What will summer 2024 be like? To be framed, according to insiders. The first data speak clearly: an estimated 65.8 million Italian and foreign tourists, over 266 million visitors for a cost that will exceed 43 billion euros[1] and a growth forecast that could be worth up to 12% of Italian GDP within 10 years[2]. But where will Italians spend their holidays? Over 8 out of 10 (84.4%) in Italy. E Regardless of whether the traveler is looking for outdoor sporting activities (75.3%) or relaxation to recharge the batteries (66%), the holiday must be green (59.2%), and the desire for for a holiday characterized by quality, increasingly sought after (64.3%).
A trend, that of luxury holidays, confirmed by data from the Emma Villas Observatory [3], which records for the 2024 season a +6.4% of bookings of villas and farmhouses compared to what was recorded last year at the same date for the 2023 season (with 6045 bookings already confirmed). This is the photograph of the Italian summer that emerges from the AstraRicerche research for Emma Villas [4]- leading company in vacation rental (short-term rentals of luxury villas and farmhouses) with over 600 properties in Italy and listed on the Euronext Growth Milan segment of the Italian Stock Exchange – which focuses on the profile of the Italian traveller, his expectations, needs and your travel plans.
“The desire to travel has now returned very strongly among Italians and, at the same time, there is an increasingly greater desire to continue to treat oneself well and live authentic experiences. The villa will be one of the most chosen solutions by those seeking comfort, independence, privacy and relaxation, but also wanting to be close to cities of art or natural parks. For this season we are in fact recording a 6.4% increase in bookings compared to what we recorded a year ago for 2023, with a particular interest in villas located in Tuscany, Umbria and Sicily.” declares Giammarco Bisogno, CEO of Emma Villas.
Summer will be in Italy for 8 out of 10 Italians and Puglia stands out among the most desired destinations. Therefore, a holiday within national borders but full of outdoor sporting activities (75.3%), slow to recharge the batteries (66%), green (59.2%) and pet friendly.
But Puglia is also a very popular destination for tourism of villas and prestigious residences: around 241 weeks have already been booked, with an increase in the number of bookings for 2023 of 43% (results dated to 15 May, processed by the management database of the company). The desire for a holiday dedicated to quality, in fact, is becoming an increasingly coveted dream (64.3%), especially if accompanied by unique experiences such as the possibility of rediscovering artistic treasures (48.1%) and history of the territory through gastronomic tours and among local artisans (34.1%)
THE HOLIDAY FOR ITALIANS: NATURE, AUTHENTIC ACTIVITIES, OPEN AIR AND LONG STAYS
According to the AstraRicerche – Emma Villas survey, almost all of our compatriots (96.2%) will take at least one holiday this summer. 77.1% would like to repeat it several times, 48.6% will do one as long as possible and 66% will seek it in the name of relaxation and slow rhythms. But unplugging from routine and immersing yourself in nature will be the key words for everyone. Holidays with outdoor activities will win, a “must” for over 7 out of 10 (75.6%) who will choose between the possibility of cycling, horseback riding or swimming (66%) or whether to focus on adrenaline-filled sports such as rafting, water skiing or hang gliding (38.6%).
But in which structure will the Italians stay? It will certainly be a priority for it to be a sustainable structure for at least 50% of tourists. The choice is guided by the desire to buy 0 km products and taste the local cuisine (29.7%). Equally important is the company of faithful four-legged friends, which pushes holidaymakers towards structures capable of treating them in all respects as family members with ad hoc services, such as agreements with beaches/equipped places, pet sitting, availability of a vet in case of need and kennel and bowl included in the chosen accommodation.
HOLIDAYS IN VILLA: BETWEEN NEW SERVICES AND NO WAIVERS
According to data from the AstraRicerche study and the Emma Villas Observatory, a villa for exclusive use to be shared with friends or family could be the ideal solution for the majority of Italians. It is, in fact, a holiday option desired by over 6 out of 10 Italians and which is increasingly popular: the number of holidaymakers who have decided to live the experience in a villa is increasing, an option which has recorded an increase of 48%, 9% compared to 2023 (22.7% vs 33.8%). Those who choose a villa for their holidays dream of a stay including all comforts, such as an outdoor swimming pool and an open-air dining area (45.8% and 34.9%), but are also always looking for new services : from the possibility of living unique experiences to rediscover the artistic treasures (48.1%), and the history of the area, also through gastronomic tours and among local artisans (34.1%), up to educational activities for the little ones, a personal trainer, cooking courses and wine tasting.
In short, a dream for which almost 1 in 2 Italians declare themselves willing to give up dinners out during the year (45.8%), buy gourmet products (24.9%) or new clothes (20.6%), just to live the experience of a holiday in a villa. Yet, if you consider that the budget of fellow countrymen for holidays is around 1000 euros per week[5]compared to an average cost per person of around 500 euros, treating yourself to a dream holiday in a villa becomes clearly accessible.
“The vacation rental sector is constantly evolving and we operators are called to remain dynamic and flexible to be ready to respond to new customer needs, anticipating them where possible,” continues Giammarco Bisogno, CEO of Emma Villas. “Today, thanks to our almost twenty years of experience in the sector, we are able to offer a very high level of service that fully meets the expectations of our guests. In recent months we have increased our services in the villa; our properties are pet friendly, we have foreseen the possibility of arriving and finding the pantry already stocked, soon it will be possible to integrate the stay with authentic and high quality experiences in the fields of art, wellness and much more. But we have also listened to the requests of our customers who ask us for free cancellation in case of cancellation of the booking (even at the last moment) and flexible booking conditions such as the possibility of midweek arrival and the reduction of the minimum stay in the villa to three days also in high season (29.5%)”.
But what will be the queen destinations of the summer? On the podium are Salento (31.6%), followed by the Amalfi Coast (28.9%) and Lake Garda (23.6%), which surpass Sardinia, the Cinque Terre and the Romagna Coast. However, there is no shortage of those who will choose both abroad and Italy (around 6 out of 10 Italians). Among the favorite destinations are Spain (50%), Greece (44.6%), Portugal (26.4%) and the French Riviera (20.6%), followed by the Balearics, Croatia and the Austrian Alps , Provence and the French Alps. And for those abroad who don’t want to give up the value of a villa, they can have a great ally in Chiara Travels. Chiara Travels is the new Emma Villas brand that offers properties set in the iconic beauties of Europe without giving up the excellence of the Emma Villas model. More information here: https://chiaratravels.com/it/
The offer of Emma Villas, rich in a portfolio of over 600 villas and prestigious estates, in 15 regions, also allows you to rediscover the Italian territory from North to South, through a real “Grand Tour” of our country. The owners are also the ones who choose Emma Villas: entrusting a property to Emma Villas is synonymous, in fact, with numerous advantages such as immediate and guaranteed income over time or insurance protection against accidental damage caused by guests of up to 20,000 euros. Or, for those wishing to implement improvements or renovations aimed at promoting virtuous projects, such as those for environmental sustainability, advances and financing are provided thanks to Emma Villas ReHome.
Saturday 8 June 2024
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