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Hotel Chains Analysis in Northern Italy by THRENDS

According to a recent analysis by Thrends on the hotel segment in Northern Italy*, from 2013 to 2022, accommodation facilities saw a decrease, equal to a CAGR of -0.7%. However, chain hotels grew at a CAGR of +5.3% and consequently the CPR (% of chain hotels compared to the total offer), which increased from 3% in 2013 to 6% in 2022. A trend that it is also confirmed for the offer of keys, decreased in absolute terms and the number of branded keys increased.

In 2022, leasing appears to be the predominant business model with 41% share, while direct ownership ranks second with 33%. Northern Italy currently has the presence of 184 domestic and international groups. Among these, the groups with the most numerous key offers are Best Western Hotel Group, NH Hotels, Marriott International, Accor and B&B Hotels, which together represent 26% of the total.

From the analysis of the evolution of the portfolios of the first 5 groups by number of keys, there emerges a clear growth in the Italian territory of B&B Hotels and Marriott International, which in the years 2013 – 2022 saw the number of structures present in the portfolio increase at a CAGR by 18.4 and 4.2%, respectively. The CPR in Northern Italy could increase in the coming years, which will see the opening of 75 chain hotels, mostly concentrated in the Lombardy, Veneto and Piedmont regions. Marriott International and Accor are confirmed in Northern Italy as the groups with the largest number of hotels in the pipeline. We recall that Marriott Int. is the group with the largest number of hotels in the pipeline also in the midscale, upscale and luxury segments.

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