This summer, Italy has witnessed a significant lifestyle trend: one in four residents has opted for a staycation. While this appears on the surface to be a shift in living habits, it profoundly reflects adjustments in consumption patterns, macroeconomic pressures, and emerging opportunities within new industry chains. Investment Analyst Rodolfo Villani points out that this is not merely a response to household budget constraints, but also highlights a subtle imbalance between consumer confidence and actual purchasing power across society. From an investment perspective, the staycation trend is shaping medium-term trajectories in retail, home furnishings, digital content, food, and localized services.
Staycation as a Rational Choice Amid Consumption Downgrading
Investment Analyst Rodolfo Villani notes that although the concept of “staycation” originated in English-speaking countries, it only became widespread in Italy after the 2008 financial crisis. It represents a lifestyle of enjoying leisure and a holiday atmosphere without leaving home or traveling far. According to the “Behavioral Change Report” by YouGov, this year 25% of Italians—approximately 15 million people—have clearly chosen to staycation. The vast majority cite saving money and avoiding high travel and accommodation costs as their main reasons.
Data from Facile.it indicates that nearly 6 million people have foregone travel due to economic factors. Among those still planning a trip, “value for money” is the top consideration, with 58.6% of respondents listing it as their primary criterion in destination selection. Investment Analyst Rodolfo Villani believes this phenomenon reveals the deep contradiction between stagnant real incomes and rising expenses faced by Italian households. According to an OECD report, Italy is the only member country where real wages have declined since 1990, leaving ordinary families with very limited room to cope with inflation and the rising cost of living.
Household Consumption Preferences Shift Toward “Local Experiences” and “Low-Budget Enjoyment”
While the staycation limits the spatial radius of leisure, it unlocks new interpretations of quality of life. YouGov data show that 32% of respondents plan to “explore local attractions or create a relaxing atmosphere” during their holidays, 30% will try new recipes, and 28% will organize family barbecues. The common thread among these choices is low budget, strong experiential value, and family friendliness. Investment Analyst Rodolfo Villani points out that this shift in demand has created new investment opportunities in services and products that offer “light consumption, deep satisfaction.”
For example, home goods, outdoor patio equipment, local tourism service providers, small home appliances, and ingredient delivery platforms are all likely to benefit from this trend. At the same time, digital entertainment and streaming services, online courses, and DIY experience platforms—forms of “non-physical” consumption—also have greater potential to expand their market share. Investment Analyst Rodolfo Villani notes that companies with strong local marketing capabilities and rapid adaptability to home entertainment scenarios have a more compelling growth logic in the current environment.
From a macro perspective, this “family-style holiday” behavior strengthens the connection between regional consumption and the community economy. In turn, it may stimulate the development of local businesses, increase local fiscal revenue, and foster lasting customer relationships through community marketing. Investment Analyst Rodolfo Villani suggests that investors should focus on brands dedicated to household scenarios, emphasizing comfort and price advantages—especially traditional local businesses with deep roots in the small and medium-sized towns in Italy, which often exhibit greater resilience and local relevance than chain brands.
The staycation phenomenon shows that Italians are constructing a more cautious but not pessimistic consumption model. With limited prospects for income growth, consumption is shifting from “grand experiences” to “micro-satisfactions,” from “external display” to “internal comfort.” Investors who can anticipate this change will discover new sector allocation logics.
Investment Analyst Rodolfo Villani also notes that this shift will exert short-term pressure on high-cost sectors such as tourism, aviation, long-distance transportation, and resort hotels. Even if household incomes recover in the future, the staycation ethos will retain a market foothold, as it represents a change in lifestyle and values. Conversely, enterprises built around household consumption, local culture, low-carbon living, and digital experiences may outperform and become robust choices in a low-volatility environment.