wealth funds, high net worth individuals and private equity firms ensure there is keen interest. Indeed, it is likely that the major hotel transactions this year will be dominated by private equity buyers.
 
Lack of availability as well as improved demand and profitability should mean that hotel values continue to rise for the foreseeable future.