Europe’s hospitality sector has always been volatile in the months preceding summer demands and no year had more peaks and troughs than 2023. Regardless of the uncertainty of global travelers, Italy remained a top performer across key metrics. From occupancy levels to revenue metrics, the country’s hospitality industry stood out and set a benchmark for excellence in Southern Europe. Italy, along with other Mediterranean destinations like France, Greece, Portugal and Spain, sees robust demand during the peak summer months of June through August. Recent data revealed impressive occupancy levels ranging from 74% to 80% in June and 73% to 80% in July, reflecting high demand and a balanced distribution of guests across Southern and Western Europe. Italy’s hospitality success story is further underscored by its top-line revenue metrics. The country boasts an average daily rate (ADR) of EUR 271.84 in June and EUR 263.89 in July, significantly outperforming its western neighbors. Spain, for instance, secured rates of EUR 156.24 and EUR 168.64 during the same period. Moreover, Italy's revenue per available room (RevPAR) soared to EUR 213.80 in June and EUR 202.86 in July, signaling robust financial performance. Delving deeper into the data, it's evident that Italy’s luxury segment is a major contributor to its revenue success. High-end properties command impressive ADRs, reaching EUR 978.65 in June and EUR 1,031.85 in July, marking substantial year-on-year increases. The return of affluent travelers, particularly from the United States, has fueled this growth, highlighting Italy's allure as a premier luxury travel destination. Forward-looking indicators, such as Forward STAR data, provide optimism for Italy’s hospitality sector. Bookings for key tourism markets in Italy show a significant uptick in demand leading into the summer months. Florence, for instance, saw a notable increase in occupancy on the books, reaching 44% as of early February 2023, signaling a promising outlook for the upcoming season.