Joe Stather
Managing Director, London, United Kingdom
Joe Stather leads Horwath HTL UK at Crowe, delivering strategic advisory services to investors, developers, and operators across the hospitality, tourism, and leisure sectors. His expertise lies in optimising asset performance, enhancing market positioning, and crafting investment strategies that drive measurable results.
With over a decade of experience, Joe has built a distinguished career at leading firms, including CBRE, where he advised on high-stakes transactions, development projects, and asset management strategies, and Questex, where he successfully scaled a global platform for market intelligence and deal-making.
A recognised authority on the UK hospitality, tourism, and leisure markets, Joe is passionate about unlocking value in sectors characterised by strong fundamentals, robust global investor interest, and compelling risk-adjusted returns. As tourism continues to rebound and hospitality increasingly becomes a catalyst for mixed-use development, urban regeneration, and asset repositioning, he partners with clients to identify and capitalise on opportunities that deliver both immediate yield and sustainable long-term growth.
Joe’s approach is defined by a commitment to data-driven insights and commercially grounded solutions, ensuring clients are not only prepared for market shifts but are positioned to lead in an evolving landscape.

Related Team
Rachel-Felicia Glenn
Associate Director
Elliot Cornish-Sheasby
Associate Director
Caroline Fleet
Specialist Advisor, Corporate Tax
George Lawford
Specialist Advisor, Corporate Finance
Ian Gilmartin
Specialist Advisor, Debt Advisory
Buki Obayiuwana
Specialist Advisor, Change, Transformation and AI
Joe's Experience
Bold Steps Forward
We help clients achieve extraordinary outcomes
Strategic Growth & Development Framework
London Vendor Due Diligence
London, United Kingdom
Acquisition Due Diligence for DTGO
Northern Ireland, United Kingdom
Hospitality Concept Development
United Kingdom
Market Entry Strategy for Lifestyle Brand
London, United Kingdom
Review of Prosper Cap Portfolio for DTGO
United Kingdom
Market Positioning Review
United Kingdom
Hotel Needs Assessment
London, United Kingdom
Expert Insights
Cutting edge analysis
Smart exposure: optimising hotel market combinations for returns, stability and balance
In today’s fragmented and fast-evolving hospitality landscape, selecting the right markets for hotel investment and operation is both a strategic imperative and a complex challenge. Unlike other asset classes, the hotel sector lacks a unified, transparent dataset for total returns — making it harder to assess performance, compare opportunities, or build diversified portfolios with confidence.

The shifting fundamentals of the UK hotel market
We take a deep dive into the shifting fundamentals of the UK hotel market in eight key charts. Learn what they mean for owners, operators, and investors alike.

Policy gaps, not short term rentals, fuel the real problem with overtourism
Overtourism is a failure of organisation which can be resolved with data and aligned strategies.
