In the last decades the hospitality industry has strongly been impacted by a Digital Revolution, which has introduced new solutions that can support the actors of the sector in improving their performances (e.g. enhancing bookings or increasing profits). The general objective of this work is to try to answer the following questions about the hospitality industry: What are the changes? What are the opportunities? What are the threats? How an actor of the hospitality industry can achieve its objectives? However, this work is also aimed at answering more specific questions. The analysis will be narrowed down to the reality of the Italian hospitality industry and in particular, the focus will be on accommodation facilities and restaurant activities. Considering these boundaries, the objectives are: • Determining what are the dominant behaviours and attitudes of Italian accommodation facilities and restaurant activities. • Formulating hypotheses about the reasons behind dominant behaviours and attitudes and also trying to verify these hypotheses. • Underlying some activities or strategies that seem to be more correlated to improvement of performances (direct bookings, expected revenues, …). In order to accomplish these goals two separate researches, involving Italian accommodation facilities and restaurant activities, were carried out, in collaboration with the Observatory Digital Innovation in Tourism of the School of Management of Politecnico di Milano. The context emerged from the analysis shows an Italian hospitality industry that is generally positive about the role of the Internet companies, which are often considered an opportunity, despite some criticalities. However, the attitude towards digital channels is not homogeneous within the industry: restaurant activities are still very linked to non-digital channels and the role of third parties is minimum (on average it is the 8% of the total bookings); while for accommodation facilities digital channels are very relevant for both direct and indirect channels, which represent on average the 57% of total bookings. Furthermore, also inside the accommodation facilities category there are some differences: thanks to their financial resources, hotels tend to promote their own channels more than the others non-hotels facilities, which are more likely to exploit third online parties.
Nell’ultima decade l’industria dell’ospitalità è stata fortemente impattata da una Rivoluzione Digitale, la quale ha introdotto nuove soluzioni che possono supportare gli attori del settore nel miglioramento delle proprie performance (es. incrementando le prenotazioni o aumentando i profitti). L’obiettivo generale di questo lavoro è quello di tentare di rispondere alle seguenti domande sull’industria dell’ospitalità: Quali sono i cambiamenti? Quali sono le opportunità? Quali sono le minacce? Come un attore dell’industria dell’ospitalità può raggiungere i suoi obiettivi? Tuttavia, questo lavoro ha anche lo scopo di rispondere a domande più specifiche. L’analisi verrà ristretta alla realtà dell’industria dell’ospitalità italiana e in particolare, il focus sarà su strutture ricettive e attività ristorative. Considerando questi confini, gli obiettivi sono: • Determinare quali sono i comportamenti e le attitudini dominanti delle strutture ricettive e delle attività ristorative italiane. • Formulare ipotesi sulle ragioni dietro i comportamenti e le attitudini dominanti ed anche cercare di verificare queste ipotesi. • Evidenziare alcune attività e strategie che sembrano essere maggiormente correlate a miglioramenti delle performance (prenotazioni dirette, aspettativa di fatturato, ….) Al fine di raggiungere questi obiettivi, in collaborazione con l’Osservatorio Innovazione Digitale nel Turismo della School of Management del Politecnico di Milano, sono state eseguite due differenti ricerche, coinvolgenti strutture ricettive e attività ristorative italiane. Il contesto emerso dall’analisi mostra un’industria dell’ospitalità italiana che è generalmente positiva riguardo al ruolo delle Internet company, le quali sono spesso considerate un’opportunità, nonostante alcune criticità. Tuttavia, l’attitudine verso i canali digitali non è omogenea all’interno del settore: le attività ristorative sono ancora molto legate ai canali non-digitali ed il ruolo di terze parti è minimo (in media è l’8% delle prenotazioni complessive); mentre per le strutture ricettive i canali digitali sono molto rilevanti sia per le prenotazioni dirette che per quelle indirette, le quali rappresentano il 57% delle prenotazioni totali. Inoltre, anche all’interno della categoria delle strutture ricettive ci sono alcune differenze: grazie alle loro risorse finanziarie, gli hotel tendono a promuovere i propri canali più delle altre strutture extra-alberghiere, che sono invece più propensi a sfruttare terze parti online.
The digitization of the Italian hospitality industry : an empirical analysis
ZIBRA, ANDREA
2017/2018
Abstract
In the last decades the hospitality industry has strongly been impacted by a Digital Revolution, which has introduced new solutions that can support the actors of the sector in improving their performances (e.g. enhancing bookings or increasing profits). The general objective of this work is to try to answer the following questions about the hospitality industry: What are the changes? What are the opportunities? What are the threats? How an actor of the hospitality industry can achieve its objectives? However, this work is also aimed at answering more specific questions. The analysis will be narrowed down to the reality of the Italian hospitality industry and in particular, the focus will be on accommodation facilities and restaurant activities. Considering these boundaries, the objectives are: • Determining what are the dominant behaviours and attitudes of Italian accommodation facilities and restaurant activities. • Formulating hypotheses about the reasons behind dominant behaviours and attitudes and also trying to verify these hypotheses. • Underlying some activities or strategies that seem to be more correlated to improvement of performances (direct bookings, expected revenues, …). In order to accomplish these goals two separate researches, involving Italian accommodation facilities and restaurant activities, were carried out, in collaboration with the Observatory Digital Innovation in Tourism of the School of Management of Politecnico di Milano. The context emerged from the analysis shows an Italian hospitality industry that is generally positive about the role of the Internet companies, which are often considered an opportunity, despite some criticalities. However, the attitude towards digital channels is not homogeneous within the industry: restaurant activities are still very linked to non-digital channels and the role of third parties is minimum (on average it is the 8% of the total bookings); while for accommodation facilities digital channels are very relevant for both direct and indirect channels, which represent on average the 57% of total bookings. Furthermore, also inside the accommodation facilities category there are some differences: thanks to their financial resources, hotels tend to promote their own channels more than the others non-hotels facilities, which are more likely to exploit third online parties.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/139269