Human Company, is preparing to close the 2026 season with impressive results, underlining the positive trends within the business. The Group expects to reach 157 million euros in revenue, up 6% compared to 2025, while the guest count will rise to 4.7 million, marking an increase of 3%. Specifically, the hu openair brand contributed to this result, reporting positive performance in both segments: the villages received 3.5 million visitors, a 9% increase compared to 2025, while the camping in town sites recorded 1.2 million attendees, an increase of 3.5%.
The Group is already focused on the next season, which is off to a positive start in terms of reservations: early bookings for camping in town sites are up 14% compared to the same period in 2025.
Bolstered by the season’s results, Human Company is also focusing on new development opportunities for 2027, which will include the opening of hu Eraclea Mare, which already has over 7,500 bookings. This site represents a new step along the Group's growth path, as it continues to invest in a hospitality model based on quality experiences, innovation, sustainability and promoting the local area.
news - 23-10-2026
Human Company closes the 2026 open-air season on a high
157 million euros in revenue and attendance up 6%
Growing performance and increasing value for the regions
The positive trend is also reflected in the performance of the individual sites, with particularly significant results in both the villages and camping in town destinations, especially in the summer months of July and August.
The villages that recorded the best performance include hu Norcenni Girasole village and hu Altomincio village, which both saw 100% occupancy, followed by hu Park Albatros village at 98%.
In terms of the camping in town sites, the average occupancy for July and August was 89%, with hu Roma camping in town recording the best performance (97% occupancy), followed by hu Venezia camping in town (89%) and hu Firenze camping in town (85%). hu Firenze Certosa camping in town also saw particularly positive results: in its first full season, attendance grew by 20% compared to 2025.
The positive performance of the individual sites was also apparent on a regional level. Certain areas proved particularly notable with regard to the Group's overall results: Tuscany confirmed its place as the main reference market, with 2.1 million visitors and 6% growth on last year. Significant outcomes also emerged in the Northeast area, which includes hu Altomincio village and hu Venezia camping in town, with 920 thousand visitors and an increase of 24% compared to the previous season.
Promoting the local areas also represents an increasingly important element in the guest experience. The location of the sites and the opportunities to discover the surrounding destinations are also reflected in the 10% growth in experience sales. The results were particularly significant for activities dedicated to artistic cities and nearby destinations, such as Chianti for guests of hu Norcenni Girasole village and the island of Elba for hu Park Albatros village.
International customers and new demand segments
The Group's main reference market is Italy, with a 26% guest share, followed by the Netherlands (20%). However, when it comes to country of origin, there is a notable difference between the villages and camping in town sites. In the former, Dutch visitors represent the primary market, making up 26% of guests, followed by Italy with 25%, and Germany with 13%. There is also a significant presence of Irish guests, who make up 5%. At the camping in town sites, on the other hand, the Italian market prevails, accounting for 30% of guests, followed by Germany (12%), France (7%) and Poland (6%).
Another interesting factor is the emergence of specific customer segments, such as "pet lovers": reservations with animals have actually grown by 43% compared to 2025. In parallel with this trend, the Group has been progressively enhancing the "Love Pet Pack" and the ecosystem of facilities designed to ensure that guests travelling with their pets enjoy an even more comfortable stay.
Committed to innovation, sustainability and promoting the local area
As in previous years, over the past season, Human Company has implemented an investment plan to enhance the offer and ensure an even more comprehensive experience, in line with customer expectations. For example, new, larger mobile homes have been installed to ensure a high level of comfort, combining thoughtful design with sustainable materials. The Group has also upheld its commitment to energy efficiency, implementing advanced technologies such as Digital Twins, which allow for real-time monitoring of site consumption, performance and operation, optimising resources and identifying any anomalies.
The Nature Hubs – interactive spaces dedicated to discovering nature and biodiversity – have also continued to grow, with proposals ranging from visiting an apiary to exploring a sensory garden, and from observing an "insect hotel" to trying many activities in the educational garden. After the success of the previous seasons at hu Altomincio village, hu Montescudaio village and hu Park Albatros village, the hubs have also arrived at hu Birkelt village.
The sites also prioritised their bonds with their surroundings. The 2026 event programme was enriched with initiatives designed to highlight destinations and involve the local communities, such as “local days”, dedicated to regional traditions and specialities, and “special days”, which offered opportunities for guests to interact with the community through activities, entertainment and gastronomic experiences, created in collaboration with local producers. The hu Craft proposal is also growing, bringing the know-how of local artisans and local traditions to the villages through workshops for adults and children. Additionally, the School project, a collaboration between the sites and educational institutions, is designed to bring children and young people closer to their surroundings and the local communities, promoting knowledge, participation and a sense of responsibility.