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Summary
The global hospitality market, valued at $3952 billion in 2021, is projected to reach $6000 billion by 2026, growing at a CAGR of 7.4%. The COVID-19 pandemic had a profound impact on the industry with tourism flows contracting by 52.3% in 2020, heavily affecting both domestic (-33.8%) and foreign components (-70.3%). In Italy, the hospitality sector decreased by 42.5% but saw some recovery with a 30% improvement from 2019 to 2021. Foreign tourism, especially from Germany, Switzerland, and France, suffered due to travel restrictions, but domestic tourism within Italy started to recover, reflecting a preference for closer destinations and sustainable tourism options. Italian vacation villages experienced a 2.8% growth in number, reaching 892 by 2020, though employment in the sector fell by 7.3%. The pandemic led to a shift in vacation planning, as 74% of Italians preferred to stay in-country for their holidays in 2022, with popular destinations being Puglia, Tuscany, and Sardinia. Despite the challenges, the industry remained adaptive, evidenced by the targeted interest in outdoor facilities such as villages and agritourism in summer 2022.
Italian Tourist Village Market Trends: Navigating Post-Pandemic Recovery and Eco-conscious Developments
As we explore the current landscape of Italy's tourist village market, several prominent trends emerge. Firstly, the pandemic inflicted substantial setbacks on the global hospitality industry, with Italy experiencing a precipitous 42.5% downturn. However, recovery signs are undeniable as domestic preferences shifted, showcasing an inclination towards local vacationing spots in the summer of 2021, particularly during August. The evolving tourist preferences in Italy reveal a marked preference for local destinations, in light of pandemic-induced cautiousness. August remains the peak holiday period, with Italian vacationers predominantly selecting resort locations within close proximity to their residences. The burgeoning demand for sustainable tourism is also reshaping the market, pushing tourist villages such as Valtur to align with ESG criteria and adopt measures like solar energy utilization and plastic reduction.
Despite interruptions caused by geopolitical conflicts, the market steadily adapts with offerings attuned to post-COVID sensibilities. The United States tops global tourism revenue, but Italy, with a contribution of between $40 billion and $45 billion, ranks impressively, asserting its importance as a tourist hub. Drilling down to Italian specifics, three primary sectors encompass the hospitality segment: accommodation, catering, and tourism/travel services. Despite an observed rebound in the market, with a 30% closure in the gap from pre-pandemic levels, the accommodation sector's valuation took a hit, with a sharp 54% plummet witnessed during the pandemic. Analyzing foreign tourism, Italy's allure remains robust, drawing visitors from Germany, Switzerland, and France in droves, though Asian tourism lessened due to travel restrictions. The majority of foreign visitors favored longer stays, indicating a trend towards vacation-style travel rather than shorter business trips. Moreover, Italy's Northeast region saw the heftiest share of tourist spending, attributable to the region's renowned ski resorts and cosmopolitan cities like Venice and Milan. When it comes to family tourism, research uncovers that most vacation planning is spearheaded by mothers, with an overwhelming 85% electing for 1-2 week vacations within Italy. Car travel is the transport mode of choice for two-thirds of families, highlighting a relative avoidance of rail options.
Key Players Shaping the Italian Tourist Village Landscape
The Italian tourist village sector showcases a multitude of players, each offering unique experiences to cater to diverse preferences. The market encompasses a broad range of establishments, from family-friendly resorts to luxury enclaves, serviced by a variety of tour operators with distinct service portfolios. Below are some of the notable entities playing pivotal roles in the Italian tourist village market.
- Club Med (International Tour Operator) : Club Med is a global player renowned for its premium, all-inclusive holiday packages. With resorts located worldwide, Club Med's presence in Italy reflects its commitment to providing luxurious vacation experiences with a broad array of activities tailored to both adults and children.
- Alpitour (Tour Operator) : Alpitour is a dominant force in the Italian tourism market, boasting an extensive array of holiday options. This operator is known for its comprehensive travel packages that transport vacationers not just within Italy but also to exotic destinations across the globe, revealing their flexibility and wide customer appeal.
- IGV Club (Tour Operator) : IGV Club specializes in Italian destinations like Sicily, Sardinia, and Trentino, and extends its reach to Africa, the Middle East, and the Indian Ocean. Distinguished for its engaging entertainment services, IGV Club partners with a range of villages and resorts, infusing local charm into each holiday experience.
- Medonoratico - Paradù Resort : Located in the heart of Tuscany, Paradù EcoVillage is part of Medonoratico’s portfolio, offering families an eco-friendly retreat devoid of urban clamor. Nestled amongst pine forests and the Mediterranean shores, it delivers a unique blend of nature and leisure.
