Condé Nast Johansens has revealed that Italy is among the most sought-after luxury tourism destinations.
Italy placed third after the UK and Spain
In third place on the podium, behind only the United Kingdom and Spain, Italy confirms its status as a highly appealing destination, with 26% of preferences, thanks to its unique combination of art, culture, breathtaking landscapes and cuisine. Travel trends for 2025 highlight a strong desire to explore international destinations: 91% of consumers plan to travel abroad, with a preference for 7-9 night stays (37%).
City breaks are the most popular choice
Among the most sought-after experiences, city breaks are chosen by 69% of travellers, followed by beach holidays (58%) and country retreats (51%). Some 76% of respondents say that their main interest when choosing a trip is food and wine, followed by nature and outdoor activities. Art and culture attract 48% of the public, while wellness interests 44% of respondents looking for experiences related to spas and relaxing treatments.
Comfortable beds were quoted as a must
When it comes to choosing accommodation, 60% of travellers choose boutique hotels and luxury resorts, looking in particular for comfortable beds (72%), breakfast included (69%) and quality dining (60%). When booking, the most important factors are the weather and the cost of accommodation, which are considered priorities by 67% of respondents. Before confirming a booking, 82% of travellers consult between two and five websites, while 70% prefer to finalize their booking directly on the official hotel websites.
High-end travellers use Instagram for inspiration
Instagram remains the main platform for high-end travellers, used by 69% for inspiration or to share content. Another significant finding concerns trust in influencers, who are decisive for 21% of users who say they chose a property on the recommendation of a content creator.
