The Bwh Group is back to 2019 levels and is focusing on developing resorts and leisure destinations, International visitors were 45% of the total 4.2 million overnights.
The Group posted €320 million in revenue, generated by more than 4.2 million overnights (approximately 2.9 million room nights) with international guests accounting for 45% of the total. Figures further improved in the first two months of 2023, when hotel revenues were 29% higher than in 2019, thanks to the rise in rates. Florence and central Italy, Naples, Rome and seaside destinations performed particularly well at over +40%.
“On average international guests have higher budgets and are prone to longer stays”
The group's 2023 strategic plan starts with increasing the international demand - “on average international guests have higher budgets and are prone to longer stays” - and at growing the company's Italian leisure and resort destinations,” said new CEO Sara Digiesi. 129 of the 170 Italian hotels are in primary or secondary city locations, and the aim is to provide tailor-made services that are different from urban hotels in order to compete with markets such as Spain and the Adriatic countries.
Sustainability will play a crucial role
“We need to reposition the product and boost the quality of the services.” The new Bwh strategy will also address customer journeys, with ad hoc proposals before, during, and after the stay. Sustainability will also play a crucial role, adopting an international index for measuring harmful emissions.
