According to the THRENDS Luxury Hotels Database, the Piedmont region ranks eleventh for the number of 5-star hotels. In the years 2013 – 2022, however, the supply of luxury accommodation facilities grew at a CAGR of +9.4%. In 2013, the presence of chain hotels was limited to the «Grand Hotel des Iles Borromées» establishment, branded «Autograph Collection» by Marriott Int. until 2022. The CPR (% chain hotels compared to the total offer) in the region is therefore very low. In fact, only the UNA Group is currently present in the region with the «Principi di Piemonte» hotel.
Allegroitalia, which was the “historic” group in the region, with the management of the “Allegroitalia Golden Palace Turin” structure since 2014, in fact left the structure last year for contractual reasons. The Golden Palace hotel in Turin will reopen its doors later this year, and could be branded by Hilton. The Allegroitalia Golden Palace Turin holds the record in 2021 for revenues among the 5-star hotels in the region, with a value of Euro 5.2 million.
From the analysis of the average performance of top-luxury* and non-top-luxury hotels, a trend emerges that seems more positive for non-top-luxury hotels both for the trend of key revenues and TRevPAR with a CAGR of 4.6 % in the pre-Covid period. In 2020, top-luxury hotels saw their revenues drop by -53%, against a -71% drop recorded by non-top-luxury hotels. The recovery, in 2021, again in terms of revenues, was very significant for top-luxury hotels. The turnover recorded was in fact only 10% lower than the values of 2019. In terms of margins, however, it is the non-top-luxury hotels that record a higher EBITDA% in the years 2018-2021.