CONSUMER PROFILE ITALY SUMMARY Traveller Profile Motivations for travel Italian travellers choose a destination based on world-class nature, history and heritage, aquatic and coastal experiences and good food and wine. A destination must also satisfy the rational factors of value for money and safety and security. Where are they going? The most visited destination for Italian travellers is the, followed by UAE and. is 14th on the list in terms of trips taken in 2016, following India and. Where do they want to go? The, and the are most definitely on their to do list in the next two years. makes it onto the aspiration list for the next four years, at second position, but the is the priority for Italian travellers. Who do they travel with? Almost half of Italian consumers travel as a couple. Perceptions of is well-placed to deliver on most of the importance factors which are highly ranked among Italian travellers, ranking in second position for world-class nature and aquatic and coastal experiences. However, s association with history and heritage falls behind that of competitive long-haul destinations. Traveller Behaviour How do they prefer to travel? > > Trip length is slightly longer than the average of international travellers, at 11 nights featuring an average of three destinations. > > Preferred styles of travel include resort and beach holidays. > > Over one-third of trips are tour groups, with a shift towards semi-independent and fully-independent travel in recent years. When do they travel? July, August and December are the peak travel months for Italian consumers, with lead times typically falling between three to six months. For travel to, specifically, July-August and December are also the peak travel periods for Italian travellers. How do they plan to travel? For early planning and inspiration, Italian travellers are using a combination of online and offline sources including speaking to travel agents by phone or in person, reading travel or guide books, and talking to family and friends. How do they book travel? When it comes to booking, the majority are doing so via a travel agent, either in person, by telephone or online. TripAdvisor Facts Italy is the fourteenth largest international market viewing on TripAdvisor, at 1.9% of all sessions. In 2016 this figure grew 4.7% year-on-year. With Italy s position as the fourteenth largest market viewing, this represents a small percentage of all the other international destinations they are searching. Traveller Snapshot 2017 Sources: 1. Tourism, Consumer Demand Project, 2016. 2. Tourism Research, International Visitor Survey, December 2016. 3. TripAdvisor, Internal Data, December 2016.
ITALIAN TRAVELLER PROFILE Market Overview In 2016, Italy was s 18th largest inbound market for visitor arrivals, 17th largest market for total visitor spend and 18th for visitor nights. 75,500 Visitor arrivals 1 (á 4 per cent) The information in this fact sheet comes from Tourism s (TA) international consumer research study the Consumer Demand Project (CDP). The CDP was set up in 2012 to look into how global consumers view and what most motivates them to visit. Insights from the CDP have been used extensively to inform and support development of TA s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of n tourism. The research is used to help shape the future marketing of and identify opportunities to make the country s tourism offering more attractive to overseas visitors. Holiday 4 Business Visiting friends & relatives Other Most important factors when selecting a holiday destination Value for money 53% World class nature Rich history and heritage 47% Aquatic and coastal 43% Good food and wine 38% Safety and security 37% Friendly and open citizens 28% Family friendly 20% Clean cities, good infrastructure 17% Quality accommodation 70 nights *2 Average nights stayed $0.5bn Total spend 2 (á 1 per cent) 23 nights **2 Median nights stayed Read as: 53% of respondents rate value for money among the top five most important factors when choosing a holiday destination. Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer, removing the impact of very long stay visitors. Data refers to an average of 2012-2016. Refers to share of arrivals of respective purpose. Other includes education, employment and others. Sources: 1. Department of Immigration and Border Protection, December 2016. 2. Tourism Research, International Visitor Survey, December 2016. Page 2 Consumer Profile Italy 2017
