For the sixth consecutive year CampingVillage.Marketing has published its market survey on open-air tourism, sounding out what travellers’ demands, expectations and search and booking patterns will be in 2023. More than a thousand profiled tourists answered CampingVillage.Marketing’s survey questions in the first weeks of February 2023, reached via the CampingVillage.Travel network portals, social campaigns, newsletters, industry blogs and discussion forums. The aim of the survey is to understand how and when tourists are looking for ideas and solutions for their holidays and to compare the data for 2023 with data from previous years, and to share this information and the trends they manage to highlight with all plein air tourism professionals, to help them plan the right promotional actions, based on reliable data.
Holiday are a staple of Italians in 2023
Holidays in 2023 are definitely not on the table for more than 90% of the respondents, 9% are still undecided, while none of the respondents answered that they will not go, a positive fact that confirms the willingness of Italians not to give up travelling.
The habit of always travelling at the same time is changing
Open-air holidays in off-peak summer periods are growing compared to past years, and requests are arriving earlier and earlier. The high season is therefore losing affluence, in favour of requests for low season periods. Not only that – 72.6% of the tourists interviewed will change their holiday destination this year. A trend that already emerged last year and which is taking root more and more – travellers who will choose the same accommodation represent 14.10%, a slightly smaller percentage (13.30%) will return to the same place but change accommodation.
The majority of tourists, more than 65%, are already actively searching for their ideal holiday destination, most of them (53.3%) contacting between 2 and 5 camping villages at the same time. Only 6.60% initially contacting only one facility.
To plan future actions, it is essential to start with data. Every manager of a Camping Village knows that if he wants to improve his sales year after year, he must keep up to date with market demands and stay abreast of the times in order to intercept his ideal clientele. It is therefore necessary to know the freshest data and to compare them with the statistics of your own Camping Village. This is why CampingVillage.Marketing has made the market analysis it conducted available to everyone. The full report contains other useful information on why tourists send more requests and what motivates them to choose one Camping Village over another. The Tourists’ Survey 2023 also takes an in-depth look at all stages of organising a holiday, from the choice of location to the most popular services. The complete survey can be downloaded free of charge at this link.
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