Operators are under pressure this summer with flat spending, late bookings and diverging market trends shaping a complex season for inbound operators.
Season trends
"The summer season,- says Luigi Polito, CEO and owner of Imperatore Travel, - registered a drop off of domestic demand, particularly in the central months. Italians favoured emerging destinations such as Albania and Montenegro as well as established destinations like Greece and Spain. This drop was, however, balanced by a growth in international flows: the United States, South America, the United Kingdom and Spain recorded significant increases, remaining strategic to the season.
Valuable experiences
Although price competition is fierce, service and authenticity remain the winning cards and so Italy continues to attract foreigners, even though “competition is increasingly intense with bedbanks offering a vast range of accommodation, and it is difficult to compete on price. As a result tour operators are forced to invest in the quality of the product, the uniqueness of the experiences, and very high levels of service. The key lies in supporting travelers end-to-end, ensuring satisfaction and value that outweighs the cost alone.
Experiential value
Spending rises as travellers seek personalization and premium experiences. Dina Ravera, president of Destination Italia, notes that quality and value are key to beating the competition: "The average expenditure per booking has risen significantly: +20% for the Destination Italia brand and +30% for the high-end experience SONO brand. This reflects the growing centrality of experiential tourism. Our Local Expert project, which has local players building authentic and tailored experiences, is proving to be a very effective and distinctive asset. Our customers want value, authenticity and personalization, and are willing to invest in exclusive content if they perceive uniqueness, quality and attention to detail.”
