ITA Airways is hard at work on hot topics for the future as it closes its first year in the Lufthansa Group. 

The road ahead of ITA is a long one, but it can be travelled one step at a time, and Emiliana Limosani, CCO of ITA Airways and CEO of Volare, comments on some of the hot topics on which the carrier is working.

Long-haul investments are among the cornerstones of the industrial plan...

"Yes, the strengthening of the long-haul sector aims at intercepting markets with high spending power, and is the core of our business. The 2026-30 plan envisages the introduction of an additional wide body each year, starting next year. The big news for winter 25-26 is the launch of  Rome Fiumicino-Mauritius, which will expand the range of our leisure destinations. The winter will feature 54 destinations, of which 16 domestic, 22 international and 16 intercontinental".

Are the new additions to the fleet in line with your plans?

"The new arrivals are flanked by the replacement of older generation aircraft, a choice not only of numbers but of vision, which aims to make ITA the carrier with the youngest and most sustainable fleet in Europe. There are some problems, such as the difficulties linked to the reduced availability of aircraft, due both to the scheduled repairs of the Pratt & Whitney engines on our new generation short and medium haul fleet (a problem afflicting many companies worldwide), and also to the maintenance activities that have not allowed an optimal use of the fleet.”

How are you dealing with these issues and which elements can play in favour of ITA's growth?

"We are constantly observing the evolution of geopolitical scenarios, and are ready to reshape the network if necessary, as we did for example for Tel Aviv. Despite the instability of global events, we have positive feelings, for several reasons. The first is the gradual expansion of our fleet which, starting with 52 aircraft on 15 October 2021, has doubled to 100 aircraft, 69% of which are new generation, with an average age of 6.4 years. Our optimism in this unstable historical moment also stems from commercial innovations thanks to synergies with the Lufthansa Group. These range from the possibility of access to more than 130 lounges worldwide, to codeshare agreements for medium and long haul (the latest in order of time with United Airlines) that allow passengers to enjoy an expanded network. I would also like to mention the optimization of flights between the hubs of the Lufthansa Group, with harmonized schedules and frequencies.” 

Speaking of synergies: what will ITA's entry into Star Alliance bring?

"The entry into the world's largest airline network is planned for early 2026, once all the requirements of the Alliance have been met. We look forward to bringing Italian excellence into the Alliance, thus expanding its global reach. Joining Star Alliance is a significant step in our growth.2 

How has the “ITA Airways product” now available to travel agents changed, compared to pre-Lufthansa?

"The integration of ITA Airways and the Lufthansa Group is proceeding apace with a progressive alignment of processes and best practices. Through AZ/LH codeshare agreements we are able to offer , a significantly expanded network of international and intercontinental destinations, with optimized and more frequent connections. To date ITA has its own marketing codes on more than 128 routes operated by Lufthansa Group carriers, and the Group carriers have their own codes on more than 75 routes operated by ITA. Among the most recent innovations, passengers flying on mixed routes operated by ITA and the Lufthansa Group can purchase the Advanced Seat Reservation (ASR) service when booking on direct and indirect sales channels, in addition to checking in (as was previously possible). Additional ancillary services such as the purchase of extra luggage will follow in the future. Then from this year, in the Miles & More programme, customers can also accumulate and redeem points when flying ITA Airways.”

What  were the results for this last summer?

"We are satisfied, the results have been in line with expectations. From April to August almost 7.5 million passengers were carried, numbers substantially in line with last year, with an average load factor of 84% (up 2.4 percentage points) with peaks of 87% in July. Passenger revenues almost reached €1.4 billion, an increase of 1.6% over 2024.”

Which areas gave the greatest satisfaction?

"South America and the Far East, with load factors of 89% and 86% respectively. The routes to and from the United States also produced good results with a load factor of 84%, confirming the satisfaction of the market.”

Premium traffic is strategic for achieving ITA objectives: is it also growing on the leisure front?

"The leisure-premium segment has become increasingly important. More customers are also choosing to travel on ITA Airways Business and Premium Economy services for their leisure trips, for the comfort and travel experience offered. This is why, in addition to the full-flat seats in Business, ITA has equipped all long-haul aircraft (A350s and A330s), as well as the new A321s, with Premium Economy, intercepting the demand for comfort at lower prices than business. The network choices are oriented in the same direction. The new Rome-Mauritius and the expansion of the Malè route, aim at develop premium leisure traffic. In 2021 on the domestic network we also launched a class for business travellers and also for leisure travellers who pay more attention to comfort. In recent years the superior class has grown by double digits, contributing 10 % of passenger revenue on the domestic network.” 

