The main travel habits of Italians emerge from a research commissioned by Hilton. They will travel even more in 2024, driven by the discovery of new places and the search for unique events. And the Italians are ahead of the game. In fact, almost half plan their holidays 2 to 6 months before the trip
What will be the travel habits of Italians? This was revealed in Hilton’s 2024 Travel Trend Report. According to the global study that analyzes the evolution of travellers’ habits and interests in 2024, Italians plan to travel more, explore new destinations and experiences and consider the idea of traveling alone.
Here are the new trends!
Traveling alone: growing trend
In the last year, more than half of Italians (56%) traveled alone. And it is a figure destined to grow in the coming years. In fact, 6 out of 10 Italians have confirmed that they plan to travel alone by 2026. This trend particularly reflects the younger generations’ desire for autonomy. Respondents aged between 18 and 24 are the most likely to undertake a solo trip in the next three years (83%).
The reasons that push young people to choose “solo travel” are self-discovery (44%) and independence (38%).
Plan well in advance
Italians think about holidays early. In fact, 48% plan their trips 2 to 6 months before departure. And almost 4 out of 10 Italians (38%) today say they organize their holidays further in advance than 5 years ago. 13% of Italians organize their entire year’s holidays in January.
It is a particularly widespread trend in the southern regions and islands (36%). However, 14% of Italians tend to wait for a last minute offer, planning their holidays only a month before departure.
Destination is everything
When it comes to choosing where to go on holiday, Italians draw from their own wish lists. That is, they prioritize destinations they have always wanted to visit (72%), new experiences such as discovering a different culture (58%) and trying a new type of cuisine (54%).
The search for “newness” is also influencing where people choose to travel. In fact, visiting a new location is the number one priority for 86% of Italians. Instead, 4 out of 10 Italians choose their holiday destination driven by a particular event, such as a sporting event or a concert.
The location is important not only when it comes to choosing the destination, but also when thinking about your stay. Almost half of Italians (46%) decide to book a specific travel destination based on the hotel they would like to stay in. Among the comforts preferred by Italians is the room with a balcony (36%).
About Hilton
Hilton (is a leading global hospitality company with a portfolio of 22 world-class brands, featuring 7,300 hotels and more than 1.1 million rooms, in 123 countries and territories.
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