📰 On June 2, 2026, Anadolu Agency published a report on the growing investor interest in the “buy-renovate-brand-reposition” strategy in Turkey’s hotel sector. According to JRO Investment, outdated hotels in strong tourist locations are increasingly being viewed not as problematic properties, but as assets with value growth potential.

💡 The essence of the strategy is that an investor buys an old hotel, renovates its architecture and interiors, introduces digital management tools, strengthens the brand, and moves the property into a higher price segment. According to OteliniSat.com estimates cited by Anadolu Agency, proper renovation can increase the value of tourism assets by 30–200%.

📊 Turkey is well suited for this model due to the scale of its tourism market. In 2024, the country ranked 4th globally among the most popular tourist destinations, welcomed more than 62 million tourists, and had 21,935 certified accommodation facilities with more than 1.019 million rooms as of August 2025.

💼 For investors, this model is attractive because it is faster than traditional construction from scratch. An existing hotel usually already has land, permits, room stock, and an operating history. The main question is not how to create a property from zero, but how quickly it can be brought in line with current market standards and increase its average room rate.

📌 How this affects Turkey’s tourism real estate market:

— old hotels in strong locations may rise in value due to demand from investors using a value-add strategy;
— buyers will assess not only the property’s current revenue, but also its growth potential after renovation;
— owners of outdated hotels will have more opportunities to sell assets at a higher price;
— operators will increasingly compete not through room prices, but through concept quality, service, and guest experience.

📍 This strategy may attract the strongest interest in locations where tourist flows are already stable, but part of the hotel stock is outdated. For Turkey, this is especially relevant: in popular resort and urban destinations, there are still many older-generation properties that occupy good plots but no longer meet the expectations of modern travellers.

🔎 You can explore real estate options in Turkey and its regions on our website.