Avis Budget Group has announced the European debut of Avis First, the premium service designed to revolutionise the car rental experience in airports.

No more queues on arrival in the airport

From 22 October Rome Fiumicino, Geneva and Zurich Kloten airports, Avis First has eliminated queues and waits, offering an exclusive and personalized journey from the moment of arrival, and the service will soon be activated in other locations. Avis First introduces a true concierge-style service: travellers are greeted directly at arrivals by a dedicated Avis representative, who personally escorts them to their premium BMW - a sophisticated 3, 4 or 5 Series, or a luxurious and versatile X3 or X5 SUV - parked a short walk from the terminal. This tailor-made service ensures an immediate and stress-free transition from plane to car, allowing customers to skip the traditional rental counters altogether.

“We have taken an increasingly customer-centric approach”

"At Avis Budget Group we have embarked on an ambitious transformation path. Our goal is to redefine the car rental industry through innovation, with an increasingly customer-centric approach,- said √ Anna Pawlak-Kuliga. -We want to give our customers back their valuable time and take the entire travel experience to the next level.” "Avis First is not just an upgrade. It is a completely new way of thinking about the beginning and end of a journey for those seeking a premium experience,- adds James Adams, vp chief commercial officer, international. - We have listened to our customers and created a service that offers unprecedented convenience and peace of mind.”

An Avis contact person welcomes travellers at arrivals

Key benefits of the Avis First experience include: a personalized concierge service: a dedicated Avis contact person welcomes travellers at arrivals and escorts them directly to the vehicle; Bmw Premium model guarantee: the service ensures the availability of a BMW Premium model, selected for comfort, style and performance and simplified return: the return process allows the vehicle to be left in a dedicated area near departures, simply handing over the keys to an attendant. 

Avis' commitment to innovating premium travel 

Furthermore there is dedicated support: the service includes access to a priority phone line and an app-based communication system for booking and collection management, to ensure maximum rental control and convenience. (Avis on app store and Avis on Google Play), and there is no refuelling obligation: travellers are not required to fill up their car before returning it. Refuelling is handled by Avis at a cost equal to the market price of fuel. Rapid expansion is planned for Avis First, coming to additional European and global locations starting next year, confirming Avis' commitment to innovating the premium travel industry.

The La Gemma Collection luxury boutique hotels belong to the Cecchi family, which has plans for six new openings by 2030. 

“We want every guest to feel better than at home”

La Gemma Collection, a young, independent and 100% Italian hotel group was founded by Massimiliano Cecchi, an entrepreneur with roots in real estate, and aims to transform hospitality into a cultural language. "At the heart of the project is a vision rooted in our family history, our sense of aesthetics and a contemporary idea of hospitality. We are interested in creating places that generate emotions, where every detail is designed to tell the story of the territory, express beauty and offer luxury based on privacy, tailor-made attention and human warmth. We want every guest to feel better than at home,” says Massimiliano Cecchi, CEO of La Gemma Collection.

The United States is the main market

After the success of the first hotel in Florence, La Gemma Hotel Firenze which opened in 2023 and is a luxury benchmark with a turnover of €7.1 million - 2025 closes with a growth forecast of around €8 million. The quality of the offer finds further confirmation in the recognition of the first Michelin Star awarded for 2026 to the hotel's Lucas' restaurant. The geographical distribution of guests shows a strong international presence. The United States represents the main market with a 46.28% share, followed by the United Kingdom (5.57%) and Canada (3.15%). This mix confirms the structure's ability to attract travellers with a high propensity to spend and sensitive to the quality of service.

ph credits: Stefano Scatà

Six new openings are planned by 2023

"The luxury sector is undergoing a profound transformation: customers are more selective and looking for experience, value and authenticity. Our response puts the guest at the centre, far from standardised logics," adds Laura Stopani, general manager of the group. With six new openings by 2030, for a total investment of more than €100 million, the next opening will be in Milan in 2026, followed by new Italian destinations with high cultural and tourist value, including Rome, Venice, the Amalfi Coast, Lake Como, and Puglia.

Direct management and property ownership

Each property, between 30 and 50 rooms, will offer tailor-made design, cuisine, art, wellness and experiential paths embodying an idea of contemporary luxury, and unlike many international players, La Gemma Collection adopts an integrated model with direct management and property ownership. This strategic choice allows the group to maintain full control over the positioning, quality and asset value of the properties in the long term. Growth will be supported mainly by its own capital, with the possible opening to selected minority investors, and the project aims to reach an aggregate turnover of over €45 million by 2030. 

