ITALY MARKET PROFILE

Transcription

1 ITALY MARKET PROFILE Year 2011 Results of a survey carried out between January to December 2011 Malta Tourism Authority Research Unit Market Support & Development

2 Market Dynamics January to December 2011 In year 2011, Malta received 199,830 Italian tourists, recording a decrease of 8.2 when compared to year With a share of 14.2, Italy ranked as the second largest source market following the UK. Nonetheless, Italy registered a drop of 2.1 percentage points in market share when compared to year Total Tourists Yr 2011 Italian Tourists Yr 2011 Absolute Change (ITALY) 11/10 Percentage Change (ITALY) 11/10 Tourist Departures 1,411, ,830-17, Nights spent 11,680,167 1,178,197-92, Average length of stay 8.3 nights 5.9 nights +0.1 of a night +1.0 Expenditure ( 000s) 1,230, ,805-11, Expenditure per capita ( ) No change No change Source: NSO

3 Italian Tourists Visiting Malta In year 2011, inbound tourists from Italy amounted to 199,830, registering a decrease of 17,896 tourists (or -8.2) when compared to year Nonetheless, this reflects an increase of 38,093 tourists (+23.6) when compared to year 2009, an increase of 55,374 tourists (+38.3) when compared to 2008, an increase of 86,179 tourists (+75.8) when compared to year 2007 and an increase of 87,282 tourists (+77.6) when compared to year This also means that over a 5-year span ( ), inbound tourists from Italy registered an average annual growth rate of Inbound Tourists from Italy , , , , , , , , , ,830 50,

4 Guestnights of Italian Tourists In year 2011, Italian tourists spent 1,178,197 nights in Malta, recording a decrease of 92,356 nights (- 7.3) when compared to year Nonetheless, this reflects an increase of 184,372 nights (+18.6) when compared to year 2009, an increase of 192,575 nights (+19.5) when compared to 2008, an increase of 363,390 nights (+44.6) when compared to year 2007 and an increase of 319,727 nights (+37.2) when compared to year The average length of stay has gone done from 7.6 nights in 2006 to 5.9 nights in Guestnights by Italian Tourists ,600,000 1,200, , , , , ,825 1,270,553 1,178, ,

5 Expenditure of Italian Tourists In year 2011, Italian tourists generated 126 million worth of expenditure. This represents a decrease of 8.3 (or 11.5 million) when compared to year It also reflects an increase of 22 million when compared to 2009, an increase of 22.6 million when compared to 2008, an increase of 39.4 million when compared to 2007 and an increase of 36.6 million when compared to During year 2011, tourist expenditure recorded decreases throughout all categories, with the highest decrease registered in package expenditure. Expenditure by Inbound Italian Tourists (in '000s Euros) 160, , , , , , , ,000 89,178 86,390 80,000 60,000 40,000 20, Non-package expenditure ( 000s) Package Air/sea fares Accomm Other expenditure Total ,363 11,481 9,059 27,275 89, ,840 16,273 24,093 57, , ,439 15,035 22,642 53, ,805 Change 11/ Change 11/

6 Purpose of Visit Holiday remains the main purpose of visit accounting for 74.4 of total Italian visits. A further 4.6 visited friends and relatives of Italian tourists came for business Italy by Purpose of Visit Year Holiday Business VFR Other 74.4 Italy by Purpose of Visit Abs. Chg. 2011/2010 Change 2011/2010 Holiday 116, , ,633-14, Business 23,272 23,113 22,058-1, VFR 6,469 10,156 9, Other 15,405 21,457 19,853-1, Total 161, , ,830-17,

7 Market Profile Key Findings The results of this survey are based on a sample of respondents, residing in Italy. Part 1: Socio-Demographic Profile of the Italian Tourist

8 Region of Residence Lombardia Lazio Emilia-Romagna Toscana Puglia Veneto Piemonte Sicilia Campania Liguria Marche Friuli Venezia Giulia Trentino Alto Adige Abruzzo Molise Calabria Umbria Main Regions of Residence In year 2011, most Italian tourists visiting Malta came from the regions of: -Lombardia (17.2) -Lazio (15.8) -Emilia-Romagna (12.1) -Toscana (10.0) Percent

