More than 1,000 Italian travellers of different ages, educational levels and socio-economic backgrounds took part in the online study conducted in February. Of the participants, around six percent said they still used the expertise of a travel agent to make a hotel booking, while 77 percent said they now book online. One-in-four travelled for both leisure and business.

Assessing the value of technology to their trips, participants said technology such as hotel apps and voice assistants should be useful, but not intrusive, to enhance their stay.