Summer 2024: Puglia, the most loved destination by Italians, Salento passion
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, 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 – a leading company in vacation rental (short-term rentals of luxury villas and farmhouses) with over 600 properties in Italy and listed on the segment Euronext Growth Milan of the Italian Stock Exchange – which focuses on the profile of the Italian traveller, his expectations, needs and travel plans.
“The desire to travel has now returned very strongly among Italians and, at the same time, there is an ever-increasing desire to continue to treat each other 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 BisognoCEO of Emma Villas.
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 friendswhich 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 accommodation chosen.
According to data from the AstraRicerche study and the Emma Villas Observatory, a villa for exclusive use to share with your friends or family, could be the ideal solution for most 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 the villa for their holidays dream of a stay including all comfortssuch as an outdoor swimming pool and open-air refreshment area (45.8% and 34.9%), but is also always looking for new services: from the possibility of living unique experiences to rediscovering 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 enjoy 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,” he 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 in-villa services; 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 artistic field, 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 is 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.
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