Flibco has opened ticket sales for the new daily between Como's San Giovanni Station and Milan Malpensa Airport.

11 daily services in each direction 

With an intermediate stop in Como Grandate, the line provides 11 services per day in each direction, operating daily and scheduled in time slots that follow the main airport flows. This airport shuttle service thus launches the solution with the highest frequency available today between Como and Malpensa, offering travellers a service truly tailored to their mobility needs. The journey lasts about 50 minutes, making it practical and straightforward at any time of day.

Accessible stops for residents and visitors

The stops have been designed to fit in with movements in the city and to be easily accessible: in Como San Giovanni the service departs from the square in front of the station, a short walk from the centre, while in Grandate Breccia the stop is in front of the ASF depot, at the Como Centro interchange car park. This is a strategic asset for residents and tourists, who can now count on a direct, frequent and easy connection to the airport.

“Timetables built around flight flows”

The service is operated in collaboration with Bus Miccolis, one of the most reliable companies in the passenger transport sector in Italy. The company stands out for the high quality of its services, the modernity of its fleets, and an operational management based on safety, punctuality and attention to the traveller. "This first Flibco line in Como expands the mobility solutions available for those who need to reach Malpensa,- says Giuseppe Martino, country manager of Flibco Italia.- The new route is an airport service designed for travellers, with timetables built around flight flows. We will continue to invest in Italy to make travel easier and more efficient.”

Maximum flexibility for flight delays

The new line guarantees a modern and stress-free travel experience thanks to on-board comfort, spacious seats, free wi-fi, USB sockets and ample luggage space. And it also offers maximum flexibility: if your flight is delayed, you can take the next bus. There is also free cancellation up to six hours in advance, and thanks to smart technology tickets can be saved in smartphone wallets.

The new Terminal 1 Lounge is now operational at Rome Fiumicino Airport.

A new bridge with views of the aprons

With a completely renovated environment designed to enhance time at the airport with more modern and functional spaces, the architectural fulcrum is the new connecting bridge, an elevated structure linking the different units of the terminal,  and improving the fluidity of the internal routes. It has large glass surfaces with privileged views of the aprons, and contributes to making the flows more intuitive and smooth.

New Prima Vista Lounges by Aviapartner

Inside the area, the new Prima Vista Lounges by Aviapartner, is an elegant and modern space, inspired by the city of Rome with materials, colours and architectural details that echo its classical and contemporary style. The environment offers relaxation and work areas equipped with Wi-Fi, recharging sockets and flight information monitors, while the buffet boasts a selection of dishes inspired by Italian cuisine, with authentic traditional flavours. An exclusive Top Premium area is also available, which can be booked for an even more private and personalized experience.

Work, relaxation and food areas

Open from 05:15 to 21:45, the lounge is accessible for a fee, with business or frequent flyer tickets from partner airlines, or via the main lounge circuits. Among the services available are the Top Premium Private Lounge, a meeting room, the outdoor terrace with a smoking area, free Wi-Fi and workstations, a relaxation area with a selection of beverages, snacks and a seasonal buffet, an open buffet with a seasonal selection, a Meet&Assist service and a premium shower room. 

Aviapartner is Europe's leading ground handling provider

Aviapartner is Europe's leading provider of ground handling, VIP lounges and pre-mium services under the Prima Vista brand. The group specializes in providing state-of-the-art, differentiated and personalized experiences, driven by constant customer demand and technological advances.

Sorrento comes alive at Christmas with its traditional nativity scene and music.

The Ara Maris Hotel for celebrating the festive season in style

Sorrento dresses itself in magic for the festivities with glittering illuminations, markets scented with tradition, music that resounds through the alleys and cultural events  that enliven every corner of the city. This year, the rich playbill “Surriento Gentile, Christmas 2025” will accompany visitors and residents until 30 December with performances, music, theatre, exhibitions, meetings and events celebrating the city's identity which is linked to welcome, culture, beauty and kindness. Against this backdrop, those seeking an elegant stay will find the 5-star luxury Ara Maris hotel the ideal place to celebrate the festive season in style.

