GOOD PERFORMANCE FOR TRAVEL AND TOURISM IN ITALY IN 2015
Italy maintained positive travel and tourism trends in 2015 thanks to the wide and diverse tourist offer to satisfy the varying tourist needs and desires.
At the same time the EXPO event in Milan contributed to driving the growth of tourism, both in terms of incoming as well as domestic flows. Participating companies are positive and remain confident of continued growth in travel over the forecast period.
MOBILE TRAVEL SALES CONTINUES TO GROW EXPONENTIALLY
Online travel in 2015 experienced a boom due largely to the rapid rise in mobile commerce. In particular mobile tourism sales strongly increased in 2015 thanks to the spread of smart devices among Italian consumers as well as the increased offer of mobile apps and mobile-compatible websites provided by players. Italians are becoming used to making tourism purchases online due to the convenience provided, especially when on-the-go or for last-minute bookings.
LARGE PLAYERS CONTINUE TO LEAD TRAVEL
The main players in travel continued to maintain their leadership in 2015. Airlines is still dominated by the low-cost Ryanair Holdings Plc, thanks to its advantageous pricing as well as the number of widespread routes in the country. In lodging, hotels is the best performing in terms of value sales share, given the wide number of rooms available in Italy as well as investment in new site openings. Online travel agents also gained ground within intermediaries thanks to booming online and mobile commerce for travel sales. Within car rental, there was a series of acquisitions as the industry becomes consolidated.
THE RISE OF PEER-TO-PEER LODGING WEBSITES
Peer-to-peer lodging websites and business models are on the increase in Italy, gaining value share in travel. In 2015 Airbnb Inc continued to grow in the country thanks to the large availability of accommodation provided, as well as an increased number of travellers finding this solution interesting and convenient. Short-term rentals represent good value for money, offer the possibility of hosting larger groups and families, and present the opportunity to live “like a local”. It is envisaged that peer-to-peer lodging solutions could cannibalise value share of lower starred hotels over the forecast period.
BRIGHT FUTURE FOR TRAVEL AND TOURISM IN ITALY
Over the forecast period, travel and tourism in Italy is expected to register a positive performance and continue to grow. In particular, flows is expected to rise in the forecast period benefiting transport, lodging and intermediaries. At the same time the online channel is expected to maintain strong growth thanks to the strong performance of mobile commerce in particular. Finally, the fact that tourism is increasingly affordable, coupled with the attractiveness of the country, is expected to further widen the tourism base in Italy.