Marketing

📱 Alidays Travel Experiences and Allianz Partners launch a six-month communication campaign with impactful visuals and a full-funnel approach, starting April 2021. The campaign, including Digital Out-of-Home in Milan and a mix of online and social media, promotes four destinations: West USA (April-May), Japan (June-July), East USA and NY (September-October), and Maldives (October-November). Davide Catania, CEO of Alidays, and Marco Gioieni, CEO of Allianz Partners Italia, emphasize personalized, worry-free travel experiences and client-focused excellence.

✈ Iberia, a major airline, implements significant policy changes for travel agencies, focusing on accelerating the transition to NDC (New Distribution Capability). As of today, base fares will exclusively be sold through NDC channels, affecting all European countries (except the UK) plus the US, Brazil, Colombia, Uruguay, El Salvador, and Guatemala. Additionally, short and medium-haul tourist products will now have different offerings between NDC and traditional GDS (Global Distribution Systems), with NDC providing exclusive benefits such as discounts, a commitment to customer quality, and a 21-day ticket issuance deadline, compared to the 49 days in GDS. Tour operator rates will still be available under the Iberia Óptima and Comfort fare families with more options in NDC.

📰 Kimbo, a historic Neapolitan coffee brand, launched a new ad campaign titled "Kimbo: tutta Napoli in un caffè" on March 30, 2025, celebrating Neapolitan culture and coffee traditions since 1963. Directed by Umberto Marino, the spot features a chorus of city residents preparing coffee, culminating at a rooftop party. The soundtrack, "Anema e Core" by Serena Brancale, reflects the brand's soul. Moviheart produced the spot, which will be broadcast on major Italian TV networks and digital media platforms, including RaiPlay and Netflix, in a strategic campaign by OMD Italia since 2024. Kimbo also celebrates Naples' 2500th anniversary and its own 60+ years of history, asserting its premium status through quality coffee and its signature cuccuma pot.

💸 Expedia Taap enables travel agencies to add a service fee of up to 30% to lodging reservations on their platform. Agents can apply this fee to both standalone accommodation bookings and package rates. This feature, highly requested for compensating agencies' expertise and time, can be easily monitored through Expedia Taap's monthly reports. Vice President Robin Lawther highlighted the move as a natural platform evolution. The service fee option is available in markets including the US, Canada, Mexico, and various European countries.

🍺 Ichnusa, a popular Italian beer brand, introduces Ichnusa Non Filtrata in 44cl cans, available from early April in stores and HoReCa channel. The new format follows a successful national expansion from regional Sardinian roots since the 2017 launch of Non Filtrata. A survey by YouGov lists Ichnusa among the top ten well-known brands in Italy. A TV ad campaign by Robilant started on March 30, emphasizing Sardinian identity, accompanied by a digital strategy for the can launch. AstraRicerche research shows 50% of consumers interested in the can format, with 71% valuing its portability and 56% noting optimal light protection. The can is favored for outdoor activities, concerts, sports events, and beach days, with 73% preference in Sardinia for outdoor use.

🏠 Travelers with a family income over €75,000, aged 18-65, are altering accommodation preferences, favoring high-end facilities, with 3-star hotels losing ground and bed & breakfasts giving way to 4 and 5-star accommodations due to uneven quality levels. Italy remains the top destination with a preference for coastal areas, and 25% of the sample favor itinerary travel. There's a 40% shift in accommodation choices compared to 2-3 years back for enhanced comfort, budget changes, or different needs. Bed & breakfasts have halted evolution since 2022, with a 3% decrease in registered facilities totaling 33,400. Affluent clients (44%) tend to self-organize on platforms like Booking.com, yet 50% of them reserve directly or communicate with the property after visiting OTA sites. In dissatisfaction, 60% experienced it mainly with 3-star hotels, B&Bs, and vacation homes due to inconsistent service, while vacation villages maintain high standardization. Luxury clients expect mobility services, beauty centers, and information points within 5-star facilities, areas where Italy could improve.

📈 TrustForce, led by Gian Paolo Vairo, enters a partnership with Ecosfera, owned by Fabio Landini, acquiring a 20% stake in TrustForce. The collaboration aims to expand TrustForce's offerings, adding technology solutions to enhance booking and quoting activities. Vairo sought technological support to accelerate growth, finding a shared vision with Landini. Ecosfera, with over 20 years in the sector, co-owned by Landini and Marco de Roberto, developed the reputable booking software CHIARA.

🏨 OTA (Online Travel Agencies) like Booking.com and Expedia play a critical role for hotels by providing immediate visibility and increased bookings but charge high commissions up to 35%. Direct sales offer higher profit margins, tariff management freedom, and direct customer relationships without commissions. Balancing OTA and direct sales requires a clear strategy, including smart rate parity, optimized hotel websites, digital marketing, and strategic use of OTAs for customer acquisition. A well-calibrated mix can significantly boost profitability and commercial independence for hotels.

📢 Zuegg, founded in 1890, launches "Zero Residui 100% da Frutta" Educational Project to promote conscious eating and pesticide-free cultivation. The integrated marketing strategy includes a new TV spot airing from March 2, 2025, multimedia digital content, edutainment activities, and a partnership with Deejay Ten 2025 as the official sponsor. The "Zero Residui" range exceeds European limits, with no quantifiable pesticide residues and is made with 80% fruit and grape sugar. Zuegg will sponsor Deejay Ten races in Turin (March 23), Bari (April 27), Treviso (May 18), and Milan (October 12), providing tasting and entertainment stands. Collaborating with Radio Deejay, Zuegg introduces educational podcasts and reels highlighting sustainable agriculture and high-quality fruit preserves. The company's 2022 turnover was approximately €260 million, with over 585 employees.

🎭 Cynar enhances its partnership with Venezia FC through "Collezione Terzo Tempo," a homewear capsule collection designed by creative director Simone Furlan (Sifu). Reflecting shared values, the line includes homewear and home accessories, featuring unique items like pajamas, socks, tablecloths, and vintage posters. The collection, characterized by distinctive colors—orange, black, and green—balances heritage with innovation. Available exclusively through a digital contest on Instagram @cynar.spritz starting March 24, over six weeks, participants can win items by engaging with themed posts. This initiative reinforces the Cynar-Venezia FC alliance, with Cynar as Main Partner for the 2024/25 season.