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Colombia",false,"https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002F1920x1080_px_[8]_2023_10_31_10_20_59_1698758459.jpg","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002F600x600_px_[7]_2023_10_31_10_20_59_1698758459.jpg","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002F1859x559_px_[7]_2023_10_31_10_20_59_1698758459.jpg","2023-10-30T00:00:00.000Z","Credit: David Antonio Lopez Moya \u002F Shutterstock","#FFFFFF","Report","Colombia GRI Real Estate 2023\r\nmercado residencial colombiano\r\nturismo em Colombia\r\ninflação na América Latina\r\nsetor residencial\r\nvendas de vivendas de interesse social (VIS)\r\nacesso ao crédito\r\nmercado multifamily\r\neconomia chinesa\r\nReserva Federal dos E","Falta de subsidios amenaza impagos hipotecarios en Colombia","Colombia GRI Real Estate 2023\r\nmercado residencial colombiano\r\nturismo em Colombia\r\ninflação na América Latina\r\nsetor residencial\r\nvendas de vivendas de interesse social (VIS)\r\nacesso ao crédito\r\nmercado multifamily\r\neconomia chinesa","Actualmente, ocho de cada diez unidades de vivienda están dirigidas al mercado VIS","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002F500x500_px_[6]_2023_10_31_10_20_59_1698758459.jpg",1530,"2023-10-30T10:41:48.000Z","2025-11-14T14:32:14.000Z",[1468],{"id":1469,"newsId":1447,"languageId":25,"title":1450,"subtitle":1462,"content":1470,"summary":978,"takeaways":978,"seoTagConversionId":8,"seoTag":8,"seoTitle":978,"seoKeywords":978,"seoDescription":978,"seoAbstract":8,"seoImage":8,"createdAt":1471,"updatedAt":1472,"language":1473},2251,"No quedan dudas sobre la atención dedicada por el gobierno y el mercado al sector residencial colombiano, así como al potencial del turismo en el país. Colombia GRI Real Estate 2023 reunió a líderes y ejecutivos c-level en Bogotá para discutir, entre varios activos inmobiliarios, los avances en estos dos segmentos, además de examinar el panorama macroeconómico del país.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nEn cuanto a este último aspecto, el desempeño actual plantea una serie de desafíos, siendo el más notable de ellos la inflación más alta entre los países de América Latina (excepto Argentina, Surinam y Venezuela). Inevitablemente, este contexto impacta directamente en el mercado inmobiliario.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nPor ejemplo, el sector residencial enfrenta caídas en las ventas de viviendas de interés social (VIS) y una mayor dificultad en el acceso al crédito. Mientras tanto, el mercado de multifamily se encuentra en una fase de exploración, con desafíos relacionados con las tasas de capitalización. Por otro lado, en la industria hotelera, la exploración de oportunidades en ciudades de menor tamaño se destaca como una estrategia prometedora en medio de los desafíos económicos.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nEn este informe, ofrecemos una visión exclusiva de las ideas presentadas en cada uno de los segmentos mencionados anteriormente, que fueron discutidas en detalle durante la conferencia que llega a su novena edición.\r\n\u003Cdiv style=\"text-align:center\">\u003Cimg alt=\"\" src=\"https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Ffiles\u002FCO23_101_2023_10_30_13_50_14_1698673814.jpg\" style=\"width:100%\" \u002F>\u003Cspan style=\"font-size:12px; text-align:center\">Es el principal punto de encuentro entre ejecutivos del mercado inmobiliario en el país (Imagen: \u003C\u002Fspan>\u003Cspan class=\"company-profile-link\" data-id=\"1\" style=\"font-size:12px; text-align:center\">\u003Cspan class=\"company-profile-link\" data-id=\"13404\">\u003Cspan class=\"company-profile-link\" data-id=\"14827\">\u003Cspan class=\"company-profile-link\" data-id=\"15498\">\u003Cspan class=\"company-profile-link\" data-id=\"16494\">\u003Cspan class=\"company-profile-link\" data-id=\"16980\">\u003Cspan class=\"company-profile-link\" data-id=\"17660\">\u003Cspan class=\"company-profile-link\" data-id=\"22504\">GRI Club\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"font-size:12px; text-align:center\">)\u003C\u002Fspan>\u003C\u002Fdiv>\r\n\r\n\u003Ch3>Precaución en las inversiones y la lucha contra la peor inflación de la región\u003C\u002Fh3>\r\nLa cautela en cuanto a las inversiones destinadas a impulsar la economía de Colombia fue el tema central de una discusión sobre las proyecciones de crecimiento del país para el año 2024. La conversación fue conducida por \u003Cspan class=\"data-profile-link\" data-id=\"19211\">Munir Jalil\u003C\u002Fspan>, jefe de Investigaciones Económicas para la Región Andina de \u003Cspan class=\"company-profile-link\" data-id=\"2031\">BTG Pactual\u003C\u002Fspan>.