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Le vacanze degli italiani in uno scenario complesso

Aggiornamento indagine IPSOS Future4Tourism per l’autunno 2022

Le estati del 2020 e 2021 sono state contraddistinte dalla pandemia e dalle limitazioni da essa imposte. Finalmente l’estate appena conclusa, nonostante il Covid non ci abbia ancora abbandonato (lo farà mai?), è risultata sicuramente più spensierata: la voglia di evasione ha prevalso.

Al rientro dalle vacanze estive, che per alcuni si sono protratte a tutto il mese di settembre, il ritorno alla quotidianità ha necessariamente richiesto, letteralmente, di fare i conti con i diffusi incrementi dei prezzi.

A questi si aggiungono le preoccupazioni per il conflitto russo-ucraino che risultano in risalita, dopo il costante calo registrato dall’inizio delle ostilità: preoccupazioni che riguardano, in particolare, il timore di una estensione del conflitto al di fuori dei due Paesi ad oggi più direttamente coinvolti.

Il nuovo aggiornamento dell’indagine Ipsos, Future4Tourism, che inizia a settembre 2022 il suo 6° ciclo di realizzazione, rileva un rallentamento della propensione degli italiani a concedersi momenti di vacanza nell’autunno appena iniziato. Seppure la quota di coloro che si concederanno momenti lontano da casa non è trascurabile (58%) va evidenziato come questa misurazione sia in calo rispetto agli autunni pre-pandemici (-7 pp se confrontata con il 2019).

A risentirne saranno soprattutto i week-end fuori casa mentre le vacanze con un numero maggiore di notti, beneficiando ancora dell’onda lunga dell’estate 2022 e probabilmente di una prenotazione anticipata, non appaiono compromesse.

La tendenza continua a confermare una maggior preferenza per le mete italiane rispetto a quelle Europee/Extra Europee. Le crociere, pur rimanendo un tipo di vacanza numericamente più di nicchia, sono scelte da circa il 4% dei vacanzieri autunnali (contro un 2% dello stesso periodo 2019). Il Future4Tourism verifica anche l’aspirazionalità delle diverse tipologie di vacanze e mete: la crociera, in caso di vincita di una vacanza premio, sarebbe la scelta preferita da oltre 1 italiano su 10 dimostrando sicuro interesse e curiosità per un viaggio di questo tipo.

Per chi ha deciso di non concedersi periodi di vacanza nel periodo autunnale, la motivazione economica è sicuramente forte e, potenzialmente, avrà un impatto anche sulle vacanze di Natale: a settembre gli italiani che ipotizzano di fare vacanze nel periodo natalizio sono il 17% (erano il 21% nel settembre 2021). Le previsioni ci dicono che non diminuiscono solo i numeri assoluti dei vacanzieri ma anche le notti fuori casa: incrementano coloro che si concederanno di passare solo una festività fuori casa a scelta tra il Natale, il Capodanno, l’Epifania a scapito di chi invece invece allungava il periodo riuscendo a festeggiare almeno due ricorrenze lontano da casa.

Rinunciare alle vacanze è proprio una rinuncia con la R maiuscola! Allungando lo sguardo al periodo gennaio- marzo 2023 la quota che dichiara già oggi di voler effettuare una vacanza si attesta al 34%; un dato del tutto in linea con quanto rilevato nei periodi pre-pandemia. Certo, bisognerà fare i conti con i prossimi mesi per poter confermare questa volontà, ma sicuramente gli italiani non sono ancora disposti a rinunciare al proprio desiderio di viaggiare. La sfida sarà per gli operatori del settore che dovranno inventarsi modalità di offerta che incontrino le necessità di contenimento della spesa dei viaggiatori, dovendo fronteggiare essi stessi le importanti dinamiche inflattive.

 

* Fonte: Future4Tourism, ricerca di Ipsos sul turismo nazionale e internazionale – Nota metodologica: 1000 interviste on-line CAWI rappresentative della popolazione italiana 16 anni e più; periodo di rilevazione 7-14 settembre 2022

Martinengo Communication, agenzia di comunicazione integrata specializzata nel mondo del turismo, ha sviluppato un accordo di partnership con IPSOS, società internazionale, leader nell’analisi e interpretazione dei dati, con l’obiettivo di supportare i clienti nello sviluppo di strategie di marketing mirate, basate su informazioni certe e aggiornate, con grande competenza nel settore. La partnership IPSOS/Martinengo intende rafforzare la consulenza per tutti quei soggetti che vogliono comprendere e prevedere la domanda turistica per elaborare strategie di marketing. Cogliere e anticipare le tendenze dei viaggiatori è la vera sfida per sviluppare e promuovere un’offerta in linea con le loro aspettative e cogliere in tempo la ripresa dopo la pandemia.

 

Per ulteriori informazioni stampa:  
Martinengo Communication
Via Vincenzo Monti, 9 – 20123 Milano
Tel.  (+39) 02 4953 6650
E-mail: martinengo@martinengocommunication.com
Web: www.martinengocommunication.com

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