Gencom buys 308-key Rosewood London, its first luxury hotel in Europe

By Rebecca Stone

Gencom acquired the 308-key Rosewood London, its first luxury hotel in Europe. The firm announced the deal Tuesday; a Gencom representative identified CTF Development as the seller. The Miami-based investment firm did not disclose the purchase price.

Rosewood London becomes Gencom’s second owned Rosewood asset, following Rosewood Bermuda. The deal expands a broader luxury portfolio that remains primarily U.S.-based despite this first European luxury acquisition.

The purchase price remains the missing number. The announcement offers no public basis for returns, capital spending or operating margins at the 308-room property, nor any comparable economics for Gencom’s recent U.S. purchases. That is the arithmetic investors cannot see.

Why did Gencom choose London?

Gencom’s chief investment officer, Alessandro Colantonio, said the firm had coveted Rosewood London for many years. He cited the hotel’s bespoke design and standout culinary offerings. He described the property as a strategic entry point into Europe.

Colantonio said the firm maintains strong conviction in London’s long-term growth and demand. He compared the global business and tourism hub with New York and Miami, where Gencom has focused recent investments.

“Take a market like New York, London or Miami — it’s not going anywhere over the long term,” Colantonio said. His formula is plain: acquire best-quality real estate at a good basis with a strong brand behind it, then take a longer-term view of the world.

Gencom cited the hotel’s culinary strengths, but the announcement provided no figures for food-and-beverage revenue, labor costs or menu pricing. The restaurant case remains unquantified.

What does Gencom’s European pipeline look like?

Gencom plans a similar approach in Europe to the one it uses in key U.S. markets. It will target upper-upscale and luxury assets with what it calls best-in-class brand partners.

The firm sees investment opportunities in Paris, Rome and Madrid, in addition to London. Colantonio said two transactions in development could close in early 2027: one international and one in the United States.

Colantonio said the firm is excited about the broader luxury hotel investment landscape in 2027. He described its global growth posture as opportunistic.

“Overall, I think there’s a lot more opportunity than challenges on the horizon,” he said.

Gencom will pay close attention to macroeconomic factors in Europe, but Colantonio said those factors will not scare the firm away from opportunities in the region. Gencom will also keep reviewing New York and Miami. It may expand existing brand relationships or start new ones, according to Colantonio.

Which U.S. assets anchor Gencom’s portfolio?

Earlier this year, Gencom purchased The Ritz-Carlton New York, Central Park in Midtown Manhattan, adding another Manhattan hotel to its expanding U.S. luxury portfolio.

• Gencom reacquired a majority interest in The Ritz-Carlton Coconut Grove in Miami.
• In late 2025, Gencom added the InterContinental New York Times Square.
• Earlier this week, Gencom announced its purchase of the InterContinental Miami.

Those four transactions put Gencom in London, Miami and Manhattan. Two additional deals remain in development.

What else sits in the portfolio?

Gencom’s current portfolio includes Four Seasons Hotels and Resorts, The Ritz-Carlton, St. Regis, Thompson Hotels, InterContinental Hotels, Andaz, Fairmont and Auberge Resorts. Rosewood London adds another luxury brand to the disclosed lineup. The firm has said it may deepen those relationships or add new ones.

Gencom has bought its European foothold and flagged three more cities as opportunities. The next test is whether two pending deals close in early 2027 and turn the London purchase into a broader regional investment platform.