Italy: Emerging Travel Group, parent company of RateHawk, ZenHotels, and Roundtrip, has seen an increase in trips to Italy year-on-year, up 25 per cent between January and August.
Emerging Travel Group serves a diverse customer base including travel professionals (RateHawk), corporate clients (Roundtrip), and individual tourists (ZenHotels).
All traveller groups opted for three and four-star hotels with an average stay of three nights. Rome, Milan, Florence and Venice ranked as the top choices for all visitors to the country.
B2B customers, including travel agents and business travellers, have led the growth in bookings, up 30 per cent. Travel agents opted for coastal destinations (Palermo, Catania, Sorrento) and corporate travellers stayed close to airports (Fiumicino, Somma Lombardo). Individual travellers preferred cultural hubs (Verona, Genoa, Rimini).
Travel agent and corporate clients showed higher spending – €220 and €245 respectively per night. Individual tourists had a lower ADR of €151.
Leisure travellers visited Italy more often during the high season from May to August, as well as during holidays such as Easter. In contrast, demand in the business segment remained steady throughout the whole period from January to August.
Simone Large, head of direct supply at Emerging Travel Group, said: “Italy is the most booked destination within Emerging Travel Group’s platforms, with growing interest across all tourist segments, especially the B2B segment. To meet this demand, we are actively expanding our portfolio of directly connected hotels in the region, ensuring our clients and partners continue to receive the best possible rates and deals.”
Emerging Travel Group provides partners and customers access to more than 2.9 million accommodation options, and reached 220,000 directly connected accommodations in August this year.
Highlights:
• Italian bookings through Emerging Travel Group rose 25 per cent year-on-year between January and August 2025
• The group serves travel agents, corporate clients, and individual tourists via its brands RateHawk, ZenHotels, and Roundtrip
• Rome, Milan, Florence, and Venice were the most popular destinations
• Corporate and travel agent clients spent more per night (€220 – €245) compared to individual travellers (€151)