A new THRENDS report reveals hotel chains in Italy are gaining momentum and getting closer to European benchmarks in their penetration.

As of December 2025, there are 2,607 chain hotels (239k rooms) in Italy. Chain hotels increased yearly since 2013, demonstrating an impressive growth of +64% (2025 vs 2013).

Based on the Q4 Report, in the ending 3 months of 2025, there were approximately 115 new entries into the chains’ portfolio, 61% of which belonging to the upscale segment. Similarly, in the same period, there were 84 hotels that dis-affiliated from a chain, most of them also belonging to the upscale segment (57%) and to domestic chains (75%).

This trimester census puts Italy closer to the rest of European largest countries statistics, since the Peninsula chain penetration rate (CPR) has now peaked at approximately 22% (by rooms) and approximately 8% (by hotels). Nevertheless, these figures highly vary from one segment to the other.

In luxury, for instance, chains’ penetration rate reaches beyond 40% (by hotels). In the coming years (2026 – 2029) there will be approximately 269 developments and/or affiliation projects, most of them belonging to the luxury segment (39%).

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