Traditional structures, such as hotels, have slowed growth and in some cases have seen margins contract, while B&Bs and short-term rentals have recorded significant expansion, driven by digital platforms and the new way of traveling, more flexible and personalized.
Sector challenges
This dynamism, however, has not erased the difficulties. The entire sector has had to face the pandemic, the reduction in demand in some periods and, especially in recent years, the sharp increase in management costs. Among these, expensive energy has had a heavy impact, especially for small structures that base their competitiveness on low prices and family hospitality.
Vitality and future prospects
Despite this, B&Bs and short-term rentals remain among the most vital segments: they offer authentic experiences, attract travelers attentive to value for money, adapt quickly to market changes. The challenge now is twofold: contain costs and optimize management, but also enhance the uniqueness of the Italian model of widespread hospitality.
Detailed analysis of sector evolution (2014-2024)
The last decade has seen important changes in the hospitality sector in Italy. Overall, the number of accommodation facilities has increased significantly, driven by the expansion of extra-hotel formulas (such as B&Bs, guesthouses and vacation homes) against substantial stability or slight decline in traditional hotel structures. This growth has been accompanied by variations in the geographical distribution of supply, fluctuations in opening/closing rates, and evolutions in hospitality models preferred by tourists.
Evolution of the number of accommodation facilities
The total accommodation facilities in Italy has grown considerably in the last ten years, from about 160 thousand establishments in the early 2010s to over 229 thousand in 2023. This increase is due almost entirely to the growth of extra-hotel establishments (B&Bs, guesthouses, vacation homes/apartments, agritourisms, hostels, campsites, etc.), while the number of hotels has remained stable or slightly declined.
Already in 2012, extra-hotel establishments were over three times those of hotels; this gap has further widened: in 2023 there are about 6 extra-hotel structures for each hotel. As can be noted, over 85% of accommodation structures belong to the extra-hotel segment.
This segment has seen a real boom in the decade 2014–2024: according to Confesercenti, the number of active businesses such as vacation homes, guesthouses and B&Bs has grown by +147% in ten years, from about 14 thousand to 34,975 units.
Geographic distribution: North, Center and South Italy
The geography of tourist supply in Italy presents marked differences between macro-regions. In terms of accommodation capacity (available beds), the North holds the largest share: the North-East stands out with almost 1.8 million beds (equal to 34.6% of the national total), driven by regions such as Veneto, Trentino-Alto Adige and Emilia-Romagna.
Also from the tourist demand side, there is a territorial concentration: the regions that recorded the highest number of presences in 2023 are Veneto, Trentino-Alto Adige, Tuscany, Lazio and Lombardy. These five regions alone accumulate 58.3% of total tourist presences.
Performance and economic profitability
The hotel occupancy rate in Italy reached very high levels in 2023: according to ISTAT, the net room utilization index rose to 51.5% annual average in 2023, the highest value ever recorded since 1995. Average rates (ADR) charged by hotels have increased significantly: in 2023 the ADR of the Italian hotel market is 46% higher than in 2019.
Thanks to the combination of occupation almost at maximum and rates clearly rising, revenue per available room (RevPAR) has reached record levels. In 2023, the average RevPAR of Italian hotels is about +44% higher than that of 2019.
Investment and digitalization
In the decade there has been renewed interest in investments in the Italian hotel sector. 2023 was a year of strong dynamism: in the second half, hotel investment activity "exploded" exceeding 1 billion euros in transactions, with total annual volumes around 1.5 billion.
The digital theme has been central in the evolution of the sector: today the vast majority of travelers research, plan and book accommodation online. Over 75% of Italians check online reviews before choosing where to go.
Conclusions: synthesis of key trends
The 2014-2024 period of Italian tourism has been characterized by great challenges and great changes: from the expansion of widespread hospitality to the impact of the pandemic, from rebirth with record numbers to the current need for consolidation.
B&Bs and tourist accommodations have emerged as protagonists of growth in terms of number of structures, modifying the face of Italian hospitality, while hotels have gone through a phase of natural selection and renewal.
Italy now has over 229 thousand active accommodation establishments, with a capacity of 5.2 million beds. Small extra-hotel operators constitute the numerical majority of the offer. Traditional hotels have focused on quality and services to differentiate themselves, with an increase in the average category.
Profitability indicators for accommodation businesses have improved compared to ten years ago, with occupancy rates and rates growing. The sector has embraced innovation, sustainability and digitalization. 2023 marked a new historical peak for Italian tourism, and prospects remain positive, but innovation and adaptability will be fundamental to successfully face the next ten years.