news - 11-05-2026
Human Company, a leading Italian group and major player in the hospitality sector, is officially launching the 2026 season with the reopening of all its sites in Tuscany, Veneto, Lazio and Luxembourg under the hu openair brand, which encompasses the Group’s ecosystem of open-air destinations.
"We are opening the new season with a significant investment plan, with over 21 million euros earmarked for the evolution of our sites, from renovating our mobile homes to expanding our services", explained Valentina Fioravanti, Chief Marketing & Communication Officer at Human Company. “Today, open-air tourism is driven by new priorities: personalisation, freedom of choice, and social and environmental impacts. Offering tailored experiences, giving guests greater freedom during their stay, and generating positive impacts for people and the local area play an increasingly central role in value creation. In this context, our strategic approach is based on listening to guests and interpreting their needs. We have therefore also been designing a new listening model. It is capable of capturing changes in travellers’ habits and expectations and transforming them into useful insights to improve their experience, supported by specialised expertise, digitalisation and artificial intelligence, without losing the value of human connection. As our sector cements its place in the Italian tourism sphere, with 68.1 million visitors registered in 2025 in the country’s campsites and holiday villages, we are looking forward to the 2026 season with confidence, ready to welcome increasingly dynamic and discerning customers.”
In the first four months of 2026, the Group recorded a positive trend in terms of bookings, reflecting a growing interest in the en plein air offer. It saw revenue growth of 5% and a significant 10% increase in turnover; the early data also shows a 3% increase in the average guest stay length.
INVESTMENTS
As in previous years, to prepare for the start of the new season, Human Company has allocated over 21.1 million euros to an investment plan to enhance the offer and ensure a more comprehensive experience, in line with customer expectations.
As part of this commitment, a significant 6-million-euro share of the total investment was allocated to the accommodation park. The project involved the installation of 108 new mobile homes, designed with a high level of attention to comfort, aesthetics and sustainable materials. The new units boast larger dimensions in order to meet ever-increasing standards in terms of quality and comfort. One of the most notable solutions is the use of eco-friendly fibre cement cladding, chosen to ensure durability, efficiency and a reduced environmental impact.
The company has also upheld its commitment to monitoring and reducing energy consumption through the adoption of advanced technological solutions. For example, the Digital Twin, a digital tool that creates a virtual replica of each village, allows for real-time monitoring of the main energy efficiency parameters of individual accommodation units and the operating status of assets within the site. The integrated IoT infrastructure with Bluetooth devices enables monitoring and efficiency activities, and can also detect the presence of guests inside mobile homes using dedicated beacons. This system allows the brand to optimise the energy consumption of each stay; monitor the operational status of strategic village assets, including wells, swimming pools and electrical enclosures; and analyse the efficiency levels of both individual accommodation units and the entire village in real time, promptly identifying any anomalies or inefficiencies.
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As part of the brand’s constant commitment to improving the experience quality and expanding the services on offer, in 2026, Human Company is continuing to invest in the development of increasingly inclusive solutions tailored to travellers’ new needs.
The Group has decided to further enhance its pet-friendly services, providing an increasingly structured response to the demands of guests travelling with their pets. For the new season, it has expanded its dedicated services with the aim of ensuring more comfortable and inclusive stays. In this vein, the brand has devoted particular attention to the "Love Pet Pack", available at all sites, designed to welcome pets as an integral part of the holiday. Guests can therefore access practical solutions to enjoy their stay alongside their pet in complete comfort and peace of mind. In parallel, the company has continued to enhance the areas and equipment dedicated to pets in the villages and camping in town sites, cementing the cornerstones of its approach: well-being, quality hospitality, and a personalised stay experience. The Nature Hubs will continue to grow in 2026; these interactive spaces, dedicated to discovering the environment and biodiversity, were some of the most popular new additions among guests last season, forming a pillar of hu openair’s edutainment offer. The project, already present at hu Altomincio village, hu Montescudaio village and hu Park Albatros village, is also coming to hu Birkelt village this year, opening up new opportunities for families and children to experience nature in an engaging and mindful way.
Once again, the hu openair approach to hospitality is centred around several key themes: strong relationships with the local areas, community involvement, and enhancing the destinations. Against this backdrop, the schedule of events for 2026 is taking shape, kicking off the new season with initiatives designed to forge increasingly strong bonds with the host communities. Notably, the “local days” are making a comeback: hosted in the villages, these occasions offer a preview of events from nearby destinations, bringing the ambiance, traditions and flavours directly onto the sites. For example, the new season will include the debut of the Carnival of the Sea at the hu Park Albatros village in San Vincenzo, and a day entirely dedicated to Tortellini di Valeggio, an iconic local delicacy. There are also numerous “special days” planned throughout the season. During these themed events, the sites open their doors to the local community, offering an opportunity to spend time together, complete with activities, entertainment and dedicated gastronomic pathways, created alongside local producers.
