Italy’s Five-Star Boom Leaves Geographical Gaps

Italy’s luxury travel story still gravitates towards familiar addresses: Rome, Venice, Florence and Milan. Yet new research suggests there is room for the itinerary to become more adventurous. Five-star and five-star luxury hotel guests generated an estimated €10.4bn in direct tourism spending in 2025, according to Demoskopika, while 25 Italian provinces had no hotel in either category. The country’s appeal is extensive; its most expensive overnight stays remain concentrated.

The study, reported by Euronews, found that 17 provinces accounted for almost four-fifths of luxury hotel nights. Rome led the field, while Bolzano’s prominence showed the strength of Italy’s Alpine offering alongside its art cities. Nationally, guests spent nearly 14.9 million nights in these properties in 2025. The spending estimate covers tourism expenditure associated with those guests, rather than room revenue alone, and should not be read as the value of Italy’s entire luxury travel market.

There are already alternatives with a character of their own. Demoskopika identifies Matera among Italy’s smaller luxury destinations. Here, the setting can become part of the stay itself: Palazzo degli Abati offers accommodation in both caves and an eighteenth-century residence overlooking the historic Sassi. Il Belvedere incorporates restored old dwellings, with some rooms retaining cisterns and ancient mangers. Such properties illustrate the pleasure of choosing a destination through its architecture. A room becomes an introduction to the place outside, inviting visitors to exchange a familiar grand-hotel setting for something more rooted in local history.

Expanding that choice will take more than adding stars above hotel entrances. Demoskopika argues that existing properties need better connections, stronger services and longer operating seasons, particularly in southern areas where demand is highly seasonal. For travellers, the enticing possibility is a broader Italian calendar: more places that can sustain a carefully hosted escape beyond the established destinations and busiest holiday weeks.