Italians like it that way
Traveling more, alone and to new destinations. Here are the trends of Italian travelers that emerged from the report signed by Hilton.
In the coming year, Italians plan to travel more, explore new destinations and experiences, and consider traveling alone. These are the trends that emerged from Hilton's Travel Trend Report 2024, a global study that analyzes the evolution of travelers' habits and interests, highlighting the main trends of Italian globetrotters and differences between regions of the country.
TRAVELING ALONE IS A GROWING TREND
In the past year, more than half of Italians (56 percent) have traveled alone-a figure that is expected to grow in the coming years. In fact, 6 in 10 Italians confirmed that they plan to travel alone by 2026.
This trend particularly reflects the younger generation's desire for autonomy: respondents aged 18-24 are the most likely to embark on solo travel in the next three years (83%). Young people's reasons for choosing solo travel are self-discovery (44 percent) and independence (38 percent).
PLAN WELL IN ADVANCE
Italians are thinking about vacations early: in fact, 48 percent plan their trips two to six months before departure. And nearly 4 in 10 Italians (38 percent) now say they plan their vacations further in advance than they did five years ago.
Thirteen percent of Italians plan their entire vacation year in January, a trend particularly prevalent in southern regions and islands (36 percent).
However, 14 percent of Italians tend to wait for a last minute offer, planning their vacations only a month before departure.
THE DESTINATION IS EVERYTHING
When it comes to choosing the next place to go on vacation, Italians draw from their wish list and prioritize destinations they have always wanted to visit (72 percent), new experiences such as discovering a different culture (58 percent) and trying a new type of cuisine (54 percent).
The search for "novelty" is also influencing where people choose to travel: in fact, visiting a new location is the number one priority for 86 percent of Italians, while 4 out of 10 Italians choose their vacation destination driven by a particular event, such as a sporting event or concert.
Location is important not only when it comes to choosing a destination, but also when thinking about one's stay: almost half of Italians (46%) decide to book a specific travel destination based on the hotel in which they would like to stay. Among Italians' favorite amenities is a room with a balcony (36 percent), showing that they want to stay in touch with their surroundings.
"Our research shows that Italian tourists are prioritizing travel, planning it further in advance and with a determination to discover new places and experiences," says David Kelly, senior vice president, Continental Europe, Hilton. "Hilton is opening an average of one new hotel per day around the world. We are constantly striving to meet the changing needs of our Italian travelers by offering exceptional adventures in the best locations and with the best resort experiences."
