Human Company is forecasting that its hu openair brand will close 2025 with an increase in both revenue, which is up 9% compared to 2023, and guests, which will total 4.3 million. For the Group's eleven sites, including villages and camping in town destinations in Italy and the rest of Europe, these figures can be attributed to hard work during the season and the solid occupancy rates recorded in spring and summer.
news - 16-10-2025
Human Company closes its 2025 open-air season
+9% revenue in 2024 and 4.3 million guests at its sites
The excellent results – in both the villages and camping in town sites – are the fruit of the clear strategic direction that the Group has embraced in recent years. This approach is geared towards creating valuable experiences, combining high-quality services with a concrete commitment to 360° sustainability, all while elevating the local areas and communities. The company has mapped out a well-defined pathway, which will be further cemented by the new projects in the pipeline, such as hu Eraclea village, scheduled to open in the 2027 season.
The village segment distinguished itself thanks to three leading sites: hu Altomincio village, a green oasis along the Mincio river, a few steps from Lake Garda, which recorded an occupancy rate of 84%; closely followed by the Fabulous village, immersed in the Litorale Romano State Nature Reserve between Ostia and the Eternal City, with a rate of 81%; and finally hu Park Albatros village in San Vincenzo, in the province of Livorno, with 74%. Overall, the villages recorded a 5% increase in attendance compared to 2024, reaching significant peaks in the shoulder months, particularly April (+84%), June (+18%) and September (+16%). In this type of site, the average length of stay exceeded 6 nights, which is slightly higher than the 2024 season.
The camping in town sites, located at the gates of the most important Italian artistic cities, reported equally positive performance. At these destinations, which represent the perfect starting point for guests to explore the surrounding area and immerse themselves in the local scene, the average stay was close to 3 nights. The three sites that are operational all year round reported a total of 1.2 million visitors, up 12% compared to 2024, with occupancy rates of 84% for hu Roma Camping in town, 72% for hu Firenze Camping in town, and 67% for hu Venezia Camping in town, demonstrating an increasingly long season beyond the summer months. During the 2025 season, the Infopoints at our sites expanded the range of experiences designed for guests: a strategic choice rewarded by a 26% increase in sales of excursions and activities, almost all designed to explore the surrounding areas.
With regard to the countries of origin, in the camping in town sites, Italy cemented its place as the leading market with a share of 40%, which represents a sharp increase compared to 24.2% in 2024 (+65%). Germany (16%) and France (11%) claimed the other places on the podium, following by a wide margin.
Outside the top three, Poland ranked high with 6%. In the village segment, first place went to the Netherlands, accounting for 33% of guests (31% in 2024), followed by Italy (26%) and Germany (15%). Ireland also accounted for a significant portion of guests with 5%.
During 2025, the Group made several important investments with the aim of offering a stay experience that fosters in-depth connections with the areas around the sites. In addition to renovating the accommodation, with 300 new mobile homes with refined designs and eco-friendly materials, the Group has continued its technological retrofit project in order to reduce and monitor water and energy consumption. With regard to sustainability initiatives, new electric car chargers were also installed at the camping in town sites in Venice and Florence, hu Norcenni village and hu I Pini village, in addition to solar panels at Palagina, hu I Pini village and hu Firenze Certosa village. On the accessibility front, the Group moved forward with the introduction of hu stay Smart For All mobile homes, characterised by large and functional internal spaces to suit all guests. The amenities for guests have also been enriched with new areas dedicated to sport and entertainment and an improved food & beverage proposal, with a constant focus on local excellence. The heart of the season was edutainment: a concept that combines entertainment and fun with unique and engaging experiences for guests of all generations. One particularly innovative development was the Nature Hub, an interactive area dedicated to the environment and biodiversity, found in the hu Altomincio, hu Montescudaio and hu Park Albatros villages, which has proved a great success. The range of excursions and "local days" has also grown, allowing guests to come into direct contact with the surrounding communities, while the "Territories to discover" project, in partnership with Lonely Planet, launched exclusive mini-guides dedicated to lesser-known destinations. Guests can pamper their four-legged friends more than ever with the Love Pet Pack programme, with new agility areas and dedicated spaces such as, for example, the Dog Beach at hu Park Albatros village.
To better respond to the growing desire for authenticity, the Infopoints have expanded the range of experiences: a strategic choice rewarded by a 26% increase in sales of excursions and activities to discover the local area.
Looking to the new year, the early bookings for the villages for the 2025–26 season, which have been open since August, also demonstrate a very encouraging trend, recording a 19% increase compared to the same period in 2024.
"We are very pleased with the results achieved by the Group's sites in the season that just ended: with a 9% increase in revenue compared to 2024 and over 4.3 million guests at our sites, we are looking to the future by renewing our commitment to promoting a new paradigm of regenerative, community-based, and sustainable hospitality, capable of transforming our villages and camping in town sites into true engines of sociability, integration, and value for the surrounding areas. In this regard, we are working with enthusiasm on the opening of hu Eraclea village, scheduled for the 2027 season. It is a tangible representation of our approach: an ecosystem in which tourism and territory intertwine and elevate each other," commented Domenico Montano, General Manager of Human Company.