The Jo&Joe format features accommodation, events and dining.

Socal interaction complements room sales 

In Rome the  JOe&Joe focus is on social interaction, events and dining open to the wider public as a source of revenue to complement room sales. “We go beyond the framework of the classic hotel to embrace the concept of an Open House: social interaction becomes the driving force of the business,” comments Romina Tripepi, general manager of Jo&Joe Rome. In an urban market with high tourist density such as Rome over 25% of total turnover is generated by Food & Beverage and events. This rises to 30% when integrated with social activities and private events, with the profitability of these new hybrid facilities increasingly shared between hospitality and services also for non-hotel guests.

“A place to share travel stories and life experiences”

The mix of hotel guests and the general public is managed through Fluid Zoning which without rigid physical partitions has boundaries created with lighting, acoustics and the layout of the furnishings: “The bar and courtyard are open to everyone, while the sleeping areas are accessible only with a magnetic card, so even during crowded events, hotel guests have their private sanctuary.” The central areas have capacity managed via digital bookings and pre-set density limits to ensure safety and comfort, and the Social Table is a meeting point for individual travellers and groups: “A place to share travel stories and life experiences.”

Milan and Venice stand out 

Italy is considered a particularly favourable market for the development of this format with Milan and Venice standing out: the former for its year-round calendar of business, fashion and culture, the latter for its permanent international visibility. “The market is evolving towards lifestyle concepts where accommodation, food & beverage and social life mix: an evolution which is perfectly aligned with our DNA,” says the management.

The Social Hub Roma is a hybrid venue that appeals to a diverse range of guests for its urban hospitality, co-working and events. 

Designed for short and long stays 

The 4-star in the San Lorenzo district has 388 rooms, a restaurant, bar, seasonal rooftop terrace with a swimming pool, gym, event spaces and eight meeting rooms. Designed for stays ranging from one night to a year, it caters to tourists, business travellers, students and temporary residents.

"Building value around people and relationships”

“We are open for everyone, selling rooms and building value around people and relationships,” says general manager Gemma Casas. Less than a year after opening guests come from some120 nations, with the Italian market complemented by a strong Dutch presence, where the brand is well-known, and a growing US market. In addition to students from other Italian regions, there are significant numbers from Spain and Turkey. “This mix ensures flexibility: we can adapt to different market stages and times of year, mitigating Rome’s typical seasonality."

Coworking generates economic value

The model is boosted by its relationship with the local area, through events and local partnerships, as well as through coworking and the membership service. Open also to non-hotel guests the Hub offers flexible workspaces, lounges, meeting rooms, a 24-hour gym, a panoramic swimming pool and a calendar of events, accessible with a monthly subscription starting from €121. “Membership isn’t just access to a physical space, but to a community of professionals, creatives and mobile workers, both Italian and international,” explains membership manager Emanuele Pilloni. Coworking becomes an integrated service capable of generating economic value and customer loyalty, thanks to cross-cutting benefits such as discounts on dining and accommodation, special rates for meeting rooms, access to events and local partnerships.

Also in Bologna and Florence 

The Rome project forms part of a broader group strategy: The Social Hub is now also present in Bologna and Florence (two properties) and is developing a site in Turin. In Florence Belfiore it is linked to a major urban regeneration project, featuring over 550 rooms, 3,300 square metres of coworking space and public areas such as a large roof garden open to the city.

As international tourism returns to pre-pandemic levels Europe is seen as a single product with a new underlying logic

Europe is seen as a cultural mosaic 

Leaving aside the consequences of the Middle East conflict it is becoming increasingly clear that it is not individual destinations but comprehensive travel packages that are being sold.  This is the picture that emerged from a recent discussion between international buyers and operators on Europe’s positioning in long-haul markets. Though still seen as a cultural mosaic, Europe is increasingly being promoted as a single, comprehensive experience. "Our clients view each country differently, but the perception of Europe as a single market is very strong. And the growth of the cruise sector is an important indicator to monitor," says Tom Jenkins, CEO of ETOA, European Tourism Association.

From destination to itinerary

For non-European markets the choice is not about a single country but a combination of multiple stops. A clear geographical preference emerges from South America. “Argentine tourists are mainly drawn to Spain, France and Italy, partly for cultural reasons and due to their origins. Those returning to Europe stay longer because they are already familiar with the quality of the product,” explains buyer Juan Carlos Scartascini. A similar trend is emerging from India. “Demand for multi-destination trips combining Italy, Greece and Spain is growing. The young target market is expanding fast and we are looking for local partners with whom to build bespoke programmes,” says buyer Sanjay Chinai. “After their first iconic trip, customers begin to discover lesser-known destinations, but they expect very high standards of quality.” adds Maria Khury, president of Alta Travel NYC. 

