Hospitality di lusso, l’Italia Paese più attrattivo d’Europa nei prossimi tre anni

Italian luxury hospitality will dominate investments over the next three years, with Italy leading the way as the most attractive country in Europe for high-end tourism (cited by 82% of investors), followed by Spain (10%) and Greece (4%). Europe holds the largest market share in luxury hospitality (37%), but the Asia-Pacific region is set to grow faster in this segment.

These are the first results of a Deloitte study on premium hospitality, presented at the launch of Aura, a new b2b trade show organized by Italian Exhibition Group (Ieg) dedicated to luxury tourism, taking place in Florence until October 29th. It features 100 hotels (including Four Seasons, Bulgari, Villa d’Este, Forte Village, Lungarno Collection, Savoy, Aman, Mandarin Oriental, Starhotels Collezione) and 100 international buyers organizing customized trips.

This is the first time Ieg has arrived in Florence, chosen for its artistic heritage and appeal in the tourism sector. "We are witnessing the growth of the sector, with autumn emerging as the peak season" - said Ieg President Maurizio Ermeti, inaugurating the fair with regional assessor Leonardo Marras and Florence Mayor Jacopo Vicini.

However, a deep transformation in demand is also being observed: it is no longer enough to have excellent facilities and exclusive services; authentic experiences and direct contact with local culture are needed. According to Deloitte's Benedetto Puglisi, Italy's premium hospitality prospects are very promising, not only due to predictions of increased occupancy (from 68% in 2027 to 73% in 2029) but also due to the expected increase in the average price of rooms (adr), projected to rise from €1,099 per night in 2027 to €1,200 in 2029.

The most attractive regions are Lombardy, Lazio, and Tuscany, with destinations also growing outside the city symbols.