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European

Hotels & Chains

Report 2017

Key Services

Welcome to Horwath HTL,

the global leader in hospitality consulting.

We are the industry choice;

a global brand providing quality solutions for hotel, tourism & leisure projects.

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5 :KJOBJON

6 FOREWORD

8 INTRODUCTION

14 AUSTRIA

20 CROATIA

26 CYPRUS

30 FRANCE

36 GERMANY

42 HUNGARY

48 IRELAND

54 ITALY

60 NETHERLANDS

66 POLAND

72 SPAIN

78 SWITZERLAND

84 UNITED KINGDOM

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7

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A few years ago, our team in Rome decided

to put together a report on the state of hotel chains in Italy, no easy task as you can imagine.

What became clear as we investigated the

market was that it was complicated and opaque, a labyrinth of family ownership and local brands many of whom were unheard of outside of their local city, let alone Italy itself.

The goal behind the report was to try and

accurately shed light on the current situation and see how markets were evolving. Investors need transparency and brands need to know what the competitive landscape looks like.

This Italian report has become respected

and incredibly well received in the local market and we decided as a group to expand our scope to the key markets in Europe, building on the database year by year to provide a comprehensive view of the

branded versus independent hotel situation.Some of this data exists elsewhere of course,there are a number of countries that have goodamounts of data on their hospitality industry,some for sale and some free to access.

A surprising number of countries do not however,

and we saw an opportunity to consolidate much of this data in one place to make it easier to have a holistic view of the market. This is our first attempt and we will continue to build on the information every year, making it more accurate and adding to the number of ways this data can be shown and looked at.

The most positive stat for our industry is how

many of these brands are growing and expanding, a good indicator that the industry is in rude health and attracting significant levels of investment.

Much of this makes for fascinating reading,

we certainly hope you enjoy reading it as much as we enjoyed putting it together.

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9

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In the compilation of the data, we asked our

offices to not just rely on available local data, but to create our own databases from scratch.

We were then able to make a sanity check with

reputable data providers like Eurostat which, although a few years old, have comprehensive numbers on hotels, restaurants, hostels, pensions and all the rest.

We then dug deeper into each market to get an

understanding of the players and what size and scope they have. We looked at overall ranking by size in each country, by overall group (hotels and rooms) and by brand.

We broke the information down by domestic

and international groups and brands and then by scale/style of hotels.

Finally, for this edition, we broke each country

down to major cities or destinations to give a deeper understanding of what chain penetration is. For future editions, we will look at including more ownership details, including business model and

any pipeline coming into a destination.In order to standardize the data, we looked atthe same KPIs across all countries using thesame methodology.

We looked at the following KPIs:

• Total number of chain hotels • Total number of chain rooms • Average size per chain hotel in rooms • Country hotels stock,yAl=ett >@;;tD- • Country rooms stock,yAl=ett >@;;tD- • Average size per hotel in rooms • Chain penetration % by hotels • Chain penetration % by keys • Total number of brands • Domestic brands • International brands • Second tier operated hotels • International chain hotels ,pxit@kpxn ky@htl iy@x?pxn- • Domestic chain hotels ,pxit@kpxn ky@htl iy@x?pxn- • International chain rooms ,pxit@kpxn ky@htl iy@x?pxn- • Domestic chain rooms ,pxit@kpxn ky@htl iy@x?pxn- Mx 5

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11

BPMKLB7European Chain Penetration

Total Number of Chain Hotels per Country% of Chain Hotels per Country eTbK cYV WdTdK WRfaa fTdKZWd WZTd K ZReWf YWK YRZbW ZZTZK WRaVW aTY K YWe aTfK ZcV YTfK

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12 BPMKLB7Average Rooms per Hotel (Chain versus Non-Chain) 800
750
250
200
150
100
50
0

Austria

Ya proatia Wef eb pyprus dcV YZf srance eW Zc termany Wac ab uungary Waf bd vtaly WWW ZZ "etherlands WVc ZY floland WZf bW

łpain

WcY fb WWd Yf áx WVa We WZW dV vreland

łwitzerland

ff Wc nlbania WWd

BPMKLB7Chain Hotels versus Domestic Hotels

4,000 3,000 2,000 1,000

035,000

30,000

25,000

20,000

15,000

0

10,000

5,000 aVRVVV abRVVV

WeRZYe

phains uotels qomestic uotels Noverall supplyO áx vtaly WRaVW srance ZReWf termany

YVRWVYWRfaa

nustria

WYRYYWZcV

łpain

dRVbZYRZbW

łwitzerland

aRabcYWe "etherlands

ZRbWVcYV

floland

YRZWcZWd

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uungary vreland eYYWdW proatia ceaWcc pyprus

YYZdaWea

nlbania

ZZRWff

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13 BPMKLB7Total International Brands versus Domestic Brands

BPMKLB7Total Number of Brands

Austria

Croatia

CyprusFrance

Germany

HungaryItaly

Netherlands

PolandSpain

Switzerland

UK 200
150
100
50
0 15 67
15 4 2 38
45
73
107
6 37
124
80
23
49
26
35
169
71
508
47
88

Domestic BrandsInternational Brands

6 26

Ireland

250
150
100
50
0200

Austria

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