Italy's travel market is projected to climb 5-6% annually for the next several years, with online channels accounting for the biggest gains. Though suppliers and OTAs currently capture an equal portion of online bookings, the OTA share will slip in the coming years as suppliers step up their efforts to drive bookings to their direct channels. This report provides current data, charts and analysis on the Italian travel market, with sizing and projections from 2016-2022.
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