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Discovering new trends

Tourism in Italy: towards a digital relationship with visitors

  • Download PDF in italian 2.42 MB
June 19th, 2023
Tourisim & Hospitality
Business consulting
Digital Consulting and Technology
CRM and Digital Channels

The Italian tourism sector does not know its customers. Only 6 percent of the country's tourism businesses claim to have a good knowledge of visitor profiles and preferences, while 38 percent do not even have sufficient knowledge.

The path of businesses toward creating a consistent and integrated relationship with tourists is still a long one. Only 2 percent of companies have established an ongoing, long-lasting relationship with them, while 37 percent manage to do so only on certain contact channels and/or only for certain categories of customers (e.g., the most loyals) or activities (e.g., in pre-sales, but not in post-sales). Almost two-thirds of businesses, on the other hand, interact with their customers only at the time of the actual sale or use of the service.

Download the report "Tourism in Italy: towards the digitization of the relationship with tourists," conducted by the Digital Innovation Observatories of the Politecnico di Milano in collaboration with Minsait.

The report analyzes the digitization of the sales channels of 602 Italian companies, considering the implementation of new touchpoints, the integration between online and offline channels, the payment systems, the migration to the Cloud, and Cybersecurity.

 

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Il settore turistico italiano non conosce i propri clienti. Solo il 6% delle imprese turistiche del Paese dichiara di avere una buona conoscenza dei profili, dei gusti e delle preferenze dei visitatori, mentre il 38% non ne ha nemmeno una conoscenza sufficiente.

Il percorso delle aziende verso la creazione di una relazione coerente e integrata con i turisti è ancora lungo. Solo il 2% delle aziende ha instaurato con loro una relazione continuativa e duratura nel tempo, mentre il 37% riesce a farlo solamente su alcuni canali di contatto e/o solo per alcune categoria di clienti (ad esempio i più fedeli) o di attività (ad esempio nel pre-vendita, ma non nel post-vendita). Quasi due terzi delle imprese, invece, interagisce con i propri clienti solo nel momento dell’effettiva vendita o fruizione del servizio.

Scarica il rapporto “Il Turismo in Italia: verso la digitalizzazione del rapporto con i visitatori”, realizzato dagli Osservatori Digital Innovation del Politecnico di Milano in collaborazione con Minsait.

Il rapporto, che ha coinvolto 602 imprese e istituzioni italiane, analizza il livello di maturità della digitalizzazione dei canali di vendita in Italia, considerando aspetti quali: l’implementazione di nuovi punti di contatto, l’integrazione tra i canali online e offline, i sistemi di pagamento offerti, lo status della migrazione al Cloud e la cybersecurity.

Download Report in PDF in italian 2.42 MB
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The author
Alberto Bazzi
Head of Offer & Operations

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