Big Opportunities for International Brands in Italy

By James Chappell on April 8, 2014

Rome, April 8th 2014

Italy, probably the largest single market for hotel rooms in Europe, still has plenty of room to grow for the major international hotel companies, especially in the midscale and economy markets.

This is one of the key findings in the brand new report into the Italian hotel chains market released today by Horwath HTL, Italy part of Horwath HTL, the world’s largest and most experienced hotel, tourism and leisure brand.

The report, the first to look comprehensively into the Italian hotel market from an international and domestic chain perspective, has been written by respected industry professionals Giorgio Ribaudo and Zoran Bacic.  Other key findings include:

  • A comparison of the market penetration of international brands versus domestic and independent hotels.
  •  Ranking by rooms of branded hotels.
  • Concentration of rooms by segment and brand.

Zoran Bacic, Managing Partner of Horwath HTL, Italy said.” The report is unique, because it gives real clarity to an incredibly complex market. Italy has a reputation of being a diverse and complex mix of small, traditional hotels that are family run and there is certainly a lot of truth in this. However, the industry landscape is changing quickly and we have identified areas that will be exploited by the major players over the coming few years as they look to expand away from the luxury segment and gain critical mass across all market segments. We will continue to update this valuable information annually and provide more transparency for investors, which will benefit the hotel market as a whole.”

The report can be accessed here:

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About the author

James Chappell