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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 4 years.
In Q4 2024, there were approximately 58 new affiliations, 50% of which belonging to the upscale segment. Similarly, there were 77 hotels that disaffiliated from a chain during the three-month period, most of them also belonging to the upscale segment (51%) and to domestic chains (84%).
In the coming years (2025 – 2028), there will be approximately 409 development and/or affiliation projects, most of them belonging to the upscale segment (47%).
More precisely, this pipeline includes:
– 3 hotels in the economy segment;
– 45 hotels in the midscale segment;
– 192 hotels in the upscale segment;
– 127 hotels in the luxury segment;
– 13 other types of hospitality accommodations
(+260 apartments for short/long-term stays);
(+260 apartments for short and long-term stays);
– and 29 hotels under development whose segment is currently unknown.
45% of new projects involve domestic groups while the 55% are international openings/affiliations, the majority of which are American (38%), French (12%) and UK (9%) hotel chains.
The regions that will witness the highest number of new openings are Lombardy (18%), Lazio (17%), Veneto (13%), Tuscany (8%) and Sicily (7%), while the top 5 destinations are Rome (14%), Milan (10%), Venice (5%), Florence (4%) and Cortina d’Ampezzo (2%).
Most of the projects will be located in art cities (32%), leisure (23%), sun & beach (20%) and business (14%) destinations.
As of Q4 2024, there are 2,414 chain hotels (226k rooms) in Italy. In Q4 2024 only, additional 58 hotels were opened/branded. The rooms offered by chain hotels increased yearly since 2013, demonstrating an impressive growth of +53% (2024 vs 2013).
However, as of today, Italy remains one of the European countries with the lowest chain penetration rate (CPR): 21.1% (by chain rooms) and 7.5% (by chain hotels).
