The question of luxury residences it will grow by 20 percent at the beginning of 2024. This is according to data from Halldis, which notes that in the first quarter of 2024 the demand comes not only from Americans and Nordics (with the absence of Russians and Ukrainians due to the war) but also from tourists Asians, from Koreans to Indians to Chinese. Everyone is enthusiastic aboutItalian way of life, ask for particular experiences, from food and wine, and cities of art as favorite destinations. With luxury traveler spending up 10 percent compared to last year.
“We observe an increase in demand for luxury villas, but at the same time greater attention to choice and planning, the customer wants to check everything in detail – he states Michele Diamantini, CEO of Halldis. – The first quarter of 2024 recorded 20% more bookings compared to the same period last year, of which half were related to the low and medium season months (March-May). Luxury travelers tend to take advantage of the months outside the high season at lower prices, also taking advantage of the temperatures in spring or early autumn that are close to those of the summer months.”
In the detail of the Halldis study, guests are willing to spend more, but they book more thoughtfully, in advance and express specific needs. In the first quarter 2024 the average booking is 136 days compared to 121 in the corresponding months of 2023. The ADR, again around the first three months of the year, grows for Windows on Italy villas from 803 to 884 euros per night (+10%) , for those of Halldis from 1005 to 1094 euros (+8.8%) and for those of high-end Halldis from 1900 to 2025 euros (+9.2% – the highest price on the list per week is that of a villa in Tuscany for 18 people at 50,000 euros).
65% of guests stay a week, 20% more than one and 15% less than one. To date Halldis has occupied 55% of its residences for next June, 72% in July-August, 33% in September, in 2023 the values were respectively 40% (June), 72% (July-August) and 20% (September). Among the most requested amenities: fast Internet, swimming pool, view (sea or countryside), pet friendly (17% travel with pets), among the requests, the most appreciated is food and wine experience.
There American customers the month of July dominates and tends to make longer stays, the Nordic and German ones, which book well in advance (7-9 months), prefer May, June and September. August remains the holiday month for Italians – which they reserve for May. The most demanding clientele is that of Eastern Europe, within which the Russian and Ukrainian components have been substantially eliminated.
More and more Koreans, Indians and Chinese are entering the luxury holiday home market. The former give great importance to translation services, well-functioning heating in winter, the wine tasting and a personal photo shoot. Indians demand personalized services, exclusive experiences, security and privacy. The Chinese are perhaps the most pretentious, they desire: exclusivity, privacy, private chefs, masseurs, sophisticated design and materials, luxury personal shopper, personal photographer.
