The growth of the extra-hotel industry

Let me once again thank Roberto Gentile of Frigerio Viaggi, whose invitation persuaded me to leave the office to attend TradeLab’s Travel Observatory meeting, where the findings of an interesting investigation were discussed. In addition to presenting the study, the day included two important round tables, on business travel and leisure travel respectively. The work was opened by a few presentations, including one by Emilio Valdameri, representing Federalberghi (substituting for the announced participation of president Bernabò Bocca, who apologises but …. blah, blah, blah), who called our attention to the delay accumulated by our country vis-à-vis our neighbours and competitors. In nautical tourism we are 20 years late compared to France, and in golfing we are 15 years behind Spain, not to mention wine and cuisine, where France is the lodestar, even though our excellent offer is showing signs of recovery. Considering the characteristics of our country, the most encouraging area is agritourism, in which we are leaders and innovators in spite of the fact that the industry was started by English, Germans and Belgians who were in love with Tuscany. This is related to a very clear-cut trend prevailing in Italy: the constant growth of the extra-hotel sector (apartments, holiday villages, bed & breakfast, agritourism, etc.) which has now reached 50% of the tourist accommodation turnover, previously firmly in hotels’ hands. In trying to regain lost ground, the hotel offer is now diversifying. The satellite symposia of the SIA of Rimini, where Job in Tourism was present with its own stand, have provided indications on the new proposals, focusing on customer comfort and operativeness: customised rooms where you can choose the colour of the ceiling, wellness sections with saunas, Turkish baths, vascular treatments and fitness centres, wireless Internet connections, and – coming from Japan – even an oxygen bar, with perfumed fragrances to be inhaled by means of disposable straws. Rimini, which has succeeded in growing by being able to constantly transform, stimulates us to adapt to a changing world and – if possible – to anticipate it.

Translation of the Italian

editorial by Paola Praloran