Kiss from Italy sees direct revenue jump 65% as advisor sales rise 50%

Kiss from Italy’s 2026 Season Report shows stronger demand for private travel across Italy, with direct bookings up 65% and travel advisor revenue up 50% from January through September versus the same period in 2025. The company says longer seasons, more secondary destinations and AI’s impact on planning are boosting the role of travel advisors.

Why it matters: - Kiss from Italy’s booking trends point to a shift in how travelers buy Italy trips, with direct sales and travel advisors gaining share while OTAs lost ground. - The report suggests demand is spreading beyond peak summer and top marquee cities, which can reshape where and when Italy’s tourism economy captures spending. - The company also sees AI pushing more travelers toward human advisors for complex, customized trips.

What happened: - Kiss from Italy published its 2026 Season Report on October 13, 2026, using internal booking data from January through September. - Compared with the same period in 2025, revenue from direct bookings rose 65%. - Revenue through travel advisors rose 50%. - Revenue through online travel marketplaces fell 30%. - The company operates private tours, yacht charters and shore excursions across Italy from Boston and Florence. - The full report is available here.

The details: - Yacht charters kept growing around Capri, the Amalfi Coast and Portofino. - Growth was slower in Sardinia, while demand in Sicily stayed stable. - Shore excursions increased in Genoa, La Spezia, Livorno, Civitavecchia and Naples. - Kiss from Italy added Salerno in 2026 to improve access to the Amalfi Coast and Capri. - Emilia-Romagna emerged as the breakout region, driven by food experiences, art and history, and Motor Valley driving experiences. - Wine tourism grew in Tuscany, Umbria and Piedmont. - Rome, Florence, Venice, Lake Como and Cinque Terre held steady. - In Cinque Terre, more travelers booked directly and more traveled in spring and autumn instead of July and August. - Multigenerational trips increased, with demand favoring chartered boats and private drivers. - Shoulder-season travel expanded in April, September, October and November. - The company saw more American families traveling to Italy over Thanksgiving week. - Interest in lesser-known regions rose, led by Lazio beyond Rome and the Marche. - Kiss from Italy said the OTA decline reflected price-sensitive travelers, changes in marketplace ranking and recommendation systems, and some bookings shifting to direct and advisor channels.

Between the lines: - The report shows a wider industry trend: travelers are moving away from peak-season, one-size-fits-all itineraries and toward more flexible, customized trips. - Advisor-led sales are benefiting from trips that require coordination, local knowledge and last-minute changes. - AI may be making travel planning faster, but Kiss from Italy argues that complexity still favors human expertise for higher-touch itineraries.

What's next: - Kiss from Italy expects the travel season to keep stretching later into the year. - The company is building autumn trips around truffles, wineries and new olive oil. - Winter experiences such as the Bernina Express are expected to gain traction. - Secondary destinations are expected to keep growing in 2027. - Kiss from Italy is also developing a new website and new services for travel advisors, due in the coming months.

The bottom line: - Kiss from Italy’s 2026 data shows stronger demand for private, advisor-led Italy travel and a market moving beyond the traditional summer rush.