Emerging Trends in Real Estate®: Europe 2024 | PwC

As we step into the dynamic landscape of retail real estate in Germany, it’s crucial to stay attuned to the emerging trends that will shape the industry. Here are some key insights for 2024 and beyond:

Expense Mitigation Takes Center Stage:
Top Priority: Cost containment remains a critical focus for most real estate firms. Talent and office space are the prime areas where expense mitigation strategies are being deployed.

Revenue Expectations:

Unfortunately, revenue expectations have dipped to their lowest level since 2018. The economic climate continues to influence decision-making, and prudent financial management is paramount.

Capital Challenges and ESG Compliance:
Cost of Capital: Approximately 50% of respondents anticipate a worsening cost of capital through 2024. This reflects the cautious outlook on financing.

Capital Availability:

Similarly, 49% expect capital availability to decline, emphasizing the need for strategic financial planning.

ESG Regulations:

Many real estate firms are not adequately prepared to meet environmental, social, and governance (ESG) standards. A lack of data, processes, and internal controls poses a challenge1.

Navigating Market Dynamics:
Pandemic Recovery: The aftermath of the pandemic has reshaped how and where people work. Real estate leaders must adapt to these shifts.

Geopolitical Uncertainties:

Recent geopolitical events introduce complexities. Strategic agility is essential to navigate changing landscapes.

PropTech and IoT:

The rise of technology-driven solutions, including PropTech and the Internet of Things, will redefine operational efficiency.
Valuation Challenges and AI Revolution:

Valuation Complexity:

Accurate property valuation remains a challenge. Real estate AI solutions are poised to revolutionize this aspect.

AI Shake-Up:

Artificial intelligence will disrupt traditional practices, enhancing decision-making and risk assessment.

In summary, the German retail real estate sector faces both challenges and opportunities. As industry leaders, let’s embrace innovation, prioritize sustainability, and build resilient strategies to thrive in the evolving landscape.


Demographics is a major trend influencing the future of real estate in this year’s survey, with one in ten respondents citing it as an important, long-term factor.

When compared to the US, with its similarly ageing population, Europe is arguably benefiting more from inward migration, positively influencing its demographics, according to the EMEA real estate head of an investment bank.

“Geopolitical and demographic risks in Asia and the US could make EMEA a relative safe haven.”

Contributing factors to migration include Ukrainian refugees fleeing to Poland, Hong Kong citizens taking British residency and South American migrants moving to Spain. The effect of climate change on migration and real estate is also something respondents are keeping a close eye on.

For some, it is not clear if migration trends will alter the West’s ageing population curve. “Societies will look very different because they’re much older, and that will shift demand for real estate in a number of ways,” says a senior executive at a global investment firm. 

Those industry leaders who are already anticipating such a shift believe that it is never too early to seize on related real estate opportunities.

The demographic bulge created by the ageing of the baby boomer generation will drive demand for “senior residences, nursing homes, hospitals, clinics and more,” says one of a substantial number of interviewees aiming to develop real estate strategies to fulfil that need.

The need to fill the gap left by cuts in government funding to services like childcare, elderly care and waste management presents an opportunity for real estate, even as it creates a problem for society.

Source: Emerging Trends in Real Estate®: Europe 2024 | PwC

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