Starhotels Apartments

Starhotels Apartments

Key Service: Strategic Advice
Location: Italy
Product: Market Entry Strategy
Office: Italy


The hotel chain Starhotels wanted to explore the concrete development opportunities placed in the context of the serviced apartments, as offered by the main players in the sector and under the various existing brands, in order to analyse their dynamics and evaluate its possible interest in this formula.


In September 2021 Starhotels opened its first serviced apartments: 40 units inside the Hotel Rosa Grand in Milan. Other serviced apartments will follow in the cities of Venice and Florence.


Horwath HTL provided a comprehensive analysis –  including main characteristics, trends, performance and regulations – of the “Serviced and branded apartments” market to support the entry strategy of the Italian hotel chain on the new market.

Project Location