There were more than 4 million presences in the hu openair villages and camping in town
Human Company, is forecasting that its hu openair brand will close the year with an increase in both revenue, which is up 11% compared to 2023, and guests, which will total over 4 million. These significant results for the ten Group facilities, including villages and camping in town sites around Italy and Europe, are based on the excellent work on either end of the season and the key occupancy data for the main summer months.
With regard to the village cluster, the best performer in terms of occupancy was hu Park Albatros Village, in San Vincenzo in the province of Livorno, which recorded an average of over 87%, reaching peaks of 95% in July and August. hu Altomincio village was a close second: immersed in the green landscape along the bank of the Mincio river, not far from Lake Garda, it is perfect for families because it is entirely pedestrianised, reaching an average occupancy of 85% (90% during the months of July and August). Next was the Fabulous village, in the Litorale Romano State Nature Reserve, halfway between Lido di Ostia and the Eternal City, which boasted an occupancy rate of close to 85% (90% in August), performing excellently even in the low season months such as May, which saw 74% occupancy. In this type of facility, the average stay length is over 6 nights, in line with the figures from 2023. The camping in town facilities, located at the gates of the most important Italian artistic cities, reported equally positive performance. In this case, the average stay length was almost 3 nights, which reflects how these sites are establishing themselves as bases to explore the local area and nearby communities. The three year-round facilities also saw excellent occupancy in the month of May: 94% for hu Roma camping in town, 92% for hu Firenze camping in town, and 85% for hu Venenzia camping in town. These results are in line with the trend towards a longer season, stretching beyond the summer months.
In terms of guest origins, Italy remained the main reference market, with a share of 24.2%. It was followed closely by the Netherlands, with 23.9%, and by Germany, with 13%: two countries that share a long tradition of open-air tourism. Outside the top 3, but still in a prominent position, is Poland, which represented 6%. The performance of the Dutch market was particularly noteworthy, representing the main share of guests in the villages (31%), while domestic tourism took first place in the camping in town facilities with a 25% share. The Group's investments in 2024 have also been significant. The goal was to offer an increasingly authentic and engaging stay experience, and, most importantly, to allow guests to experience and learn about the areas surrounding the facilities. During the season, guests were able to appreciate new low-impact mobile homes, constructed with particular attention to design and carefully chosen materials, as well as new equipped areas dedicated to sports and fitness, and an enriched food&beverage offering, showcasing local partners and their high-quality food and wine. Furthermore, there have been several innovations in the range of services. For example, mobility has been improved with the activation of the shuttle to connect hu Park Albatros village and hu Norcenni Girasole village to the surrounding towns. Additionally, entertainment has been organised into three different age groups to suit the interests of all guests. The programme of events and workshops has also been enriched in collaboration with the artisans and local associations in each region. For example, there are workshops dedicated to basketry and the world of bees and honey, supported by local beekeepers, as well special days that are also open to local residents, such as the Grape and Wine Festival.
In terms of experiences, the Infopoint portfolio has been further expanded to meet guests' growing desire to experience an authentic stay, immersed in regional traditions and customs. From a performance point of view, there was a significant increase of 13% in the sale of activities and excursions to discover the surrounding areas. The Group's primary commitment is always its guests and their needs and desires. In this sense, we are continuing to work on improving the customer journey, from the booking phase, with a reinforced central booking office, through to the post-stay experience. As the points of contact for guests in the facilities, providing support and tailored assistance, the guest relators and customer managers hold increasingly important roles. Looking ahead to the new year, the figures for early booking for 2025, which opened in August, show a promising trend, with an increase of 14% compared to the same period in 2023.
"We are set to record a significant increase in revenue for 2024, which makes us very proud. Direct bookings in the villages are particularly noteworthy, with a 48% increase in revenue, representing 81% of the total revenue for this product cluster. This data, combined with the excellent feedback obtained from early bookings for the 2025 season, clearly reflects the trust and loyalty that our guests place in us," noted Domenico Montano, General Manager of Human Company. "The growth path undertaken by the Group is clearly defined. The Group will therefore continue to invest in the coming years in order to face various challenges and achieve the ambitious goals that we have set ourselves. In order to keep evolving, we will continue to work to strengthen our relationships with local communities and regions, increasing the services and experiences in our portfolio."