A cultural itinerary dedicated to kindness

“Surriento Gentile,” inspired by the famous verse of the song “Serenata a Surriento” will be an  artistic and cultural itinerary dedicated to kindness as a social and human value. During the entire month of December, the city will host meetings on the theme, with theatrical and travelling performances and events aimed at rediscovering the value of relationships and small gestures. The aim being to invite citizens and guests to find in art and culture a way to regenerate harmony and a sense of community. 

Performances and an 18th-century Nativity 

The festival also offers a varied cultural calendar that enriches the visitor experience with exhibitions, thematic itineraries and activities for young and old. A special place is reserved for the nativity tradition, with the exhibition “Giuseppe Ercolano and the Masters of the Nativity Ccene, 25 Years of Art and Tradition”  at Villa Fiorentino until 18 January 2026, and with the itinerary “Ariprit' 'e purtune... 'ncè stà 'o Presepio” in the historical centre with living scenes of the eighteenth-century nativity scene, an ancient and popular tradition still deeply rooted in the local culture. To welcome the New Year with taste, refinement, and a touch of magic, the Ara Maris Hotel is offering a selection of exclusive packages designed to experience 2026 in style. 

The new Masi restaurant and wine bar has opened in Veron’s Valerio Catullo Airport.

A new and exciting wine outlet for Verona’s airport   

Masi Wine Experience has launched a new Masi Wine Bar & Restaurant inside Verona's Valerio Catullo Airport. The opening, announced by Masi Agricola and Lagardere Travel Retail Italia, is a further boost to the collaboration between the two companies and brings to Verona airport a format already present in other international locations.

After security, near the. boarding gates 

The venue is in the area accessible to passengers after security checks, near the boarding gates, and consists of a single-brand wine bar and restaurant inspired by the distinctive elements of the Masi Wine Experience. Lagardere Travel Retail Italia is in charge of the operational management, applying its experience premium airport dining to a concept that continues a partnership developed over the years in various airports.

“Departing passengers can enjoy a toast with Masi” 

“We are leading players in duty free and travel retail all over the world, but we were missing a Masi Wine Bar in a top airport,- said Federico Girotto, CEO of Masi Agricola. “Now we have it and it is right here in Verona, thanks to Lagardere, which with its expertise and sensitivity is the ideal partner. Departing passengers, perhaps after visiting our locations in Valpolicella and on Lake Garda, can now enjoy a toast with Masi before boarding, and also have the chance to buy a bottle at the DutyFree Shop. It's another way to stay in touch.”

A cosmopolitan and lifestyle format

The new Masi Wine Bar & Restaurant is the ideal place for a pleasant stopover before taking off from Verona. It is an elegant space with contemporary, design furnishings and a warm atmosphere; a distinctive and versatile concept, combining the elegance of a traditional Italian wine bar and restaurant with a more cosmopolitan and lifestyle format. In recent years Valerio Catullo Airport has been updated and redesigned and is a vital support to tourism in Verona and Lake Garda, which get 19 million overnight annually. 

Venetian cicchetti and a creative selection of Masi wines 

In line with the ‘wine first’ approach, the new Masi Wine Bar & Restaurant has the range of Masi wines, offered in combination with an eclectic selection of dishes, ranging from traditional Veneto to more international flavours. The leitmotif is always wine, which often becomes an ingredient in dishes that follow the rhythm of the seasons and are based on a selection of quality raw materials. For a quick experience, traditional Venetian cicchetti are combined with a creative selection of cocktails and aperitifs that use Masi wines. The opening inside Valiero Catullo Airport  enriches the network of the Masi Wine Experience outlets, which includes the Cantine Masi and Possessioni Serego Alighieri in Valpolicella, Tenuta Canova in Lazise del Garda (Verona), Canevel Spumanti in Valdobbiadene (Treviso), Masi Tupungato in Argentina, the Masi Wine Bar on the ski slopes of Cortina d'Ampezzo (Belluno) and the Masi Wine Bar & Restaurant in Maximilianstrasse in Munich. More recent openings include Monteleone21 in Valpolicella.

For tasteful Christmas and New Year celebrations the Sheraton Rome Parco de’ Medici is the perfect choice.   

The tranquil park setting

Set in a park at the gates of Rome, the Sheraton Rome Parco de' Medici celebrates the festivities with three gastronomic appointments of excellence. Designed for families, couples and friends who wish to experience the magic of Christmas and the excitement of New Year's Eve in an elegant, relaxing setting, this property is far removed from the chaos of the city.