- International Tourist Village : Situated in Bibione, this tourist village is sought after for its extensive offerings, ranging from spa treatments to sports activities. The establishment accommodates both short and long stays, proving its adaptive appeal to varying holiday durations.
- Robinson Club Italy : With its family-centric focus, Robinson Club in Ugento, Puglia, is ideal for travelers seeking an all-encompassing resort experience. Boasting extensive entertainment for children, wellness facilities, and sports opportunities, the village promises a comprehensive vacation experience.
- Forte Village - Esmeralda Project : Embodying luxury, the Forte Village stands as a testament to high-end accommodation and refined service. Within the grounds of Santa Margherita di Pula, guests can indulge in world-class amenities, including spas, sports facilities, and fine dining.
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- Number of pages : 30 pages
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- Last update : 19/11/2021
Summary and extracts
1 Market Overview
1.1 Definition and presentation
A tourist village is a tourist facility (also called a vacation village) that accommodates tourists for longer or shorter stays. Usually within these facilities families have the opportunity to purchase a package where several services are included (accommodation, catering or individual means of preparing meals, recreational activities).
In Italy, at the legal level, tourist villages are referred to as hotel villages. These facilities are usually placed in areas equipped for staying and conducting organized recreational activities.
On a global level, this type of market has certainly suffered greatly during the recent health crisis due to the widespread halt in tourism, lately, however, a recovery can be observed thanks to the recent reopening of borders and the tourism facilities put in place by various states.
The Italian tourism market and particularly the resort market has also been greatly affected by Covid-19, but the signs of recovery seen in recent months are glaring.
During the summer of 2021, Italy observed a positive trend of growth in vacation bookings, and above all, this positive trend also allowed for growth in the occupancy rate of hotels and resorts.
The most popular month for Italians to vacation in a resort was August, and the most visited places were those in the vicinity of home. This trend, too, is a result of the pandemic that generated fear in Italians and therefore they were led to choose destinations closer to their place of residence.
Another important trend to keep in mind is that of sustainable tourism referring specifically to tourist resorts. These types of facilities, in fact, can be very harmful to the environment as given the large number of guests a lot of waste is produced every day and a lot of resources such as water and energy are used. Italians are increasingly calling for more "green" and sustainable options such as, for example, abandoning single-use plastics and installing solar panels to save energy. Valtur villages have already developed a strategic plan that is in line with Esg criteria.
In addition, it is happening more and more often that resorts are transforming themselves and in addition to being vacation spots they are organizing activities to support local communities and the flora and fauna of the places where they are located.
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Latest news
Club Med completes 20-year journey upmarket - 28/03/2024
- - Business volume: almost 2 billion euros
- - Increase in business volume: 17% compared to 2022 (1.7 billion euros)
- - Business volume increase in Asia: 96%, back to 2019 level
- - Number of customers welcomed during the year: 1.5 million
- - Increase in number of customers: 16% compared with 2022
- - Increase in resort capacity: 6%
- - Net income: 99 million euros, including 40 million euros in non-recurring items.
Club Med: China's Fosun wants to open up the capital - 23/09/2023
- Fosun took control of Club Med eight years ago.
- The current plan is to sell 20-30% of the group's capital.
- The valuation of Club Med could reach around 2 billion euros, with Fosun remaining Club Med's majority shareholder.
- For the year 2022, business volume has reached 1.7 billion for an operating profit of 98 million.
- Club Med already has 66 resorts and plans to open a further 17 by 2025.
Club Med turns the corner - 31/03/2023
- - Sales 2022: 1.7 billion euros - Operating income 2022: 98 million euros
- - Revenues in France 2022: 662 million euros, +6% vs. pre-Covid period
- - Revenues in Europe 2022: +4% vs. pre-Covid period
- - Price increases: +20
- - Recovery in the Americas: +33
- - Brazil 5th largest Club Med market:
- - Delay in Asia: -48% compared to 2019
- - Number of new resorts planned by 2025: 17
club Med focuses on the mountains - 09/12/2022
- Club Med Val-d'Isère to open in December 2021
- 130 million invested in this complex at the foot of the slopes, with capacity for 800 guests
- 4,000 sensors installed to reduce energy consumption
Club Med reaps the rewards of its move upmarket - 17/09/2022
- Sales for the first half of 2022 tripled compared with the same period in 2021
- Only 10% down on 2019
- Europe-Africa back to pre-pandemic levels
- The Americas are well ahead (+22%)
- Only Asia is down 95% of sites are now premium or luxury
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