Travel Innovation

The Travel Innovation Observatory was established in 2014 to study and understand the evolution of one of the most significant economic sectors in Italy: Tourism. Competitiveness in this sector is increasingly influenced by the use of digital technologies as regards tourist relations and service management. Particularly interesting are the new tourist requirements that are emerging, the space-time extension of the journey enabled by digital technology and the possible implications for operators, the various modes of interaction between players and the integration of experiential tourist services.
Over the years Observatory activities have reached a Community of tens of thousands of companies across the entire national territory.
The goal of the Observatory is therefore to guide Italian companies in understanding digital travel dynamics and identify the opportunities that such tools can provide in developing business strategies and to institutions. To become a point of reference also as regards digitalizing business trips, the Business Travel Observatory (link alla pagina) has been founded in 2019 in collaboration with the University of Bologna, which has been studying the dynamics of the Italian business travel market in depth for over 15 years.

2023 Research of the Travel Innovation Observatory

As part of the 2023 Research the Observatory aims to:

• Analyze demand to identify changes impacting on the Tourist Journey, with an in-depth look at emerging trends regarding Open air tourism, mobility at destination, payment tools, and neverending tourism;
• Estimate the overall market value, and the value of the Tourism eCommerce market in Italy, specifically focused on accommodation, mobility to and from destinations, Open air tourism, recreational, cultural, and sports services;
• Estimate the value of the business travel market in Italy, conducting an analysis of booked services, destinations, purpose, and booking tools;
• Monitor the frontier of innovation of the solution offering system at international level, analyzing digital and data-driven innovation by supply chain and destination management, new business models, and sustainability strategies;
• Analyze the user experience regarding travel management instruments for business trips in Italy.