According to a recent analysis by Thrends on the upscale segment in Italy, from 2013 to 2022, accommodation facilities have seen constant growth, equal to a CAGR of 1.8%. The chain hotels grew the most (CAGR +4.7%) and consequently the CPR (% chain hotels compared to the total offer), which increased from 16% in 2013 to 21% in 2022. A trend that confirmation also for the key offer, where the greatest growth was recorded for chain keys (CAGR + 3.8%).

In 2022, leasing appears to be the predominant business model with 37% share, while direct ownership ranks second with 35%. The 4-star segment in Italy currently has the presence of 220 domestic and international groups. Among these, the groups with the most numerous key offers are Best Western Hotel Group, Accor, NH Hotel Group, Marriott International and Gruppo UNA, which together represent 23% of the total.

From the analysis of the evolution of the portfolios of the first 5 groups by number of keys, a clear growth emerges on the Italian territory of Marriott International and Accor, which in the years 2013 – 2022 saw the number of properties present in the portfolio increase at a CAGR of 4.4 and 2.5% respectively. CPR in the upscale segment could increase in the coming years, which will see the opening of 50 chain hotels, mostly concentrated in northern Italy. Marriott International and Accor are also confirmed in the upscale segment as groups with the largest number of hotels in the pipeline.

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