Italy and Italian Speaking Switzerland
AIGO Srl
Piazza Caiazzo 3
Milan

Based in Milan, we are the leading marketing and communications agency for the travel, tourism and hospitality industries.

Founded in 1990, we combine our knowledge of the travel industry, trade and media, with a systematic approach driven by market research and data analysis. We define clear strategies and apply them to achieve effective marketing plans and integrated communication.

Our 28 employees and consultants all have in-depth knowledge of the travel business and are skilled communicators. Our core competences are: strategic consultancy, representation, sales & marketing, public relations and digital pr, consumer engagement, events, and social media interaction.

With over 25 years experience working with tourist boards, hotel chains, airlines and key players of distribution, we have contributed to the successful development of many brands and products. ­Our past and present clients include: British Virgin Islands Tourist Board, Dominican Republic Tourism Board, Mauritius Tourism Promotion Authority , NYC & Company, Sultanate of Oman Tourism Board, Tahiti Tourisme, Tourism Australia, Tokyo City Government, Tourism Northern Territory, Visit London, European Commission, Banyan Tree, Belmond (former Orient-Express hotels, trains and cruises), Marriott International, Sun International Hotels and Resorts, Ryanair, Etihad Airways, Emirates and Qantas.

Market Overview

After some year of slowdown, Italian economy started growing moderately in 2015, and is set to gain momentum in 2016 and 2017 as domestic demand strengthens, and inflation is projected to remain low according to Focus Economics data.

The larger use of the internet by customers to search for travel information and offers, together with the growth in online services provided by companies for travel research and bookings changed the way consumers take decisions on their holidays, trips, hotels and travel in general.

42% of the population declared to be inclined to buy flights online. 82% of those buying online, do transactions via pc, 36% via mobile phone and 25% via tablets.

Italians are showing general increase of interest for short/medium haul destinations, in fact European destinations are experiencing a positive trend (+2,3% over January-July 2015).

For long haul in 2016 Asia is one of the most popular travel destination (+6.1%), followed by Americas (+2.9%).
Also, cruises segment, that is predicted to grow by 2,7 %, reaches a total of 11,4 mio passengers in 2016.

Generally speaking in 2016 (January-July) has been registered an increase in terms of expenditure for outbound trips (+1,5% on January-July 2015).

Experience culture and special deal are crucial in the selection of the destination. Many tourists are looking to have a customized experience at destination and have personalized services instead of being part of a group that tour together or are treated in one general way. A criteria of distinction is to put the consumer at the centre of attention, focusing on the user’s experience.

Travelers require to always be connected in order to share what they are experiencing, in real time on social media platforms. On the other hand, the use of interactive map to discover the destination is booming.

The peak season for travelling is the 3rd quarter of the year (July-August as preferred months) although, this year, March and May have registered a very positive trend (+4,2% and 3,7% respectively – Source: Banca D’Italia)

Italy has an articulated distribution channel composed by about 400 Tour Operators, 10,000 Travel Agencies and 59 Travel Networks. The agency channel has seen the proliferation of small enterprises and micro-networks according to local or specialization policies, that produced an impressive market fragmentation.

At the same time TOs have created their own network, offering to their affiliated agency an e-commerce b2c solution to distribute their product. Also Networks have partnerships with suppliers and produce their own products.

Looking at the media scene, it has deeply changed over the last few years and traditional channels give way to online media. According to the latest figures (half 2016) about 37 millions of Italian are active internet users.

For about 2h30′ 28 millions use social networks daily (+8% since Jan 2014), 22 millions of which from mobile devices (+11% since Feb 2014).

Facebook continue to be the n.1 social media with more than 26 million active users followed by shazam (9 million), twitter (4.7 million), google+ (3.8 million) and instagram (1.8 million).

Team members

Massimo Tocchetti

CEO

As founder and president of AIGO, Massimo has developed the business to be the leading agency it is today. His journey started studying economics after which he gained a masters in Management and Marketing & Communication. Massimo started his career as Marketing & Communication Director at Best Tours, a high end Tour Operator, now part of the Kuoni group. This role was the stepping stone for him to establish AIGO in 1990. In 2007, together with Dorothea Hohn of GCE, he founded the Pangaea Network.
Massimo now maintains institutional relations with both national and international partners, helps to draw the lines of strategic plans for clients, works on the constant renewal of the agency’s vision and its development.

Alessandra Bitetti

Director of Operations

With travel as a hobby, Alessandra has worked at AIGO since 2000. During this time she has gained valuable experience and become passionate about the tourism industry.
Since 2010 she has taken over operational direction of the agency supporting clients and dedicated teams in setting up strategies to approach the market for prominent hotel and destination clients. Prior to joining AIGO she opened and directed the first foreign branch of the IED in Madrid. Alessandra graduated in Mathematics (BSC Hons) at the Open University in Milton Keynes (UK).

Case Studies