How to benefit from Italy's status as a top luxury destination

How to benefit from Italy's status as a top luxury travel destination in 2016

Posted by Lucy Fuggle on Nov 23, 2015

Italy has come out on top in the 2016 Virtuoso Luxe Travel Report, an annual survey by Virtuoso's elite advisors that's acknowledged as a leading trend forecaster for luxury travel developments and destinations.

Italy led the way as top global destination, honeymoon destination, and family destination, which is great news for the country's tourism companies. As a tour or activity company, here's how you can benefit and adapt your business for maximum impact.


Tap into Italy as a top global destination

Italy has been awarded the status of top global luxury destination for 2016 in Virtuoso's report, which can be especially put down to its rich art, cuisine, fashion, mountain and beach scenery, and culture.

Italy also has more UNESCO World Heritage Sites than any other country, and also recently gained global attention as host of Expo Milano 2015.

To benefit from this, make sure that your tour or activity business is visible online. Raise your ranking to the top of TripAdvisor, up your social media game, and make it as easy as possible for customers to book and pay directly on your website.


Cater for newleyweds on their honeymoon 

Italy has always been a go-to romantic destination for newlyweds, and Virtuoso believes it will be the best for 2016. If you want to appeal to this market, frame your tours as an ideal activity to enjoy as a couple. 

Create opportunities for experiences that can be enjoyed together, memorable sights to be savoured together, or samples of indulgent food and wine for a moment of luxury. You can read Nicole Kow's advice on adapting your tours for luxury travellers, which includes:

  • Make it authentic
  • Make it unique
  • Make it intimate
  • Make it memorable
  • Make it safe

If you're looking for high-end customers, it's also essential that your website has a luxurious feel to it. Increase your professionalism with an online booking engine like TrekkSoft, use high quality photos to let customers dream about their experience, and use the right tone in your writing.


Tailor your tours and activities for families

Italy topped the family destination list, followed by Mexico, Hawaii, Orlando and England. According to Virtuoso's advisors, families are seeking out active and authentic travel experiences, and they are also heading to unconventional destinations.

If your tours or activities are authentic or slightly outside the norm, consider how you can respond to this need.

Make sure you clearly define what you do on your website, brand yourself in a way that appeals to your target audience, and market your business in the right way, online and offline.

You can also think about your activities themselves: are they naturally child-friendly, can they easily be, or should you focus on other groups?



Want to see the impact that online booking software can have on your tour or activity company in Italy?

  Request your free TrekkSoft demo

Lucy Fuggle

Written by Lucy Fuggle

Lucy is Head of Content Marketing at TrekkSoft. She tries to read a book a week, travel solo every month, and share ideas on You can usually find her in Switzerland's Berner Oberland.

Topics: Tourism trends

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