The Italian beach resorts are becoming increasingly digital. An important innovation process is transforming the sector, contributing to changing the habits of Italians who increasingly book beach umbrellas and sunbeds through apps or online platforms. The Beach Sector Observatory 2023 by Spiagge.it – an online Italian portal for beach spot reservations – has taken stock of the digitalization of the beach industry, outlining predictions for the sector’s evolution.
The first consideration is that it is an irreversible process. Initially driven by the health emergency related to Covid, online booking has now become a habit for holidaymakers who increasingly appreciate its advantages (safety, transparency, simplicity): with a few clicks from home, they can reserve umbrellas, loungers, and additional services. They can also purchase weather insurance, and once on the beach, order drinks at the bar while comfortably lying on the sunbed. Let’s now delve into some of the most interesting data emerging from the Spiagge.it study.
Friuli-Venezia Giulia is the most digitized region
From 2020 to the present, an increasing number of beach establishments have embarked on a path of innovation, using a digital solution for beach management. This rising trend has gained ground in just a few years: in 2020, only 6% of establishments relied on management software, today we are talking about almost a third of the surveyed beach businesses (2,000), an increase of 30% compared to 2022. In the 2023 season, 21% of establishments recorded at least one online booking, and in just 4 years the value of online bookings grew sixfold, from €5 million in 2020 to €30-35 million in 2023.
Currently, the most digitized region is Friuli -Venezia Giulia, with 73% of beach establishments adopting management software for online reservations and payments. They are followed by Veneto (39%) and Puglia (30%). The push for digitalization is less strong, at least for now, in Lazio (14%) and Calabria (10%).
Campania is the most popular region for online bookings
During the summer season, vacationers spend an average of €35 to book beach services online, planning on average nearly 7 days in advance of their arrival date at the beach (booking occurs approximately 4 days before in June and July but up to 13 days before in August, the peak month of the summer season). Most bookings (37%) take place in July, but some plan their beach days well in advance: between January and May, there is a 10% rate of bookings for umbrellas and other beach services. The highest number of online bookings concerns the beach resorts in Campania (16% of the total volume of reserved spots), Puglia (14%), and Veneto (10%).
International tourists account for 22% of digital bookings nationwide. Foreigners particularly favor Friuli-Venezia Giulia (32% of bookings), Campania (31%) – with Positano alone registering over 90% of bookings coming from abroad – and Liguria (18%).
The future of the beach is increasingly digital
For a beach establishment, being present on the web and applications becomes increasingly important, both in terms of visibility and more efficient and productive management. For this reason, the Observatory estimates that by the end of 2025, 50% of establishments will use Software-as-a-Service solutions for beach management and will leverage advanced features to improve offerings and the quality/price ratio. By this timeframe, the Gross Booking Value managed directly online could exceed €100 million, through manager channels (websites, social channels, WhatsApp) and booking platforms.
But digitalization also means, in the near future, the installation of tools such as totems or automatic equipment within beach resorts, allowing tourists to choose their own spot on the beach, pay and print the receipt, or directly book drinks and snacks from the sunbed.