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nUno de los participantes comenzó el diálogo con la siguiente observación:  "Tenemos que sacrificar el crecimiento económico de hoy con el objetivo de que en un plazo máximo de dos años estemos en una situación mejor en cuanto a la inflación y los costos de intereses". \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nEn el año 2022, Colombia experimentó un notorio crecimiento económico, con un sólido PIB que se expandió a una tasa del 7,3%. Sin embargo, este crecimiento acelerado generó un sobrecalentamiento de la economía, lo que resultó en la tasa de inflación más alta de la región y en un considerable déficit en la cuenta corriente.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nHasta la fecha de este informe, en octubre, la inflación anual -calculada en los últimos 12 meses hasta septiembre-, fue del 10,99%. Aunque este número ha experimentado una caída durante el sexto mes consecutivo, se mantiene como el más alto de América Latina, exceptuando a Venezuela, Argentina y Surinam, países que atraviesan una grave crisis económica.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nLos participantes añaden que los recientes cambios en la economía china están teniendo un impacto negativo en los países sudamericanos, como Colombia, que dependen de las exportaciones de commodities.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nEn lo que respecta a las tasas de interés de la Reserva Federal (Fed) de los Estados Unidos, las nuevas previsiones indican un aumento hasta el 5,75%, con la expectativa de que cierre el año 2024 en el 5,25%. El alza de las tasas en Estados Unidos también afecta al país, volviéndolo menos atractivo para la inversión extranjera.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nOtro desafío mencionado durante la reunión está relacionado con la estrategia de Colombia de dirigir su principal empresa, Ecopetrol, hacia áreas en las que no tiene experiencia, lo que plantea preocupaciones en el mercado internacional. Esto afecta la percepción de riesgo del país y puede resultar en tasas de interés más altas para el financiamiento externo.    \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nY en cuanto al impacto del escenario económico mencionado en el mercado inmobiliario, los indicadores presentados durante el debate indican una desaceleración. En el caso del sector minorista, hubo una caída del 8,2%, acompañada de una disminución en la "confianza del consumidor", como señaló uno de los participantes.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nHablando específicamente del sector residencial, que recibió mayor atención durante la discusión, las ventas de viviendas de interés social (VIS) , consideradas uno de los principales impulsores de la construcción en el país, registraron una caída del 57%.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n\u003Cimg alt=\"\" src=\"https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Ffiles\u002FCO23_93_2023_10_30_14_04_51_1698674691.jpg\" style=\"width:100%\" \u002F>\r\n\u003Cdiv style=\"text-align:center\">\u003Cspan style=\"font-size:12px\">\u003Cspan class=\"data-profile-link\" data-id=\"19211\">Munir Jalil\u003C\u002Fspan> lidera debate sobre proyecciones económicas e inmobiliarias a nivel nacional (Imagen: \u003Cspan class=\"company-profile-link\" data-id=\"1\">\u003Cspan class=\"company-profile-link\" data-id=\"13404\">\u003Cspan class=\"company-profile-link\" data-id=\"14827\">\u003Cspan class=\"company-profile-link\" data-id=\"15498\">\u003Cspan class=\"company-profile-link\" data-id=\"16494\">\u003Cspan class=\"company-profile-link\" data-id=\"16980\">\u003Cspan class=\"company-profile-link\" data-id=\"17660\">\u003Cspan class=\"company-profile-link\" data-id=\"22504\">GRI Club\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>)\u003C\u002Fspan>\u003C\u002Fdiv>\r\n\r\n\u003Cdiv>\u003Cbr \u002F>\r\nLos participantes observan que el acceso al crédito para vivienda se ha vuelto más costoso. Además, los cambios en el programa de subsidios del gobierno para viviendas VIS han complicado la situación tanto para los constructores como para los compradores: "El impulso que normalmente venía con los subsidios para la vivienda social ha experimentado un gran retroceso", lamenta un ejecutivo.