During the Piscine Castiglione Convention held on January 29th and 30th, Bruno Maggi joined Roberto Colletto to delve into a pivotal theme for the industry’s future: the evolution of the hospitality market.

One particular statistic captured everyone’s attention: in the last year, the total number of accommodation facilities grew by 22%. Even more significant is the surge recorded by B&Bs and vacation homes, which saw a +25% increase compared to 2024.

More facilities mean more supply. More supply means greater competition. The question, therefore, is no longer “to open or not to open,” but rather: how do you stand out?

Beyond Services: Perceived Value

The market is changing rapidly. Guests no longer choose just a room; they choose an experience. In this landscape, wellness is not an accessory—it is a strategic lever.

Integrating a SPA into an accommodation facility means:

• Increasing the perceived value of the room.
• Improving the property’s market positioning.
• Extending the average length of stay.
• Justifying a higher ADR (Average Daily Rate).
• Reducing competition based solely on price.

This isn’t about “adding a product.” It’s about rethinking the hotel’s business model.

Growing Supply Demands a Choice

As the number of facilities increases, the differentiator is no longer quantity, but the quality of the experience. Properties that invest in wellness:

1. Position themselves in a higher market tier.
2. Attract a more discerning target audience.
3. Create a stronger emotional memory.
4. Build long-term customer loyalty.

In this context, Nadira Benessere doesn’t just talk about products; it talks about strategy.

Following the Trend or Leading It?

The increase in accommodation facilities is not a threat; it is a signal. Those who recognize this historical moment as an opportunity—investing in perceived value and differentiation—will solidify their market position for years to come.

Contact Nadira and ask us for a free quote by sending us an email, or by calling our offices at +39 080 480 5343, or by sending a WhatsApp message, our consultants will be able to identify the solution that best suits your needs.