Italy Online Travel 2019: Key Developments
Note: The market sizing and analysis contained in this report were completed prior to the outbreak of COVID-19, the novel coronavirus that began in Wuhan, China and has since spread to countries worldwide. The virus will have a significant impact on global travel markets in 2020. Phocuswright is actively monitoring this highly dynamic situation, and will provide updates and/or publish new material as soon as possible.
The number of overnight stays in Italy’s accommodations market continues break records, spurred by an influx of European, American and Chinese visitors. Rome, Milan, Florence and Venice capture the majority of hotel transactions, and Italy has also become Airbnb’s third-largest market worldwide. Despite these healthy signs for the country’s travel market, leading domestic airlines Alitalia and Air Italy continue to struggle to stay relevant, and are increasingly threatened by European low-cost carriers and full-service Middle Eastern airlines. This publication presents a high-level summary of the Italian travel market, focusing on the need-to-know developments, trends and stories that are impacting the market now.
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