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nOtro destaca la importancia de revertir la situación desafiante del mercado residencial para que pueda contribuir a la recuperación económica, dada su relevancia en el país: "Es el sector que genera más dinamismo y crea empleo, especialmente para los trabajadores no calificados, que suelen enfrentar más dificultades", observa.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nLa incertidumbre del mercado radica en si el gobierno será capaz de respaldar eficazmente el segmento residencial en los próximos años. Existe la expectativa de que se tomen medidas para impulsar la construcción y, por lo tanto, acelerar la recuperación económica. Sin embargo, también existe el temor de que esas medidas no se materialicen. Lo que se sabe por parte de la actual administración del presidente Gustavo Petro es su compromiso de cumplir con las metas de déficit fiscal y reducir los indicadores de deuda pública. \u003C\u002Fdiv>\r\n\r\n\u003Ch3>Explorando oportunidades en el sector residencial\u003C\u002Fh3>\r\n\r\n\u003Cdiv>En la sesión que abordó detenidamente el sector residencial, se discutieron tres subsegmentos. Comenzando por los mercados de nicho -como la construcción de edificios ecológicos-, donde grupos de personas con características similares buscan propiedades menos competitivas, revelándose, en consecuencia, más lucrativas.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nSegún los participantes, este mercado estaba adormecido, con falta de disponibilidad y oferta. Sin embargo, hubo un aumento en la demanda debido a precios atractivos, lo que lo convirtió en una excelente oportunidad para los inversores.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nEl segundo subsegmento, discutido más a fondo, son las viviendas de interés social (VIS), cuyo valor máximo es de 135 millones de pesos. Incluso en ciudades como Barranquilla, donde todavía existe un mercado interesante para las viviendas VIS, el punto de inflexión puede haberse alcanzado en términos de crecimiento, y la curva de demanda parece estar estabilizándose.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nSobre los proyectos, un ejecutivo enfatiza que muchos se han completado con préstamos para la construcción, pero lamenta la falta de subsidios gubernamentales: "Esto puede llevar a la quiebra de constructores pequeños y medianos que no tienen la capacidad financiera para hacer frente a estos pagos", advierte. Actualmente, ocho de cada diez unidades de vivienda están dirigidas al mercado VIS.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nEn relación a la vivienda no VIS, cuyo valor no puede superar los 500 millones de pesos, el panorama macroeconómico de Colombia representa un desafío adicional para el segmento, dada la dificultad de vender un proyecto a un precio fijo en medio de la inflación más alta de la región. Una alternativa vista es fijar el valor de la vivienda en salarios mínimos, lo que permite protegerse contra la inflación.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nOtra alternativa es el modelo asociativo, en el cual el precio varía según los costos, con el equipo profesional recibiendo honorarios, lo que podría ser una solución para los segmentos de mercado de clase media y media alta que actualmente tienen escasez de oferta.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nMedellín fue mencionada como un ejemplo que podría adoptar este modelo de construcción, ya que enfrenta una falta de oferta de propiedades en ciertas áreas debido a la demanda de turistas extranjeros y nómadas digitales.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nLa falta de licencias para nuevos proyectos es otro desafío. Los desarrolladores que logren obtener licencias y estructurar proyectos en los próximos dos años pueden estar bien posicionados para el período de recuperación económica previsto para 2026, cuando las tasas de interés deberían estabilizarse.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nAún en lo que respecta a la estructuración de proyectos para los próximos dos años, un participante aconseja: "Identificar terrenos potenciales es fundamental para prepararse para la fase de recuperación".