Investors targeting Italy's hotel market

Italian hotel industry is still highly independent and non-brand-affiliated, but now the market is turning to a new chapter

Italy has been known to have a fragmented hotel industry with domestic families dominating hotel ownership, but that's likely to change in the next decade, according to Claudia Bisignani, head of hotels and hospitality for Italy at business advisory JLL.

Key takeaways

• More international operators are looking to enter the Italian market, as family businesses are looking to exit, with second and third generations now no longer interested in hotel ownership;
• Just as international tourism flows have expanded, with ADRs soaring in both 2022 and 2023, so has the volume of overseas investors keen to join the market’s renaissance, with great focus on added-value opportunities and rebranding options;
• Among Italy's key markets, its capital Rome is undergoing the most profound hotel shakeup, as global brands are moving in.

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