Trade and PR report Italy September 2012

Trade and PR report Italy September 2012
Market Overview Italy
Market Overview
From several indicators we may conclude that during the typical Summer high season USA was able to
keep his position as preferred long haul destination despite the unfavourable economic situation.
Cartorange the strongest network of travel consultants revealed that USA is also the preferred
honeymooners destination by far: USA share is almost 25% followed by Indian and Pacific Oceans at
15%.
Visit California – Italy and Spain
c/o Master Consulting FL srl - 00187 ROMA – Via Aureliana, 63
Tel. +39 06 4201 1376 Fax +39 06 4200 3836 info@mastercons.it www.visitcalifornia.it
As a confirmation on how important are the honeymoon travels Cividin has just printed a dedicated
brochure Viaggi di Nozze where California is well featured and Visit California is one of the sponsors.
Visit California – Italy and Spain
c/o Master Consulting FL srl - 00187 ROMA – Via Aureliana, 63
Tel. +39 06 4201 1376 Fax +39 06 4200 3836 info@mastercons.it www.visitcalifornia.it
Also the online magazine Style.it Sposa (Bride) re-confirm the importance of honeymoon packages to
USA and declare that San Francisco is among the preferred honeymoon destination.
From a meeting with Ester Roth of Allied/TPro while in Italy for a sales mission understood that groups
were at less 30% compared to 2011 while FIT were stable. She also re-confirmed that they were forced
to cancel some of the escorted tours in Italian and Spanish due to reduced demand.
Press releases
- California Wine Roads 1
Press Trips
DreamRoads filmed in California visiting Sonoma, Yosemite, Sequoia/Kings Canyon and Death
Valley NPs. They reported enthusiastic comments about their experience.
Visit California – Italy and Spain
c/o Master Consulting FL srl - 00187 ROMA – Via Aureliana, 63
Tel. +39 06 4201 1376 Fax +39 06 4200 3836 info@mastercons.it www.visitcalifornia.it
Working at Moto on the Road filming program of 20 days. They will visit LA, San Diego, Palm
Springs, Death Valley, Kings/Sequoia, Yosemite, South Lake Tahoe, Sonoma, San Francisco,
Monterey, San Simeon, San Luis Obispo and Pomona from October 2nd to 24th.
Met with journalists Antonio Politano, Pietro Tarallo and Jasmina Trifoni at the 4th edition of Festival
della letteratura di viaggio 27/30 September (Festival of Travel Literature) discussed possible
presentation of Philadelphia as the Athens of the USA for next year edition. After 4 years the Festival is
well established and is gathering several journalists, photographers, writers, TV and film directors that
present their works and travel experience to a wide public audience.
Inquiries from consumers
Several inquiries about maps and guides received from consumers.
VisitCalifornia.it
Continuous translation, update and localization of the content of VisitCalifornia.it
In September 2012 visits were 1,708 (- 13%); unique visitors 1,520 (-11%); pages viewed 5,792
(-33.4%). These decreases are due to the fact that in September Italians are just back from
long summer vacation so there are few who plan to travel in the immediate future.
Visit California – Italy and Spain
c/o Master Consulting FL srl - 00187 ROMA – Via Aureliana, 63
Tel. +39 06 4201 1376 Fax +39 06 4200 3836 info@mastercons.it www.visitcalifornia.it
TRADE
Ongoing relationship with major tour operators to update them with news about California.
1
Cividin, spoke with Martina Dubs and Barbara Zelle for the sponsorship of the catalog dedicated
to honeymoon trips;
2
La Fabbrica dei Sogni, spoke with Laura Baccanelli and Bruno Pallotta for the Fall/Winter
programs on the West Coast;
3
Planning meetings with TO and media for TTG Incontri, October 17th to 20th. TeamAmerica
reception for destinations, major TOs and trade journalists;
OTP Online Training Program
At the end of September we have 1906 travel agencies registered, 472 completed, a 24% of
total registered. 2000 registrations’ goal is approaching fast, well in advance of the date we
expected.
America World tour operator supported California Expert program with a nice newsletter to
travel agencies.
Visit California – Italy and Spain
c/o Master Consulting FL srl - 00187 ROMA – Via Aureliana, 63
Tel. +39 06 4201 1376 Fax +39 06 4200 3836 info@mastercons.it www.visitcalifornia.it
An additional on-line campaign on L’Agenzia di Viaggi was launched in June and we expect an
increase of registrations from both actions.
We also uploaded some more recent press releases in the OTP.
TRADE FAM
ITALY MEETS NORTHERN CALIFORNIA
Finalizing the final itinerary, gathering last changes, editing of pax lists for the flights, rooming
lists for the hotels.
CARRIERS
Ongoing relationship with carriers to evaluate marketing campaign, press trip cooperation and
partnerships.
Constant updating with Alitalia, Air France, KLM and Delta Air Lines for Italy Meets Northern
California.
***
Visit California – Italy and Spain
c/o Master Consulting FL srl - 00187 ROMA – Via Aureliana, 63
Tel. +39 06 4201 1376 Fax +39 06 4200 3836 info@mastercons.it www.visitcalifornia.it