BEST WESTERN Hotel Astoria

What BEST WESTERN Hotel Astoria does

Hotel Astoria is a privately held 3-star hotel operating from a single 8-floor soundproofed property at Viale Murillo 9 in Milan's CityLife/Fieramilanocity district, owned by Zenit S.r.l. and operated as part of the family-owned Doni Hotels group. The hotel franchisees under Best Western's Sure Hotel Collection brand, granting it access to the global BWH distribution network, the book.bestwestern.it central reservation platform, and the Best Western Rewards loyalty program. Its physical inventory spans five room categories (King Comfort, Queen Comfort, Standard Triple, Standard Queen or Twin, Standard Single) and includes a 50 sqm meeting room capable of hosting up to 25 people with audiovisual equipment and catering.

The business generates revenue primarily through nightly room rentals across transient and contracted segments, supplemented by ancillary packages (Pet Hotel at €25/stay, Sport Hotel at €30/stay, breakfast service, laundry, room service) and a dedicated meeting room. Pricing operates on dynamic, pay-as-you-go terms with up to 15% early-booking discounts and up to 30% off for Best Western Rewards members (Gold, Platinum, Diamond, and Diamond Select tiers receive complimentary breakfast). The go-to-market is direct-to-consumer via the multilingual astoriahotelmilano.com website (best-rate guarantee) and indirect through Best Western's brand channels.

Customer segmentation is horizontal and diversified: business travelers attending FieramilanoCity, MiCo, and Rho Fiera exhibitions (primary), leisure travelers seeking cultural and sports attractions, patients and families referred by six nearby healthcare clinics under formal agreements with tourist-tax exemption, pet-owning travelers, sports enthusiasts, and guests with autism spectrum disorders served via the Inclusive Hotel program developed with L'abilità Onlus. ESG positioning is reinforced through the Stay for the Planet sustainability monitoring partnership with LifeGate and the Blu Wall mural by Orticanoodles, but no proprietary technology platform, AI/ML, or digital product beyond standard PMS and Best Western integration is evidenced.

Name

BEST WESTERN Hotel Astoria

Legal name

Zenit S.r.l.

Website

https://astoriahotelmilano.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Hotel Astoria is a 3-star, single-property Milan hotel in the CityLife/Fieramilanocity district, franchisee under Best Western's Sure Hotel Collection, owned by the Doni Hotels group. It serves business, leisure, healthcare, sports, and pet-owning travelers with room rentals, packages, and a meeting room.

Ownership category

akta.pro rank

Product category

Hotel Accommodation

NAICS

Hotels (except Casino Hotels) and Motels (72111)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Business & Corporate Full-Service Hotels (THAGAAAE)

Keywords

• Hotel accommodation
• Meeting room rental
• Pet friendly hospitality
• Accessible hotel services
• Hospitality lodging

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Room Rental / Accommodation: The hotel generates revenue primarily from renting rooms across five room types: King Comfort, Queen Comfort, Standard Triple, Standard Queen or Twin, and Standard Single. Revenue is earned on a per-night basis with dynamic pricing influenced by booking timing, loyalty membership tier, and season.
2. Ancillary Services and Packages: Additional revenue streams include pet packages (€25 per stay), sport packages (€30 per stay), breakfast add-ons, laundry service, room service, and meeting room hire with catering.
3. Best Western Rewards Membership Fees: The hotel participates in the Best Western Rewards loyalty program, driving repeat bookings and premium rate access. Members receive dedicated rates up to 30% off, and premium tier members (Gold, Platinum, Diamond, Diamond Select) receive free breakfast on qualified bookings.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Hotel Astoria is a 3-star hotel in Milan operating across 8 fully soundproofed floors, offering five room categories (King Comfort, Queen Comfort, Standard Triple, Standard Queen or Twin, and Standard Single). It supplements accommodation with a 50 sqm meeting room for up to 25 people, breakfast service, specialized packages (Pet Hotel, Sport Hotel), and participation in the Best Western Rewards loyalty program, the Inclusive Hotel accessibility program for guests with autism spectrum disorders, and the Stay for the Planet sustainability program.

