Promotion and booking channels: a model for Italian accommodation

Abstract

The article deals with “Promotion and booking channels: a model for Italian accommodation facilities”, placing the theme in the economic, social and territorial context discussed by the authors. 24 Accommodations in Italy were contacted, including hotels (single properties or structures belonging to a chain), residences, tourist villages, campsites, farmhouses, bed & breakfasts, hostels and managers of holiday homes. Paper means are excellent tools to induce the customer to conclude the booking on direct channels, instead of OTAs. The latter, on the other hand, are considered fundamental to gain visibility (three quarters of respondents agree) and increase bookings received through other channels (72%). The Billboard Effect studied by Cornell University is so successful: direct bookings begin to increase since the structure is present in the portals of OTAs. This happens because tourists arriving on an OTA and display a certain structure, likely then they will check its website and could complete the reservation on this channel. The digital provides accommodation facilities with multiple opportunities that, if properly addressed in a correct promotional strategy, allow to improve the management of booking channels.

Keywords

Italy; tourism tourism; Local authorities; human capital; economy of sharing; innovation

JEL codes

Z32; R58; L83