Spark by Hilton, the first premium economy arrives at Milan Linate

It is precisely the Honors programme that is driving the flow, with the United States confirming itself as the top nationality for overnight stays in the group's Italian hotels, followed by the Italia market and Europe in general. Occupancy figures in key cities such as Rome and Milan confirm a record season, also sustained by the long wave of major international events. Kelly confirmed the positive trend of new investments, citing the example of the Hilton Garden Inn Colosseum in Rome and the Tapestry Puccini in Milan: "The team is extremely satisfied with occupancy and rates. The variety of our brands allows us to meet the needs of every market. In Milan, with recent renovations and new projects such as the Canopy in Via Torino and the Curio in Gae Aulenti, we are creating an ecosystem that covers every style of stay'.

Canopy by Hilton

In addition to new openings, Hilton is pursuing a massive redevelopment plan for its historic assets. After the complete restyling of the Hilton Milan, work has moved on to the iconic Waldorf Astoria Cavalieri in Rome, where the rooms are being renovated to maintain global luxury standards. Other significant operations involve Naples, with the conversion to the DoubleTree brand of the Hotel Oriente, and Sicily with the Hotel Quiete in Giardini Naxos, destined to become a new landmark for the Taormina area under the Tapestry Collection banner. Turin also remains at the centre of the radar, after the successful renovation that focused strongly on the integration between hotel and local community through the food & beverage offer.

The well-being of the guest and the authenticity of the local experience remain the pillars on which Hilton builds its profitability. The global trend is moving towards an ever deeper human connection and an offering that enhances the local area. "Travellers, especially international ones, want to experience something unique," explains Kelly. "They want to feel part of the city, they ask the concierge for the non-touristy little restaurant, they seek the aperitif on the terrace where they mingle with the locals. Our aim is to make our hotels not just places to sleep, but hubs where relationships, including business, are established'. This commitment is also reflected in the management of human capital, a crucial factor in a service-intensive industry. Hilton has been awarded "Great Place to Work" in Italia for four consecutive years, an accolade that David Kelly considers fundamental to guaranteeing the "magic" in hospitality that international tourists expect from Italia.

The hotel group started 2026 with positive results, exceeding expectations and revising its full-year forecast upwards. In the first quarter, it reported total revenue of $2.94 billion, net profit of $383 million and Ebitda of $901 million. RevPar (average revenue per available room) on a comparable basis and at constant exchange rates, grew by 3.6% compared to the same period in 2025. On the expansion front, Hilton added 16,300 rooms to its portfolio and approved the development of an additional 26,200 units, bringing the global pipeline to 527 thousand rooms in 129 countries.