Market Trends of Italy Online Accommodation Industry
This section covers the major market trends shaping the Italy Online Accommodation Market according to our research experts:
Increasing Internet Penetration has Huge Impact on the Market
Italians are embracing the internet, with levels of digitalization in the country experiencing a constant increase in the latest years. At the beginning of 2021, the number of active internet users in Italy reportedly more than 50.5 million and number of mobile internet users are 44.18 million. In 2020, share of internet users reached 73.3% of country's population and it is expected to reach 79.93% by 2027.
The ease of accessing information using the internet has resulted in a move away from traditional tourism industry modes such as travel agencies as potential consumers can easily find travel destination information on the internet.
The Covid-19 pandemic has further boosted the importance of internet connections to accommodation market, this transformation of traditional booking to Online booking reduced the capital investment in businesses and it improved the user experience, transaction efficiency and satisfaction for customers.
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Increasing Sustainable tourism in Italy creating demand for Accommodation Bookings
Sustainable tourism is having a positive impact on the environment, economy, and society while traveling. In 2021, 85% of interviewees are familiar with sustainable tourism, in 2021 nearly 58% of respondents claimed to make eco-friendly choices when planning trip destinations, accommodations and transports rising from 56% in 2020.
Many people are choosing to give back to the planet while enriching their travel and holiday stay experiences with sustainable hotels and their environmentally friendly business practices. As travellers begin to avoid mass tourism and the consequences that come with it, 80% are expressing their desire to learn about the local culture when on a holiday and 76% would like to reconnect with nature.
