Italians wink at Istagram but look for authentic places

In the mosaic of trends for 2026, Italians are carving out a profile as curious travellers, technologically open-minded but very much attracted by authenticity. So says the "Changing Traveller Report 2026" by SiteMinder, which photographs the desires of 12 thousand travellers from 14 countries, including Italy. The most striking data is the clear preference for independent hospitality: in fact, 24% of Italians declare that they prefer local structures (compared to 14% of large hotel chains), favouring the character and identity of the place, with B&Bs and holiday homes following. Travellers from the Belpaese are also among the most influenced by visual content, with photos and videos of rooms and common areas weighing 56% in the decision-making process, almost as much as the security of the booking system. Reviews remain central, but in 2026 it will be more decisive to 'see' the experience before living it. Moreover, the path leading to booking also changes: search engines and online booking portals both win 29% of preferences, with the former receding sharply and the Ota platforms growing substantially instead, despite the fact that one Italian in three chooses direct booking to have more control and more advantageous rates. If, finally, appreciation for AI when booking is common for 84% of travellers, the wild card to pack for everyone is the ability to speak all languages.

https://www.siteminder.com/changing-traveller-report/