Market Overview 

• Chain Hotel Growth: In 2021, the number of chain hotels in Germany increased to 2,342, representing a 5.6% growth from 2019. These hotels account for 44.4% of the total room supply, indicating a strong preference for larger, branded properties.

• Penetration Rates: Chain hotels constitute 12.7% of all hotels in Germany but provide 44.4% of the total rooms, reflecting the larger average size of chain hotels compared to independent ones. 

Key Statistics (2018-2019) 

• Total Chain Hotels: 2,217 in 2018; 2,342 in 2019 (+5.6%)

• Total Chain Rooms: 317,235 in 2018; 335,248 in 2019 (+5.7%)

• Average Size per Chain Hotel: 143 rooms in 2018; 144 rooms in 2019 (+0.7%) 

Leading Hotel Chains and Brands 

Accor Hotels: 

• The largest chain in Germany, with 366 hotels and 50,342 rooms. 

• Dominates the market with brands like Mercure and Ibis. 

BWH Hotel Group: 

• Operates 227 hotels with 24,896 rooms. 

• Includes brands like Best Western and WorldHotels. 

NOVUM Hospitality: 

• A significant domestic player with 165 hotels and 22,081 rooms. 

Marriott International: 

• Operates 95 hotels with 19,300 rooms, leading the upscale and luxury segments. 

NH Hotels: 

• Manages 57 hotels with 10,100 rooms, focusing on midscale and upscale segments. 

Regional Focus: Key Cities 

• Berlin: 

• The largest market with 225 chain hotels and 44,895 rooms. 

• Major brands include Accor, Motel One, and Marriott. 

• Munich: 

• Second-largest market with 165 hotels and 31,172 rooms. 

• Frankfurt (Main): 

• A key financial hub with 147 hotels and 28,560 rooms. 

• Hamburg: 

• Fourth in the ranking with 145 hotels and 22,566 rooms. 

Market Trends and Insights 

• Consolidation and Investment: 2019 saw significant consolidation, with major acquisitions like Deutsche Hospitality’s sale to Huazhu Group for €700 million.

• Expansion in Midscale: Brands like Niu by Novum, Moxy by Marriott, and Premier Inn by Whitbread are expanding rapidly in the midscale sector.

• Institutional Ownership: Key institutional investors like Union Investment and Covivio are increasing their hotel portfolios, with Union Investment owning 11,027 keys across Germany. 

Pipeline Projects 

• Dusseldorf: Leads with 12 projects and 3,479 rooms in development.

• Frankfurt: Follows closely with 10 projects and 2,990 rooms.
• Berlin: Continues to grow with 11 projects and 2,400 rooms.

The German hotel market, particularly in its major cities, continues to attract significant investment and expansion from both domestic and international brands. Chain hotels dominate the landscape, especially in key urban centers, reflecting the market’s shift towards branded properties that offer consistency and scale. The future looks bright as development pipelines remain robust, promising further growth in the coming years. 

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