Simply Hu (pronounced you) is a product built around the needs of each individual guest. Chief Marketing Officer Valentina Fioravanti explains the reason for the new name of the Human Company Group’s open-air brand:
It guarantees more brand awareness for our open-air segment consisting of seven villages and three urban campsites (all in Italy except one in Luxembourg. Ed.). Despite this difficult year for the travel industry, they have all performed really well.
Domestic demand was up 8%
The high season closed 10% over the forecast budget. Despite the slow start caused by regulatory uncertainties, the summer saw the overwhelming return of international visitors as well as a further increase in domestic demand with 876,000 Italian arrivals, +8% over the already excellent 2020 results. This was chiefly thanks to the new Montescudaio village which, with its proximity to the sea, boosted Hu’s offer for seaside holidays, topping the estimated budget by 16%.
The German and Polish markets responded very well
However, what really pushed growth were international bookings.
The German market responded exceptionally well, with a 119% increase year on year - said Chief Commercial Officer Bruna Gallo - Arrivals from Holland also went very well (+ 40%), as they did from Poland. In 2019 Polish visitors were on the rise, then in 2020 they all but disappeared.
A new lido and a sport village
A further contribution to Human Company’s success was a longer September season, again thanks to the German demand driven by evergreen guests. For 2022 the company intends consolidating this year’s numbers, and there are also projects underway with the new Eraclea Porto Tolle lido and the Cavriglia sport village.
