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According to a recent analysis by Thrends on the luxury segment in Italy, from 2013 to 2022, accommodation facilities have seen constant growth, equal to a CAGR of 5.1%. The chain hotels grew the most (CAGR +6.8%) and consequently the CPR (% chain hotels compared to the total offer), which increased from 33% in 2013 to 38% in 2022. A trend that confirmation also for the key offer, where the greatest growth was recorded for chain keys (CAGR + 5%).
The comparison between the number of structures affiliated to a domestic or international chain and the branded keys highlights the greater dimensions of the branded structures compared to the independent ones. In fact, the latter, with more than 60% of the market, offer only 47% of the total keys. In 2022, direct ownership is confirmed as the predominant business model for the hotel sector, while franchising reaches 13%. The luxury hotel market in Italy currently has the presence of around a hundred domestic and international groups. Among these, the groups with the most numerous key offers are Marriott International, Hilton, NH Hotel Group and Accor, which together represent 27% 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 Italy of Radisson Hotel Group and Hilton, which in the years 2013 – 2022 saw the number of structures present in the portfolio increase to a CAGR of 22 and 15% respectively. CPR in the luxury segment is set to increase in the coming years, which will see the opening of 59 chain hotels, mostly concentrated in northern Italy, against only 28 new independent hotel openings. Marriott International is also confirmed as the group with the largest number of hotels in the pipeline (12).
