Human Company’s open air changes its image and becomes Hu

Simply Hu, which in English reads “you”: the mission of a product built around the needs of each individual guest. To explain the rationale behind the new name of the group’s open air brand Human Company is the chief marketing officer, Valentina Fioravanti: “A way to guarantee more brand awareness to our open air segment, made up of seven villages and three urban campsites which in these difficult years for the whole sector have given us really great satisfaction”.

And the numbers of last summer are also remarkable: the group closed the high season with a result 10% higher than the forecast budget. Despite the slow start caused by regulatory uncertainties, the summer saw the overwhelming return of international flows that added to a further growth in domestic demand compared to the already excellent 2020, for a total of 876 thousand Italian presences, equal to a + 8% on the same period of the previous year. An exploit driven in particular by the new village of Montescudaio, which with its proximity to the sea has been able to strengthen the Hu offer in an essential segment for the Italian demand such as the seaside, exceeding the estimated budget for the structure by 16%.

But as mentioned above, it was above all bookings from abroad that pushed growth: “The German market responded in an exceptional way, increasing attendance by 119% year on year – says the chief commercial officer, Bruna Gallo -. The flows from Holland went very well (+ 40%), while the return of the Poles was also important, who had scored an excellent 2019 but who had almost disappeared last year “.

A further contribution to the Human Company numbers was finally given by the extension of the September season, thanks in particular once again to the German demand driven by the evergreen guests. For 2022, the company therefore intends to consolidate the positions achieved, while the evolutions of the projects underway are awaited for the Eraclea Porto Tolle bathing complex as well as for the Cavriglia sport village.