5-star hotels are driving investment in the hotel sector

A total of 167 luxury hotels are set to open by 2029. This will bring the total number of premium hotels to 912, a record that places Italia in first place in Europe for the highest number of luxury destinations. According to the 2026 Report on the hotel property market compiled by Scenari Immobiliari and Castello Sgr, 48 per cent of hotel investments are currently concentrated in the high-end segment. Consequently, the value of the national hotel portfolio has exceeded 173 billion euros, representing a year-on-year increase of 7.2 per cent.

In 2025, investment in the sector reached 2.35 billion euros, 27 per cent higher than the previous year. This growth is also driven by changing international demand: luxury is gradually moving away from ostentation and becoming increasingly linked to the quality of the experience, uniqueness and authenticity, a connection with local areas, and personalised stays. This trend works in Italia’s favour, thanks to the widespread presence of cities of art, landscapes, culture, craftsmanship and culinary excellence. The new dynamics of the sector will take centre stage at Aura – The Luxury Travel Event, scheduled for 27 to 29 October 2026 at the Fortezza da Basso in Florence. The event will bring together Italian hospitality businesses and international operators specialising in high-end travel.

Among the organisations already confirmed are Mandarin Oriental Lago di Como, Mandarin Oriental, Rocco Forte Hotels, Castelfalfi and Lungarno Collection. The programme will include professional meetings and events dedicated to the cultural, artisanal and creative heritage of Florence and Tuscany, with the aim of showcasing a model of Italian luxury based on the quality of hospitality and the promotion of destinations. The event is organised by Italian Exhibition Group with the support of leading local institutions and organisations.