ITALY REOPENS TO TOURISM WITH CONFIDENCE IN THE FUTURE AND RESERVATIONS IN THE VILLAS ARE INCREASING: ALREADY 4,000 WEEKS BOOKED IN THE RESIDENCES OF EMMA VILLAS THROUGHOUT ITALY, MORE THAN TRIPLE COMPARED TO A YEAR AGO FOR 2021. 9 OUT OF 10 ARE FOREIGN CLIENTS.
INCREASINGLY DEMANDING CLIENTS: TOWARDS PROFESSIONAL TURNKEY MANAGEMENT OF THE VILLAS
Thanks to the relaxation of restrictions for tourists entering Italy, bookings for prestigious residences have increased by 330% compared to the same period last year.
Most of the bookings come from British, American, German and Dutch tourists. The most popular destinations are Tuscany, Umbria, Marche, Emilia Romagna and Sicily. Homes in Abruzzo are sold-out for the high season, in Lazio the high season fill rate is already at 50%.
The numbers were revealed during the Emma Villas Property tour 2021/22 stage which was held today in Rome.
This is an appointment during which Emma Villas resume their habit of meeting with owners. The company’s goal is to offer owners the possibility of a “turnkey” management of the property and to professionalise the service for increasingly demanding guests.
Rome 4 March 2021 – 2,900 bookings for 2022 have already been exceeded, with the number of holiday weeks reaching 4,000, throughout Italy and some regions are already registering sold-out for the coming high season. These are, in short, the numbers of Emma Villas, Italian leader in the vacation rental sector (that is, brief rentals of prestigious villas and country houses), that were revealed on the occasion of the Rome stage of the Emma Villas “Your Property First” tour; appointments through which the company, with an integrated team of professionals and commercial representatives, resume their custom of meeting with owners, involving them in the aspects of greatest interest relating to the lease. These are meetings during which the 50 Emma Villas agents meet over 400 owners of the structures located throughout Italy to discuss the various aspects of the Emma Villas “project” which include updating, listening and developing collaboration.
The Tour kicked off in Siena on November 16, 2021, and then went to San Giuliano Terme (Pisa) on November 25. It continued with a double date in Florence on December 2 and 3, with the stage of Colli del Tronto (Ascoli Piceno) on December 10 being the final one in 2021. 2022 opened with a meeting in Milan on February 11, followed by that in Rimini on February 25 and, with today, it has arrived in the capital. All the meetings take place behind closed doors in two main phases, both of which are very important for continuing to successfully develop our collaboration: a ‘collective’ during which contents, innovations, products and services supporting the lease are explored, followed by a series of one-to-one meetings between the owners and the Emma Villas staff.
TUSCANY THE MOST POPULAR DESTINATION WITH OVER 2,350 BOOKED WEEKS. FOLLOWED BY UMBRIA, MARCHE, EMILIA-ROMAGNA AND SICILY. 9 OUT OF 10 BOOKINGS ARE BY FOREIGN TOURISTS.
Perhaps helped by the new provisions launched by the Ministry of Health, which simplify entry into Italy for those in possession of a ‘basic’ Green Pass, abolish the quarantine and cancel the distinctions between lists of countries at risk, which defined much of travel during the pandemic, Emma Villas has recorded a strong increase in bookings as early as March, which bodes well for recovery of the tourism and hospitality sector and confirms a rapidly growing trend in vacation villa rentals. Just to give an example, bookings already made for 2022 show an increase of 330% compared to the same period last year but also an increase of + 83% compared to 2019, a year in which no blocks or restrictions had yet been introduced.
With over 2,350 weeks already booked, Tuscany is the most requested region, followed by Umbria (620 weeks), Marche (280), Emilia-Romagna (121) and Sicily (111).
Worth noting is the case of Abruzzo which, despite a limited number of properties in the area, is already fully booked for the high season. High percentages of bookings of available properties in high season also characterise the villas in Tuscany (66% already occupied), in Marche (63%) and in Lazio, where half of the prestigious structures on the portal have already been booked. Here, with 35 weeks booked, the homes in the province of Viterbo are the most booked, followed by those in the province of Rome with 34 weeks. Requesting them are mainly British tourists, followed by Italian and Dutch.
Making the reservations are mainly foreign tourists, Europeans, perhaps due to the relaxation of restrictions and the end of the state of emergency planned for the end of the month. In fact, foreign tourists currently represent 92% of total bookings. In first place, with over 19% of bookings, are tourists from the United Kingdom, followed by those from the United States (14%), while in third place, with 13% of the total bookings, are tourists from Germany who, in the last two years, have always been on the top rung of the ladder in terms of number of bookings. The most chosen destinations are respectively Tuscany, Umbria, Marche, Emilia Romagna and Sicily, for an average stay of 1.3 weeks per person and an average price per week of about 4,300 euros.
