Pro-invest Group Founders Speak about the Convergence of Hospitality & Living at AOHIS 2026 in Madrid

Pro-invest Group was proud to be represented at AOHIS 2026 in Madrid, joining more than 400 senior leaders across hotels, living and operational real estate for two days of high‑impact discussion on the forces shaping asset performance and investment resilience across Europe and beyond.

Two standout insights from our leadership team captured the mood of the conference.

Opening the Market Roundtable, Founder & Chairman Ronald Stephen Barrott FRICS set the tone with a line that drew laughter before landing its message: “It can’t get any worse in the UK…”

Behind the humour sat a clear conviction. Despite ongoing macro challenges, the UK remains one of the most compelling global investment markets, underpinned by resilient occupancies, a strong legal framework, the advantages of the English language, and London’s enduring position as Europe’s most sought‑after capital for asset ownership.

Ronald joined Saurabh Chawla (Westmont Hospitality Group Europe) in exploring the drivers of asset performance across hotels, retail and commercial real estate — from operational strength and adaptability to the critical role of asset quality in long‑term value creation.

Meanwhile, Co‑Founder & CEO Europe, Dr. Sabine Schaffer, took to the stage for a panel discussion moderated by Eloise Hanson (International Hospitality Media), alongside Andrew Boshoff (Global Hotel Alliance) and Carlos Escoda (ALMA Corporation). The discussion focused on how evolving distribution strategies and channel economics are redefining revenue resilience across both Hospitality and Living asset classes.

A key theme emerged clearly: Flex Living is fundamentally changing the economics of accommodation.
With a flexible, hospitality-led model, Flex-Living assets benefit from diversified booking patterns and lower OTA dependence compared to traditional hotels. Combined with emerging low‑fee distribution platforms and increasingly sophisticated, AI‑enabled demand targeting, operators are gaining greater control over direct demand — lowering acquisition costs, improving yield resilience and increasing agility compared with traditional hospitality models.

At Pro-invest Group, this convergence of Hospitality, Build‑to‑Rent and Flex Living aligns directly with our platform strategy. We are uniquely positioned at this intersection through deep European hotel lifecycle experience, from acquisition through operations to exit, dedicated APAC and European teams sourcing and managing opportunities for global investors and a purpose-built Flex-Living platform designed for operational efficiency, scalability and modern guest expectations.

We thank the HOFTEL Summit Series for convening another exceptional gathering of owners, operators and capital partners, and look forward to continuing the conversation.