This dissertation aims to present a summary of the new trends in hospitality industry, through some examples from all around the world, to provide the main features for each trend. The ultimate goal is to understand in which direction Italy is moving towards these new trends, born to respond to a new consumer demand, and to suggest some key takeaways to engage the next generation luxury travelers. Millennials, nowadays generation travelers, are the creators of a new way of luxury, which is here reported as "affordable and customized luxury". In fact, this is a totally new and different concept of luxury than it is used to think about. Of crucial importance is the unique and unrepeatable experience, called "luxury experience" and not the final product or goods. Numerous examples of hotels around the world fit the new trends for Millennials: boutique and lifestyle hotels, eco hotels, heritage or historic hotels. Italy is a destination of excellence in the tourist-receptive field, thanks to its competitive capacity of attraction compared to European and international countries that do not enjoy the same cultural heritage. The hotel market in Italy, in fact, has an important growth potential. In particular, the major cities of great importance in Italy are Milan, Rome, Florence and Venice. The Italian hotel market is attracting more and more investors, thanks to increasing numbers: in 2015, were invested 795 million, and in 2016 the threshold of one billion euros was exceeded. The trend is constantly growing and demonstrates the strong interest of investors to places in the four main Italian markets with luxury hotels. There is a good amount of small and medium-sized structures in the Italian market that fail to adapt to market demands. In Venice, the most peculiar case of the four main destinations, especially for the uniqueness of places, is being born a project of a new luxury hotel by the NH Collection Hotel chain. A project that aims to pursue sustainable tourism, locating in one of the emerging realities in Venice, Murano, and wanting to adapt to the new needs of today's traveling generators. The case study reported is an example of the development of the hotel industry in Italy, which has to adapt to the new trends mentioned above and must renew its hotel offer. For this purpose, some ideas for creating new hotels for the Millennials are suggested.
Questa tesi ha lo scopo di presentare una sintesi delle nuove tendenze nell'industria dell'ospitalità, attraverso esempi da tutto il mondo, con lo scopo di fornire le principali caratteristiche di ciascun trend. L'obiettivo finale della tesi è quello di capire in quale direzione l'Italia si sta muovendo per seguire queste tendenze, nate per rispondere a una nuova domanda di consumatori, e quello di suggerire alcuni punti chiave per attirare la nuova generazione di viaggiatori di lusso. I Millennials, la generazione di viaggiatori del giorno d’oggi, sono i creatori di un nuovo modo di concepire il lusso, qui riportato come "lusso accessibile e personalizzato". Infatti, questo è un concetto completamente nuovo e diverso del lusso rispetto a quello che si è abituati a pensare. Di fondamentale importanza è l'esperienza unica e irripetibile, chiamata "esperienza di lusso" e non il bene o il prodotto finale. Numerosi esempi di hotel in tutto il mondo si adattano alle nuove tendenze per i Millennials: boutique e lifestyle hotel, eco hotel, hotel ricavati da edifici storici. L'Italia è una destinazione di eccellenza nel campo turistico-ricettivo, grazie alla sua capacità competitiva di attrazione rispetto a paesi europei e internazionali che non godono dello stesso patrimonio culturale. Il mercato alberghiero in Italia infatti ha un importante potenziale di crescita. In particolare, le principali città di grande importanza in Italia sono Milano, Roma, Firenze e Venezia. Il mercato alberghiero italiano sta attirando sempre più investitori, grazie a numeri crescenti: nel 2015 sono stati investiti 795 milioni e nel 2016 è stata superata la soglia di un miliardo di euro. La tendenza è in continua crescita e dimostra il forte interesse degli investitori per gli alberghi di lusso nei quattro principali mercati italiani. Per quanto riguarda il settore turistico-ricettivo italiano esistono una buona quantità di piccole e medie strutture che non riescono ad adattarsi alle esigenze del mercato. A Venezia, il caso più particolare tra le quattro principali destinazioni, specialmente per l'unicità dei luoghi, nasce il progetto di un nuovo hotel di lusso dalla catena NH Collection Hotel. Un progetto che mira a perseguire un turismo sostenibile in una delle realtà emergenti di Venezia: Murano, e che desidera adattarsi alle nuove esigenze dei Millennials. Il caso studio riportato è un esempio dello sviluppo dell'industria alberghiera in Italia, che deve adeguarsi alle nuove tendenze sopra menzionate e deve rinnovare l'offerta alberghiera. A tal fine vengono suggerite alcune idee per la creazione di nuovi alberghi per i Millennials.
Hospitality industry is changing : how Italy is adapting to millennials needs. Ex-glassmakers in Murano
PRECORVI, BEATRICE
2016/2017
Abstract
This dissertation aims to present a summary of the new trends in hospitality industry, through some examples from all around the world, to provide the main features for each trend. The ultimate goal is to understand in which direction Italy is moving towards these new trends, born to respond to a new consumer demand, and to suggest some key takeaways to engage the next generation luxury travelers. Millennials, nowadays generation travelers, are the creators of a new way of luxury, which is here reported as "affordable and customized luxury". In fact, this is a totally new and different concept of luxury than it is used to think about. Of crucial importance is the unique and unrepeatable experience, called "luxury experience" and not the final product or goods. Numerous examples of hotels around the world fit the new trends for Millennials: boutique and lifestyle hotels, eco hotels, heritage or historic hotels. Italy is a destination of excellence in the tourist-receptive field, thanks to its competitive capacity of attraction compared to European and international countries that do not enjoy the same cultural heritage. The hotel market in Italy, in fact, has an important growth potential. In particular, the major cities of great importance in Italy are Milan, Rome, Florence and Venice. The Italian hotel market is attracting more and more investors, thanks to increasing numbers: in 2015, were invested 795 million, and in 2016 the threshold of one billion euros was exceeded. The trend is constantly growing and demonstrates the strong interest of investors to places in the four main Italian markets with luxury hotels. There is a good amount of small and medium-sized structures in the Italian market that fail to adapt to market demands. In Venice, the most peculiar case of the four main destinations, especially for the uniqueness of places, is being born a project of a new luxury hotel by the NH Collection Hotel chain. A project that aims to pursue sustainable tourism, locating in one of the emerging realities in Venice, Murano, and wanting to adapt to the new needs of today's traveling generators. The case study reported is an example of the development of the hotel industry in Italy, which has to adapt to the new trends mentioned above and must renew its hotel offer. For this purpose, some ideas for creating new hotels for the Millennials are suggested.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/136101