Italian Online Travel Overview Eleventh Edition

Italian Online Travel Overview Eleventh Edition Published December 2015 Analysts: Stanislas Feminier, Charuta Fadnis, Karen Burka


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As Italy's economy is finally looking promising, consumer confidence rises as well. Gross bookings are growing modestly and a record number of Italians planned vacations in 2015. While online travel penetration remains relatively low, Italy's mobile penetration rate ranks among the highest in the world, and mobile will be a key driver of online travel bookings growth.

Phocuswright's Italian Online Travel Overview Eleventh Edition provides data, analysis and insight into the Italian travel industry, and projects future performance through 2017. The report covers Italian travel market dynamics, and contains detailed information on all key segments, including air, hotel, car rental, rail, tour operators and online travel agencies.

Topics include:  

  • Size of the Italy travel market
  • Market forecasts through 2016
  • Mobile bookings by segment
  • Distribution patterns by segment and channel
  • In-depth analysis of all major travel supplier segments
  • Trends among key travel companies

Purchase Italian Online Travel Overview Eleventh Edition for a comprehensive picture of the Italian online travel market, delivering data and analysis essential to any travel company competing in Europe.


Full European Online Travel Overview Report






  • Overview
  • Methodology
  • Italian Online Distribution at a Glance
  • Key Findings
  • Macro Landscape
  • European Online Landscape
  • Size of the Italian Market
  • Mobile
  • Suppliers
    • Airlines
      • Traditional Airlines
      • Low-Cost Carriers
    • Hotels
    • Rail
    • Car Rental
    • Tour Operators
  • Online Travel Agencies
  • Conclusion

Phocuswright's Italian Online Travel Overview Eleventh Edition presents the findings from proprietary research conducted in 2015 on the Italian leisure and unmanaged business travel markets. This effort was undertaken as a component of a multipart project that assesses the European travel market as a whole, and which includes in-depth analyses of six individual European markets: Italy, Spain, the U.K. (including Northern Ireland), France, Germany and Scandinavia. The methodology used to conduct this research was consistent across all markets, and is detailed below.

To evaluate the markets, Phocuswright interviewed executives from over 90 Europe-based airlines, hotels, tour operators, rail companies, car rental companies, online travel agencies (OTAs), traditional travel agencies, and travel technology companies. European estimates and projections include the first 15 European Union (EU) countries, as well as Switzerland and Norway.

Unless otherwise indicated, all sales are based on "gross bookings" - that is, the total transaction value of the products sold in Europe - for leisure and unmanaged business travel sites (i.e., consumer-facing websites that sell to individuals, including unmanaged business travelers purchasing outside of corporate travel policies). Gross bookings also include sales from non-EU travel suppliers that are transacted via EU-based OTAs and tour operators. Corporate online booking systems such as Sabre GetThere and Amadeus e-Travel are excluded from this analysis.

All financial information is based on data obtained from company interviews or publicly available financial reports. Estimates and projections are based on executive interviews, third-party information, web traffic results, economic indicators, market trends and Phocuswright analysis. Data is actual for 2013-2014 and projected for 2015-2017. In Figures, totals may not always add to 100% due to rounding.

All currencies are in euros unless otherwise indicated, and converted at the average rate for the period they represent. References to the "travel market" are understood to cover the total travel market, while "traditional travel agency" refers principally to offline travel agencies.

In assessing the market, Phocuswright applies the following methodology to each respective travel segment:

OTA: OTA market sizing estimates and forecasts are based on the local market demand processed via pan-European and local OTAs. Phocuswright figures express the total transaction value of travel sold via OTAs in each respective source market. For example, bookings generated within the U.K, for both domestic and international travel, are allocated to the U.K. market. Total OTA bookings reflect the share of total online supplier bookings processed by intermediaries.

Airline: Airline supplier gross bookings, both offline and online, are assigned to the market in which the supplier is headquartered. For example, all business generated by Lufthansa worldwide is allocated to Germany, while all Air France/KLM online revenue is allocated to France. IAG airlines (British Airways and Iberia) are an exception, as their figures are reported individually.

Hotel: Hospitality supplier gross bookings, both offline and online, are based on room revenue generated by properties in the country source market. Room revenue for hotels and guesthouse/bed and breakfast establishments are included, while camping and similar establishments' revenue is excluded. Room revenue also excludes food and beverage sales.

Car Rental: Car rental supplier gross bookings, both offline and online, are based on revenues generated by rental fleets operating within the country source market.

Tour Operator: Tour operator bookings are assigned to their respective source markets. For example, TUI Travel's U.K. sales are assigned to the U.K. market. Total travel market calculations - for individual country markets as well as for the total European market - include only non-Europe tour operator bookings generated by each source market. This method avoids double counting across other segments including hotels and airlines.

Additional Considerations: Note that aggregating individual supplier segment estimates and forecasts will not yield the same results as total market estimates, since adjustments are made for double counting.

When distinguishing supplier-direct from intermediary bookings, consider the final merchant of sale as the booking channel. For example, metasearch engines are often non-transactional, and customers are redirected to the respective supplier or OTA site for payment processing. Car rental partnerships with airlines and hotels function in a similar way, in that customers searching for car rental products on an airline or hotel website will often be directed to the car rental website to process the payment.

US $795 
CA $1,047 • £621 • €720
FREE for Open Access Subscribers
Add to Cart