Large hotels are not selling well, is "small and beautiful" not enough to sell? Analyzing the "explosive sales" secrets of hotel assets under 300 million yuan

In the first quarter of 2026, the Chinese hotel auction market showed differentiation, with the auction failure rate for hotels priced over 300 million yuan exceeding 90%, while smaller hotels priced below 300 million yuan became favored, becoming high-frequency transaction targets. Investment logic has shifted from scale to efficiency, and market reconstruction has begun. A report by Jones Lang LaSalle (JLL) indicates that the global hotel investment market will welcome structural opportunities in 2026, with hotel investment transaction volumes in the Asia-Pacific region expected to rebound, particularly small projects in non-first-tier cities attracting attention due to lower investment thresholds and controllable risks