It was a pleasure and an honour for HBenchmark to open the proceedings of the second day of the Rome Open Air Forum 2025 with the introductory panel. “Overview & Data Analysis”, alongside Valeria Minghetti (Head of Research at CISET), Carlota Alvarez Pedreira (Managing Director of Oracle Italy and Vice-President Legal South Europe Oracle) and Edoardo Narduzzi (Founder & CEO of Mashfrog Group).

The CEO and Co-founder of HBenchmark, Francesco Traverso, presented an analysis of the main performance indicators for the 2025 season, drawn up through the data lake developed by HBenchmark in collaboration with FAITA on a representative sample of Italian open-air facilities.

The intervention then focused on how new AI-based analytical models can transform the management of Open Air businesses, promoting data-driven decisions and generating tangible improvements in terms of profitability and competitiveness.

What emerges from the data analysis?
By monitoring over 100 establishments (representing approximately 11% of the national market), it has been possible to gain key insights to guide the future of the sector, including:

• Seasonality and trends 2025 saw a very positive June (+11% compared to 2024), which offset the decline in May (-10%), partly due to school-related factors and the postponement of German public holidays. July remained virtually stable (+1%) despite unfavourable weather conditions, whilst September recorded growth (+3%) and October stood out with a surprisingly positive trend (+5%).
• Value of the different products: Camping pitches accounted for 60% of units sold, but mobile homes and bungalows generated 70% of total turnover, highlighting how careful management of profitability by property type is now essential.
• Consumer behaviour by nationality: German tourists (45% in the sample) confirmed a preference for camping pitches, planning well in advance, and choosing different periods compared to Italian guests and other international markets.
• Variable booking windows The advance payment required for bookings was influenced by several factors, including guest nationality, weather conditions, and external variables.

What are the benefits for those who use this data?
Advanced analysis and the use of machine learning through AI enable constant monitoring of booking trends in relation to the operating context of the establishment, enabling dynamic pricing strategies and timely interventions on commercial policy to maximise revenue.

The new frontier is represented by the ability to query data in natural language: every operator can interact with the platform without technical expertise, transforming complexity into a tangible competitive advantage.