23rd April marked the start of the seasonal reopening programme for the villages of Human Company, Italy's leading open-air hospitality group, which by 28 May will be up and running in all its open-air facilities by the sea, lake, city and hills, with nine in Italy and one in Luxembourg.
With a view to an innovative development plan and constant improvement of the holiday experience, Human Company has prepared for the new season by combining a major investment plan with the launch of a new brand dedicated to its portfolio of open-air facilities, continuing on the path of digitalisation undertaken in previous seasons. A strategy consolidated by the synergy that has always linked the Group's villages to the various regions, today more than ever strengthened by the numerous experiences and initiatives open to locals in the name of top-quality, sustainable tourism in contact with nature.
In terms of investments, Human Company has drawn up a plan worth just over 20 million euros, part of which will go towards renovating, maintaining and increasing the services within the facilities (f&b offer, swimming pools and lagoons, playgrounds, communal areas, market, shops, experiences, etc.), and the other for updating the fleet of mobile homes, with the purchase of over 450 new latest-generation units.
The 2022 season marks the debut of hu openair, the new brand launched by Human Company with a twofold objective: to tell the story of the ecosystem of its ten open-air facilities in Italy and in the heart of Europe in a new way, and at the same time to intercept new reference targets, confirming its leadership position in a sector, that of the open air, which is now one of the consolidated trends of "Made in Italy" tourism.The new brand is the result of a synthesis process that transforms Human – the brand of village and camping in town by Human Company – into simply hu (pronounced to rhyme with "you"), to put the customer at the centre, with their own customised holiday experience. The Group is thus focusing on the core of its business: open-air hospitality, to give even greater emphasis to its portfolio of facilities and destinations and value to the time of those who choose them, enriching them with offers and services tailored to the individual.
In view of the new season, Human Company has also given further impetus to the process of digitalisation and innovation of the offer, both in the booking and accommodation phases. In addition to the new websitehuopenair.com dedicated to the Group's villages and campsites in town, there will be a new web app for the summer of 2022, with all the services and offers of the hu open-air facilities just a click away, and a partnership with Scalapay, the market leader in "Buy Now Pay Later", which introduces an alternative (and innovative) payment method.
All of the Group's facilities are immersed in beautiful corners of Italy and Europe, amidst unspoilt landscapes and towns rich in history and art. The first to inaugurate the new season on 23 April will be the hu Montescudaio villagein Tuscany, opened last year on the outskirts of the village in Val di Cecina, listed as one of the most beautiful villages in Italy, and the hu Norcenni Girasole village, set in the woods of Valdarno and the Chianti hills, the ideal base from which to discover a surprising and undiscovered Tuscany. Also on 23 April, it will be the turn of hu Altomincio village, the village surrounded by greenery between the morainic hills and the Mincio river a few kilometres from Lake Garda, and hu Birkelt village, the Group's first open-air facility abroad, in Müllerthal, the eastern part of Luxembourg, amidst woods, castles and a fairytale waterfall.
On 28 May, the hu Park Albatros village will open its doors on the Tuscan coast, in the shade of a vast centuries-old pine forest, between archaeological sites famous throughout Italy and the pristine beaches of the Etruscan coast, and the hu I Pini village in the splendid setting of the Fiano Romano countryside.
With the seasonal openings, the Group completes its open-air portfolio, which also includes four facilities open all year round: the hu Fabulous village at the crossroads between the city of Rome and the sea of Lazio and the urban campsites at the gates of three of Italy's most famous cities of art for a relaxing and sustainable city break, with the cities at your fingertips and the grass under your feet: hu Firenze Camping in Town, hu Roma Camping in Town and hu Venezia Camping in Town.