Marketing

📈 Volonline Group focuses on international expansion through EasyHotelXML, its online hotel broker exclusively for tour operators, OTAs, and bed banks globally. EasyHotelXML, growing by 15% monthly, covers a strategic role in Volonline Group's internationalization. In 2024, 25% of sales were domestic (Italy), while 75% were international. The 2025 bookings, already surpassing the previous year, show an 11% growth in Italy and 89% internationally. EasyHotelXML reached break-even within two years, holding a 6% share of Volonline Group's turnover, aiming for over 10% in 2025. It seeks to strengthen Spanish and South American clientele at Fitur and its positioning at Itb.

📰 The Riviera Romagnola launched a marketing campaign targeting the German market with TV spots, radio, social media, and a dedicated landing page. The campaign includes 1500 features on Wetter.com, Germany's main weather site. Roberta Frisoni highlighted strengthened promotional efforts due to new air and rail connections starting in spring, including British Airways flights linking Rimini to London Heathrow. During the holidays, 400 hotels in Rimini opened, mostly filling their rooms. The upcoming Sigep fair is expected to open more hotels.

🏖️ Isola Azzurra launched 'Land&Sea' packages combining 7-night resort stays with scheduled excursions to explore surrounding areas. Andrea Lorenzoni, CEO, introduced this concept in 2020 through Zeta Club & Resort for a travel experience that blends relaxation, discovery, and fun. Packages offer beach relaxation, enogastronomic routes, cultural tours, entertainment, and sports. Fabio Piraino, director of programming and development, highlights simplicity and convenience for travel agencies, encompassing flights, transfers, stays, guided tours, and itineraries. Already on sale via phone booking and soon on the b2b channel.

✈ Air France, in partnership with PerfectStay, officially launches ‘Air France Holidays’ offering dynamic ‘flight + hotel’ packages to over 400 destinations. The dedicated website days.airfrance.fr opened for testing in the summer of 2024. Registered members can access flash sales with discounts up to 70%. An advertising campaign will accompany the launch.

📱 Yoga launched a new ad campaign on December 15 featuring Super Mario for their Optimum and Optimum Senza Zuccheri Aggiunti juice ranges in 200 ml brik packs, airing for four weeks on children's TV channels. The spot promotes a jumping gadget encouraging physical play and will run until March 2025. Created by Leagas Delaney agency and Conserve Italia's Marketing Retail Division, Yoga, owned by the cooperative group Conserve Italia, reported a consolidated turnover of €1.2 billion for 2023-24.

🏠 Gruppo Milo launched a new marketing campaign named "La bontà è di casa," featured throughout December on Mediaset channels and ADD+ Mediaset platform. Marida Milo, the Marketing Director, emphasizes inclusion and the idea that "home is where there's love." The campaign, conceptualized by Yello! Comunicazione and produced by White Rabbit with director Luca Lavopa, showcases authenticity with a modern, dynamic style and a soul soundtrack to associate pasta with warmth, joy, and togetherness.

🌎 Boscolo targets Central and South America for 2025 expansion, with Sara Sandri as the new destination manager. Salvatore Sicuso, the commercial director, aims to triple 2025's booking numbers from this region. The dedicated catalog is online, featuring exclusive services and Italian-speaking guides. Unique experiences include 5-star stays at Iberostar hotels in Cuba, diverse tours in Mexico, and adventure activities in Guatemala. Peru offers local community visits, while Argentina showcases gastronomy and Ushuaia penguins.

🚢 Costa Crociere announces a "All Inclusive free drinks" promotion for bookings made by January 31, 2025, for cruises between late February and November 30, 2025, across the Mediterranean and Northern Europe. The offer includes port taxes, service charges, and unlimited free drinks package "My Drinks" for every passenger. Additionally, C|Club members can receive double cruise points on selected departures until January 31, 2025, and up to 20% discounts, with a free departure date change. Commercial Director Riccardo Fantoni emphasizes support for travel agents through the "Follow-C" program, which offers higher earnings until January 31, 2025, and highlights investments in TV, radio, and social media advertising.

🗺 Alidays Travel Experiences launches the new catalog 'Alidays on Tour, the world on stage', featuring nine exclusive small-group tours to destinations such as Namibia, the United States, Argentina, Chile, Japan, Thailand, India, Uzbekistan, and Sri Lanka. The itineraries aim to connect travelers authentically with local communities, offering unique experiences. The catalog is designed to be a valuable volume, inspiring and aiding travel decisions. It is the result of a team effort across all Alidays departments, with a special behind-the-scenes section to celebrate its creation.

🏖️ In 2025, small groups and singles are trending towards all-inclusive vacations in less popular destinations, as reported by Expedia Group's Unpack '25 travel trends. A third of travelers in 2024 preferred quieter, all-inclusive holidays. Expedia TAAP bookings show 30% were solo trips, while couple vacations led with 53% of searches, and group travel declined. For 2025, tailored and flexible experiences are recommended for solo and couple travelers. Gen Z (thirtysomethings) shows a 60% increase in "all inclusive" searches, with over 40% favoring such resorts. JOMO travel (joy of missing out) is on the rise, with 62% finding it reduces anxiety and stress. While New York remains top-searched, alternative destinations like Reims, Brescia, and Santa Barbara are ones to watch, following Asia's popularity in 2024 with Tokyo, Singapore, Kyoto, Osaka, Hong Kong, and Bangkok being favorites.