\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n\u003Cimg alt=\"\" src=\"https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Ffiles\u002FCO23_228_2023_10_30_14_16_27_1698675387.jpg\" style=\"width:100%\" \u002F>\u003C\u002Fdiv>\r\n\r\n\u003Cdiv style=\"text-align:center\">\u003Cspan style=\"font-size:12px\">De izquierda a derecha: \u003Cspan class=\"data-profile-link\" data-id=\"29655\">Bernardo Asuaje\u003C\u002Fspan> (\u003Cspan class=\"company-profile-link\" data-id=\"14698\">Casa Nua\u003C\u002Fspan>), Juan Guillermo Guzmán (Yellowstone Capital Partners), Edwin Chiriví (CAMACOL) y \u003Cspan class=\"data-profile-link\" data-id=\"12869\">Alejandro Uribe\u003C\u002Fspan> (Francisco Ochoa Avalúos). (Imagen: \u003Cspan class=\"company-profile-link\" data-id=\"1\">\u003Cspan class=\"company-profile-link\" data-id=\"13404\">\u003Cspan class=\"company-profile-link\" data-id=\"14827\">\u003Cspan class=\"company-profile-link\" data-id=\"15498\">\u003Cspan class=\"company-profile-link\" data-id=\"16494\">\u003Cspan class=\"company-profile-link\" data-id=\"16980\">\u003Cspan class=\"company-profile-link\" data-id=\"17660\">\u003Cspan class=\"company-profile-link\" data-id=\"22504\">GRI Club\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>) \u003C\u002Fspan>\u003Cbr \u002F>\r\n \u003C\u002Fdiv>\r\n\r\n\u003Cdiv>Cuando el tema se desplaza hacia las fuentes de financiamiento, se observa que tradicionalmente el mercado contaba con una gran proporción de deuda y el resto provenía de pagos iniciales en un modelo de financiamiento convencional. Las condiciones actuales de tasas de interés exigen una reevaluación, y los players destacan la necesidad de buscar nuevas alianzas.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n"Lo que estamos buscando en este momento, en nuestra responsabilidad, son nuevos aliados que puedan formar asociaciones. Necesitamos constructores dispuestos a compartir con nosotros los beneficios comerciales y el desarrollo", dice un banco. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nUn camino que se ha estado explorando es la búsqueda de financiamiento con capital propio, minimizando el uso de deuda. Esto incluye la financiación de proyectos de viviendas de interés social (VIS) con recursos propios, ya que el gobierno no está proporcionando subsidios.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nLa sostenibilidad también se presenta como una oportunidad significativa para el sector residencial. Proyectos que incorporan criterios ESG cobran relevancia. Las certificaciones de sostenibilidad, como Edge, y las metas de Net Zero se convierten en diferenciales importantes para atraer a inversores conscientes del impacto ambiental.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n"Veo un buen panorama, veo cómo las políticas estatales y el sector bancario se están alineando para que haya ciertos beneficios en términos de sostenibilidad”, comenta un participante, que destaca la búsqueda de alternativas que combinen ESG y rentabilidad.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nMás al final del debate, los ejecutivos mencionan la tendencia de invertir en unidades más pequeñas en áreas consolidadas, centrándose en un mercado orientado a la calidad de vida. La inversión en este segmento pasa por regulaciones urbanas (POTS) que permitan proyectos de unidades más pequeñas y asociaciones que faciliten la relación entre pequeños empresarios y fondos de inversión.\u003C\u002Fdiv>\r\n\r\n\u003Ch3>Multifamily en fase de descubrimiento \u003C\u002Fh3>\r\n\r\n\u003Cp>Siguiendo en el contexto del sector residencial, un segmento que aún no se ha consolidado es el multifamily. El mercado atraviesa una etapa similar a la de Chile en 2010, cuando los chilenos lanzaron su primer proyecto de este tipo; actualmente tienen más de 100 en funcionamiento, convirtiéndose en el mercado más estable de la región.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nEn Colombia, el foco se centra en Nomad 77, el primer activo multifamily formal en el país, propiedad de CCLA. Se trata de un edificio con 127 unidades que permite optimizar costos y procesos. La calidad de los acabados, tanto en las áreas comunes como en las unidades privadas, es el punto focal en este momento, con miras a la durabilidad y el mantenimiento a largo plazo.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n"Desde el momento en que el cliente toca la puerta de Nomad 77, la idea es que su experiencia sea agradable”, comenta un participante sobre el proyecto, destacando la importancia de crear valor para el usuario final. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nDurante el debate, se informó que las tasas de capitalización para multifamily rondan el 8,4%. Las tasas de descuento y desarrollo, por otro lado, oscilan alrededor del 14,4% y el 17,9%, respectivamente. Sin embargo, a medida que el mercado crece y se desarrolla, se espera que haya presión para reducir estas tasas.