Product overview

Hotel Astoria is a 3-star hotel in Milan operating as part of the Sure Collection by Best Western, owned by the Doni Hotels group. The hotel offers a portfolio of room types (King Comfort, Queen Comfort, Standard Triple, Standard Queen/Twin, and Standard Single) across 8 soundproofed floors. Accommodation is supplemented by add-on services including meeting facilities (50 sqm room for up to 25 attendees), specialized packages (Pet Hotel for €25/stay, Sport Hotel for €30, Best Western Rewards loyalty program), and dining services (breakfast from 6:30-10:30). The hotel also participates in accessibility (Inclusive Hotel for ASD guests) and sustainability (Stay for the Planet) programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Hotel Room Accommodation Five room types (King Comfort, Queen Comfort, Standard Triple, Standard Queen or Twin, Standard Single) spread across 8 soundproofed floors in a 3-star Milan hotel, available to business and leisure travelers on a per-night basis.
• Meeting Room Hire A 50 sqm meeting room for business meetings, conferences, and corporate events near FieraMilanoCity, accommodating up to 25 people with audiovisual equipment, flip chart, overhead and video projectors, stationery, secretarial service, and partner-catered coffee breaks and lunches.
• Pet Hotel Package Pet-friendly accommodation package priced at €25 per stay, providing water and food bowls, dog cot or cat berth, hygienic bags, litter box, 24-hour veterinary contact, and extra cleaning service for guests travelling with dogs or cats.
• Sport Hotel Package Sports-focused stay package at €30 per stay including early breakfast from 5 AM, gym access, running maps, late check-out until 3 PM, and 30% discount on laundry service, designed for athletes, marathon runners, and fans attending events at San Siro Stadium.
• Breakfast Service Varied buffet breakfast served from 6:30 to 10:30 AM offering Italian and continental options including fresh fruit, yogurt, cereals, pastries, cheeses, cold cuts, eggs, jams, honey, Nutella, juices, teas, and coffee, with early 5 AM service available for sport package guests and complimentary access for Best Western Rewards Platinum, Diamond, and Diamond Select members.
• Inclusive Hotel Accessibility Program Accessibility-focused accommodation program for guests with autism spectrum disorders, developed with scientific support from L'abilità Onlus, including staff training, an Easy Reading hotel guide, and Augmentative and Alternative Communication symbol sheets in rooms.
• Stay for the Planet Sustainability Program Environmental performance monitoring and reporting program covering Energy, Water, Waste, Procurement, Behaviours, and People through quantitative and qualitative data collection, supporting the hotel's sustainability pathway under the LifeGate Stay for the Planet framework.
• Healthcare Clinic Agreement Rates Discounted accommodation rates and Milan's tourist tax exemption for patients and their accompanying family members staying at six affiliated healthcare facilities (Istituto Auxologico San Luca, Istituto Clinico San Siro, Casa di Cura San Giovanni, Auxologico Mosè Bianchi, Istituto Clinico Sant'Ambrogio, and Fondazione Don Gnocchi).

Quantifiable outcome

• Located 50 meters from Istituto Auxologico San Luca, 300m from Istituto Clinico San Siro and Casa di Cura San Giovanni, 350m from Auxologico Mosé Bianchi, 1km from Istituto Clinico Sant'Ambrogio, and 1.5km from Fondazione Don Gnocchi.
• +6 more outcomes

