Hotels and villas hanging on the last minute

Italy's tourism is gearing up for a summer of proximity and last minute rentals. Hotels and short-term rentals see margins to save the season. "The prospects appear to be in line with those of 2025," explains Elisabetta Fabri, president of Confindustria Alberghi, "we observe a domestic demand that is more dynamic than the international one and undated bookings. Bernabò Bocca, president of Federalberghi, agrees, explaining that "after an initial slowdown linked to geopolitical tensions, we are now seeing a good response from Europeans, with Americans resuming bookings, while Italians continue to stay in the country". The most evident trend remains last minute: 'Those who used to book 45 or 60 days in advance now decide and leave within two weeks'.

The short-term rentals market also confirms the change in travellers' habits. "The most evident phenomenon is the drastic shortening of the booking window," observes Marco Celani, president of Aigab. "Even the long haul is behaving like the short haul and booking under the date". According to Aigab's analysis, summer bookings are on the rise, especially for June and July (+25% and +32%), but with an increase (+50%) in cancellable formulas, a sign of more prudent families. However, the increase in bookings is not matched by proportional growth in transit, due to lower rates and shorter lengths of stay caused by the substitution of high-end foreign tourism by domestic tourism. In both segments, the sector is in fact registering a change in the composition of demand: domestic tourism and European proximity tourism is growing, while some high-spending tourists from the Middle East are missing.

As for prices, after a first quarter characterised byan increase in room rates (also due to rising operating costs) and a slight rise in rents, which is already reflected in summer rates, accommodation facilities will now enter a settling phase in which prices will tend to be shaped by demand. An uncertain balance that will depend heavily on last-minute bookings and the ability of operators to fill facilities in the middle weeks of summer.