The new luxury is private, authentic, and tailor-made: exclusive villas are expected to boom in Italy in 2025.

The language of luxury is changing, as are the desires of travelers. In 2025, true exclusivity is experienced within the walls of a private villa, immersed in the beauty of the Italian landscape and tailored to the desires of its guests. This is confirmed by data collected and analyzed by Camisa Homes & Villas —an Italian company founded in Florence in 2018 by Alessandro Camisa and Giancarlo Pallotta, offering a curated selection of approximately 500 properties, including villas, apartments, and historic homes, in the most exclusive destinations in the Mediterranean and the Arabian Gulf. The company interprets this shift with a more intimate and authentic hospitality model, combining privacy, beauty, and top-notch services.

Bookings soar: +19% in 2025 with Americans, Brazilians and Indians leading the way

Luxury is no longer ostentatious but experienced in a discreet and personal way. This is the trend detected by Camisa Homes & Villas, which is recording a 19% increase in confirmed weeks in 2025 compared to 2024. This growth is driven by its independent properties, cared for like private residences but equipped with hotel-ready services that combine the freedom of a home with the elegance of a boutique hotel. Demand is primarily driven by international guests. Americans now account for 42% of bookings, followed by a surprising increase in Brazilians, up 71% , and Indians, up 55% . There is also growing interest from the United Arab Emirates, confirming the growing appeal of the Italian lifestyle among global elites.

Longer, more authentic stays: from four to over seven nights on average

It's not just demand that's growing, but also the time spent traveling. In 2025, the average guest stay at Camisa villas will increase from 4.2 nights to 7.3 nights , marking a significant increase in stays. At the same time, the type of guest is changing: more bookings are coming from multigenerational groups and so-called "circles of friends," consisting of an average of 10 to 14 people, looking for shared experiences. This also helps reduce costs. Villas are thus being transformed into elegant spaces for shared living , places to slow down, reconnect, and rediscover a sense of authenticity. Supporting this trend is the addition of new, large properties to the portfolio, such as the reopening of the Sun Belt Villas in Puglia and Sicily and the arrival of five new DMF (Dimore by Camisa) castles : authentic historic residences converted into luxury spaces where aesthetics, service, and privacy redefine the idea of private hospitality.

Bleisure and wellness: villas as hubs for work and well-being

The concept of vacation is therefore evolving, embracing new needs. Today, people are no longer simply looking for a break but a place where they can combine relaxation and productivity . The well-known phenomenon of bleisure (a combination of business and leisure) is driving this transformation, and the concept of work from villa 2.0 finds concrete expression in Camisa's solutions: soundproof call boxes surrounded by greenery to ensure privacy and concentration, on-demand virtual secretarial services, and environments designed to stimulate creativity without sacrificing home comforts. Alongside work needs, the demand for authentic well-being is also growing. Immersive wellness is thus spreading within villas: from trullo-side cold plunge pools to personalized treatments by osteopaths and breathwork coaches, to packages like Restore & Rise , which has seen a 22% increase in interest in 2025. This holistic approach aims to regenerate body and mind, promoting a conscious return to one's balance.

Como, Puglia, and Tuscany lead luxury demand in 2025

In the first half of 2025, requests for stays at Camisa properties are growing significantly in three key destinations. Lake Como has seen a 20% increase in requests, confirming its position as a favorite destination for international luxury tourism, offering photo shoots, exclusive ceremonies, and private stays.

Puglia saw an 18% increase, attracting an increasingly discerning clientele thanks to its mix of secluded beaches, charming masserie, and trulli converted into luxury residences. Tuscany , on the other hand, grew by 12% , thanks in part to the launch of the Chianti Tech Hub , a Camisa project that integrates nature, design, and innovation into an immersive hospitality experience.

An academic partnership that creates value

Demonstrating its innovative vision, Camisa Homes & Villas has also launched a strategic partnership with Syracuse University , a prestigious New York State university that has also had a campus in Florence for over sixty years. The goal is to combine academic rigor with the excellence of Italian hospitality, creating a tangible bridge between the classroom and the professional world. The project goes far beyond a traditional internship: students are involved in real-world activities in business analysis, branding, and digital strategies , experiencing the challenges of an ever-evolving sector firsthand. Syracuse University, founded in 1870 and now attended by over 20,000 students from around the world, offers a unique educational model with its Florence campus, where an American analytical approach blends with the depth of Italian culture. " We strongly believe in the value of exchange with the new generations ," explains Alessandro Camisa, founder of Camisa Homes & Villas. "Welcoming young talent means enriching ourselves with new visions and new energy. In a constantly evolving sector, engaging with those who represent the future of work is not just an opportunity: it's a necessity." This synergy aims to grow further, involving more and more students and professionals and generating value for the entire tourism and real estate sector in Florence.

The new dolce vita is nomadic: Camisa and luxury as transformation

Contemporary luxury is no longer just a possession but a place to live in, temporarily but intensely . If travel once represented an escape, today it is increasingly synonymous with personal transformation . This is the philosophy that inspires the destinations where Camisa has consolidated its presence: Tuscany (with 34 properties), Sicily (28) and Puglia (22), for a total of over 80 active villas distributed among unforgettable landscapes, crystalline seas and authentic villages. Places that represent the ideal coordinates for tailored hospitality, capable of reflecting both the identity of the territories and the desires of the guests.

Luxury tourism around the world: numbers on the rise

This transformation of Italian luxury is part of a rapidly expanding global context. According to Grand View Research , the global luxury tourism market exceeded €1.5 trillion in 2023 and is expected to reach approximately $2.5 trillion by 2030 , with an average annual growth rate of nearly 8.5%. Driving this expansion are personalized stays, unique experiences, bleisure, and wellness travel, with high-spending travelers increasingly seeking privacy, authenticity, and exclusive destinations.