After a sold-out summer, theautunno It promises well for the Italian tourism. The forecasts speak clearly: over 58% of the rooms available for October are already booked, and 45% of those for November and December have found a guest. That's not all: also airbnb scores a record with 5 million bookings for the October-December quarter.
The summer was a great one, with 50,9% of operators expecting to close the 2024 budget in balance. This is the portrait of a sector that, despite the difficulties, is holding firm. The latest data from theObservatory on the Tourism Economy of the Chambers of Commerce of Unioncamere – Isnart, presented during the conference at the TTG Travel Experience, confirm this trend.
However, we cannot ignore the expensive pricesIn August, hotel rates increased by an average of 16%, with an average of 183 euros for a double room (source: Stendhal Platform).
Travel Reservations: Online or In Person?
With regard to booking method, 76,2% of Italian structures rely on offers published on portals online (Ota) to increase sales, with 42% of customers using these portals to book from October to December 2024. But let's not forget the value of the direct relationship: 30% of customers prefer to book directly, a sign that professionalism and quality of service remain essential to build a positive image of the destination.
Properties that offer quality services – such as local experiences, children's entertainment and transportation – are in an advantageous position in the competitive market. During the conference, Loretta Credaro, president of Isnart, stressed the importance of training in the correct reading of data: “Data is neither good nor bad, but it is essential to know how to interpret it. Innovation feeds on competent people”.
A summer to remember for Italian tourism
Il summer 2024 budget is decidedly positive, with 86% of rooms sold in July, 90,8% in August and 73% in September. Seaside locations recorded occupancy rates close to full (94,2% in August), followed by lakes (90%) and cities of art (88,2%).
During the summer months, Italy welcomed 32 million tourists, with a predominance of international visitors (54%), up 2% compared to summer 2023. It is therefore not surprising that, between January and July 2024, Airbnb recorded 33 million nights booked, generating a turnover of 6 billion euros, with over 800 thousand accommodations available in Italy.
Strategically, tourism must look to the new generations, who represent 57% of the demand. These young travelers are experts in using the web and are motivated by the combination of culture and nature, with an average expenditure of 80 euros for accommodation and 97 euros per day for activities in the area (+37 euros compared to 2023).
