With 58% safety and health and they are the first factor considered by Italians when choosing an accommodation facility, followed by comfort (47%), competitive prices (45%) and reputation (42%). There sustainability, however, remains secondary (24%).
This is one of the conclusions of search “Hospitality in Italy”, conducted by Kantar e TeamSystem – leader in digital solutions for businesses and professionals – to investigate the characteristics, preferences and satisfaction of holidaymakers in Italy in 2024. Hotels are still the preferred choice (37%), followed by B&Bs (23%) for short stays and apartments, preferred by young people for long holidays at the seaside.
The goals vary with age: those over 45, especially women (41%, compared to 30% of men), prefer the sea, while young people they prefer cities (40% between 18-23 years). However, solo travel remains marginal, chosen by only 7%: the majority travel with their partner or friends. The length of stay increases with age, from 2-3 days to 4-6 days, longer for beach holidays, shorter for city holidays.
La average cost is 600 euros for the overnight stay and 400 for extras, but this decreases with age, as adults seek greater comfort. These choices lead to a good level of satisfaction, higher among those who have also traveled abroad in the last 12 months.
Unexpectedly, the type of structure does not influence satisfaction. Sustainability has little impact on choices: 44% are willing to pay 5% more for a sustainable option. However, waste management (28%) and eco-sustainable gastronomic offerings (27%) are considered important. There digitization is crucial, with free wi-fi (58%), online booking (51%), deposit payment (45%) and online check-in/check-out (31%). 72% of travelers use technology regularly or daily, a trend that cuts across gender, age and destination.
Understanding customer preferences and a preference for local experiences are other important factors in choosing properties.
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