The brand hu openair, of the Human Company, is preparing to end 2024 on a high note, thanks to the excellent work done during the year, and especially in the summer season, which recorded important employment figures.
A considerable increase in demand from domestic and international Guests:Italy remains the main target market with a 24.2% share followed closely by the Netherlands with 23.9% and Germany with 13%. Considerable attendance from Poland, which stands at 6 percent. Of note is the performance of the Dutch market, which accounts for the main share of guests in the village sector (31%), while for camping in town, it is domestic tourism that takes first place with a 25% share.
A positive trend as Domenico Montano, General Manager of Human Company, explains, “An important increase in revenues that we will record for ’24 that makes us proud, even more so if we look at the 48 percent increase in revenues from direct bookings in the villages that will come to represent 81 percent of the total revenues of this product cluster.”
Continued: “These figures, combined with the excellent response to early booking for the 2025 season, further confirm the trust and loyalty our guests place in us. In fact, the early booking trend for next year marks a 14 percent increase over the same period in 2023 “.
The top facilities
The results that will allow the year to end on a positive note are due to facilities such as the hu Park Albatros Village, in San Vincenzo in the province of Livorno, which averaged more than 87 percent, reaching peaks of 95 percent in July and August.
Excellent result also for the hu Altomincio Village, surrounded by greenery along the banks of the Mincio River, not far from Lake Garda, which averaged 85 percent occupancy (90 percent during July and August), and for the hu Fabulous Village, in the Parco Litorale Romano, halfway between Ostia Lido and the Eternal City, which boasted occupancy close to 85 percent (90 percent in August), performing excellently even in the lowest season months such as May with 74 percent occupancy. In this type of facility, the average length of stay exceeds 6 nights, in line with what was recorded in 2023.
The success of camping in town and the increasingly diverse offerings
Equally positive are the performances recorded by Camping in Towns, which confirm the trend of extending the length of the season beyond the summer months. These are the brand’s proposals that revolutionize the concept of staying for a city vacation and allow camping in the countryside just a few kilometers from the most important Italian art centers such as Venice, Florence and Rome. hu Rome camping in town, hu Florence camping in town and hu Venice camping in town are perfect solutions for exploring the territory of neighboring local communities as well.
hu Openair aims for increasingly immersive proposals. Also in 2024, significant investments were made by the Group aimed at offering stay experiences that are increasingly authentic and engaging but above all that allow Guests to experience and learn about the realities surrounding the facilities. There are also an increasing number of events and workshops, spaces and activities dedicated to the food&beverage offer, starring local partners and their eno-gastronomic excellence, as well as proposals that allow the discovery of places: in fact, an important increase of 13% in the sale of activities and excursions dedicated to the discovery of the surrounding territories was observed. Also constantly improving are the services that connect the facilities to the centers and main attractions, through a network of dedicated shuttles.
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