London and Regional has reorganized its global operations under a single brand, L+R, and unveiled a new hospitality platform, Iconic Hotels & Resorts, signaling a sharper focus on hotel investments as institutional capital retreats from broad real estate strategies.
The firm plans to invest more than $250 million into properties under the new Iconic collection, positioning itself as a specialist operator in a market increasingly favoring sector-specific expertise.
The move reflects a wider shift in hotel investment dynamics. According to L+R leadership, large institutional investors are growing more cautious about committing capital to mid-sized, multi-asset real estate funds. Instead, they are gravitating toward specialist firms that concentrate on a single sector – such as hotels – and bring hands-on operational capabilities alongside capital deployment.
L+R currently owns and operates 115 hotels across nine countries, giving it a substantial operating footprint compared to many financial investors. By consolidating its structure and branding, the company aims to streamline decision-making, align strategy across regions, and better articulate its value proposition to institutional partners seeking exposure to hospitality without the complexity of diversified real estate portfolios.
Cody Bradshaw, CEO of Hotels at L+R, said the shift is a direct response to evolving investor expectations. Institutional capital, he noted, is increasingly selective and focused on managers who can demonstrate deep sector knowledge, operational control, and resilience through market cycles.
The launch of Iconic Hotels & Resorts is designed to capture assets with strong destination appeal and long-term travel demand, reinforcing L+R’s belief that well-located hotels remain attractive despite broader volatility in real estate markets. As travel continues to normalize and investors reassess risk, L+R’s strategy underscores how specialist hotel investors are positioning themselves to fill the gap left by retreating generalist funds.
