Selling a hospitality business is a journey — often longer, more personal, and more strategic than owners initially expect.
Yet time and again, we see property listings appear online... and vanish again after just a few weeks. Too often, this approach leads to frustration — and missed opportunities.
In reality, selling a hotel or restaurant takes time. And that’s not a problem — it’s a key part of achieving the right result.
Selling a Business Is Not Like Selling Equipment
When listing a property, it’s easy to compare it to selling other business assets — a coffee machine, a van, even a piece of kitchen equipment. But a hotel or restaurant is different. You’re not selling an object — you’re selling an experience, a team, a reputation. In many cases, you’re also transferring a guest community and a way of life.
Serious buyers understand this. They don’t just browse listings and make snap decisions. They take time to research, compare, visit, negotiate — and often to organise financing, relocation plans, or operational changes.
From first inquiry to signed contract, a professional hospitality sale typically takes between 6 and 18 months. Short-term listings — 30 or 60 days — rarely allow this process to unfold successfully.
Why One Month Isn’t Enough
A short listing period may seem tempting — particularly if the goal is to ‘test the market’. But this approach often works against the seller.
Buyers may not be looking during the exact window you choose. Many browse listings periodically, with buying decisions following later in the year — often tied to seasonality, financial cycles, or personal timing.
If a listing disappears too soon, it may miss exactly the right buyer. Worse, an inconsistent listing pattern (live one month, gone the next) can make potential buyers hesitant — questioning whether the seller is serious or ready.
When Discretion Is Important
Of course, many sellers hesitate to list too visibly — especially in smaller markets where competitors, staff or guests might notice. That’s a valid concern. But visibility doesn’t have to mean exposure.
A discreet listing — without photos, or with neutral imagery, and no precise address — is entirely possible. Buyers still respond to clear information about the business type, size, and opportunity, even if some details are reserved for later stages of discussion.
Confidential listings can be just as effective — as long as they remain visible for long enough to reach the right audience.
Why Serious Listings Build Better Results
In today’s market, buyers are looking for signals. A listing that remains online for a meaningful period — 3, 6 or even 12 months — signals seriousness. It gives buyers time to engage, ask questions, and plan visits.
For the seller, it also creates space to update the listing as needed:
Seasonal photos, refreshed text, or changes in price or availability can keep the listing active and relevant. And if the right buyer needs a little more time — the property is still there to be found.
Selling Is a Transition — Not Just a Transaction
The emotional side of hospitality sales is often underestimated. For many owners, a hotel or restaurant is more than a business — it’s a personal project, a dream realised over many years.
Rushing the sale process rarely delivers good outcomes. Taking the time to find the right match — a buyer who will value the business and continue its story — can make all the difference.
A Final Word of Advice
If you’re preparing to sell: trust the process. Give it time. Choose a listing strategy that supports your goals — whether discreet or public — and plan for the full sales cycle, not just the first few weeks.
At Hogahero, we believe that finding the right buyer is about visibility, clarity, and patience. And above all, about presenting your property’s story in a way that attracts those who truly appreciate its value.
If you’re considering selling your property — we’re here to help you explore the best approach.