Seafood, truffles, asparagus and traditional lentils

Executive Chef Alessandro Bargelletti has devised special menus, from Christmas Eve to New Year's Eve dinner, paying homage to the roots of the Italian traditions, For dinner on 24 December, the evening begins with rich appetisers to share, the first course tastes of the sea and is followed by a dessert buffet.  Christmas Day is celebrated at lunch with hors d'oeuvres to be shared, followed by pistachio and wild fennel roast lamb with roast potatoes and braised chicory, and ending on a sweet note with the dessert buffet Pandoro and Panettone with vanilla and chocolate cream, nougat, and fruit cake. 

New Year's Eve. A gala dinner with live music 

The New Year's Eve gala dinner has a luscious menu of swordfish ravioli in a lime and shrimp sauce,  lamb with black truffles, sea bass stuffed with salmon mousse and prawns, larded asparagus and braised Belgian and, finally the dessert buffet and the traditional lentils and pork cotechino For information and reservations: tel 06.65288 

Travelers are increasingly drawn to personalized experiences, small villages and alternative routes, seeking a more authentic connection with the country’s identity. The Italian lifestyle — its food traditions, art, culture and effortless dolce vita — is becoming a key driver of choice, pushing the industry toward a more experiential, emotional and relationship-oriented idea of tourism. Italy is entering a new chapter in the story of travel, and BIT 2026, Italy’s leading travel exhibition, is shaping up to be the place where this transformation becomes visible.

The new chapter of Italian tourism lands at BIT 2026

From Tuesday 10 to Thursday 12 February, Fiera Milano will present an edition built not just around destinations and products, but around the ideas, people and skills that are redefining what travel means today. The concept behind the exhibition is clear: tourism is no longer a linear industry, but an ecosystem — and ecosystems grow when people connect.

Over the last few years, travellers have changed, and so has the way destinations present themselves. Curiosity has become slower, experiences more meaningful, and the value of human encounters more central than ever. BIT reflects this shift with a renewed identity: a platform where professionals, emerging talents and innovators exchange insights, build new alliances and imagine the future together.

The Travel Makers Fest at the heart of BIT 2026

At the heart of this evolution lies the Travel Makers Fest, the new signature project of the 2026 edition. Designed as a vibrant arena of ideas, it stretches across six themed squares woven into the exhibition layout, transforming BIT into an open city of conversations, visions and creative energy. For three days, the Fest will bring together operators, storytellers, destination managers, researchers, creators, but travel designers and themed travel organizers, too — all the many souls who shape the travel experience every day.

Its guiding theme, “Building Bridges. Imagining New Ecosystems”, captures the spirit of a sector that is learning to step beyond boundaries. The Fest invites participants to rethink classic categories — business and leisure, online and offline, visitor and community — and to explore what happens when these worlds meet. Every day, more than six hours of talks, exchanges and live sessions will dive into the most urgent issues: sustainability as a shared culture, the impact of technology on travel choices, new traveller psychologies, storytelling that gives value to local identities, and the rising role of soft skills in hospitality and service.

From ideas to training and business

What emerges is a portrait of travel as a living system, shaped by the people who design it. BIT amplifies this dynamic by linking the Fest with its training platforms — from Next Level with the Travel Agents Academy, the Hospitality Academy, the Storytelling Farm and Discovery Italy to Future Travel Minds, dedicated to young professionals, innovators, students and changemakers. Together, they form a continuum where learning, debate and market opportunities blend naturally, offering visitors both inspiration and practical tools.

In this vision, the Travel Makers — travellers, professionals, creators, innovators — become the protagonists. Not spectators, but co-authors of experiences. Not isolated roles, but a community in motion. BIT 2026 embraces this shift by encouraging dialogue between generations, sectors and perspectives, highlighting how the future of tourism depends on shared imagination as much as on economic performance.

Italy as the natural home of the Fest

Italy, with its extraordinary variety of landscapes, cultures and stories, is the perfect stage for this conversation. And BIT 2026 positions itself as the moment of the year when the industry can pause, reflect and project itself forward — understanding not only where travellers go, but what moves them, inspires them, and connects them.

This is the promise of the new BIT: a journey into the next era of travel, guided by those who are ready to build bridges and imagine new ecosystems.

bit.fieramilano.it


Advertorial