Discretion Drives Value: Selling Premium Assets Without Sacrificing Privacy

Ali Tolóikahn, Managing Director, Soren Hudson International

For owners of high-value leisure and hospitality assets, deciding to sell is never a small step. But executing that sale in a way that maximises value without sacrificing discretion? That’s where things often go wrong.

At Soren Hudson International, we regularly engage with sellers who have excellent assets, strong ambitions—but lack the structure, strategy, or subtlety to realise their property’s full potential. In today’s market, it’s not just about finding a buyer. It’s about finding the right one—quietly, strategically, and at the right valuation.

Here’s where things typically go off track—and how to avoid them.

1. Going Public Too Early

Putting a premium asset into the public domain too soon—especially on generalist portals—often diminishes its perceived exclusivity. It can also tip off staff, competitors, or stakeholders before a sale is ready, creating internal risk and external noise.

What to do instead:

A curated, off-market strategy allows control over the narrative, selective targeting of qualified buyers, and maximises the likelihood of securing premium terms. Confidentiality isn’t just about privacy—it’s about leverage.

2. Mispricing the Asset

Many sellers assume a number based on past valuations, replacement costs, or anecdotal comparables. But the true market value is a function of real-time investor appetite, capital availability, and the narrative presented.

What to do instead:

Work with advisors who are plugged into live demand and can help shape the story behind the asset. Positioning it as a platform for future growth, rather than just a static sale, can drive up both interest and price.

3. Failing to Prepare the Business for Sale

Buyers look for signals: clean financials, clear ownership, room for upside, and a professional presentation of the opportunity. Too often, we see promising deals falter due to lack of preparation—misaligned documentation, unclear planning status, or poorly articulated upside.

What to do instead:

Approach the sale with the same strategic rigour as a development or rebrand. At Soren Hudson, we help sellers pre-package their asset, clarifying title, structuring data rooms, and building a narrative that aligns with investor objectives.

4. Overlooking the Value of Access

In a world awash with listings, access is what differentiates premium results from average outcomes. It’s not just about who sees the deal, but who’s trusted to engage.

What to do instead:

Partner with a team that doesn’t just know buyers, but has earned the trust to present select opportunities. Our investor network spans UHNWIs, family offices, and institutional capital, ready and waiting for the right fit.

You Don’t Need to Go Public to Get a Premium Outcome

Selling quietly doesn’t mean selling passively. With the right positioning, preparation, and partnerships, a discreet, off-market transaction can yield stronger valuations and smoother execution—with far less risk to your business, brand, or legacy.

At Soren Hudson, we pride ourselves on being more than brokers. We’re trusted advisors—helping our clients exit on their terms, without the noise.