As for every semester, THRENDS issues the update on Hotel Chains in Italy through our Chains Monitor Italy, which tracks new affiliations to domestic and/or international chains and recent exits, along with hotel pipeline for the next 3 years.

Between Q1 and Q3 2024, there were approximately 252 new affiliations, 43% of which belonging to the upscale segment. Similarly, there were 38 hotels that disaffiliated from a chain during the nine-month period, most of them also belonging to the upscale segment (42%) and to a domestic chain (70%).
In the coming years (2024 – 2027), there will be approximately 272 development and/or affiliation projects, most of them belonging to the upscale segment
42%) and 65% of the total belonging to international groups.
Most precisely, this pipeline includes:
– 3 hotels in the economy segment;
– 25 hotels in the midscale segment;
– 114 hotels in the upscale segment;
– 100 hotels in the luxury segment;
– 12 tourist properties (245 apartments for short and long-term stays);
– and 18 hotels under development whose segment is currently unknown.
35% of new projects involve domestic groups while the remaining 65% are international
openings/affiliations, the majority of which are American (38%), French (14%) and English (8%) hotel
chains.
The regions that will witness the highest number of new openings are Lombardy (21%), Lazio (18%), Veneto (13%), Tuscany (8%) and Sicily (7%), while the top 5 destinations are Rome (15%), Milan (12%), Venice (5%), Florence (4%) and Cortina d’Ampezzo (3%).
Most of the projects will be located in art cities (35%), leisure (24%), sun & beach (16%) and business (13%) destinations.

As of Q3 2024, there are 2,380 chain hotels (229k rooms) in Italy. Between Q1 and Q3 2024 only, additional 252 hotels were opened. The rooms offered by chain hotels increased yearly since 2013, demonstrating an impressive growth of +57% (Q3 2024 vs 2013).
However, as of today, Italy remains one of the European countries with the lowest chain penetration rate (CPR): 21.5% (by chain rooms) and 7.4% (by chain hotels).