Project Scope

Palazzo Medici Clarelli, located at Via Giulia 79 in Rome, is a historic building designed in 1535 by architect Antonio da Sangallo the Younger as his private residence. Over the centuries, it has served various functions, including housing the Consulate of Tuscany and later becoming the property of the Marini Clarelli family. In 1870, Rome’s City Council acquired the palazzo, and it currently serves as the seat of Rome’s I Municipio, the first administrative constituency.

Horwath HTL Italy was engaged by a leading Italian SGR to conduct a Highest and Best Use (HBU) study for Palazzo Medici Clarelli, a historic building located in the heart of Rome. The objective was to determine the most suitable concept for converting the property into a hotel, ensuring its alignment with market demand, operational feasibility, and the preservation of its historical significance.

The study began with a comprehensive analysis of the property’s physical attributes, including its architectural features, spatial layout, and condition. The building’s location in Rome’s city centre, surrounded by cultural landmarks and high-footfall areas, was identified as a critical advantage for attracting both leisure and business travellers.

A market analysis was conducted to evaluate the competitive landscape, focusing on existing and planned luxury and boutique hotels in the area. Metrics such as occupancy rates, average daily rates (ADR), and guest segmentation were reviewed to identify gaps in the market and opportunities for differentiation. The study highlighted the potential for a luxury boutique hotel concept that combines exclusive accommodations with unique experiences reflective of Rome’s cultural heritage.

Operational feasibility was a key focus, with recommendations tailored to integrate modern amenities and services while preserving the building’s historical integrity. Suggestions included the inclusion of high-end dining options, wellness facilities, and curated spaces for cultural events. The concept also emphasised sustainable practices to appeal to eco-conscious travellers and align with industry trends.

Financial modelling was conducted to assess the project’s viability, projecting revenues, operating costs, and returns on investment (ROI). The analysis included sensitivity testing to account for market fluctuations and development risks, ensuring a robust financial outlook.

The final deliverable was a comprehensive HBU report, presenting actionable recommendations for the property’s conversion, including strategic insights on positioning, branding, and operational execution. By delivering a thorough and data-driven analysis, Horwath HTL Italy supported the client in defining a concept that optimised the building’s potential while respecting its historical value. The project positioned Palazzo Medici Clarelli to become a distinguished addition to Rome’s hospitality landscape.

Proje Konumu

Rome, Italy