The report, now in its 10th year, is an in-depth look at the Italian hospitality market, focusing on the relationship between branded and independent hotels.

The report, produced in collaboration with the Italian Confindustria Alberghi Association and Bocconi University, tracks the key performance indicators of the market, including overall hotels and rooms, chain/branded hotels and rooms, international and domestic chains, average hotel size, star ratings and the number of brands by both local and independent chains. The report also tracks the key tourism indicators of the market, such as arrivals, overnight stays, and new hotel developments.

“Italy has experienced a much faster recovery than expected, with many of the indicators already at, or past 2019 levels. That said, there is still much work to be done bringing Italian hospitality levels up to comparable international standards, but the continued growth in branded products, up 3.3% year on year, shows that investors agree and are starting to deliver new and more modern products.”
Zoran Bacic, Managing Director, Horwath HTL Italy

Key findings from the report include:

  • Chain properties grew 3.3% year on year from 1,831 to 1,892
  • Chain properties now represent 5.5% of the market
  • The number of chain rooms breaks 200k for the first time (202,696)
  • Chain rooms now represent 17.7% of all the hotel rooms in Italy
  • Leases are the most popular model with 41% of all chain hotels being leased
  • 3 and 4 star hotels make up the vast majority of branded hotels 71.7%
  • Rome and Milan lead new development with 26 and 17 hotels due to open by 2025
  • 72% of new chain hotels under development are with International brands.