9 Socio-Demographics Year 2011 Year 2010 Gender Male Female Marital Status Single Married/Living together Divorced/separated Widowed

10 Age Under Over 65 years Italy: Age Groups Percent In year 2011, the Italian tourist visiting Malta was on average 44 years of age. Around 23 of respondents pertained to the age bracket, closely followed by the age bracket and the age bracket. Average Age: 2011: 44.4 years; 2010: 43.2 years

11 Occupation & Net Income Director Manager Yr Year As in the previous year, during year 2011, around 35 of Italian tourists visiting Malta were office or retail workers. Office/retail worker Professional Skilled worker tradesman Manual worker Around 15 of respondents were professionals while 13 were retired individuals. Self-employed Student Housewife Unemployed Inbound Italian tourists earn an average net income of 1,747 per month. Retired Net Income per month: 1,747.33

12 Readership Commonly read newspapers include the daily versions of: La Repubblica (26.3) Corriere della Sera (18.9) La Stampa (5.4) Il Messagero (4.4) Il Giornale (3.8) The magazines which scored the highest readership were: Focus (13.3) Espresso (13.3) Panorama (9.3) Vanity Fair (4.6) Donna Moderna (4.7)

13 Internet Access Year 2011 Year 2010 Access to internet (multiple response) - From home - From work - From other pc Websites accessed regularly (base 100) - google, gmail - facebook - libero - yahoo - Ilmeteo - youtube - booking.com

14 Internet Usage Year 2011 Year 2010 Internet usage for travel (multiple response) - Search for travel information online - Book travel online Travel booking websites (base 100) - booking - ryanair - expedia - easyjet - edreams - venere - lastminute

15 Last Two Holidays Last Two Holidays Year 2011 (Most mentioned destinations base 100) Spain France Egypt Greece Percent England Germany USA Malta Austria Turkey Croatia Czech Republic Greek Islands Netherlands Holland Portugal Balearic Islands Morocco Canary Islands Belgium Sweden Tunisia In year 2011, prior to visiting Malta, most Italian tourists took their last two holidays in Spain, France, Egypt and Greece. Other preferred destinations among Italian travellers were England, Germany, the USA and Austria.

16 Competing Destinations Main Countries Considered Prior to Choosing Malta Year 2011 (Base 100) Spain Greece Italy Egypt France Greek Islands Turkey England Canary Islands Cyprus Morocco Portugal Ireland Sicily (Italy) Germany Tunisia Balearic Islands Netherlands Holland Croatia Sardegna (Italy) Austria Czech Republic Scotland Spain, Greece and Italy were the top destinations considered by Italian tourists prior to choosing Malta.

17 Part 2: Journey to the Maltese Islands

18 Sources of Influence (Multiple Response) Newspaper/magazine advert Newspaper/magazine article Recommendation by travel agent Travel guide Tour operator brochure TIO literature Recommendation by family/friends Travel show/fair Internet Previous visit TV advert TV programme Promotional material Radio Year Year As in the previous year, the Internet ranked as the top source of influence for Italian tourists, influencing more than one in every four respondents. Word-of mouth recommendation ranked second followed by the previous visit. On the contrary, the radio, travel fairs and TIO literature were among the least popular influential means. Rank 1 Rank 2 Rank 3

19 Reason for Choosing Malta (Multiple Response) New place to go Year Year As in the previous year, Italians were primarily motivated to visit Malta for its novelty. Result of previous visit Agreeable climate History/culture Accessibility Recommended by friends/relatives Cost/value for money English spoken widely In year 2011, around 45 cited cost/value for money as a main motivation for visiting Malta. This has gained market share when compared to the previous year.. Malta s agreeable climate ranked third with a share of 43. Only place available Maltese hospitality Other reason Rank 1 Rank 2 Rank 3

20 Type of Booking Arrangement Type of Booking Arrangement A package Non-package Partly package/partly non-package -More than three out of five Italian tourists (61) booked their trip to Malta independently whereas one fifth bought a package holiday. - Around 19 decided to make their travel arrangements partly with a tour operator and partly independently.

