Italian families like experiential holidays

In view of holidays 2023 the Italian families with children they look with growing interest in hotel structures, they tend to book more in advance than in the past, they consider the presence of experiential activities for both adults and children and they positively evaluate the possibility of bringing their pet with them. This was revealed by a study by Italy Family Hotels consortium which analyzed the 108,381 requests for estimates (+13% compared to 2022) made on its portal in the period between 1 January and 27 June 2023.

The beach holiday is confirmed as the preferred one by the sample (79.6%). Compared to 2022, however, interest in the mountains (+29.2%) and the lake (+10.9%) is growing. Among the most recurring requests on the portal, in line with those of 2022, we find access to a private beach, a swimming pool dedicated to children complete with a waterslide and entertainment differentiated by age group. The demand for spas (+20%), wellness for children (+15%), creative workshops (+15%), educational visits (+56%) and outdoor activities in contact with nature such as canoeing (+100%) and horse riding (+75%) is on the increase. The request to be able to bring a pet with you (+22%) is also growing, as well as to benefit from bio-friendly services (+20%), cuisine for celiacs (+9%) and for those suffering from food intolerances (+4.7%).

Finally, in terms of booking methods, Italian families tend to ‘play’ in advance, to compare prices and estimates, to show greater flexibility for the dates of stay than in the past, provided they receive a better offer.