Travellers Seek Authentic and Outdoor Experiences
Summer 2024: Marked by relaxation, slow living and local discovery.
Recently, an interesting trend has emerged where many travellers suffer from “Notriphobia,” a term combining no-trip-phobia: the actual fear of having no planned or scheduled trip for the future. If you haven’t booked a stay for these summer holidays yet, don’t be afraid and book now on our website by clicking here.
According to the AstraRicerche study for Emma Villas, summer 2024 will see over 65 million arrivals in Italy, from other regions in Italy and abroad, with more than 266,000 stays and spending exceeding 43 billion Euro. These figures reflect a growing trend and Italy’s GDP for holidays in Italy.
But Italians… Where will they go on holiday? Over 8 out of 10 will stay in Italy. Italians (3 out of 5) are “dynamic travellers,” choosing destinations based on the possibilities for outdoor sports and experiences. “Slow travellers” (65%) aim for total relaxation and slow living. Regardless of whether it’s a relaxing or adventurous break, for almost 60% of Italian holiday makers, the stay must be green. Over 60% desire a holiday somewhere prestigious.
This trend of prestigious holidays is also confirmed by the Emma Villas Observatory:
“The desire to travel has returned strongly among Italians and alongside this, there is an increasing desire to continue treating oneself well and living authentic experiences. Villa holidays will be one of the most chosen types of holidays for those seeking comfort, independence, privacy and relaxation, but also wanting to be close to art cities or national parks. For this season, we are seeing a 6.4% increase in bookings compared to what we recorded a year ago for 2023, with particular interest in villas located in Umbria, Tuscany and Sicily.”
Giammarco Bisogno, Founder & CEO Emma Villas
The villa holiday, for exclusive use, to share with loved ones is the option desired by 6 out of 10 Italians and is increasingly popular. Those who choose this type of stay look for an outdoor pool and living space. Travellers interested in this type of holiday want to experience unique opportunities to rediscover art and the territory, including the rediscovery of local craftsmanship. They want to engage in specific wellness activities, such as with a personal trainer.
Food experiences and wine tastings are other types of experiences that holiday makers seek to avoid the temptation of “dolce far niente” (sweet doing nothing), a strong temptation if staying in charming villas like those in the Emma Villas portfolio.
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