Luxury hotels in Italy. Is it true that only 5 -star hotels open?

Grand Hotel Italia could have been titled this article. Our country is in fact at the top of the ranking for investments in hospitality. The data confirm what has been a common feeling for years: an incessant opening of new hotels – especially of luxury – or of renewals passing under large hotel chains.

In fact, in 2023 the investments in the Hospitality were equal to € 1.6 millionaccording to the data reported in the report on the EY hotel market. The idea that only open luxury hotels open, however, albeit very widespread, is not true. Looking at 2023, they were 12 Operations in the 5 -star luxury hotel sector (for a total value of € 714 million), while 61 were the operations in the 4 -star segment (for a value of 700 million). Not only that, in 46% of cases it was so -called investments Value Addthat is, concerning existing structures that are redeveloped and repositioned on the market, moving on to a new management brand.

Are luxury hotels in Italy in the hands of large hotel chains?

But why all these investments now? Has Italy not always been a tourist destination? Yes, but the Italian situation has so far been abnormal. Of the 32,000 hotels on our territory – of which only 668 structures are five stars – Only 12% are in the hands of the chains. A similar percentage is found only in Greece. In Portugal we are 34%, in UK to 48%and in France and Spain about 68%. Not to mention the United States where the situation is exactly reverse to the Italian one.

«Most Italian hotels are privately owned, generally of the family – he explains Lorenzo VianelloStrategic Advisor Real Estate Unicredit – But this situation is destined to change: the future of hospitality is hotel chains and this simply because they work better “. Vianello explains how hotels should reinvest between 2 and 4% of the annual proceeds, in improvements, maintenance and technology, which hardly occurs with family properties. «I make an example of what it means to go from a family management to an international brand. Castiglion del Bosco He tripled the turnover with the Rosewood brand in 12 months. Cases of family -managed luxury hotels are very rare that can compete with those in the management of brands, in terms of standard … it comes to mind only ABI D’ORU in Sardinia ».

That to open are not only 5 -star hotels confirms it precisely those who are responsible for the openings. Gianleo BosticcoVice President Development Southern Europe & Israel of Marriott, a hotel group with the largest luxury hotels in the Emea region, told us that “in Italy we currently have 11 luxury structures, which represent more than 15% of our portfolio on the market. In Italy there are six of our eight luxury brands and we plan new development projects in the sector that include the addition, after the opening in 2021 of the W Rome, of W Florence followed by W Naples and W Milan and Edition Lake Como. And soon we will also introduce the The Ritz-Carlton brand with the opening in Bellagio in 2026. But while the demand for our luxury brands continues, we are also witnessing a strong growth of those Premium (3-4 stars) and Select (4-5 stars) that represent Over 60% of our development projects in Italy».

In recent years the so -called have also exploded soft brand or Collection They combine the experience of an independent and local hotel with standards and facilities of the brand they belong to. As confirmed also by Alan MantinVice President Development Southern Europe of Hilton: “There is a continuous question in the luxury sector: after the debut of the Conrad brand with the Chia Laguna Sardinia, we announced the arrival of the new LXR Hotels & Resorts brand, with the imminent opening of the Grand Hotel Gardone Lake Garda, which will open in 2026 after a multimillionary renovation. But, at the same time, we plan the opening of 3 new brand structures Tapestry Collection by Hilton (which is part of the so -called soft brand): Spring House Hotel Rome Vatican, Palazzo Caracciolo Naples and the Rosetta Hotel Perugia ».

Who attends Italian luxury hotels?

Who are the guests of 5 -star luxury hotels? «50% are American, but there is always more Asia, especially Chinese and Indians. On the one hand, the Geographical background of luxury on the other, one is being created Fracture between rich and ultra -articchi – explains Vianello -. The rooms from € 1,000 per night Pre-Covid, now cost € 3 or 4 thousand. The ultra -articchs, which are many in the world, want exclusivity and now the rich who could afford the rooms of a thousand/two thousand € per night almost do not know where to go to sleep on Lake Como, because it costs everything much more ».

The major question (73%) is international and the luxury tourismsay i Ist-ENIT datagenerates 15% of the revenues of the national hotel sector and 25% of the total tourist spending between direct and indirect.

There is also a theme of loyalty: «Many high -end tourists – especially Americans, but not only – are attached to standard And to the services of a chain and – continues Vianello – maybe they don’t go to Sardinia until Belmond opens there or if they are Mandarin customers will go to Rome only when it will open (the opening is scheduled for 2026) “.

Why? A person when traveling already has difficulty with language and culture, booking in a hotel he knows knows that he will find certain services. In Italy the chains began to expand from 4 big cities: Rome, Florence, Venice and Milanthe destinations preferred by tourists. But now they are growing too Naples«Where the first group to land in the city will be Rocco Forte“, The Lake Como, Taormina, Sardinia and Amalfi coast. «There is something for the next 30 years. The requests for financing we receive are infinite »concludes Vianello.