American Airlines advances on the Italian market as the demand for added capacity surges.

New York-Milan in view of the winter Olympics

"We are recording a growing interest in travel on the part of Americans even in the winter months, - says José Freig, VP international and inflight dining operations,  -This year, the Dallas-Rome flight will operate until early January, in 2024 this ended at the end of October. We will also continue to operate flights between New York and Milan in February next year, offering passengers interested in sports tourism the opportunity to visit the region."

And for summer 2026, what’s new?

"The Italian market continues to be a strategic priority for American Airlines and, with this in mind, we have reintroduced the direct Milan-Miami fight, operating from March 2026. This new route further strengthens our presence at Malpensa, which is already served by a daily flight from New York and a seasonal one from Philadelphia, introduced this year and which will resume a few weeks earlier at the start of next season. The expansion responds to strong demand in 2025 and is an integral part of our global network growth plan."

With 2025 coming to a close, how was the year?

"The summer of 2025 saw a record number of flights to Italy from the US, both in terms of total daily flights (up to 12) and the number of new routes introduced in a single year (four new flights: Miami-Rome FCO, Philadelphia-Milan Malpensa, Dallas -Venice and Chicago-Naples). Italy remains one of the most dynamic European markets for American Airlines. The year 2025 confirmed the success of our expansion strategy in Italy. New routes to Rome, Milan, Venice and Naples from major US hubs have seen strong demand, with a growing number of passengers interested in travelling in premium cabins. Demand to Italy remained solid, with significant peaks in the summer months and early bookings for the autumn.”

What was the trend in fares compared to the beginning of the year and last summer?

"Fares have remained competitive. US travellers consistently confirm to us that Italy is one of their top destinations for summer travel. We are thrilled to have added new flights from Miami to Rome this year and to have announced a connection from Miami to Milan for next year".

What are the biggest challenges and opportunities in the market today?

"As is the case throughout the industry, one of the main challenges is the increase in operating costs. However, we see opportunities in the increasing loyalty of Italian customers, the expansion of the network and the offering of premium services such as access to new Flagship Lounges, new flexible travel options and even more benefits for our AAdvantage members.”

“The return of Thai Airways to Rome is definite for 2028, but perhaps even sooner, says  the airline’s area sales manager, South Eastern Europe, Mediterranean and Africa, Armando Muccifora.

Sales were up 56% January to August 2025

This is a return that will reward the Italian market, which in 2025 saw Thai Airways achieve significantly positive results for the Milan Malpensa-Bangkok route, and is part of a broader network expansion plan in Europe and Asia. "The Italian market has produced results that I have no hesitation in describing as exceptional. Between January and August 2025, sales were up +56% growth compared to the same period last year, reflecting a strong recovery in demand and a consolidation of our market position.”

The winter season is showing positive signs

“The Milan route had an average load factor of 87%, with around 123,000 passengers carried, exceeding expectations and confirming the success of the direct flight from and to Bangkok and the strength of our network in Southeast Asia. About 45% of Italian passengers fly beyond Bangkok - this year primarily to Bali and Japan. The trend in September and October, as well as that for the winter peak season, is showing very positive signs and a steady increase in demand."

Twice today’s 78 aircraft by 2031

Thai Airways targets for the last quarter of the year “remain highly ambitious. We are aiming for a further increase in cabin factor, thanks to the new features introduced and the increased quality of service, to consolidate growth and further strengthen our leadership position among carriers to Asia” added Muccifora. The investment on the fleet, which supports the expansion of the network, “foresees the doubling by 2031 of the current 78 aircraft in service, as well as the refurbishment of those in operation today”.

New Boeing and Airbus planes to enter into service

Thai Airways has 45 new B787s on order, with an option for a further 35 aircraft, “in addition to the 32 Airbus A321neo, which will progressively enter into service over the next few years. By the end of the year, the renewal of twenty A320s will be completed, while the complete modernization of 14 Boeing 777-300s will begin in 2026.”

It is a well-established fact that Naples and the Amalfi Coast have long captivated North American travelers. But that Sicily has now made its way into the hearts of the tourists is quite  another story. A beautiful story, still to be written, although it will probably not come as a surprise,  considering the island's rich historical and cultural heritage, counterbalanced by its equally unique and fascinating landscapes and natural settings.  A land that lavishes its charms on those who come seeking them.

