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Hotel chains, Midscale segment analysis by THRENDS

According to a recent analysis by Thrends on the midscale segment in Italy shows that from 2013 to 2022, lodging facilities have experienced an equal decrease at a CAGR of -0.4%. On the other hand, chain hotels have seen a growth of +6.2%, which led to an increase in the CPR (chain hotel compared to the total offer), from 2% in 2013 to 4% in 2022. The prevalent business models in the midscale and upscale segments are leasing and direct ownership, with 48% and 33% respectively.

The midscale market in Italy currently has 135 domestic and international groups, with the five groups that have the largest number of keys being B&B Hotels, Accor, Best Western Hotel Group, Apogia Hotels, and Piazza Hotels & Residences. These groups represent 30% of the total. The analysis of the evolution of these top 5 groups shows clear growth for B&B Hotels and Apogia, which experienced a 15% and 8% CAGR respectively in the number of properties in their portfolio from 2013 to 2022.

Over the next few years, 10 chain hotels are expected to open, mainly in northern Italy. Marriott International is also expected to be a significant player in the midscale segment with the greatest number of hotels in its pipeline (4).

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