From “smart breaks” of a few days to bookings under date, up to the boom in strategic tourism and coolcationing: how Italians’ habits are changing according to the analysis by Salabam Solutions
Short holidays and booked at the last minute. For summer 2026, more than a reduction in travel, a new form of tourist consumption is expected. It’s not just a question of destinations: above all, the way of organizing holidays changes which are becoming increasingly last minute, shorter and distributed throughout the season. This trend is illustrated by an analysis by Salabam Solutions, an Italian company specializing in travel tech. Italian tourism is becoming more flexible and fragmented, influenced by economic, climatic and personal factors.
The most evident data concerns the duration of stays. The average stay today is around 2.7 days, confirming the increase in “smart breaks”, short escapes concentrated on long weekends or moments of break from work. The classic one or two week holiday leaves room for a series of mini-trips distributed throughout the year, including summer. It is a cultural change even before a tourist one: many travelers no longer plan a single important holiday, but prefer to take multiple breaks during the year.
Last minute bookings: you always decide later
Planning times are also shortened. The average booking window is 51 days, but for many Italian destinations bookings are increasingly concentrated in the weeks immediately preceding departure. Much depends on the destination: long-haul trips to the United States or Japan are still organized four to six months in advance, while for domestic tourism last-minute logic prevails. Economic uncertainty, greater work flexibility and online offers available in real time are driving this trend.
Strategic tourism: same experience, lower costs
The analysis also highlights the growth of “strategic tourism”. Italians do not give up travelling, but are looking for smarter ways to contain spending. An example are the so-called satellite destinations: locations close to large tourist centers that allow you to significantly reduce living costs while maintaining easy access to the main attractions. Mestre to visit Venice represents one of the best known examples. And even abroad people choose this way. Around Paris, for example, places such as Serris, Chessy and Magny-le-Hongre increasingly welcome travelers who want to visit Disneyland without incurring the costs of the French capital.
Hotels still dominant in Italians’ choices for holidays
The search for simplicity also dominates when it comes to accommodation. In fact, over 72.9% of bookings concern traditional hotels, while bed & breakfasts represent 6.99% of bookings and apartments stop at 2.82%. The choice of hotel appears to be linked above all to the reduced length of stays. For trips lasting a few days, standardized and immediately usable structures are preferred, avoiding the organizational complexity that can derive from other types of accommodation.
The climate influences destinations: the phenomenon of coolcationing is growing
Climate is increasingly among the factors that influence choices. Summer 2026 confirms the growth of so-called “coolcationing”, i.e. the choice of cooler destinations to escape the heat. Northern Europe, Alpine areas and mountain resorts are attracting more and more travellers. During the winter, however, the opposite phenomenon is observed: the Canary Islands and the Red Sea continue to be among the most popular destinations.
Corporate welfare drives travel throughout the year
And corporate welfare is growing. With an average availability of around 900 euros per employee and a utilization rate close to 70%, corporate welfare is also contributing to changing Italians’ travel habits. Benefits intended for tourism are often used close to their expiration, favoring quick departures and short stays distributed throughout the year. The result? Greater deseasonalization of tourist flows and a higher frequency of departures.
