Italy Update, 15-19 June 2020

19 June 2020

The stable contagion trends in Italy and the gradual international borders opening allow Italians to start programming the upcoming Summer holidays with searches showing that Italians are willing to.

At the same time, Government has set an important appointment “Stati Generali” to discuss with the main industries and trade unions programs on how to use the EU recovery founds in order to reduce the impact of COVID19 on the economy which is the next big challenge for phase 2. More info

More info on Covid-19 cases in Italy

AIGO, together with the international Travel Consul network of which it is part, conducted a research to detect COVID-19 impact on the players of the tourism industry distribution in the main world markets. Over 900 travel professionals (tour operators and travel agencies) in the main international markets were surveyed and the response from the Italian trade was remarkable and contributed to the panel with 151 professionals. The study was done at the end of May and it will be repeated in the next few weeks.

In this study you will find an in-depth analysis of Italy-focused data, with some comparisons with international markets:

  • the measures adopted and the loss forecasts for the current year

  • the behaviour of Italian travellers with regard to existing and future bookings

  • activities for the recovery of the sector

  • success factors for the future of distribution

In particular, the survey showed that due to the uncertainty of the situation, the majority of bookings have been cancelled (47%). Italian consumer seems to have adopted a more cautious attitude: 37% of travel bookings have in fact been moved to next year.

The comforting fact is that, to date, a good percentage of customers (31%) are considering confirming their trip to the destinations originally booked. 

The survey also aimed to probe the ground about customers’ propensity to book future trips: in this sense, the climate of uncertainty is stronger in Italy, where more than half of the survey participants (58%) say that customers are still waiting to understand how the situation will evolve before booking a trip again. It will be interesting to monitor the evolution in the month of June.

To the question of how tourism boards can help tour operators in the recovery phase, the most frequent answer at global level – including Italy – was “introducing health certificates available to travel agents so that customers can perceive that destinations are safe from a health point of view” expressed by two out of three interviewees. In our country, this is the answer given by 58% of the sample, followed by the release of timely data (52.67%) and the opportunity to carry out marketing campaigns aimed at consumers and aimed at booking (50.67%).

Click here to download the full report.

The data collected by the Osservatorio Innovazione Digitale del Turismo del Politecnico di Milano show that Italians who travel this Summer will radically change their habits by favouring proximity tourism and choosing accommodation solutions that ensure social distancing and privacy. According to the Study Centre of the Italian Touring Club, in fact, it is very likely that at least for the whole of 2020 our tourism will remember the purely local tourism of the second post-war period. 90.2% of those who travel will remain within the national borders (51.3% will have a holiday in a different region than the one where they live, while 38.9% will not even change region). Even the forecasts provided by Airbnb speaks of 82% domestic travel for Italians. More info

To imagine what Summer holidays will be like after COVID-19, GfK Sinottica developed five different ways of approaching the Travel&Holiday world and five targets to hit with targeted offers and communications.

  • Traveller style: 27.3% of total vacationers, about 6.5 million individuals. It is the style of the central age groups with good financial resources. It shows an accentuated dynamism and a developed interest in culture. The holiday, purely summer and low cost, is lived in an adventurous way and must offer opportunities for reflection and cultural stimuli.

  • Vacationer style: 21.7% of total vacationers, or about 5.2 million individuals. Predominantly elderly and middle income. It is not very dynamic and takes refuge in its own habits in search of tranquillity. The holiday is also spent in a customary way, in known places and where, in many cases, he owns a house.

  • Cushy style: 8.3% of total vacationers, or about 2 million individuals. It is the group that values quality service more than others and wants to enjoy life without compromise. He loves to feel good and therefore demands comfortable solutions. Unenterprising, he relies on security brokers to make decisions.

  • Voyager style: 18.9% of total vacationers, or about 4.5 million individuals. It represents the most evolved and informed style. He’s looking for adventure and excitement. The interest in culture and the desire to be informed about everything are the engines that drive him to travel the world and the ingredients that cannot absolutely miss in his holidays.

  • Tourist style: 23.7% of total vacationers, or about 5.6 million individuals. This group gathers individuals of different ages and well represents the Italian family. It lives the holiday as an opportunity for recreation, fun, but also as a form of conviviality and family aggregation.

More info

Italy Insights

From Abroad

Europe is ready to open: from June 15th to July 1st most of the main countries will open their borders to European and foreign travellers, with the gradual lifting of most of the restrictions. More info

European Commission introduced an interactive map including all travel and practical info related to each country to facilitate communication for travellers in the upcoming weeks.
More info on the EU Commission website

MEDIA

A new category of Netflix is dedicated to Black Lives Matter. A series of titles, grouped in a category aimed at learning more about racial injustice and the experience of Afro-descendant people in the United States.

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Vanity Fair celebrates freedom with a collective playlist, free and open to everyone in the fullest sense of the word, to which everyone can add their own song, from readers to friends of the brand.

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PEOPLE

“Nuclear” is the new Arisa’s and Manupuma’s unreleased which supports the Maternity Project Covid-19 that helps hospitals throughout Italy.

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The Councillor for Culture of the city of Florence Tommaso Sacchi, sent an appeal to influencers to communicate young people about the city, inviting them to visit it. The first influencer to visit is Cristina Fogazzi, aka the Cynical Beautician who told the story of her day in Florence “beautiful to stun” in the Uffizi, Palazzo Vecchio, Palazzo Strozzi, to the cry of “let’s take back this often battered Italy”.

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BRANDS

In order to relaunch consumption, Barilla is proposing ad hoc strategies, trying to bring concrete support to out-of-home businesses and be even closer to customers, proposing and finding forms of collaboration to be ready to start again together in the immediate future. Barilla wants to bring a new, even better pasta to the tables of Italians so that they can rediscover the pleasure of a convivial moment of joy and share with their beloved and friends.

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Donatella Versace, as Stonewall Ambassador, launched a limited-edition collection in support of the LGBTQ+ community. The designer has decided that in the United States the donations will be donated to the non-profit association Pride Live in addition to financing the restyling of the organization’s donation platform to make it more performing.

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OTHER

One Run offers to runners to take to the streets and run for charity. Not all at once, but alone. United, however, by the same goal in a sort of “digital marathon”. The run is made in favour of Make-A-Wish Italia, the non-profit organization committed to fulfilling the wishes of children suffering from serious diseases. It takes place from 21 to 30 June.

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On Friday 19th June the doors of Art Basel’s Online Viewing Room will open: a special platform accessible from the web that will allow the main international art galleries to display their works for a week, albeit only in virtual form.

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