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n"Existe una falta de conocimiento sobre el activo y es de esperar que, a medida que la tesis crezca y se desarrolle, comience a haber una presión real para reducir las tasas", evalúa un participante. En comparación con países más desarrollados, como Estados Unidos, donde las tasas de capitalización rondan el 4,5%, Colombia tiene margen para lograr una reducción del 7 al 7,5%\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nUno de los participantes comparte con los demás la oportunidad de obtener rendimiento financiero invirtiendo en edificios más antiguos con 15 a 20 unidades. Según él, este tipo de inversión puede generar rendimientos anuales del 15 al 18%.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nAl igual que en el sector residencial tradicional, el compromiso con la sostenibilidad es esencial en la elaboración de proyectos multifamily. Los participantes destacan la valoración de la sostenibilidad por parte de los compradores y los beneficios que estas prácticas aportan al inversor. Además de las tasas de financiamiento favorables, las ventajas incluyen la reducción de costos operativos y una menor exposición a riesgos materiales.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nLa adopción de criterios ESG forma parte de una estrategia de experiencia del cliente, que cada vez más comprende la importancia de prácticas sostenibles. Otra experiencia mencionada es la comunicación, que busca ser facilitada a través de plataformas tecnológicas, como aplicaciones móviles.\u003Cbr \u002F>\r\n \u003C\u002Fp>\r\n\r\n\u003Cp style=\"text-align:center\">\u003Cimg alt=\"\" src=\"https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Ffiles\u002FGRI_final_21_sep_119_2023_10_30_14_29_10_1698676150.jpg\" style=\"width:100%\" \u002F>\u003Cspan style=\"font-size:12px\">Ejecutivos discuten posibilidades para avanzar con multifamily en Colombia (Imagen: \u003Cspan class=\"company-profile-link\" data-id=\"1\">\u003Cspan class=\"company-profile-link\" data-id=\"13404\">\u003Cspan class=\"company-profile-link\" data-id=\"14827\">\u003Cspan class=\"company-profile-link\" data-id=\"15498\">\u003Cspan class=\"company-profile-link\" data-id=\"16494\">\u003Cspan class=\"company-profile-link\" data-id=\"16980\">\u003Cspan class=\"company-profile-link\" data-id=\"17660\">\u003Cspan class=\"company-profile-link\" data-id=\"22504\">GRI Club\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>)\u003C\u002Fspan>\u003C\u002Fp>\r\n\r\n\u003Ch3>Hotelería: oportunidad a la vista para activos independientes en ciudades pequeñas\u003C\u002Fh3>\r\n\r\n\u003Cp>En una sesión dedicada al sector de hotelería y turismo, los participantes destacan oportunidades de actuación en ciudades pequeñas, donde la demanda turística aún no ha sido completamente explorada y los costos de terreno no se comparan con los de las grandes metrópolis.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nUn ejemplo exitoso de esta práctica es la cadena de hoteles Ibis, propiedad del grupo Accor, que participó activamente en el debate. Según los ejecutivos, Ibis optó por establecerse en destinos previamente "ignorados" en el escenario turístico, ofreciendo una alternativa de alojamiento en ciudades intermedias.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n"Llegar a un destino donde vas a ser el primero te va a garantizar un retorno mucho más saludable que llegar a un destino donde ya estás compitiendo. Colombia tiene destinos muy buenos, que definitivamente funcionan para un mejor retorno de la inversión”, comenta un player del sector.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nSe mencionan Pasto, Armenia y Pereira como oportunidades ideales para la expansión de la oferta hotelera, a diferencia de Santa Marta y Cartagena, que se destacan como destinos de nivel superior. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nEn cuanto al Grupo Accor, cabe destacar que abarca más de 40 marcas, con un enfoque especial en el segmento económico. Tres de ellas: Novotel, Mercure y la reciente Handwritten Collection, se centran en integrar un ecosistema que ofrece canales de distribución y soporte tecnológico.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nLa percepción del mercado de centrar los esfuerzos en ciudades pequeñas está alineada con las acciones prioritarias del gobierno en el sector, que busca fomentar el turismo en estas localidades. La oportunidad de invertir en estas ciudades, como señalan los participantes, se impulsa por la diferencia en los costos.