“It is no surprise that the vacation rental sector of villas and country houses is growing – says Giammarco Bisogno, Founder and CEO of Emma Villas srl. – If up until a few years ago it could have been considered a niche choice, an innovation in the way of perceiving holidays, it is now increasingly establishing itself as a certainty, a sector that has been able to find new solutions to guarantee high-standard travel in terms of privacy, security and quality. This result has been possible thanks, obviously, to the tourists – in strong increase also Italians – who choose these types of solution, but also to the owners, who have increasingly entrusted us with the management of their villas, reassured by the possibility of entrusting us with all-round management and by the investments made by the company in security and smart hospitality. Entrusting us, in addition to having their property earn money, they receive all-round property management advice tobegintheir collaboration in the best possible way.
Emma Villas is an increasingly competitive company precisely for the possibility, in a very large number of exclusive villas, of offering, in addition to the lease, a turnkey management of the property. For the owner, to entrust his villa to us, it is a unique opportunity that also protects his time: being able to refer to a single interlocutor who guarantees the profitability of the property, insurance in the case of accidental damage, coordination of the personnel in charge, ordinary and extraordinary maintenance of the villa, care of the garden and swimming pool, digitalised reception, services, professional cleaning, linen rental, handling of all bureaucratic tasks (including communications to public security and payment of the tourist tax). And for those who want to use their own staff, it is also possible to take advantage of a training service. We have also paid great attention to technological development by introducing an App for clients and owners to make all steps of the lease more secure and flexible. Finally, for those who need to restructure or renovate their property with a view to leasing it, we have an ad hoc project, “Emma Villas Re Home” which allows you to make an agreement with Emma Villas that includes the necessary improvements to the property or support for proper restructuring interventions. Our model puts the villas and our relationship with the owners in the centre; this is our identity with which we have faced the past seasons and with which we are preparing for the future ones,” concludes Giammarco Bisogno.
We shall discuss the possibility of single management of Emma Villas in all aspects connected to the property, of property management, Smart Hospitality, Guest & Property Protection and the Re Home project, during the meetings of the “Your Property First” Tour. Let’s find out in more detail these pluses of the Emma Villas offer.
INNOVATION AND DIGITALISATION: SMART HOSPITALITY
Innovation and digitalisation are at the centre of the Emma Villas development project. Smart Hospitality, especially to facilitate various procedures during the COVID-19 emergency, has provided the possibility of using “Emma”, the app that allows owners to: check reservations and related details in real time; automated management of the bureaucratic obligations (communication of guests to the Alloggiati Web portal, Istat communication); make various payments such as the tourist tax (where due).
PROTECTION OF STRUCTURES AND GUESTS: GUEST & PROPERTY PROTECTION
Staff that deal with the management and care of guests: Emma Villas assistance is active with a dedicated Concierge, 7 days a week. With Property Protection, an exclusive insurance policy offered to cover any damage caused to the property during the clients’ stay, the owners are relieved from the concern of protection of their villa. Travel cancellation insurance and ad hoc protections related to the Covid-19 emergency complete the picture also in terms of guest protection.
THE RE HOME PROJECT
The Emma Villas Re Home project supports the owner in the development of restructuring projects, Interior & Garden design with manageable support in the context of short and medium term collaboration agreements. Emma Villas Re Home has overseen, in 16 years of activity, many restructuring and renovation projects of prestigious villas, with the aim of returning to the owners the pleasure of living in their exclusive homes and, at the same time, enabling them to receive a guaranteed annual income through a tailor-made rental project.
QUALITY AND SERVICES IN SUPPORT OF THE LEASE: TOWARDS ALL-ROUND MANAGEMENT OF THE PROPERTY
Emma Villas today is able to offer owners all the services needed to support the lease:
Check-in & Check-out with qualified staff, professional cleaning, linen rental and, in an ever-increasing number of regions, also an activity of comprehensive property management, which is the future of this sector.
In this regard, the company is investing in property manager recruiting and training: a new profession increasingly required to provide owners with all-round support, a service that requires proximity, maximum availability, skills for the coordination of on-site resources and constant monitoring of the standards required by an often very demanding clientele. In two years, territorial hubs will be created in a sufficient amount to guarantee owners complete and constant assistance.