From forgotten villages to forest retreats, travelers today are seeking meaning over luxury — and reshaping hospitality in the process.
Across Europe, a quiet revolution is taking place. Investors, developers, and visionary operators are reimagining hospitality not just as real estate, but as regeneration — of land, of culture, and of connection.
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From Ghost Towns to Guest Havens
One recent example caught my attention: an entrepreneur purchased an entire village in Spain for €310,000 — less than the price of a city apartment. Forty-four homes, a bar, a school, and a church are now being transformed into a destination guest retreat.
This isn’t a novelty. It’s part of a broader movement redefining how and where we build hospitality assets.
The Shift: From Real Estate to Regeneration
For decades, hotel development followed a familiar playbook — focus on urban centers, gateway cities, and high-traffic coasts.
But as these markets strain under the pressures of overtourism, rising costs, and environmental fatigue, a new demand is emerging. Travelers are looking outward — to villages, forests, and rural areas once overlooked.
And they’re not chasing nostalgia. They’re following the value.
- The global agritourism market is now valued at US$73 billion and is forecast to nearly triple to US$205 billion by 2033 (IMARC Group, 2024).
- Rural tourism is growing at 8% CAGR — nearly twice the pace of the urban hospitality sector (Future Market Insights).
- Spain has over 500 abandoned villages; Italy, close to 6,000 ghost towns — many with existing infrastructure and untapped potential.
The New Traveler: Seeking Belonging, Not Just Beds
Millennials and Gen Z now account for more than 60% of new outdoor and experiential travelers. They stay longer, spend more, and prioritize sustainability and authenticity.
They’re not just booking accommodations — they’re seeking meaning.
- Companies are acquiring rural estates as permanent off-site hubs and leadership retreats.
- Farmers are launching guesthouses with immersive farm-to-table experiences.
- Local entrepreneurs are transforming sleepy towns into creative, culinary, and wellness-focused destinations.
This is not just tourism. It’s modern place-making — with hospitality at its heart.
A Personal Reference: The Forest Villages of the Ardennes
Growing up in the Ardennes, I saw an early version of this movement in action: Center Parcs.
Decades before “experiential travel” became a buzzword, Center Parcs created nature-based destinations designed for family connection, sustainability, and balance with the environment. Each location functioned like a self-contained village — cabins, trails, restaurants, and waterparks integrated into the forest.
Today’s emerging models build on that foundation — trading opulence for community, and prestige for purpose.
For Owners and Investors: Expand the Definition of Hospitality
The lesson isn’t to move away from hotels — it’s to broaden the asset class.
Opportunities lie in:
- Repurposing heritage and rural properties into high-margin experiential retreats
- Partnering with local producers and agribusinesses to create authentic guest programs
- Building mixed-use models that combine co-working, wellness, education, or artistic residencies
In this future, asset value will be measured not only by ADR or NOI — but by how well a project regenerates the land, the people, and the ecosystem around it.
The Future is More Five-Sense Than Five-Star
From the pine forests of the Ardennes to the quiet villages of Spain, the next generation of destinations won’t just add rooms — they’ll add relevance.
They’ll invite people to slow down, reconnect, and be part of something real.
In short, the future of hospitality isn’t about more luxury — it’s about more meaning.
Editor’s Note:
This article, originally titled “The Next Frontier of Hospitality: Where Experience Becomes the Destination,” was contributed by Pierre Marechal, Vice President of Strategic Advisory & Asset Management at JLL. He advises hospitality investors and operators across Asia-Pacific on asset performance, revenue strategy, and commercial transformation.
Views expressed are the author’s own. To pitch a story or share insights on hospitality, leadership, or business in Asia, contact the NIA editorial team.
Sources:
- IMARC Group. Agritourism Market Report 2024–2033. imarcgroup.com
- Future Market Insights. Rural Tourism Market 2025–2035. futuremarketinsights.com
- The Business Research Company. Rural Tourism Global Market Report 2025. thebusinessresearchcompany.com
- Allied Market Research. Agritourism Market Forecast 2032. alliedmarketresearch.com
- Mordor Intelligence. Agro-Rural Tourism Market 2030.mordorintelligence.com
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