Integrated experiences: shopping and the local area

European travel is increasingly structured as a composite experience. “Shopping tourism continues to grow, but we need to work on visitors’ experiential expectations,” explains Daniele Rutigliano, senior tourism manager at the McArthurGlen Group. In the luxury segment demand is shifting towards integrated products: “The customer combines accommodation, shopping and food and wine, and uses the city as a starting point to head for the coast or the countryside,” says Barbara Rohner, general manager of Magna Pars - L’Hotel à Parfum in Milan.

The role of commercial relations

The development of the European product relies increasingly on relationships between operators. “B2B meetings allow us to gain a concrete understanding of what we are going to sell. First-hand experiences such as stays and visits to the area are becoming fundamental.” says Ann Lewis, president of Asta USA Northeast.  “Digital or media campaigns are not enough: face-to-face meetings between operators remain essential for building shared value,” adds Rutigliano. The growth in demand also entails a management responsibility. “We must direct visitors towards lesser-known destinations and less congested periods. Efficient transport and collaboration between operators are becoming the true benchmarks of Europe as a tourism product," concludes Jenkins.

The goal is Bolzano all year round says tourist board director Roberta Agosti.

Events are boosting year-round tourism

The South Tyrolean city, gateway to the Dolomites, gets a head start on the season with a calendar designed to sustain visitor numbers during the shoulder seasons.  Events like the 136th edition of the historic Flower Festival in Piazza Walther from 30 April to 1 May are part of a broader strategy to combat seasonality and strengthen the destination’s identity, 

What is the outlook today, and what are the trends in visitor numbers and profiles?

“2026 started with a slight increase thanks to the spillover effect of the Winter Olympics - an international crowd that is not usually found in Bolzano at this time of year. We are pleased with this expansion from traditional markets to new visitors." 

Which are the most dynamic foreign markets and your strategies are for boosting arrivals?

“Undoubtedly the US and South American markets. Bolzano is a small Alpine town, called "the coolest in the Alps" by the Frankfurter Allgemeine which went on: "different languages and cultures coexist. The vibrancy of local trade, the museums, castles and vineyards all bear witness to a city to be experienced to the full, all year round.”

Looking at spring-summer 2026, what new initiatives and products are in your focus?

“For several years we have focused on a calendar of events in early spring to combat seasonality, and the figures prove us right. Events such as the traditional Weinkost, concerts in the squares and the Flower Market help in the low months. Stretching the season is also helped by sporting events."   

Bolzano Festa dei fiori BoznerBlumenmarkt Courtesy L. Guadagnini

Alpine destinations and the great art cities are increasingly competitive, where do you need to boost Bolzano and where are you investing?  

“Bolzano is a small city with a great mix of attractions at the gateway to the Dolomites, and ideal for exploring South Tyrol. This is the core of our message, an area where we can be competitive.”

How important is your work with operators, hoteliers and institutions?

“Only by working together can we become competitive, so networking matters even more today than in the past. We are increasingly involving operators in the organization of our events, so that they can identify tourism that also appeals to locals,  which also makes it feel authentic for short-term visitors.”

Duetorrihotels Group brings together hospitality and culture in the Goodnight Books 

Looking back at the birth of Made in Italy

The latest book in the series “The Birth of Italian Fashion. Florence 1951” was written by the journalist Eva Desiderio, who recounts the arrival of American buyers, and the ability of Italian craftsmanship to transform itself into a cultural and creative industry. A founding moment that paved the way for the international success of Made in Italy and tourism. 

Four hotels in the Duetorrihotels Group

The initiative is part of the Libri della Buonanotte publishing project, launched ten years ago at the group's hotels - the Grand Hotel Majestic in Bologna, the Due Torri Hotel in Verona, the Hotel Bristol Palace in Genoa and the Hotel Bernini Palace “This. is an example of how high-end hotels can become a narrative platform for the region, integrating hospitality, culture and promotion of the destination,” says David Foschi, director of the Bernini Palace. The hotel is increasingly a meeting place for hospitality, art and culture, as with the exhibition by Emir Kamis “Sculpted Fashion: Stories in Marble” in the lobby with the artist placig his works in a layered dialogue both with the history of Renaissance sculpture, and with the birth of Italian fashion.

