Many B&B owners in Italy are focusing on traditional, week-long holidays. However, there is a huge new trend taking over Europe, known as the walking holidays. This opens up an opportunity for a new market, increasing your occupancy by offering “walk-and-stay” packages.
What is a walking holiday?
Like the name suggests, a walking holiday is a type of holiday where visitors travel around their chosen destinations by foot. This can be either a linear journey from one city to another, such as from Amalfi to Positano, or a more dispersed trip around a chosen region, like Sardinia or Sicily.
While walkers can choose guided group tours, many tend to opt for self-guided walking holidays in Italy and other nearby destinations. The point of this experience is to explore the local landscapes and culture at a much slower pace, reconnecting with nature and, in turn, disconnecting from the digital world. For some, it’s also a deeply spiritual journey that leads to personal growth.
Leaning into the heritage
To make your B&B attractive for walkers, shift your focus from high thread counts to the things that really matter on a pilgrimage. For instance, when designing a package for your property, look at the local heritage. Provide recommendations that might be of interest to this type of visitor, whether it’s a religious attraction or a monument of significant historical value.
Similarly, if your apartment falls on one of the infamous walking routes, such as Via Francigena, research the things that make it special and feature them within your property. Perhaps it’s a digital guide on the history of this route or a free bottle of wine from the vineyard your guests just walked past earlier that day. These small but thoughtful details are what makes your place stand out as well as receive excellent reviews.
Solving logistical pain points
There is a huge difference between the classic guest and a hiker. Since walking holidays mean being always on the go, your guest will usually only stay for one or two nights, barely getting the chance to unpack their backpack. They may also come in with wet clothing and shoes, if the trip is during the rainy season.
Therefore, if possible, provide them with suitable space to dry their outdoor layers and store their items, not just a traditional wardrobe that requires full unpacking. Additionally, long-distance walkers will often look for accommodations that have laundry facilities, so they can take care of the dirty laundry. Investing in a washer-dryer may result in more guests.
Moreover, go a step beyond by making a list of recommendations for the best cafes and restaurants in the area. After a long day of trekking, the last thing your guests want to do is read through online reviews, so this touch will be greatly appreciated.
Making the most out of different markets
Developing a walk-and-stay package, catering specifically to the walking holidays tourism, attracts a whole new market to your B&B. This is your chance to diversify your income, especially during the less busy times of the year.
