Tourism: e-commerce is back on track.
E-commerce brings tourism back to pre-pandemia values reaching 26.1 billion euros in 2022. This is confirmed by data from the Digital Observatory of Innovation in Tourism of the School of Management of the Politecnico in Milano.
There are four main axes: prices; partial return of business trips; growth of experiential services; return of international travel.
To drive the trend is digital: in 2022 e-commerce in the transport market grows in absolute value of +84% compared to 2021, reaching 11.2 billion euros and reaching -6% on 2019, while in the hospitality market online purchases grow by +32% and exceed 14.9 billion, by more than 2% the pre-pandemia figure that was 14.5 billion in 2019.
Digital remains a fundamental asset to recover the competitiveness of the entire sector and support operators in proposing new business models increasingly focused on the needs of travelers and with an eye to sustainability.
Digital is the basis of the resumption of open air holidays and has stimulated transport in which online accounts for two thirds of the total market (68%, against 32% of the offline channel). Even the hospitality sector, both hotel and extrahotel, is recovering strongly. Overall, e-commerce accounts for 53% of this sector against 47% of offline, while after two years of substantial parity, digital transactions on the indirect channel (risen to 62%) return to partially erode the incidence of those on the direct channel (38%). Even tour operators and cruises have registered a good recovery, contributing to the return of international voyages. This section, in great suffering in 2021 with a decrease of the -66% regarding 2019, recovers beyond the half of the loss with an increase of +106% in the last 12 months.
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