Catania

Writing a new page in this tale - which further encourages travellers to choose Sicily as their holiday destination - is the recent proliferation of direct air connections from the United States. Years after the pioneering Eurofly on the Palermo-New York route in the early 2000s. Starting with the recent debuts of Italy's Neos in May 2024 on the New York JFK-Palermo route, United Airlines May 2025 new Newark-Palermo /which was announced before Covid and then postponed), and Delta Air Lines New York JFK-Catania route this May. And this trio will be joined from June 2026 by Air Canada with its new route from Montreal to Catania.

Expectations are therefore sky-high for Sicilian tourism, which in 2024 totalled 21.5 million overnight stays and 6.9 million arrivals, +3.3% over the previous year. The figures are from the region's tourism department and they show how foreign visitors drove last season's figures, “with a 54.9% share of the total, up 11.2% on 2023”. In addition to the traditional French and German markets, new markets have also appeared. Sicily, however, continues to captivate American visitors, its cinematic spotlight—thanks to hits like The White Lotus—turning it into a must-see destination, and the investments in aviation are giving the Region a renewed impetus to elevate the traveler experience, from its hospitality offerings to the quality of its road network.

Condor has every intention of putting down roots in Italy and is now heading to Venice.

Revenues and load factors exceed expectations

“Ours is a strong commitment to the Italian market and demonstrates the importance and potential of the area for Condor,- explains Lorna Dalziel, general manager Italy, regarding the flight from Frankfurt to Venice, which will be operational from May 2026. “Flights to Rome and Milan Malpensa from the Frankfurt hub have exceeded our expectations both in terms of revenue and load factor.” Particularly appreciated was “the onboard service, the warmth of the crew and, crucially, the connection time at Frankfurt airport, one and a half hours, ideal and perfectly sufficient to board the next flight.

“Some 75% of sales transit from the trade”

“Now the priority is to consolidate the results on the already active routes” which could include a presence at Linate airport, still afflicted by the well-known problem of the lack of slots: “Condor's initial project did look at the Milanese city airport and so the company will continue to evaluate it. Some 75% of sales (a figure that includes tour operators and online tour operators Ed.) transit from the trade, and from the outset Condor welcomed the novelty with enthusiasm and very positive support. We offered them a product that was not only new, but also valid. And they like it because it is for everyone. Of course, the immediate challenge was to work on changing the perception of the airline. This was a demanding job that has seen us and still sees us travelling around Italy to meet travel agents and explain to them who we are and what further opportunities are opening up for them and their customers.”

Connections to the Caribbean, US and Canada

A little less than three months after the launch, “about 80-85% of passengers from Italy fly beyond Frankfurt: mainly to the classic destinations and to the Caribbean or the classics in the Far East, but already now, working alongside the trade, we are noticing a different variety of requests, such as Canada, for example, or Johannesburg. In the USA, beyond New York, we can reach Las Vegas, Boston or Portland: different destinations towards which we can create new demand, an objective to which we are particularly committed, as are the respective tourist boards. Investments are dedicated to the trade with partners on roadshows, academies, and participation in sector events.”

Business and economy class

Condor's commitment also looks at the increase in Italian passengers on p2p, for the most part business travellers. “This figure is destined to increase, with the work we are doing with the tmc, but also with the German and Frankfurt tourist boards: the city and its surroundings have a lot to offer visitors and we would like to study a stop-over product.” As part of the modernization of the Condor short-haul fleet, more new and efficient Airbus A320neo aircraft will be used on the new flights. All flights take off in a
two-class configuration: with Business Class, where drinks and a high-quality snack are served, and Economy Class, where guests receive free gifts.

The value of investments made in Italy in 2024 was staggering, and there are ambitious but realistic projections for further growth by the end of 2025. But what really stands out is the growing prominence of luxury, which, moreover, involves not only big cities but extends to various other destinations, especially leisure. 

This is the picture of the Italian hotel real estate sector that emerged from the Hospitality Forum 2025, organized by Scenari Immobiliari and Castello SGR, which captures a period of exceptional growth for the hotel market, following investments of 2.2 billion in 2024 which are projected to reach 3 billion this year, which is to say a 50% increase in just 12 months. With almost 90 transactions completed between 2024 and early 2025, the sector recognizes luxury and upscale hôtellerie as primary drivers of growth, having attracted 60% of investments in the last 18 months.

