Regional focus
But now it’s very common.” This change, he says, brings about a good opportunity for hotels for recovery and reaching the public.
This change in the past five years of opening up hotels to people who might not be able to afford a room but can “afford to have a special evening” offers a great opportunity and growth potential for hotels comments Orlacchio. “The market is growing right after the pandemic, as people love to travel even more than before.” To match this demand, says Orlacchio, hotels have to find new ways to keep up.
Jack of all trades
Both Zana and Orlacchio are confident that the hospitality sector shows no signs of slowing down, as many guest and investors alike are still drawn to Italy despite the troublesome past few years the industry has endured. The Italian hospitality industry is well-positioned to welcome holidaymakers with the country’s numerous attractions and heritage sites. “Needless to say that Italy is known as the country with the biggest heritage,” Orlacchio proclaims. “There is no specific area where we are famous for. I think that this great mix [of heritage] is what makes it special.”
“When a country has so much to offer, it is difficult to add other attractions,” Zana agrees. “Despite this,
The beginnings of recovery
During the fi rst year of the Covid-19 pandemic, the main Italian tourist cities recorded very signifi cant decreases compared with 2019 and well above the national average (-56.1%): Florence with -83.8% was followed by Rome (-81.3%), Milan (-77.5%) and Venice (-74.8%). After the unfortunate results recorded during 2020, 2021 began with decreases over 2019 values of -75% in Venice, -81% in Rome and -68% in Florence and then fell to -75% for Rome and -61% for the rest from March till June. In July and August, compared with a -9% nationally, Venice and Florence managed to recover signifi cantly registering respectively -21% and -24% compared with the same period in 2019. Subsequently, overnight stays in such cities stabilised around -19% and -22%, thus performing better than Italy (-29%). The recovery of tourist fl ows in Rome, on the other hand, was much slower, settling in the summer months at -58.7% and then at -44.2% between September and October.
Source: Horwath HTL: ITALY Hotels & Chains Report 2022
there is no shortage of initiatives. For example, a new challenge is the so-called ‘proximity tourism’, a way to enhance even the most remote corners of the country that have so much to offer and are just a stone’s throw from home.” Certainly, as Zana and Orlacchio make clear, the future promises great things for Italian hospitality as it remains a hotspot for development and holiday destinations. The country is clearly confident in its appeal as a luxury holiday destination. As Zana says, “The hotel industry is one of the most promising in Italy, so it deserves the highest priority.” ●
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