Vacations are for couples, but planning is often done individually. This is how Italians plan their holidays.

Over a third of couples on vacation entrust the planning to just one person, according to a survey conducted by Booking.com among 1,004 Italians between the ages of 18 and 65. For 39% of those interviewed, it's the only way to ensure a trip meets their expectations, even though one in ten admits they don't trust their partner's choices. For another 22%, however, the problem is that their partner's tastes are too demanding to plan together.
The stress of budgeting and the joys of bookingWhile agreeing on a budget is the main source of tension, for the majority (64%) planning remains a joy, with peaks of satisfaction when choosing the destination (78%), finding the perfect accommodation (72%), or booking activities and attractions (61%). However, over a third of Italians (35%) say they spend more than eight hours finalizing every detail of the trip, longer than those traveling with friends or family. In short, it seems like it's a little more complex for couples.
Gen Z and AI at the center of planningThe younger generation tends to delegate: 22% of Gen Z prefers to hand over control of travel arrangements, and more than half are happy to rely on artificial intelligence to book, a trend that reflects their fear of making mistakes. AI is already widely used by travelers for tourism purposes: a recent article by Mirko Lalli, CEO of The Data Appeal Company, on Medium explains that "the data speaks for itself: according to the latest research, 38% of American travelers already use AI tools to plan their trips. In Italy, the figure is 15%, and in Germany, 17%.

But look at the other side of the coin: only 1% of accommodations have launched any AI-related projects. It's no coincidence that 30% of Italians say they're afraid of choosing the wrong destination or accommodation, preferring to rely on platforms that simplify the entire process. Just like Booking.com.
In this scenario, those who love to be surprised remain: while many consider every detail, just under one in ten Italians (8%) set out without knowing their destination, eager to enjoy the surprise effect. 12% of bookers love to surprise their travel companion, but one in four would like to receive more recognition for perfect organization.
A summer worth billionsAccording to ENIT data, summer 2025 will bring over 38 million departures, including both Italian and foreign tourists, with an average per capita spending exceeding €900 per trip. Overall, summer tourism generates approximately €34 billion in revenue for Italy, equal to almost 2% of GDP, with peak bookings in July and August. However, seasonality is changing.
Most popular destinations and surprise tripsWith Ferragosto just around the corner, the most popular international destinations for Italians include Barcelona, Palma de Mallorca, Sharm El Sheikh, and Saranda, a town on the Albanian Riviera. Remaining in Italy, Riccione, Vieste, Tropea, Ischia, and San Vito Lo Capo stand out.
Booking.com's point of view"Those who book, whether as a couple, family, or friends, deserve applause," explains Alessandro Callari , regional manager for Italy at Booking.com. "Thirty percent of Italians worry about booking the wrong accommodation or destination, and we want to alleviate this pressure by offering everything on a single platform—from accommodations to flights, taxis, and car rentals. 82% of users agree that this makes the process easier. And while we can't thank them individually, our Genius loyalty program rewards our most loyal travelers with free upgrades, included breakfast, and discounts on car rentals."
Where do you look for inspiration and what happens when you return?More than 60% of Italians rely on specialized websites and platforms to find inspiration for their next destination, while one in three uses booking portals like Booking.com directly to organize and find inspiration. Younger travelers, especially Gen Z (53%) and Millennials (31%), instead look to social media as the main source of ideas. After returning home, almost all travelers relive their favorite moments (100%), look back at photos (99%), and, for those who have done the planning, 86% already start thinking about their next trip.
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