In short, Italy “is one of the most attractive countries in Europe, with the hotel sector worth up to 30% of real estate transactions,” observes Giampiero Schiavo, managing director and general manager of Castello SGR,  affirming the spotlight on new destinations alongside the classic favorites Milan, Rome, Florence, and Venice: new ‘dream-destinations’ in “secondary” cities such as Bologna, Genoa, Naples, Palermo and Verona, as well as many lake and seaside resorts. On the other hand, Italy now has the largest number of luxury destinations from Cortina and Courmayeur to Portofino, the Amalfi Coast, Puglia and Taormina. It is the territory itself that becomes a strategic asset in which investors place their trust, and it is benefitting from this great interest if it is true that “investing in luxury means not only redeveloping hotel assets but also the context in which the hotels are located, with all associated services.”

The future is an optimistic one: the Italian hotel market, buoyed by growing tourist demand - particularly from international visitors - is poised for a five-year period of further development which will position our country among the European leaders in hospitality real estate.”
 

Mariella Cattaneo
Journalist

Italy has high expectations for 2025 as a surge in arrivals from China is anticipated after the number of Chinese travellers rose by 24.7% in 2024 over the previous year for a total of 176,000 arrivals. A figure that was, however, below pre-Covid levels, when arrivals were around 451,000 (Bank of Italy, ENIT data).

The ENIT report presented at the ITB China in Shanghai highlights the positive trend for the first months of 2025: between January and April, in fact, airport arrivals from China to Italy totalled 67,680, +2.2% compared to the same period in 2024. And for the next six months a further 27% growth is estimated compared to May-October 2024, with over 96% of arrivals related to tourism. In support of the ENIT estimates - which are still forecasts - one thing is certain: the numbers speak
clearly when it comes to investments in flights. In the first half of 2025 between Rome Fiumicino and the whole of Asia airlines will provide 1.27 million seats (in both directions), +6% compared to the first half of 2024 and +8% over the same period in 2019. Malpensa will make an even more evident leap with seats offered reaching 1.25 million in the first half of 2025, 33% more than in 2024 and 49% more than in 2019.

Milan Malpensa is the fourth airport in Europe (after Paris, London and Frankfurt) in terms of carriers and destinations connected with Asia and has the highest number of flights with China from our country: Beijing, Chengdu, Chongqing, Hong Kong, Nanjing, Shanghai, Shenzhen, Wenzhou, Xian, Zhengzhou for 35 weekly flights. And that's not all: Trenitalia is betting on the potential of the Chinese market, given that in this first part of 2025 it has doubled its sales through distributors and channels in China compared to last year. Will 2025 be the year of the great return of Chinese tourists to Italy? Perhaps. And perhaps they will be younger, more digitally friendly and attracted by shopping, especially Italian fashions, but without losing sight of the art cities (which attract 70% of Chinese travellers). Of course, the full picture will only emerge at year’s end.

Mariella Cattaneo
Journalist

Wizz Air has backtracked on its announcement to launch a new route from Abu Dhabi to Milan Malpensa, which was scheduled to take off on 2 June with daily flights.

“The route would not be sustainable”

In a brief statement, the Hungarian low-cost airline recently announced that “Due to unexpected changes in market conditions and operational considerations, we have taken the difficult decision to suspend the launch of our new Abu-Dhabi-Milan Malpensa route.” The launch was announced last September in Milan by Wizz Air CEO Jozsef Varadi, who now states: “Although we were excited to offer this service to our customers, careful analysis has determined that, at this time, it would not be sustainable. We remain committed to exploring future opportunities in line with customer demand and our strategic objectives.”

Competition from Etihad Airways

The blame therefore lies with the low number of tickets sold on the route and the fact that not many passengers seem to be willing to spend almost six hours sitting in the cramped seats of an ultra-low-cost airline. It also probably lies with the fierce competition that the announcement had triggered with the only other direct connection between Abu Dhabi and Milan Malpensa which is operated by the Gulf carrier Etihad Airways.

The ball is now in Wizz Air’s court

Etihad was not caught unprepared, choosing to modify (in other words, lower) its fares, at least for the time being, in order to discourage Wizz Air's ambitions on the route. This strategy seems to have proved the Emirati airline right. Wizz Air now needs to decide whether the idea of using an A321Xlr aircraft for long-haul flights is the right type of plane to put on routes of this type given that the Hungarian low-cost airline was also planning to open a route from Europe to India with the same aircraft.