Sojern: “USA will be in first place for hotel bookings in Italy”

The American market is on the rise in Italy, with bookings on the rise in the coming months according to analyzes on the world of hotels in Sojern.

Based on what can be seen from the data partners of the multinational, from 1 August to 30 September the Italian market was on the podium with 47.5% of preferences, followed by France with a great gap (13.2%), but already the United States remained stable in third place, with a share of 8.3%. If we look to the future instead, in the reservations for the next few months, carried out in September, the vision becomes even more optimistic: in the first place of hotel bookings to Italy we find the United States with 53.69% market share. And to follow the rebirth of tourism from Great Britain which faces the new year in Italy with 8.15% of bookings. On the other hand, Italians who have already chosen a hotel in Italy well in advance are only 7.48%.

“It is not easy to intercept the demand because the analysis of the customer journey before arriving at the time of booking is a complex system which Sojern is able to trace through a complete vision of the needs, desires and requirements” he says Giulio Farinelli, business development manager Sojern Italia.

Such a demanding turn of the market in such a short period is essential that it be intercepted in time by the hoteliers. A type of analysis that is necessary in the face of the ineffectiveness of classic digital marketing strategies that risk becoming obsolete sometimes within a few hours. Real-time demand analysis is now a must in the global market. And it is Sojern’s modus operandi through multiple channels that take on different importance according to the purchase phase: inspiration, planning and booking.

Investing in one or two of these phases implies a waste of investments and their dispersion, while multi-channeling involves an integrated optimization of campaigns with an overall result greater than the sum of the individual numbers on each phase, because it multiplies from one passage to the other.

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