Luxury hospitality: Italia set to be Europe’s most attractive destination over the next three years
Deloitte report presented at Aura in Florence: 82 per cent of investors rank Italia among the best destinations
Luxury will dominate hotel investment over the next three years, with Italia once again topping the list of the most attractive countries in Europe (cited by as many as 82 per cent of investors), followed by Spain (10 per cent) and Greece (4 per cent). Europe currently holds the largest market share in the luxury sector (37 per cent), but looking ahead the Asia-Pacific region is set to see the strongest growth in this segment.
These are the initial findings of a Deloitte study on high-end hospitality presented at the opening of Aura, the new B2B trade fair organised by the exhibition company Italian Exhibition Group (IEG) and dedicated to luxury tourism, which runs until 29 October in Florence.
Around a hundred hotels are taking part (including Four Seasons, Bulgari, Villa d’Este, Forte Village, Lungarno Collection, Savoy, Aman, Mandarin Oriental, Starhotels Collezione) alongside around a hundred international buyers who organise bespoke trips. This is the first time that IEG has come to the Tuscan capital, chosen for its artistic heritage and its appeal to the tourism sector.
“We are witnessing growth in the sector, with autumn establishing itself as the peak season,” said IEG’s president, Maurizio Ermeti, as he opened the exhibition alongside the regional councillor Leonardo Marras and the councillor for the City of Florence, Jacopo Vicini – “but we are also seeing a profound shift in demand: excellent facilities and exclusive services are no longer enough; what is needed are authentic experiences and direct contact with the local culture.”
The outlook for the growth of the Italian luxury hospitality sector is very strong, according to Benedetto Puglisi of Deloitte, not only because of the forecast rise in occupancy rates (from 68 per cent in 2027 to 73 per cent in 2029) but also due to the rise in the average daily rate (ADR), which is forecast to increase from €1,099 in 2027 to €1,200 per night in 2029. The most attractive regions are Lombardy, Lazio and Tuscany, with destinations also experiencing growth outside the iconic cities.
