The way we choose where to stay is changing profoundly.
Today, travelers are no longer simply looking for a room to sleep in, but want an experience that authentically connects them to the culture and community of the place they visit.. This is what clearly emerges from the Observatory "The Curation Economy in the Hotel Industry: How It's Changing the Way We Choose Where to Stay", commissioned to the research institute YouGov da Aries Group, independent Italian hotel group.
The survey paints a clear picture: the hotel is transforming from a simple accommodation facility into a true storyteller and facilitator of local experiences..
Authenticity and a connection to the territory: what Italians demand
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The research data highlights how the connection with the local context is now a fundamental choice criterion for travellers:
The value of the territory: Almost 2 out of 3 Italians (63%) consider elements linked to the surrounding area to be decisive when choosing a hotel. This sensitivity is particularly marked among young people of Gen Z (70%), while it drops to 56% among Millennials, who are more attached to traditional services and classic comfort.
Emotional involvement: As many as 75% of those interviewed said they would feel much more emotionally involved if the facility was able to tell the story of the area in a genuine way, making the holiday memorable..
A gateway to culture: Although for 57% the hotel remains a place to stay with services, almost one in three Italians (30%) now sees it as a real key to accessing the local culture.
The history of the building: The charm of the past conquers travellers. 67% (with peaks of 70% in Gen X) would appreciate staying in structures born from the redevelopment of historic buildings, former factories or industrial complexes more, confirming the growing interest in hotel upcycling.
The figure of the “Curator”: 75% of Italians believe that hotels should select and promote local excellence. More specifically, 25% already consider them to be true curators of experiences, while 49% recognize their potential, while highlighting that not all structures yet have the tools to do so (skepticism is highest among Baby Boomers at 23% and lowest among Millennials at 9%)..
The economic impact and the desire for customization
Attention to the local area is also good for the local economy. 70% of those interviewed are convinced that hotels that are attentive to the surrounding context generate a positive economic return for the benefit of artisans, traders and suppliers in the area. For this reason, 43% of Italians say they are ready to spend more to stay in a facility that values the local community (the percentage rises to 51% among Gen X and 50% in Southern Italy).
Furthermore, travellers reject standardisation: 74% would like to receive personalised suggestions and advice on activities and travel stops directly at the hotel, as long as the service is offered discreetly and not intrusive.. A need for immersion that affects 55% of the population and is felt especially among the older generations (61% of Gen X and 60% of Baby Boomers).
The hotel as an oasis of well-being and disconnection
In addition to the desire to explore, there is a strong need to slow down. For 46% of Italians, a hotel's ability to offer solutions to escape from the daily frenzy is a decisive factor in their choice. Furthermore, 64% of respondents (and a good 72% of Gen X) see the structure as an ideal place for a regenerative break..
But what are the elements that really favor this sensation of “decompression”?
Fundamental comfort: The quality of sleep and the comfort of the bed are ranked first (62%).
Nature and silence: This is followed by the presence of green areas (51%) and soundproofing of rooms (50%).
Atmosphere and relaxation: The relaxing design with soft lighting and natural materials is also highly appreciated (33%) as is the availability of wellness services such as spas, massages or yoga (34%).
Aries Group's trial in 2026
On the strength of these data, Aries Group — which manages a portfolio of 1.640 rooms between Rome, Milan and Bologna — is translating the curation economy in reality through concrete projects of urban regeneration and experiential hospitality. Over the course of 2026, the group has launched initiatives aimed at progressively opening its facilities to cultural life and city communities:
Rome (Hotel Villa Pamphili): The summer season will open with open-air cinema, meetings with representatives of the world of cinema (directors and actors) and events on the terrace also open to the local public.
Milan (Quark Hotel): Space for lifestyle entertainment and interactive areas open to the city, such as the new Gaming Room and the Sound Room.
Bologna (Living Place Hotel): Launch of VIVI Sporting Club, an urban resort where sport, wellness and socialising create a continuous bridge between the hotel and the surrounding area.
A path that develops in the name of sustainability: for 2026 the Group has confirmed the ESG DCA (Dream & Charme) certifications for its hotels, expanding the criteria related to safety, health and governance. The ultimate goal is clear: to create a responsible hospitality model that generates cultural, social, and economic value for the entire region..
