Una Italian Hospitality is set to close a successful year, and launches the Untourist loyalty programme.
Satisfaction from the US market, with 20% growth
Una Italian Hospitality has had a successful year, and not just in terms of revenue. “Up to June we posted a 5–6% increase in revenue, and the following months also performed well,” confirms CEO Giorgio Marchegiani. Profit margins have also held up well, driven by the performance of certain key markets such as the US. “Italy is perceived as a safe country and remains a structurally attractive destination internationally.” Particular satisfaction comes from the US market, which has grown by over 20% and accounts for 12% of total customers, but also from the Italian market, which represents 25% of the total.
A new loyalty programme
The desire to validate the chain’s Italian identity and the key role it plays in inbound tourism has led to the creation of the new loyalty programme, “Untourist”, launched to “recognize our customers. This arose from the analysis of data collected over the years which led us to streamline the data and track repeat customers, keeping us even closer to them.”
Global challenges but a good year
There are, of course, plenty of challenges, but the approach of the chain, which specializes exclusively in Italian destinations, is proactive. “There are global challenges, from the skyrocketing cost of flights to the climate emergency, to the surge in property running costs, starting with energy bills. However we have managed to maintain a balanced price level. Of course, it is difficult to predict next year’s trend, but we are focusing on the 2026 results, with the first eight months of the year seeing us close to 10% growth in turnover, thanks in part to the Winter Olympics.” Bookings trends have changed, also for Italian guests: “There is no longer a peak in July and August, leading to a better distribution of bookings across the shoulder months, with June and September coming to the fore.” The average length of stay has also decreased slightly, “but only in city destinations.”
No interest in developing mountain destinations
As for the future, which will also involve major new openings, including the Una Esperienze Milano CityLife in 2027, Marchegiani is clear: “The Italian market must be approached with an industrial mindset that can deliver results in terms of increased revenue, cost containment and greater customer satisfaction. These are the key variables that will guide our development plan. Growth in Italy will be in art cities, small towns, and seaside resorts." With no plans on the horizon for mountain destinations, in Italy: "there are no destinations offering significant development potential for a chain such as Una Italian Hospitality."
