Italian travelers favor hotels that showcase local culture and heritage

A recent survey by Aries Group and YouGov finds that 63% of Italians consider a hotel’s connection to the surrounding territory important when choosing accommodation, climbing to 70% among Generation Z. While 57% still view hotels primarily as places to sleep, 30% see them as gateways to local culture, and 72% respond positively to hotels that act as interpreters of the area, provided quality standards are upheld.

Three‑quarters of respondents say they would feel more emotionally engaged if a hotel authentically narrated the local context, and 67% appreciate stays in repurposed historic or industrial buildings. Seventy percent believe such hotels generate positive economic effects for communities, and 43% are willing to pay more for this added value. Additionally, 46% value wellness‑focused amenities that promote relaxation, and 74% would like personalized suggestions for local activities.

The findings underline a growing “curation economy” in Italian hospitality, where hotels aim to blend cultural storytelling, sustainability, and tailored experiences to meet evolving traveller expectations.