The Data Appeal Company and The Hotels Network have partnered up to unveil the latest hospitality and tourism trends and help hoteliers and destination operators capitalize on marketing opportunities this summer.
The Dolce Vita returns to Italy
Italy is notorious for being a must-see destination for travelers around the globe, but the beloved boot-shaped nation was also one of the most impacted countries throughout the coronavirus pandemic.
In their latest destination analysis, The Data Appeal Company, in partnership with The Hotels Network, reveals an in-depth look at summer tourism in Italy, including the top travel trends and opportunities for the second half of 2022.
We’ll provide an exclusive focus on direct hotel bookings and travel demand across the highest-opportunity markets for tourism destinations and hoteliers to strategize campaigns and investments accordingly.
- Is Italy still on the rebound, or has it fully recovered?
- How have traveler behaviors changed since the pandemic?
- What will happen in the coming months?
- How can destination marketers and hoteliers leverage this data to create effective strategies?
For this analysis, we’re focusing on the Italian hospitality and accommodation industry. We’ve leveraged Data Appeal Studio, the all-in-one territory analysis platform to enable destination, tourism and hospitality operations to analyze, evaluate and benchmark the traveler journey and their destination from 360 degrees.
The Hotels Network has integrated data from their platform, BenchDirect Destinations, which analyzes and benchmarks direct booking data from select accommodation properties across the globe.
Almost 700,000 travelers are expected in Italy this summer by flight alone
In July and August, Italy can expect to welcome an estimated 697,000 travelers by plane into the top 20 airports across the country. The majority are coming from the USA (23.7%), while Italy is the second origin country (16%) followed by France, Spain and the UK.
US and UK travelers book their holiday further in advance, 125 and 128 days respectively, followed by European countries. On average, flights are booked 99 days in advance.
US travelers prefer to visit top cities, like Rome, Florence, Venice and Milan, (45%) while Germans favor seaside (14.6%) and lake destinations (10.5%). French tourists mostly come to visit historical cities (35%) and the beach (21%).
Source: Data Appeal Studio
Price disparities are increasing both in amount and frequency
Italian hoteliers are running into price disparities between their rates and those available on OTAs and metasearch engines. The frequency of these has reached the rate of 12.2%, while the price difference represents the higher rate of 2022, sitting at 14%.
Source: The Hotels Network
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