Named customers6 records

Segments6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Best Western / BWH HotelscoreChannel Partner/ Reseller/ DistributorHotel Astoria operates as a franchisee under Best Western's Sure Hotel Collection brand. Best Western provides global distribution (central booking platform, global website), the Best Western Rewards loyalty program, quality standards, marketing support, and the global brand reputation. The hotel maintains its independent ownership (Zenit S.r.l.) while benefiting from Best Western's brand, reservation system, and marketing channels.
• Doni Hotels GroupcoreStrategic or Co-development PartnerHotel Astoria is part of the Doni Hotels group in Milan, a family-owned hospitality group that operates the hotel. The Doni family also promoted the Blu Wall mural and maintains strategic oversight of the hotel's operations and positioning.
• NeiademinorStrategic or Co-development PartnerHotel Astoria partners with Neiade, a local tour operator, to offer guests guided tours and cultural itineraries in Milan including Leonardo's Last Supper, Milan Cathedral, Sant'Ambrogio Basilica, Sforza Castle, Navigli canals, and Royal Palace. Tours are conducted by private professional guides in guests' native languages.
• L'abilità OnluscoreStrategic or Co-development PartnerL'abilità Onlus provides the scientific support for the Inclusive Hotel program at Hotel Astoria. The association trained hotel staff on autism spectrum disorder (ASD) accessibility, contributed to the Easy Reading hotel guide, and collaborated on the Blu Wall mural project. The partnership enables the hotel to serve guests with ASD and their families.
• LifeGateminorStrategic or Co-development PartnerLifeGate is a sustainability platform that supports Hotel Astoria's environmental initiatives. LifeGate is co-promoter of the Blu Wall mural project (alongside the Doni family and L'abilità Onlus) and is the brand behind the Stay for the Planet sustainability monitoring program in which the hotel participates.
• Istituto Auxologico San LucaminorGTM or Marketing PartnerHealthcare clinic agreement: the hotel provides dedicated rates for patients and families of patients at this facility, located 50 meters from the hotel. All agreement guests are exempt from Milan's tourist tax.
• Istituto Clinico San SirominorGTM or Marketing PartnerHealthcare clinic agreement: the hotel provides dedicated rates for patients and families, located 300 meters from the hotel. Guests exempt from tourist tax.
• Casa di Cura San GiovanniminorGTM or Marketing PartnerHealthcare clinic agreement: the hotel provides dedicated rates for patients and families, located 300 meters from the hotel. Guests exempt from tourist tax.
• Auxologico Mosé BianchiminorGTM or Marketing PartnerHealthcare clinic agreement: the hotel provides dedicated rates for patients and families, located 350 meters from the hotel at Via Mosè Bianchi 90. Guests exempt from tourist tax.
• Istituto Clinico Sant'AmbrogiominorGTM or Marketing PartnerHealthcare clinic agreement: the hotel provides dedicated rates for patients and families, located 1 km from the hotel. Guests exempt from tourist tax.
• Fondazione Don GnocchiminorGTM or Marketing PartnerHealthcare clinic agreement: the hotel provides dedicated rates for patients and families, located 1.5 km from the hotel. Guests exempt from tourist tax.
• Partner Restaurant (Catering)minorStrategic or Co-development PartnerThe hotel's meeting room and events (coffee breaks, business lunches) are supported by a catering service from a partner restaurant affiliated with the hotel. This partnership enables the hotel to offer full-service corporate event capabilities.
• Orticanoodles Artistic CollectiveminorStrategic or Co-development PartnerOrticanoodles, an artistic collective, created the Blu Wall mural on Hotel Astoria's facade. The mural was promoted by the Doni family and conceived in collaboration with LifeGate and L'abilità Onlus, communicating the hotel's vision of accessible tourism.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Holiday Inn Milan Garibaldi Station: International chain hotel in Milan targeting business travelers with a meeting-room and corporate-booking offering. Comparable in chain-affiliation-driven distribution and MICE focus.
• Idea Hotel Milano San Siro: 3-star hotel near San Siro in Milan, in the same competitive corridor. Comparable positioning targeting price-sensitive business and leisure travelers attending events at San Siro and the Fiera.
• Ibis Milano Centro: Accor-affiliated 3-star hotel in central Milan, providing standardized, price-competitive accommodation. Competes directly with Hotel Astoria in the 3-star Milan segment for business and leisure travelers.
• B&B Hotel Milano San Siro: Mid-scale chain hotel in Milan's western exhibition district. Competes for the same value-conscious business and event-traveler segment as Hotel Astoria.
• Starhotels Business Palace: 4-star business-focused hotel in Milan near the Fiera Milano and major business districts. Comparable in serving the same business-travel and MICE segment as Hotel Astoria, with similar proximity to the exhibition corridor.
• NH Milano Congress Centre: Hotel located adjacent to the Fiera Milano, specifically targeting exhibition and conference attendees. Direct overlap with Hotel Astoria's primary customer segment and trade-fair-driven demand.
• Best Western Hotel Mirage: Another Best Western-affiliated property in Milan operating under the same soft-brand network. Shares the same distribution platform, loyalty program, and quality standards as Hotel Astoria.

Emerging players

• Airbnb (Milan listings): Short-term rental platform with a large supply of Milan listings competing for the same leisure and business travelers. An emerging competitive pressure on traditional 3-star hotel pricing and occupancy, particularly outside peak trade-fair weeks.

Broad incumbents

• BWH Hotels (Best Western Hotels & Resorts): The parent brand and franchise platform that Hotel Astoria operates within. Relevant as the broader incumbent ecosystem that sets quality standards, runs the loyalty program, and drives distribution for the hotel.

Regional players

• Domina Hotels Italia: Italian hotel group operating multiple properties across Italy. Comparable in scale and independent/affiliated operating model, though with a multi-property portfolio rather than single-asset focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/best-western-hotel-astoria

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BEST WESTERN Hotel Astoria