From Riyadh to London: What’s Driving Gulf Investment in European Hospitality

Ali Tolóikahn, Managing Director, Soren Hudson International

In recent years, capital flows from the Gulf region into the UK and European hospitality sectors have grown significantly. What was once seen as opportunistic deal-making is now evolving into a structured and long-term investment strategy. Behind this shift are sovereign funds, family offices, and ultra-high-net-worth individuals (UHNWIs) who are seeking stability, legacy assets, and sustainable returns.

At Soren Hudson International, we are proud to operate at the centre of this movement, acting as a trusted bridge between Gulf investors and strategic leisure and hospitality opportunities across Europe.

Why Now? A Perfect Convergence

Several factors are driving this growing interest from Gulf-based investors:

• Currency advantages have increased purchasing power. With Gulf currencies typically pegged to the dollar, the relatively weaker pound and euro present attractive buying conditions.
• Post-COVID market dynamics continue to offer opportunities. The hospitality sector is recovering, but many properties, particularly those with untapped potential, are still available at favourable valuations.
• Lifestyle and legacy appeal is playing a bigger role. Many Gulf families and institutions are increasingly drawn to investments that reflect their values and lifestyle, such as golf resorts, boutique hotels, and private estates.
• A focus on ESG and long-term stewardship is shaping investment strategies. Sustainable tourism and assets with a strong community impact are aligning well with the evolving priorities of Gulf investors.

A More Strategic Approach

Today’s Gulf capital is no longer focused solely on trophy assets in capital cities. There is growing interest in boutique golf resorts, wellness-focused rural retreats, and development land with lifestyle potential.

These investments are hands-on. Gulf investors are looking to shape the strategy of the asset, co-invest in development or rebranding, and build long-term value that reflects both financial and cultural goals.

What This Means For Sellers

For owners of hospitality and leisure assets, particularly those with room for repositioning, this trend presents a valuable opportunity. However, Gulf-based investors prioritise discretion, strong relationships, and a clearly articulated vision.

That’s where Soren Hudson comes in.

We do more than connect sellers with buyers. Our team works to develop and present each opportunity in a way that resonates with international capital, aligning financial value with emotional and strategic appeal.

If you’re considering a sale or strategic partnership, this is the moment to think globally. And we’d be glad to help you navigate it.