The research of the Digital Innovation in Tourism Observatory of the Milan Polytechnic carried out with the support of the Club del Sole shows the recovery of the travel segment and an increasingly marked interest in outdoor tourism. The combination of comfort and nature is an essential condition for the tourist, who is increasingly oriented towards digitalisation
What are the new trends related to the behavior and needs of travellers? The answers come from the Research of the Digital Innovation in Tourism Observatory of the Milan Polytechnic carried out with the support of the Club del Sole, the Italian leader in open-air tourism.
The combination of comfort and nature
According to the data that emerged from the Observatory, a small minority is familiar with the term “glamping”. In fact, only 18% of those interviewed know the concept that combines the camping experience with the search for luxury experiences for tourists.
Club del Sole has further monitored the word, finding that it is a term much more suitable and used by the world of the press than by that of the market.
There are niches of products that respect this definition but the most impressive part of the public who love the open air look for the combination of comfort and nature and do not express particular interest in the “glamorous” side of the village.
To fully understand whether the Club del Sole target is in line with this new audience, the group conducted a survey of 3 “premium” villages. That is Pini Beach Village, Romagna Family Village and Rimini Family Camping Village.
The research was also useful for understanding the satisfaction with this new product. And if the presence of “premium” services in the structures plays a role in supporting the perceived economic value and distinctiveness of Club del Sole.
The results were very positive, recording high customer satisfaction for the 3 villages. Even the price positioning seems to be in line with the experience lived by the target.
In fact, 89% of the sample perceived the positioning of the premium villages as innovative and distinctive.
The importance of digital for the tourist
Research shows that travel is on the rise. Even the average stay of the last holiday of Italians in 2022 is approaching the duration of the main pre-pandemic holiday.
In this general picture of recovery, the online world is certainly the protagonist. In fact, 53% of users only used this channel to search for information and to be inspired in their travel choices.
Instead, only 7% used the offline channel and 31% used both.
With regard to open-air tourism, a primary focus for the Group, 21% of users said they use social networks and video platforms when they are inspired.
About Club del Sole
Club del Sole is the leader in Italy for outdoor holidays by the sea with 20 villages for a total of over 8,500 housing solutions. At the end of 2018, NB Aurora, an investment fund listed on Euronext MIV Milan, entered the share capital of Club del Sole as a minority shareholder with the aim of providing financial and strategic support to excellent Italian SMEs not listed and sponsored by Neuberger Berman.
Info
www.clubdelsole.com
No comment yet, add your voice below!