Marketing

📰 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.

🏖 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.

🏆 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.

🏠 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.

📆 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.