Strong Rebound For Italy as Branded Hotel Growth Accelerates

Strong Rebound For Italy as Branded Hotel Growth Accelerates

Date: May 15, 2023

Rome, 16th May 2023

Horwath HTL announced today the launch of their industry standard report, Italy Hotels and Chains. The report, now in its 10th year, is an in-depth look at the Italian hospitality market, focusing on the relationship between branded and independent hotels. The report is available for free on the and websites.

The report, produced in collaboration with the Italian Confindustria Alberghi Association and the Bocconi University, tracks the key performance indicators of the market, including overall hotels and rooms, chain/branded hotels and rooms, international and domestic chains, average hotel size, star ratings and the number of brands by both local and independent chains. The report also tracks the key tourism indicators of the market, such as arrivals, overnight stays, and new hotel developments.

Zoran Bacic, Managing Director of Horwath HTL, Italy who created the report said

“Italy has experienced a much faster recovery than expected, with many of the indicators already at, or past 2019 levels. That said, there is still much work to be done bringing Italian hospitality levels up to comparable international standards, but the continued growth in branded products, up 3.3% year on year, shows that investors agree and are starting to deliver new and more modern products.”

Key findings from the report include:

  • Chain properties grew 3.3% year on year from 1,831 to 1,892
  • Chain properties now represent 5.5% of the market
  • The number of chain rooms breaks 200k for the first time (202,696)
  • Chain rooms now represent 17.7% of all the hotel rooms in Italy
  • Leases are the most popular model with 41% of all chain hotels being leased
  • 3 and 4 star hotels make up the vast majority of branded hotels 71.7%
  • Rome and Milan lead new development with 26 and 17 hotels due to open by 2025
  • 72% of new chain hotels under development are with International brands


At Horwath HTL, our focus is one hundred percent on hotel, tourism, and leisure consulting. Our services cover every aspect of hotel real estate, tourism, and leisure development. Each project we help is different, so we need all the experience we have gained over our 100- year history.

We are a global Brand with 52 offices in 38 countries, who have successfully carried out over 30,000 assignments for private and public clients. We are part of Crowe Global,
a top 10 accounting and financial services network. We are the number one choice for companies and financial institutions looking to invest and develop in the industry.

We are Horwath HTL, the global leader in hotel, tourism, and leisure consulting

If you have any questions, please contact James Chappell, Global Business Director at or Zoran Bacic, MD of Horwath HTL, Italy on