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SUMMER 2022, AN INCREDIBLE RISE FOR ITALY

The multinational marketing company analyses tourism demand performance,
highlighting some characteristics of the post-pandemic tourist.



THE MULTINATIONAL MARKETING COMPANY ANALYSES TOURISM DEMAND PERFORMANCE,
HIGHLIGHTING SOME CHARACTERISTICS OF THE POST-PANDEMIC TOURIST: PET FRIENDLY,
DIGITAL, LOCAL AND SMART WORKER.

A great desire for holidays characterizes searches for hotel bookings in Italy
in summer 2022: from January to August there was a 131% increase compared to
2020. On the other hand, international hotel reservations searches are down -54%
compared to the pre-pandemic era.

The momentum of 2022 can be seen even more when comparing domestic reservation
searches from January to August this year, which show a 518% surge. “Summer 2022
shows us that tourism demand, especially online, is extremely reactive and that
the game is now not only played on the domestic side. The only recipe to
capitalize  results and these new trends is to have a continuous data-driven
approach to planning and monitoring investments, while at the same time using
new technologies that allow budgets to be adapted in real time, especially in
view of the high cost of living and the energy crisis, technologies also allow
for a return on investment with pay-on-the-stay models." 

According to Sojern analysis, the countries from which searches originate are
the USA(27%),always an important long-range market for incoming tourism,
Italy(18.4%), France (13.8%), Great Britain(6.&%) and Germany (3.9%). Most of
the demand is for a stay of four to seven days, but it should be noted that
internationally, many people are looking for a hotel for just one day (31%),
which is also evidence for the revival of business travel.

The situation is different when searching for flights to Italy. Here, compared
to 2020, we have a 41% growth in searches for domestic flights, and a 15% growth
in international flights.

The demand behavior in 2022 is similar, with an increase from January to August
of 64% in searches for Italian flights to Italy, and 51% in international
flights to Italy.

These are the travel intentions analyses of Sojern, the world's leading digital
marketing platform for tourism. "More than ever, tourism businesses need to know
demand accurately in these scenarios with growth and decrease percentages out of
the ordinary that we are no longer used to, and therefore carefully consider
investments in the best way possible," warns Luca Romozzi European sales
director of Sojern.

According to the marketing multinational, operating in Italy for accommodation
and tourist destinations, when planning their advertising campaigns tourism
companies must consider how the tourist has changed in this historical phase.

The first thing to consider is the acceleration of the digital process whereby
65% of Millenial and Generation Z travelers are inspired exclusively by digital
content to book a trip.

Then there is the tendency to rediscover destinations that are not too far from
where one lives rather than exotic destinations, to learn about an area and
experience it through unique, authentic activities that are only possible there.

Flexibility and cancellation policies are now more appreciated than ever by 78%
of travelers, who increasingly prefer the choices of airlines and hotels that
know how to be understanding and in the opposite case, as we have seen this
summer, with the flight chaos, still know how to adequately re-route their
customers.

Another trend emerging is the mixed holiday, an escape but with a computer at
hand, for smart working. This is why hotels in beautiful tourist locations are
asked not to neglect the advertising highlighting wifi and adequate workspaces.

So many have adopted a pet during the pandemic. Offering the possibility of
accommodating them in the hotel or flying them in with the traveler is a
forward-looking idea by those who make an offer of accommodation or transport.
One has to consider that 7 out of 10 Millennials and Generation Z are more
likely to travel to places where pets are welcome, (even if they don't have a
pet) and that in Hilton's recent 2022 traveler report, the 'PET Friendly'
booking filter was the third most used filter on the international hotel chain's
website.  

About Sojern

‍Sojern is a leading digital marketing platform built for travel marketers.
Powered by artificial intelligence and traveller intent data, Sojern provides
multichannel marketing solutions to drive direct demand. Thousands of hotels,
attractions, tourism boards and travel marketers rely on Sojern annually to
engage and convert travellers around the world.

‍

‍

+++

‍


‍SOJERN: ESTATE 2022, UN’ASCESA INCREDIBILE 

LA MULTINAZIONALE DEL MARKETING ANALIZZA LE PERFORMANCE DELLA DOMANDA  TURISTICA
EVIDENZIANDO ALCUNE CARATTERISTICHE DEL TURISTA POST PANDEMIA: PET FRIEND,
DIGITALE, LOCALE E SMART WORKER  

Una gran voglia di vacanze caratterizza le ricerche per prenotazioni alberghiere
in Italia nell’estate 2022: da gennaio ad agosto si registra un aumento  del
131%  rispetto al 2020. In discesa invece le ricerche di prenotazioni
alberghiere internazionali che toccano il -54%. C’è tuttavia una grande fiducia
del turista straniero che continua a cercare di prenotare in Italia. Nei mesi
che vanno da gennaio ad agosto 2022, nonostante le prenotazioni alberghiere non
abbiano ancora raggiunto i livelli pre-pandemia, Sojern ha registrato una
crescita del  154% delle ricerche internazionali di hotel in Italia. Lo slancio
del 2022 si evidenzia  ancora di più confrontando le  ricerche di prenotazioni
domestiche da gennaio ad agosto di quest’anno che segnano un’impennata del 518%.