21 Type of Booking Arrangement Package Non- Package Partly Package/Partly Non-package Total Share of total N=113 N=349 N=111 N=573 Booking operator: Tour operator/travel agency Directly with suppliers Exclusively internet-based travel operator Booking arrangement: Flight Vehicle hire Accommodation Site/attraction visits Transfers Event tickets

22 Package Booking Arrangement In year 2011, one out of five Italian tourists visiting Malta bought a package trip. More than half of package holidays (55) were bought from a tour operator/travel agent. One fifth of package trips were bought from an exclusively internet-based travel operator while a further one fifth were bought directly from suppliers. The package mainly included flight, accommodation and transfers. Non-package 61 of Italian tourists made booking arrangements independently. Of these, two out of three tourists booked directly with suppliers. 19 of non-package trips were bought from an exclusively internet-based travel operator while 17 were bought from a tour operator or travel agency. Travellers opting for non-package type of arrangement mostly booked flight and accommodation. Travel operators The main Italian travel operators were Blu Vacanze (7.1), King Holidays (7.1), Brixia Viaggi (4.3), Aviomar (2.9) and Cisalpina Tours (2.9).

23 Internet Booking for the Malta Trip Internet Bookings for the Malta Trip Yes No Booking arrangement of internet bookers: Package 11.4 Year Non-Package Partly Package/Partly Non-package Year TOTAL Percent The share of online bookings for the Malta trip by Italian tourists increased from 71.9 in year 2010 to 77.8 in year Online bookings were made mostly for flight and accommodation. Online bookings were mostly made for non package type of trips, with a share of 69.3.

24 Type of Internet Booking Package Non- Package Partly Package/Partly Non-package Total Internet booking: YES N=48 N=291 N=81 N=420 Internet booking made with: Tour operator/travel agency Directly with suppliers Exclusively internet-based travel operator Online booking arrangement: Flight Vehicle hire Accommodation Site/attraction visits Transfers Event tickets Other

25 Type of Arrangement of Internet Bookers 78 of all respondents booked the Malta trip or part of their trip online. Online bookings were mostly made for non package type of trips with a share of Non-package: Around three out of four of online non-package bookings were made directly with suppliers. 21 of online non-package bookings were done with an exclusively internet-based travel operator. Travel items booked mostly included flight and accommodation. In addition, 19 of online non-package travellers, booked transfers online. Internet-based travel operators: The main internet-based travel operators were booking.com, expedia, lastminute, logitravel, edreams, Ryanair and Easyjet.

26 Booking Arrangements Timing of Decision and Reservation Year 2011 Decision Booking Less than 1 week 1 to 3 weeks 1 month 2 to 3 months 4 to 6 months Over 6 months - In year 2011, around 36 of Italian tourists decided to travel to Malta two to three months prior to departure date. Around 24 took their decision to travel to Malta one month prior to departure date. - One third of Italian tourists made booking arrangements three weeks or less before coming to Malta.

27 Airports of Departure Main Airports of Departure Roma Fiumicino 22.7 Survey results indicate that in year 2011, Roma Fiumino was the main airport of departure for around 23 of respondents. Bologna Airport Milano Linate Bari Airport Pisa- Aeroporto Galileo Galilei Milano Malpensa Venezia- Marco Polo Airport Treviso-C anova Airport Trapani Airport This was followed by Bologna Airport, Milano Linate and Bari Airport. Other main airports of departure were Pisa Galileo Galilei, Milano Malpensa and Venezia Marco Polo. Milan (unspecified) 2.8 C atania Fontanarossa 2.0 Torino Airport 1.4 Genoa-C ristoforo C olombo