A historic address in Florence

The Bernini Palace Hotel, in a 14th-century building close to Palazzo Vecchio,  is part of the Duetorrihotels Group, which brings together four luxury hotels in historic buildings in Italy's major art cities and for years has worked to promote the architectural and cultural heritage of the destinations in which it operates.  The presentation in Florence also inaugurates the 2026 calendar of the Discovery 4Tour, a programme of events that will bring the new titles in the series as well as themed tours dedicated to the Italian and international press with the aim of promoting the destinations and their cultural heritage.

The book tour will include themed itineraries

After the Florence stop with Desiderio's book, the tour will continue in Bologna at the Grand Hotel Majestic. In April, it will be Verona's turn, and the tour will conclude in Genoa, at the Hotel Bristol Palace.  Each event will include cultural insights, meetings with the authors and themed itineraries designed to showcase the cities through their historical, artistic and cultural heritage.

Salerno is looking to foreign markets to strengthen its networks, infrastructure and training.

The need to change strategy

“Tourism, strategic infrastructure and driver of development,” the event promoted by Salerno Experience Network APS, put the spotlight on a destination that today attracts significant flows, but needs to transform them into a stable economic value.

Attracting tourists to stop in the city

Rosaria Chechile president of Salerno Experience Network APS and Giancarlo Vitolo vice president

“The goal is to move beyond the idea of hit-and-run tourism,- said Rosaria Chechile, president of Salerno Experience Network APS. -We want to build a quality offer from the ground up, bringing together the local supply chain and focusing on food, wine and culture to attract those medium-to-high-spending tourists who currently do not stop in the city.”

Digital innovation and quality services

In 2025 Salerno recorded 46% growth compared to the pre-Covid period. Alessandro Ferrara, councillor for tourism and economic development of the Municipality of Salerno said: “The city is now ready for a tourism project that can generate economic value for the area, focusing on a competitive offer.- The challenges for the future, he added, lie in -digital innovation, quality of services and human resources.”

Responding to the new needs of visitors

“Connection between the public and private sectors is fundamental. Tourism cannot grow without creating relationships between destinations and territories. Naples as European Capital of Sport 2026 must be an opportunity for the whole of the Campania region,” said Enzo Maraio the Campania Region’s councillor for tourism. Other challenges that emerged during the debate centered on the need to structure tourism throughout the year, for a quantum leap in accommodation especially for MICE markets, the mapping out of the city’s heritage and food and wine linked to local traditions, and responding to the new needs of international visitors.

Building a competitive destination

The day ended with a focus on the internationalization of Salerno. “This requires continuity and collaboration between the public and private sectors. We are working to build a competitive destination on foreign markets, enhancing the infrastructure, skills and identity of the area,” concluded Councillor Alessandro Ferrara.

This year Trenord has plans for mobility, sustainability and regional development in Lombardy. 

A new rail link between Malpensa and Gallarate

With new rail connections and involvement in major events for a form of tourism that is increasingly rail oriented, the group’s innovations include the recently inaugurated rail link between Malpensa and Gallarate. Boosting Lombardy's international accessibility, this development is proving to be a key lever both for tourism and local communities, says Leonardo Cesarini, Trenord’s commercial director.

Train travel that benefits sustainability

“Trains are becoming increasingly popular for leisure travel. Last year we exceeded pre-Covid levels by 30%. On Saturdays around 500,000 passengers travel by train, and on public holidays, almost 400,000,- says Cesarini.  -This year we want to consolidate the trend by identifying new ways to enhance it such as Gite in Treno (Train Trips) combining travel with tourist experiences in Lombardy and beyond. Then the Community programme, which rewards sustainable choices; anyone choosing to travel by train can accumulate green points based on the CO₂ that is saved, making sustainability a concrete value even for leisure travel.”

Extra trains for the Milan-Cortina Olympics

Concerning the Milan-Cortina Olympics and Paralympics, Cesarini says that as a Regional Transport Sponsor of Milan Cortina 2026 Trenord will be adding an extra daily 120 journeys. “The focus will be on connections between Milan and Valtellina, night trains in Milan and services to Malpensa. In addition to rail services we have planned special assistance services for visitors. To achieve all this we have worked closely with the local area, so as to live up to the standards of this global event.”