Emma Villas Observatory
EMMA VILLAS OBSERVATORY
The Emma Villas Observatory was established in 2022 with the aim of strengthening our market leadership by creating a tool for analyzing and sharing data on the tourist flows generated by our hospitality activities.
A deep understanding of the vacation rental market helps guide innovation in the sector, and the Observatory is the primary tool that Emma Villas uses to contribute to this effort.
Each year, Emma Villas hosts more than 55,000 guests from all over the world. Our operations allow us to track and analyze the evolution of travel trends. The data produced and shared through the Observatory is integrated with targeted surveys—developed by accredited research institutes such as Doxa and Astra Ricerche—on guest behavior, purchasing habits, travel patterns, etc.
This ongoing analysis allows us to create informed and qualified dialogue with all our stakeholders (owners, guests, suppliers, shareholders, and media), but above all, it enables us to offer increasingly personalized stay experiences in line with the expectations of travelers worldwide.
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202404-12-2024
The Emma Villas Observatory reports a 7.3% increase in holiday bookings for Christmas and New Year 2024, with high demand for villas suitable for family groups.
Italians continue to favour holidays in Italy, with Tuscany, Umbria, and Lazio among the most popular regions.
An interesting trend is "Roots Tourism", where visitors, particularly Americans, visit Italy to reconnect with their family and cultural origins.
Additionally, interest in food and wine tourism is rising, with guests seeking exclusive culinary experiences. Emma Villas enriches stays by offering gourmet meal deliveries, private chefs, and other bespoke dining services.
18-10-2024The Emma Villas Observatory, in collaboration with AstraRicerche, identifies key travel trends for summer 2024, with a focus on relaxation, slow living, and discovering local culture. More than 8 in 10 Italians plan to spend their holidays in Italy, with a notable rise in demand for prestigious villas and exclusive properties, which offer privacy and superior comfort (+6.4% in bookings). The most sought-after destinations include Salento, the Amalfi Coast, and Lake Garda.
04-07-2024Sardinia remains one of the most in-demand destinations for summer 2024, with the Emma Villas Observatory reporting a 30% increase in bookings for prestigious villas compared to 2023. Thanks in part to last-minute bookings, June reservations have increased by 16%. Sardinia, with an average stay of nearly 1.3 weeks, is particularly popular among Italians (19%), as well as German, English and American visitors. A survey conducted by Emma Villas and AstraRicerche confirms the ongoing trend of slow travel, with a strong focus on outdoor activities and cultural exploration.
23-05-2024The Emma Villas Observatory reports a 1.6% increase in bookings for prestigious villas and country houses for the 2024 summer season, and a total of 6,083 bookings and 48,026 nights, surpassing 2023 figures. Northern Italy saw an increase in bookings, with Piedmont (+27%), Lombardy (+12%), and Lake Garda (+6%) leading the way. The South also performed well, with bookings in Sicily (+21%) and Puglia (+35%) seeing significant increases.
The majority of guests are Italian, followed by American, German, British, and Dutch visitors. Emma Villas continues to expand, now offering a portfolio of over 650 properties across Italy. Among the key trends, flexibility in bookings has become increasingly valued, with 38% of guests citing it as a key factor in their decision-making process. "Despite a challenging market environment," says Giammarco Bisogno, President and CEO of Emma Villas Group, "the holiday rental sector has demonstrated remarkable resilience. Even after the post-Covid tourism surge, we have sustained growth in tourist arrivals at our properties. Since the beginning of 2024, we have acquired over 100 new properties, which will gradually become fully operational."
17-04-2024The Emma Villas Observatory reports a 76% increase in bookings for prestigious villas and country houses in Italy during the April 25 and May 1 bank holiday breaks, compared to 2022, with a 44% increase over 2023. Tuscany, Sicily, Umbria, Le Marche, and Emilia-Romagna are the most popular regions, with Le Marche experiencing significant growth (+120%). Foreign visitors, particularly from the United States, the Netherlands, and Poland (+144%), are showing increased interest in these destinations. To meet growing demand, Emma Villas acquired 23 new properties in Le Marche in 2023. The preference for spring bank holidays highlights a strong desire for authentic experiences in iconic locations. Notable additions to the portfolio include the striking "Opuntia Trulli e Lamie" in Puglia, "Villa Amore" in Sicily, and "Villa Eden" on Lake Maggiore.