Giorgio Marchegiani, CEO of Una Italian Hospitality, says “our response to an evolving market” sees new customer demands providing the fundamental impetus for future strategies.
Last-minute is now widespread in long-haul markets
"We are witnessing a continuous evolution in the needs of both Italian and international leisure and business customers who are increasingly oriented towards flexibility, authenticity and experience. On the leisure front the trend towards last-minute bookings has strengthened and is now widespread in long-haul markets such as the United States, together with a growing segmentation of demand from numerous “repeaters” seeking local experiences and theme trips linked to specific interests, from culture to wellness and from sport to food."
“We have accelerated digitalization”
There has also been a significant increase in attention to local communities, “with strong demand, for example, for farm-to-fork experiences particularly from the European, US and Canadian markets, while the MICE and corporate segment is also evolving towards a more flexible and experiential model. “It requires an increasingly diversified offering, and it’s becoming crucial to focus on multifunctional spaces and hybrid solutions. To manage these trends, we have accelerated digitalization, making the speed of response a key element of our commercial approach. We offer a balanced mix of dynamic and fixed solutions to support the budgetary needs of European travel managers and ensure continuity in bookings.”
An integrated vision of hospitality
There is also a strong focus on sustainability, ease of digital contact and combined offers for business and leisure. This integrated vision of hospitality, which is authentic, responsible and experience-oriented, allows us to strengthen our brand positioning and remain a partner of choice for global travellers and businesses.”
