Generational shift transforms Italy's family-run hospitality sector

In Italy, where over 70% of hospitality structures are family-run, a generational shift is transforming how businesses operate and communicate. According to Delos Lab, a marketing agency specializing in luxury hospitality, this transition involves more than just the transfer of management roles; it requires adapting to a multigenerational audience.

Many hotels currently host two generations: an older generation that built reputation through personal relationships and word-of-mouth, and a younger generation introducing digital tools and new promotional languages. Marco Losso, CEO of Delos Lab, notes that the challenge lies in updating a property's narrative without erasing its identity.

A key insight is that the person paying for a vacation is not always the one who selected the destination. While parents may rely on past experiences, younger family members often discover locations through TikTok, Instagram, or social media creators. To remain competitive, family businesses must avoid the error of communicating only to the economic decision-maker, instead targeting both those who pay and those who influence the choice.