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n"La posición de un hotel independiente es completamente diferente a la posición que puedes tener a través de las grandes cadenas, porque las negociaciones son diferentes, los volúmenes son diferentes, pero normalmente el operador independiente ya opera bien y de acuerdo con la región".\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nNo obstante, los participantes reconocen que el valor de una marca global ofrece negociaciones más favorables, convirtiéndose en una elección estratégica para los propietarios de hoteles.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nPara uno de ellos, dos factores destacan cuando un propietario de hotel considera la integración de su propiedad con una marca global: confianza y eficiencia. Los viajeros buscan marcas de confianza en lugares desconocidos, y la eficiencia se logra al aprovechar el marketing de una marca internacional y sus extensas redes de contactos, brindando seguridad a los huéspedes extranjeros y efectividad al negocio local.\u003C\u002Fp>\r\n\r\n\u003Cp style=\"text-align:center\">\u003Cimg alt=\"\" src=\"https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Ffiles\u002FGRI_final_21_sep_98_2023_10_30_14_30_51_1698676251.jpg\" style=\"width:100%\" \u002F>\u003Cspan style=\"font-size:12px\">Sesión a puerta cerrada sobre hotelería y turismo (imagen: \u003Cspan class=\"company-profile-link\" data-id=\"1\">\u003Cspan class=\"company-profile-link\" data-id=\"13404\">\u003Cspan class=\"company-profile-link\" data-id=\"14827\">\u003Cspan class=\"company-profile-link\" data-id=\"15498\">\u003Cspan class=\"company-profile-link\" data-id=\"16494\">\u003Cspan class=\"company-profile-link\" data-id=\"16980\">\u003Cspan class=\"company-profile-link\" data-id=\"17660\">\u003Cspan class=\"company-profile-link\" data-id=\"22504\">GRI Club\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fspan>)\u003C\u002Fspan>\u003C\u002Fp>\r\n\r\n\u003Ch3>Conclusiones\u003C\u002Fh3>\r\n\r\n\u003Cul>\r\n\t\u003Cli>Panorama macroeconómico: la economía colombiana enfrenta desafíos significativos, principalmente debido a la tasa de inflación más alta de la región.\u003C\u002Fli>\r\n\t\u003Cli>Residencial: con un enfoque en mercados de nicho, viviendas de interés social y sostenibilidad, el mercado aún ofrece perspectivas positivas, a pesar de los obstáculos económicos.\u003C\u002Fli>\r\n\t\u003Cli>Multifamily: en una fase de descubrimiento, su potencial de crecimiento es evidente. La búsqueda de alternativas de financiamiento, como el equity, es una estrategia viable para impulsar el sector.\u003C\u002Fli>\r\n\t\u003Cli>Hotelaria: la expansión hacia ciudades más pequeñas representa una oportunidad para el crecimiento y el retorno de la inversión, especialmente para hoteles independientes.\u003C\u002Fli>\r\n\u003C\u002Ful>\r\n","2023-10-30T10:42:33.000Z","2025-11-14T14:32:22.000Z",{"code":18},{"id":25,"color":27,"translations":1475},[1476,1478,1480],{"title":26,"slug":30,"language":1477},{"code":13},{"title":37,"slug":38,"language":1479},{"code":18},{"title":33,"slug":34,"language":1481},{"code":23},[1483,1491,1499],{"id":47,"label":1297,"translations":1484},[1485,1487,1489],{"label":1297,"slug":1308,"language":1486},{"code":13},{"label":1311,"slug":1312,"language":1488},{"code":18},{"label":1315,"slug":1316,"language":1490},{"code":23},{"id":85,"label":1187,"translations":1492},[1493,1495,1497],{"label":1187,"slug":1198,"language":1494},{"code":13},{"label":1201,"slug":1202,"language":1496},{"code":18},{"label":1205,"slug":1206,"language":1498},{"code":23},{"id":136,"label":1051,"translations":1500},[1501,1503,1505],{"label":1051,"slug":1062,"language":1502},{"code":13},{"label":1065,"slug":1066,"language":1504},{"code":18},{"label":1069,"slug":1070,"language":1506},{"code":23},[1508],{"name":233,"enName":233,"ptName":1509,"iso2":1510},"Colômbia","CO",[1512],{"name":1513,"slug":1514,"image":1515,"order":115},"Paulo Alfaro","paulo-alfaro","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews_author\u002FPaulo_Alfaro_GRI_Institute_Profile_Pic_2025_11_04_10_47_53_1762264073.jpg",{"pt-BR":1517},"\u002Fmercado-imobiliario\u002Ffalta-de-subsidios-puede-causar-impago-de-prestamos-hipotecarios-en-colombia",[1519,1520,1521,1522,1523,1524],"Infra Brazil","Infra Latam","Real Estate Brazil","Real Estate Europe","Real Estate India","Real Estate Latam"]