In a move that signals renewed confidence in European hospitality markets, LRO Hospitality has secured the Brussels Marriott Hotel Grand Place in a transaction that showcases the resilience of prime urban hotel assets post-pandemic recovery.
The 222-room property, strategically positioned mere steps from Brussels' iconic Grand Place, represents a calculated bet on the Belgian capital's enduring appeal to both business and leisure travellers. What makes this acquisition particularly compelling for investors is the property's unique dual-income structure, featuring not only hotel operations but also a landmark McDonald's tenancy that has anchored the ground floor since 1978, providing exceptional income stability that predates the hotel's 2002 opening.
"This is a high-quality asset in a truly outstanding location," said Henri Wilmes, Chief Investment Officer at LROH. "It aligns perfectly with our investment criteria, a European capital, prime real estate, and a franchise structure that allows us to unlock further value through active asset management. We see continued upside, particularly with the evolution of the surrounding area, including new luxury retail openings directly opposite the hotel."
The transaction completed on 16 September 2025, marking a successful exit for Archer Hotel Capital B.V., which orchestrated a €16m renovation programme finished in April 2024. This comprehensive repositioning delivered substantial profitability improvements, demonstrating the continued viability of value-add strategies in European hospitality real estate.
"This sale represents the first full-cycle execution of our post-COVID strategy, and we're proud of the transformation achieved at the Brussels Marriott," said Dominic Seyrling, Co-CEO of Archer Hotel Capital. "We're confident that LROH will continue to build on the hotel's strong performance and take it to the next level."
The acquisition reinforces Brussels' position as an attractive investment destination, particularly given its role as the de facto capital of the European Union, which continues to drive consistent business travel demand. The hotel will be operated by L+R Hotels under a Marriott franchise agreement, with PGGM backing the investment venture alongside L+R Hotels.
People mentioned:
- Henri Wilmes, Chief Investment Officer, LRO Hospitality
- Dominic Seyrling, Co-CEO, Archer Hotel Capital
Companies mentioned:
- LRO Hospitality - European real estate investment venture
- Archer Hotel Capital B.V. - European hotel investment vehicle
- L+R Hotels - Hotel operator
- PGGM - Investment backing partner
- Marriott - Hotel brand franchisor
- HVS Hodges Ward Elliott - Advisory firm (Archer)
- DLA - Legal advisor (Archer)
- Strelia - Legal advisor (LROH)
- PwC - Advisory firm (LROH)
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