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Chains Monitor Italy H1 2025

As for every semester, THRENDS issues the update on Hotel Chains in Italy through our Chains Monitor Italy, which tracks new affiliations to domestic and/or international chains and recent exits, along with hotel pipeline for the next 3 years.

In H1 2025, there were approximately 220 new affiliations, 49% of which belonging to the upscale segment. Similarly, there were 72 hotels that disaffiliated from a chain during the period, most of them also belonging to the upscale segment (51%) and to a domestic chain (75%).
In the coming years (2025 – 2028), there will be approximately 273 development and/or affiliation projects, most of them belonging to the luxury segment (38%) and 50% of the total belonging to international groups.
Most precisely, this pipeline includes:
– 2 hotels in the economy segment;
– 38 hotels in the midscale segment;
– 97 hotels in the upscale segment;
– 105 hotels in the luxury segment;
– 14 non-hotels accommodations (more than 300 apartments for short and long-term stays);
– and 17 hotels under development whose segment is currently unknown.
50% of new projects involve domestic groups while the remaining 50% are international openings/affiliations, the majority of which are American (32%), French (10%) and German (9%) hotel chains.
The regions that will witness the highest number of new openings are Lombardy (20%), Lazio (20%), Veneto (12%), Tuscany (7%) and Sicily (7%), while the top 5 destinations are Rome (17%), Milan (11%), Venice (5%), Florence (3%) and Turin (2%).
Most of the projects will be located in art cities (32%), leisure (25%), sun & beach (16%) and business (14%) destinations.

As of Q3 2024, there are 2,568 chain hotels (237k rooms) in Italy.  The rooms offered by chain hotels increased yearly since 2013, demonstrating an impressive growth of +62% (H1 2025 vs 2013).

This semester census puts Italy closer to the rest of European largest countries statistics, since the Peninsula chain penetration rate (CPR) has now peaked at 21.7% (by chain rooms) and 7.8% (by chain hotels). Nevertheless, these figures highly vary from one segment to the other. In luxury, for instance, chains’ penetration rate peaks beyond 38% by hotels.

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