BTO – PhoCusWright >> Florence Kaci

Presentation by Florence Kaci of PhoCusWright

• 52.4% of Italian Population are online (Internet Penetration)
• Italy is a very fragmented market place, perceived also as a strategic one
• Europe is overtaking the US (the market is saturated)
• Local players in the travel industry are few and very weak, leaving huge market opportunities to foreign multinationals
• In Italy the most purchased Online Services were related to travel
• Mobile segment grows leaps and bounds with 90% mobile phone usage Italy has the highest number of mobile phone users in the world
• Social Media usage in Italy is very high in Italy with an average of 6 hours and 27 minutes per month – higher than the global average
• Facebook comments and socializing is having a greater impact on consumers than “traditional” hotel review sites such as Trip Advisor