97.8% of Italians have tried or would like to spend holidays outside of the high season, and 84% have done so at least once. This is what a new survey conducted by AstraRicerche for MSC Cruises reveals.
The data reflects a change in the way leisure time is viewed: holidays are no longer concentrated in just a few weeks of summer, but are spread throughout the year in search of better rates, less crowds and more tranquility.
The Mediterranean is successfully taking advantage of this new trend by challenging its most entrenched stereotype: that of being an exclusively summer destination. In fact, 50.7% of Italians believe that the Mediterranean should be experienced on cruises all year round, compared to 32% who associate it only with the warmer months.
"The way we experience travel is changing: today, the desire to travel accompanies Italians all year round and is no longer tied to a single seasonal window," comments Leonardo Massa, Vice President for Southern Europe of the MSC Group's Cruise Division. "We are witnessing a progressive shift away from rigid seasonality in travel, which invites us to rediscover the Mediterranean during the colder months..."
The potential for growth is clear: 63.6% of Italians welcome the prospect of a winter cruise, while 35.4% consider it very likely to holiday in the Mediterranean during the winter months in the next two years. A comparison with other travel options reinforces this conclusion: for 63.8% of Italians, cruising is a competitive choice even in winter, with Mediterranean cruises seen as equivalent – or even preferable – to other types of holidays. The main reasons that lead more and more Italians to travel outside the traditional peak seasons are more affordable fares (56.8%), followed by less crowding (45.3%) and a quieter atmosphere (40.1%).
When analysing the specific aspects of the cruise experience, the benefits most recognised by Italians for winter travel are good value for money (40.2%) and the opportunity to visit multiple destinations in a single trip (35.2%), followed by the possibility of combining relaxation, culture and discovery (32.8%). The type of experience sought on board reflects this: relax and well-being (45.5%) and nature and landscapes (42.8%) ..."
