Phocuswright's Italian Online Travel Overview Ninth Edition provides data, analysis and insight into the Italian travel industry, and projects future performance through 2015. The report covers Italian travel market dynamics, and contains detailed information on key segments, including air, hotel, car rental, rail, tour operators and online travel agencies.
Italy remains among the world's most popular tourist destinations, but the country's economy has wreaked havoc on the overall travel market. Despite the hurdles associated with sluggish domestic demand, the Italian travel market could be headed for a turnaround in 2014. Plateauing unemployment rates and a broader economic recovery in Europe will relieve Italy's struggling hotel segment. At the same time, Italian travelers will continue moving to web and mobile channels. By 2015, 36% of leisure and unmanaged business travel will be booked online.
European Market Overview
Also included with Phocuswright's Italian Online Travel Overview Ninth Edition is a summary of the entire European online travel marketplace. This section of the report contains data, analysis and projections through 2015 for key industry channels (OTAs, suppliers) and segments (air, hotel, car rental, tour operators and rail), as well as major markets (France, Germany, the U.K., Italy, Spain and Scandinavia). This valuable overview provides robust European market intelligence that puts regional trends and performance in perspective. The report also features mobile market sizing and forecasts, providing rich insight into the growing influence of smartphones and tablets.
Download Phocuswright's Italian Online Travel Overview Ninth Edition for a complete analysis of the Italian online travel space, including market sizing, key suppliers and intermediaries, trends and projections.
- European Online Travel Market
- Share and Trends by Market
- Key Markets: Germany on the Rise
- Traditional Airlines
- Low-Cost Carriers
- Car Rental
- Online Travel Agencies
- The Hottest Travel Apps in the U.S. and Europe
- Implications of Metasearch
- Additional considerations
- The Italian Online Travel Overview
- Size of the Market
- Meridiana fly
- Low-Cost Carriers
- Nuovo Trasporto Viaggiatori (NTV)
- Car Rental
- Tour Operators
- Eden Viaggi
- Hotelplan Italia
- Online Travel Agencies
- eDreams Odigeo
Phocuswright's European Online Travel Overview Ninth Edition presents the findings from proprietary research conducted in 2013 on the European leisure and unmanaged business travel markets. This effort was undertaken as a multipart project to assess the European travel market as a whole, and includes in-depth analyses of six individual European markets: France, Germany, the U.K. (including Northern Ireland), Italy, Spain and Scandinavia.
To evaluate the markets, Phocuswright interviewed executives from over 90 Europe-based airlines, hotels, tour operators, rail companies, car rental companies, 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 EU-based 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 2011-2012 and projected for 2013-2015. In Figures, totals may not always add to 100% due to rounding.
All currencies are in euros (A) unless otherwise indicated – as in the U.K. chapter, which uses British pounds (£) – and converted at the average rate for the period they represent. References to the "travel market" are understood to cover the total travel market, and "traditional travel agency" refers to principally 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 Germany, for both domestic and international travel, are allocated to the German market.
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 excludes food and beverage sales.
Car rental: Car rental supplier gross bookings, both offline and online, are based on revenue generated by fleets in 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 – only include non-Europe tour operator bookings generated by each source market. This procedure avoids double counting across other segments, including hotels and airlines.
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, please consider the final merchant of sale as the relevant booking channel. For example, customers searching for car rental products on an airline or hotel website will typically be redirected to the car rental website to process the payment. Likewise, metasearch engines redirect users to the respective supplier or OTA web portal to process payment.