Secondo le analisi Sojern, i Paesi da cui hanno origine le ricerche sono
USA(27%), un mercato  di lungo raggio importantissimo per l’incoming italiano,
Italia(18,4%), Francia (13,8%), Gran Bretagna(6,7%), Germania (3,9%). La maggior
parte della domanda è orientata a un soggiorno  che va dai 4 ai 7 giorni, ma
bisogna considerare che a livello internazionale, moltissimi cercano un hotel
per un solo giorno (31%) testimonianza del rilancio anche del business travel.

Diversa la situazione della ricerca di voli per l’Italia. Qui rispetto al 2020
abbiamo una crescita del 41% delle ricerche di voli nazionali, e del 15% di
quelli internazionali.

Analogo invece il comportamento della domanda nel 2022 con un incremento da
gennaio ad agosto del 64% dei ricercatori di voli italiani per la stessa italia,
e del 51% di quelli internazionali per il nostro Paese.

Sono queste le analisi sulle intenzioni di viaggio di Sojern, leader mondiale
tra le piattaforme di marketing digitale per il turismo.  

"L'estate 2022 ci dimostra come la domanda turistica, soprattutto online, sia
estremamente reattiva e che ormai la partita non si gioca solo sul domestico.
L'unica ricetta consolidata per poter capitalizzare questi nuovi trend è quella
di poter avere un continuo approccio data-driven per pianificare e monitorare
gli investimenti e al contempo utilizzare nuove tecnologie che permettano di
adattare i budget in tempo-reale, specialmente in ottica di caro vita e di crisi
energetica le tecnologie permettono anche di garantire un ritorno
dell'investimento con modelli pay-on-the-stay" dichiara Luca Romozzi direttore
commerciale Europa di Sojern.  

Secondo la multinazionale del marketing, operativa in Italia  per la ricettività
e le destinazioni turistiche, impostare le proprie campagne di advertising le
imprese del turismo devono considerare come è mutato il turista in questa fase
storica.

· La prima cosa da considerare è l’accelerazione del processo digitale per cui
il 65% dei viaggiatori millennial e generazione Z sono ispirati esclusivamente
da contenuti digitali per prenotare un viaggio.

· Vi è poi la tendenza a riscoprire con una nuova lettura delle destinazioni non
troppo distanti dal luogo in cui si vive piuttosto che mete esotiche, per 
conoscere un territorio e farne esperienza attraverso attività uniche,
autentiche, possibili solo in quel luogo.

· La flessibilità e le politiche di cancellazione sono più che mai apprezzate
ormai dal 78% dei viaggiatori che prediligono sempre più le scelte  di compagnie
aree e alberghi che sanno come essere comprensive e nel caso contrario, come
abbiamo visto questa estate con il caos voli, sanno comunque riproteggere
adeguatamente il loro cliente.

· Un’altra tendenza che emerge è la vacanza mista, una evasione ma con un
computer a portata di mano per smart working. Per questo si chiede agli hotel in
bellissime posizioni turistiche di non trascurare l’advertising in cui si
evidenziano wifi e spazi di lavoro adeguati.

· Tantissimi hanno adottato un animale domestico durante la pandemia. Offrire la
possibilità di ospitarli in albergo o farli volare con il viaggiatore
rappresenta un’idea lungimirante di chi formula un’offerta di accoglienza o di
trasporto. Bisogna considerare che 7 persone su 10 tra millennial e generazione
Z sono più propensi a viaggiare in luoghi dove gli animali siano i benvenuti,
(anche se non hanno un animale) e che nel recente rapporto sul viaggiatore del
2022 di Hilton il filtro prenotazione “PET Friendly” è stato il terzo filtro più
usato sul sito della catena alberghiera internazionale.

A proposito di Sojern

Sojern è una piattaforma di marketing digitale leader progettata per i
professionisti del marketing dei viaggi. Utilizzando l'intelligenza artificiale
e i dati sulle intenzioni dei viaggiatori, Sojern fornisce soluzioni di
marketing multicanale per attrarre turisti verso le destinazioni. 10.000 hotel,
attrazioni, enti del turismo e agenzie di marketing di viaggio si affidano a
Sojern ogni anno per attrarre e convertire i viaggiatori di tutto il mondo.


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