Markets
Market insights snapshot - Italy
Learn about market spend and recovery trends, current buyer organisations, and consumer priorities for the Italy market.
Market trends
- Out of region travel for Italian travellers is gaining momentum in 2023 following the lull experienced during 2020 and 2021.
- Volatile consumer confidence (impacted by inflation costs and political instabilities) however the demand for travel remains high.
- Airline bookings: 83% of Italians books through Travel agents/tour operators.
- Accommodation bookings: 62% of Italians books in physical travel agencies; 30% book on travel agency/tour operator website.
- General strong return of the early booking for 2024.
Buyer snapshot
- There are 13 buyers attending ATE from Italy this includes one new buyer, two Luxe and one Platinum Club.
- Enjoy Destinations will attend first time for Italy --> Enjoy Destinations, based in Milano, focuses on tailor-made travel for medium to high-profile customers. Catering to travel agents, they offer deluxe travel and VIP event experiences, collaborating with over 800 agencies to promote their exclusive travel proposals.
- Exclusive Aci Blueteam will attend as LUXE buyer for the first time --> ACI Group specialises in business travel, MICE, and Leisure sectors, ranks among the top 5 Travel Management Companies in Italy. With over 250 employees, it's a member of Virtuoso and has an exclusive brand for VIP clients and celebrities in luxury leisure. Exclusive is the new branch of the operator specialized in luxury leisure services for clients.
Consumer trends
- Italian travellers have a strong desire to holiday to the USA, followed by Spain.
- When looking at the competitive set for Australia, Australia performs second to Japan on awareness, consideration and active planning.
- When looking at where to travel the factors of greatest importance to Italian travellers are value for money, natural wonders and beautiful natural environments.
- Increase in demand for Western Australia across the market also thanks to the Qantas direct flight operating seasonally from Rome to Perth.
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