Creativa Srl, a UNA-associated agency, presents an analysis based on recent research by Ideazione Srl, cross-referencing data from D/AI Destinations and ISTAT. This reveals the dynamics of online travel agency (OTA) tourism bookings and destination saturation in Italy for 2024, a trend also confirmed by DMO Piemonte’s pre-spring forecasts. The results show how the increase in average room rates in 2023 impacted the decrease in OTA saturation rates, though it did not reduce overall bookings, which shifted towards direct channels.
Key points of the analysis
Accommodation facilities have used OTAs more as a showcase than as booking channels. Thanks to the removal of rate parity clauses, facilities are now promoting direct bookings through their own websites, reducing their dependence on OTAs.
In Italy, the habit of tourism operators to increase prices during summer is well-established. Ideazione Srl’s updated analysis in July explored the correlation between prices, bookings on online travel portals (OTAs), and actual overnight stays in four major seaside destinations: Venetian Riviera, Tuscan Maremma, Salento, and Romagna Riviera.
Average prices per night (2023):
Venetian Riviera: +16% (from €180 to €210)
Tuscan Maremma: +9% (from €179 to €196)
Salento: +11% (from €142 to €158)
Romagna Riviera: +9% (from €139 to €152)
OTA saturation rate in 2023:
Venetian Riviera: -19.9%
Romagna Riviera: -15.02%
Tuscan Maremma: -10.42%
Salento: -9.84%
Actual overnight stays in 2023:
Incorporating ISTAT data, there was an increase in actual overnight stays in almost all destinations in 2023 compared to 2022, with the exception of the Romagna Riviera, which was affected by severe flooding.
Venetian Riviera: +0.4% (22.5 million)
Tuscan Maremma: +0.1% (4 million)
Salento: +4.4% (4.6 million)
Romagna Riviera: -2.2% (21.7 million)
Forecasts for 2024:
Real-time data shows:
Stable prices in the Venetian Riviera.
Slight increase in Romagna.
Decrease in Salento and Maremma.
OTA saturation rates are not improving despite price drops.
International tourism:
The presence of foreign tourists correlates with a higher OTA saturation rate. 2023 data shows:
Venetian Riviera: 70.1% foreign overnight stays and 87% saturation.
Romagna Riviera: 24.8% foreign overnight stays and 55.5% saturation.
Tuscan Maremma: 24.2% foreign overnight stays and 41.8% saturation.
Salento: 23% foreign overnight stays and 36.6% saturation.
In Piedmont, confirmation of direct bookings:
Research conducted by DMO Piemonte earlier this spring, regarding the channels tourists use to seek information, choose, and organize their holidays, already indicated a preference for direct bookings with accommodations:
Preferred Booking channels by tourists in piedmont – Spring 2024:
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Conclusions:
Rates and OTA saturation levels are essential tools for real-time performance measurement of tourist destinations. Planning accommodation capacity, creating targeted marketing strategies, incentivizing off-season tourism, and sharing information with stakeholders are fundamental practices to make the best use of this data.
Sources: Ideazione Srl and DMO Piemonte – July 2024
Creativa boasts extensive experience in communication for the tourism market, further confirmed by its over ten-year collaboration with the Travel Innovation Observatory of Politecnico di Milano, aimed at supporting operators in the tourism sector with innovative solutions and effective strategies.
