Marketing

📈 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.

🍺 At the 7th edition of Splash - Beverage & Hospitality within Levante PROF, 120 stands showcased 300 brands across 2,000 square meters. The event featured 80 masterclasses, involved 50 experts, and drew over 20,000 qualified visitors. Organized by Barproject Academy, it brought together professionals in drinks, hospitality, and Horeca community sectors. Highlights included the Red Bull Competition, won by Francesco Lisco and Elèna Ciliberti, and the Splash Hayman's Gin Cocktail Competition, where Alessio Lanave triumphed. Approximately 150,000 views were recorded on social media during the fair.

🏖 Fiavet President, Giuseppe Ciminnisi, identifies three key success factors for travel agents: self-planning, direct knowledge of destinations, and customer relationships. Roberto Gentile's research for Fiavet highlights post-pandemic effects and new perspectives in Italy's travel agency sector. Agents must now offer personalized packages to meet evolving market needs. The digital age has increased customer awareness, but personal experience and professional advice are crucial. Trust-based client relations are essential for sales, with agents as expert consultants. Successful agents will innovate and maintain a central role in tourism.

🍺 Peroni Nastro Azzurro 0.0% partnered with Scuderia Ferrari HP for "The Welcome Present" ad featuring Charles Leclerc and Lewis Hamilton. The campaign pays tribute to Italian style and passion, including a special delivery of 44 cases of Peroni to Hamilton, honoring his race number #44. Directed by Martin Werner, it celebrates Italian warmth and hospitality. Launching in the 2025 Formula 1 season, the campaign invites fans to send welcome messages and 60 fans will receive exclusive gifts, announced during the Imola race weekend, May 16-18, 2025. Asahi Europe & International aims for a 20% non-alcoholic product portfolio by 2030, with Peroni 0.0% produced since 2022 using a new technology that removes alcohol after flavor development.

🏠 Expedia Taap offers travel agencies a minimum 25% discount on hotel bookings to celebrate spring. This limited-time promotion is exclusively for partner agencies, applicable on thousands of hotels worldwide. Agencies must book by March 31, 2025, for travel by September 8, 2025, enabling them to provide global hotel savings, boost bookings, maximize sales, and increase customer satisfaction.

🏆 Guiness Travel, with product manager Michele Mosca, targets India and Indochina for growth in 2025, offering tours with a 70% repeater rate at guaranteed prices. In 2024, the company saw a revenue increase of 32% over 2023. New programs, running from August to April 2026, include four Indian itineraries, three with direct flights from Rome via Ita Airways, and extended options for Nepal, Bhutan, and Indochina due to high demand. Demand spikes in Japan led to alternative circuits like those in Hokkaido.

📆 During Easter, Italians have 16 days of vacation but only 7 days of leave. Skyscanner's report reveals an 85% intent among Italians to travel more in 2023 compared to 2024. Popular destinations vary by departure airport: both Milan and Rome favor Tenerife, while Milan passengers also choose Palermo and Catania, and Rome passengers opt for Paris and Dubai. Tokyo is a top choice for both, matching the growing travel trend of Horti-culture, with 50% of Italians wishing to witness the cherry blossom season in 2025.