There was a time when vacations were all about escaping: more destinations, more activities, more experiences to collect. Today, something is changing. Italians still have a strong desire to travel, but they are redefining the very meaning of a holiday.

According to the fifth edition of the Emma Villas Summer Observatory, conducted in partnership with AstraRicerche, 2026 marks the rise of a new travel philosophy: the Soul-Stay, a vacation concept centered on inner well-being, quality time, and an authentic connection with places.

From Healiday to Soul-Stay: The New Luxury Is Feeling Well

In recent years, we have witnessed the growth of the “healiday” trend—a vacation focused on physical and mental regeneration. Today, this concept is evolving into something even deeper.

The Soul-Stay is born from the desire to slow down, regain balance, and enjoy authentic experiences far from the pressures of everyday life. It is not simply about resting; it is about choosing places and moments capable of nourishing the soul.

It is no surprise that more than 8 out of 10 Italians seek holidays that reflect their lifestyle, while nearly 79% want to connect with the authentic spirit of the places they visit.

In a world shaped by geopolitical uncertainty, rising costs, and growing concerns about safety, travel is becoming a more conscious choice: fewer trips, but more meaningful ones.

Italy Returns to Center Stage

While in recent years many Italians looked abroad for their holidays, in 2026 Italy is once again becoming the destination of choice.

One out of every two Italians identifies Italy as their primary holiday destination. Yet this is not merely a matter of convenience or proximity. What attracts travelers are authentic territories, landscapes that tell a story, and less crowded destinations where genuine experiences are still possible.

From the rolling hills of Val d’Orcia to the vineyards of Monferrato, from the trulli of Puglia to the Baroque towns of the Val di Noto, there is a growing desire to discover the genius loci—the unique spirit of a place expressed through traditions, culture, gastronomy, and local rhythms of life.

Traveling with Your Inner Circle: A New Dimension of Vacationing

Another emerging trend concerns the way we choose to share our travel experiences. More and more people want to spend their holidays with their own trusted circle: friends, extended families, and relatives coming together from different cities to enjoy meaningful moments together.

Family reunions and group vacations are becoming valuable opportunities to reconnect and create lasting memories.

In this context, a new need is emerging: spending time together without sacrificing personal space. This is where the villa stands out as one of the most appreciated accommodation choices, combining conviviality and privacy, shared moments and individual freedom.

Why Villas Perfectly Reflect the Needs of the 2026 Traveler

The growing popularity of villas is not simply a trend; it is a direct response to increasingly widespread traveler needs.

Today’s travelers are looking for:

• Privacy and tranquility;
• Contact with nature;
• Comfort and personalized services;
• Organizational flexibility;
• Authentic, tailor-made experiences.
  

For many years, villa holidays were associated with an exclusive luxury reserved for a select few. Today, however, they are increasingly seen as a smart choice for those seeking a high-quality stay with the people who matter most. The ability to personalize the experience, set one’s own pace, and access dedicated services is becoming a highly valued aspect of modern travel.

The Real Luxury? Quality Time

The Observatory’s findings reveal a profound cultural shift. When Italians are asked what luxury means today, the answer is no longer about possessions or status symbols.

Modern luxury is having time to dedicate to loved ones, enjoying authentic moments, slowing down, and taking a break from everyday pressures.

It is the pleasure of an outdoor dinner with friends, breakfast overlooking rolling hills, or a day spent without rigid schedules.

It is the freedom to choose how to spend your time.

The Future of Hospitality Is Personalized

The vacation of the future will be increasingly less standardized. Travelers want experiences built around their needs, flexible services, and opportunities to discover destinations in an authentic way.

For this reason, luxury hospitality is evolving toward increasingly personalized models capable of adapting to different travel styles and guest expectations.

The Soul-Stay Villa is not simply a travel trend for 2026; it represents a new vision of vacationing that is here to stay.

Because today, more than ever, traveling means choosing who to spend your time with—and how to truly feel well.