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When the hotel become a place for experience: to remain un the market, the number of members of hotel chains increases

Staying in a hotel is a 360 degrees experience, not only a place where to spend the night. This, in brief, is the message that emerges from the fifth edition of the report Hotels & Chains 2017  by Horwath HTL, STR and, for the second time, in collaboration with Associazione Italiana Confindustria Alberghi. 

The proof of the constant change going on in the hotel sector: a change that confirms that phenomenon, already registered since some years, of the progressive increase of the number of rooms belonging to chain hotel facilities. To increase their competitiveness and remain at pace with the increasingly exigent demand, therefore, the trend that pushes many companies to group together to offer a service that is in line with the new necessities is growing. 

 

“A growing phenomenon that is developing as a response to the needs of the sector – declares Giorgio Palmucci, Chairman of the Associazione Italiana Confindustria Alberghi. Visibility and no intermediaries first of all, but also, for the relation with the client, the need to guarantee the standards in a setting in which traditional classification has lost significance and the possibility of reaching various segments of demand, with a brand that is also evocative of the experience that one wants to offer the client. Even the quick spreading of new concepts or of themed hotels – hotels in particular locations, or in which the interiors are decorated in unique ways, or prone to offer specific services – answers the new necessities of the demand that does no longer see the hotel simply as a place where to stay during a holiday or for business, but on the contrary as the ideal atmosphere where to make new and unique experiences, different from every day life, to plunge into sensations and emotions that are other than common.”

 

Today there are over 155 thousand rooms of hotel chains in the country, increased since 2015 by 4.5%. The penetration of the hotel chains on Italian stock is around 4.2% in terms of hotels, an inferior number, according to the latest census Horwath HTL on a European level, to that carried out in Spain (28%), France (20.8%), UK (15.7%) and Germany (14.5%). There are however encouraging signs for the affirmation and growth in the hotel sector. “In these past 5 years – explains Giorgio Ribaudo Project Manager of Horwath HTL and author of the report – we registered an increasing weight to national players, both in terms of dimensions for the single group as well as for number of hotels.”

 

Contrary to what is historically known, it seems that Italian groups are growing even abroad. “We have censused 19 Italian groups with hotels managed for third parties or property, even abroad for about 51 hotels and 5,500 rooms outside of Italy”, adds Ribaudo.

 

The rankings of the new 2017 census throw light on the dimension of the new assets and the recent merger operations: Marriott, after the acquisition of Starwood, third group in Italy with 8,890 rooms (after Best Western and Accor), UNA-ATA, after the merge, fifth group with 5,467 rooms, Starhotels, after the portfolio acquisition Royal Demeures, tenth group with 3,671 rooms. 

 

 

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