28 MIA Passenger Movements Pax Share by Main Airport of Departure ROME FIUMICINO CATANIA FONTANAROSSA, SICILY MILAN LINATE BOLOGNA GUGLIELMO MARCONI PISA / FLORENCE GAL GALILEI BARI PALESE MILAN MALPENSA Year ,738 72,450 62,431 61,089 39,681 35,105 32,287 Market Share MIA passenger movements indicate that in year 2011 Rome Fiumicino was the main airport of departure with a share of 35.6 out of total passenger movements. Catania Fontanarossa ranked second, followed by Milan Linate and Bologna Guglielmo Marconi. TRAPANI BIRGI 27, VENICE MARCO POLO 24, VENICE TREVISO 18, REGGIO CALABRIA TITO MENNITI 8, VERONA BOSCOMATICO 6, NAPLES CAPODICHINO 5, PALERMO PUNTA RAISI, SICILY 1, CAGLIARI ELMAS 1, Total 616, Source: MIA

29 Airline Used to Travel to Malta Main airlines used to travel to Malta: Ryanair Air Malta Easyjet Alitalia Around 48 of respondents travelled to Malta via Ryanair. Around 22 used Air Malta. Malta s national airline received the highest number of very good and good ratings with a share of 92. Rating of Airline: All Sample Ryanair Air Malta Alitalia Very good Good Average Poor Unacceptable

30 Part 3: Experiencing the Maltese Islands

31 Type of Visit Breakdown of respondents by type of visit: Malta only Malta and Gozo Malta and Gozo and Comino Gozo only Comino only Gozo and Comino Malta & Comino Total number of respondents who slept in the Maltese Islands Average Length of Stay nights - The total average length of stay stood at 6.6 nights. - The large majority (92.7) slept in Malta only, with an average length of stay of 6.3 nights of surveyed respondents engaged in a Gozo-only stay. - Around 4.7 of total respondents took on a two-centre stay in Malta and Gozo with an average length of stay of 9.3 nights.

32 Visit to Malta Year 2011 Year 2010 Experience of Malta: First visit Repeat visit Number of previous visits: 1 time 2 to 3 times 4 to 6 times 7 times and over Out of previous visitors: Visited Gozo Been on a cruise trip to Malta

33 Length of Stay Length of Stay to 3 nights to 7 nights 8 to 14 nights Over 14 nights Malta (N=605) 7.0 Gozo (N=43) Around 62 of Italian tourists who slept in Malta engaged in a 4 to 7 night stay. - Out of those who slept in Gozo, around one fourth spent 1 to 3 nights while 44 spent 4 to 7 nights.

34 Type of Accommodation Used Accommodation Used Year star hotel 4 star hotel 3 star hotel 2 star hotel Apart-hotel Guesthouse/hostel SC/apartment Farmhouse/villa Timeshare Host family Friends/relatives Own private residence Other of Italian tourists used collective accommodation, mostly hotel-type of accommodation. Around 13 opted to use private accommodation staying in self-catering apartments, farmhouses, villas, with friends or relatives or with host families Percent

35 Locality Stayed In Main Locality of Accommodation Sliema St. Julians Qawra Gzira Mellieha Valletta St. Paul s Bay Bugibba Marfa Floriana Cirkewwa Paceville Golden Bay Attard Marsaskala Msida Swieqi Marsalforn (Gozo) Ghajnsielem (Gozo) Gharb (Gozo) Xlendi (Gozo) Qala (Gozo) Comino The Sliema area (including Sliema, Gzira and Msida) was the preferred area of accommodation for more than than one third of Italians. This was followed by the St Julians area with a share of 21. Together, there two areas of accommodation attracted 58 of Italian tourists. Around one fourth of respondents stayed in St Paul s Bay area. Area of Accommodation: Sliema area St Julians area St Paul's Bay area Mellieha/Northern area Valletta/Floriana Gozo/Comino South area Other

36 Basis of Accommodation Basis of Accommodation Year 2010/2011 Bed only Bed and breakfast Year 2011 Year 2010 Half board Full board All Inclusive Self-catering Timeshare Percent Bed and breakfast continues to be the preferred basis of accommodation for most Italian tourists visiting Malta with over half of respondents choosing this basis of accommodation. Around 23 opted for bed only. This basis of accommodation gained market share when compared to last year.

