Hotel chains in Europe have yet to reach the same scale as in the US, although their room-share in Europe is growing. Since 1999, France and the UK have been the first European countries to witness chainification of the hotel industry. The penetration rate of the chain hotels went up from less than 40 percent of available rooms to almost 60 percent, in just two decades. Even Italy has seen a sizable increase in hotel chains over this period, but independent hotels are still responsible for over 75 percent room-share in the Italian hotel market.
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