The photography to the sector and to sales performance on the occasion of the day now also dedicated to online discounts by us, it was performed by various analysts (such as those of Couponation in collaboration with Black-friday.sale, and then again Confesercenti and Awin), who agree on one point: the Black Friday 2017 scored a new record for Italy, with all the indicators clearly uphill, but the world travel appeared hidden in the second row.
PURCHASES AND BUYERS INCREASE
According to Confesercenti, in the period of Black Friday the turnover in Italy stood at around one and a half billion euros, with approx 14 millions of customers "tricolor" who took advantage of at least one of the offers offered by practically all online shops (and not only, given the increase in traditional shops which have decided to carry out promotions to follow the trend). Yet, if the tech intercepted nearly 60 percent of purchases, spending on the it involved only 8 percent of the transactions.
TRAVEL SECTOR LITTLE INVOLVED
Even clearer is the figure that emerges from the report Awin, the leading affiliate marketing network in Europe: in Italy, the Black Friday 2017 operations relating to travel sector were lower than last year, with an average expenditure that stood at "just" a 48 €. That is, less than half of overall Black Friday average spend across all sectors, which instead rose to well 101 euro (on Black Friday 2016 it was 74,94 euros), thanks above all to the surges in the fashion and clothing sectors (which together account for 56 per cent of sales) and the aforementioned consumer and information technology.
LITTLE INNOVATION?
This slowdown of can be explained in various ways: first of all, the discount deals related to travel were less in number than the tech proposals and clothing, and also less publicized. Furthermore, a sector that has already made its way into the consumer preferences does not "need" to offer special discounts, preferring other strategies. Yet more generally it seems that the world travel is moving in a less innovative way than in the past, with some exceptions.
THE NEW DYNAMICS OF ONLINE SHOPPING
Looking overall of the offer of online tourism, in fact, there are no particular innovations or trends that are revolutionizing other sectors of eCommerce, in Italy and in the world; just to name a few examples, it seems that the adoption of new ones technologies struggling to accelerate, as well as the spread of systems such as big data and predictions analysis, artificial intelligence or eCommerce conversions through platforms messaging, already tested in other areas to make the consumer experience more personal and unique.
THE MOST INNOVATIVE AND TECHNOLOGICAL AREAS
The newest segments of the travel market are launching themselves into this experimentation, such as the branch relating to insurance for their own holidays: platforms such as www.polizzaviaggio.it have for example developed interactive systems both for the management of practices and for the reporting accidents during a trip, with direct online assistance also via mobile device that supports in the immediate phases of the problem effectively and promptly.
