Going to the restaurant is a fundamental part of the Italian holiday experience. To demonstrate this, a survey by the TheFork platform, revealing that, for 92% of those planning a vacation, a good meal is essential for the success of the trip. The results portray a summer in which gastronomy occupies a central place: Italians seek authentic flavors, do not give up eating out and allow themselves more culinary pleasures — all while keeping expenses under control. It is a way of experiencing the holidays in which the discovery of a destination happens through – and often mainly – what reaches the plate.
Typical and local cuisine influences the choice of restaurants: If traveling is an opportunity to discover new places, restaurants become an important way to get to know them. It is not surprising, therefore, that for 75% of respondents, local cuisine is the main factor when choosing a restaurant; After all, it is the recipes, ingredients and flavors that really convey the identity of a destination.
Striking visuals are clearly in the background: Only 9% prioritise an exceptional view, 5.5% mainly look for a terrace or outdoor area, and only 1.4% consider the fame of the chef or restaurant to be a top priority.
The desire to eat out remains, but budgets don't increase:Worrying about spending doesn't necessarily mean giving up eating out. In fact, 20% of respondents plan to go to restaurants more frequently than last summer, while 70% intend to keep up the same pace; Overall, nearly 90% have no plans to cut back on eating out. Budgets, however, remain largely unchanged. 74% plan to spend the same amount in restaurants as the previous year, 10% intend to increase spending and 16% plan to reduce it — a scenario that reveals a consumer who still sees dining out as an essential part of the holiday, but who is more selective about where they spend their money.
Eating habits change during the holidays: The greater freedom associated with vacations goes beyond the choice of locations and reaches the daily relationship with food. 46% of respondents say they are more flexible with their eating habits – although they still try to maintain some balance – while 31% temporarily set aside the rules they follow for the rest of the year. Overall, 77% face the holidays with a greater sense of freedom, an attitude that is also reflected in the organization of meals. 53% occasionally replace lunch or dinner with ice cream, street food, fruit or snacks, while another 10% do it frequently. Therefore, eating well remains essential on vacation, but that doesn't necessarily mean always sitting down for a full meal: an ice cream by the sea, street food or an impromptu snack can be part of the travel experience.