37 Travelling Party Alone With spouse/partner With family With friends In an organised group With business associates Average number of people in travelling party Year 2011 () people Year 2010 () people

38 Activities Engaged In Sport/Outdoor Activities: Swimming Diving Other watersports Walking/hiking Climbing Golf Attend sports events Participate in sports events Cultural Activities: Recreational Activities: Spa/wellness Shopping Nightlife/clubbing Dine at restaurants Casino Cinema Attend cultural events: Survey results indicate that whilst in Malta, Italian tourists engaged in a variety of activities including swimming, walking/hiking, sightseeing, visiting historical sites, churches and museums, dining and shopping. Go sightseeing 74.4 Theatrical performance 1.4 Visit historical sites 69.3 Dance 1.9 Visit museums 47.4 Opera 0.6 Visit churches 68.8 Music/concert 6.1 Visit arts/crafts sites 15.1 Festas/folk/festival 17.2 Visit local produce sites 11.3 Visual arts 2.3

39 Localities Visited in Malta (Multiple Response) Valletta Mdina/Rabat Three Cities Marsascala Mellieha Sliema St Julians Paceville St Paul's Bay/Bugibba/Qawra Dingli Marsaxlokk Mosta Hagar Qim/Mnajdra Wied iz-zurrieq/blue Grotto Year 2011 () Year 2010 ()

40 Gozo Visit Been to Gozo Year Year Type of Gozo Visit Around 67 of Italian tourists paid a visit to Gozo. A day trip to Gozo One night stay The large majority went to Gozo on a day trip. Around one in ten of respondents spent more than one night on Malta s sister island. More than one night

41 Localities Visited in Gozo (Multiple Response) Citadel/Victoria Marsalforn Xlendi Ggantija Dwejra/Azure Window Ta' Pinu Basilica Ramla Bay Other Year 2011 () Year 2010 ()

42 Comino Visit Around one fourth of Italian tourists visiting Malta in year 2011 paid a visit Comino. Visit to Comino Yes No Year Year

43 Expenditure Cost of holiday booking Expenditure during stay Per stay Per day Cost of holiday booking includes: Flight Accommodation Excursions Transfers Vehicle hire Other

44 Hospitality of the Local People Hospitality of the Local People Very Good Good Not so Good Poor Very Poor Many Italian tourists were satisfied with the high levels of hospitality that Maltese and Gozitan people have offered. Around one third of respondents rated the local s hospitality as very good while 56 assigned good ratings.

45 Recommend Malta Would recommend Malta Year Year Recommend YES (Multiple Responses based on 459 respondents) Nice landscape, nature (23.3) Culture, history, architecture, tradition (16.3) Friendly locals (12.9) Good for swimming (12.6) Variety and interesting things to do (12.2) Good value for money (9.6) Good weather (8.3) Relaxing, peaceful, enjoyable (7.2) Nice atmosphere (7.0) Original, unique, particular (3.7) Worthseeing (2.6) Short flight, accessible (2.0) Good for partying (0.9) Good food (0.9) Safe destination (0.7) Out of total comments generated, 92 were positive while 8 were negative.

46 Intend to Visit Malta Again Intend to visit Malta again When to visit again: - 1 less than one year - In 1 to 2 years - In 3 to 4 years - In 5 years or more - Don t know Year Year

47 Main Words Associated with Malta: Amazing, brilliant, enjoyable, stunning, attractive Friendly, hospitable, helpful, welcoming History, culture, architecture, tradition Relaxing, peaceful, serene, tranquil Sun, blue sky Sea, beaches, coast, fish Warm Pleasant Picturesque (sightseeing), scenic, landscape, nature, green Happy, lively, colourful, bright Interesting Value Base 100 (N=1348 words)