AUSTRALIA S POSITION AND OPPORTUNITY Purchase funnel Aspiration Which of the following destinations are you considering travelling to in the next 4 years? Awareness of holiday experiences How aware would you say you are of the holiday experiences on offer in the following destinations? Intention Which of the following destinations are you actively planning to visit for a holiday in the next 2 years? Visitation millions of trips in 2016 1 28% 17% 1 UAE 28% 1 Argentina 7% 4% 4% United Arab Emirates China Cuba India 1.1 0.3 0.3 14th Read as: of Italian consumers are considering travel to in the next 4 years, while are intending to visit in the next 2 years. is ranked #14 for visitation against other out-of-region (OOR) destinations for Italian travellers. Notes: is included in US for visitation figures as cannot be separated. Sources: 1: Tourism Economics, YE 2016 Page 3 Consumer Profile Italy 2017
HOW DOES AUSTRALIA RATE? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. World class nature Respondents who have not visited Fiji Kenya 5 5 5 47% 4 4 4 40% 40% Respondents who have visited New Zealand Fiji Other S America 8 7 62% 62% 62% 57% 57% 52% 52% Read as: 5 of respondents who have not visited associate with world class nature. This figure rises to 7 among those who have visited. Good food and wine Total respondents Argentina China India Central America 9% 22% 12th 3 Read as: 9% of total respondents associate with good food and wine. Aquatic and coastal Total respondents Fiji Indonesia 53% 5 43% 40% 3 30% 27% 2 24% Read as: 40% of total respondents associate with aquatic and coastal experiences. Page 4 Consumer Profile Italy 2017
PLANNING AND BOOKING INFORMATION SOURCES The following charts highlight the information sources that Italian consumers use to plan and book their holidays. Preferred sources for early planning and holiday inspiration Travel agent (telephone or in person) Friends or relatives that have been before or live there Travel or guide books General internet searching Online hotel booking site Traveller review sites Online flights booking site Sites for specific destinations Brochures Been there before Read as: of respondents indicate travel agent (telephone or in person) as a preferred source during the early stages of planning a holiday. Preferred sources for seeking information about a holiday destination 9% 17% 1 20% General internet searching Travel agent (telephone or in person) Travel or guide books Friends or relatives that have been before or live there Traveller review sites Online hotel booking site Online flights booking site NTO site Brochures Sites for specific destinations 10% 8% 8% Read as: of respondents indicate general internet searching as a preferred source for seeking information about a holiday destination. Preferred sources used to book a holiday Travel agent (telephone or in person) 44% Travel agent (online) Directly through airline (online) Accommodation provider (online) Directly through airline (telephone or in person) 10% Tour operator (telephone or in person) 8% Accommodation provider (telephone or in person) 7% Tour operator (online) Other travel booking site 4% Airbnb 3% Read as: 44% of respondents indicate booking via a travel agent (telephone or in person) as a preferred source when booking a holiday. Page 5 Consumer Profile Italy 2017
RESPONDENT PROFILE Gender Male 52% Female Place of residence Lombardiy Lazio Veneto Emilia Romagna Sicily Tuscany Piedmont Living situation Partner and kids Partner Parents Alone Housemates Single parent Relatives/family Other 50% 7% 3% 2% Age Under 29 years 30-39 years 40-49 years 50-59 years 60-69 years 70+ years 2% Income Less than 19,999 20,000 to 29,999 30,000 to 39,999 17% 40,000 to 49,999 10% 50,000 to 69,999 20% 70,000 to 89,999 10% 90,000 or more Employment status Work full time 63% Work part time Home duties Looking for work Retired Full time student Other 3% 3 29% About the research The Consumer Demand Project (CDP) research is carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumer research. It helps determine the strategic priorities to achieve the Tourism 2020 goal, by providing a comprehensive assessment of s current destination appeal and the latent demand potential. The research is conducted annually across eleven of s key tourism markets: China, Germany, India, Indonesia,, Malaysia, New Zealand, Singapore, South Korea, UK and. In 2016, the following markets were integrated into the program: Hong Kong, Taiwan,,, France and Italy. Over the last five years, Tourism have spoken to over 90,000 international long-haul travellers via online research panels. Want to know more? Fact sheets for seventeen of s key tourism markets can be accessed at: http://www. tourism.australia.com/statistics/ consumer-demand-research.aspx Occupations Professional Clerical and admin Labourer / trade Self-employed Other Manager Sales worker Community worker Farmer 8% 7% 3% 32% 32% For more information, please contact: ask.us@tourism.australia.com www.tourism.australia.com @TourismAus Page 6 Consumer Profile Italy 2017