They are really not.
I looked into this in 2019, when I was making a backup plan to get an investor visa in the EU. You can buy a hotel business in Greece for basically peanuts, but it is almost impossible to make _any_ profit without resorting to shady tactics.
That's also why large chains can move in so easily. They can spread a lot of expenses and risks across multiple properties.
It's not a healthy situation to be in.