TOURIST CHARACTERISTICS AND THE PERCEIVED IMAGE OF MILAN … towards Milan 2015!

AGENDA INTRODUCTION Background and purpose Objectives Methodology MAIN RESULTS Preliminary considerations Demographic profile Trip characteristics Image and personality of Milan Attractions and heritage Tourists’ satisfaction International benchmark CONCLUSIONS

INTRODUCTION

Background and purpose

Objectives

Methodology

MAIN RESULTS

Preliminary considerations

Demographic profile

Trip characteristics

Image and personality of Milan

Attractions and heritage

Tourists’ satisfaction

International benchmark

CONCLUSIONS

INTRODUCTION

The survey has been carried out by MTM students and supported by the Municipality of Milan with the purpose of describing the profiles of tourists and of depicting the image and the personality of the city as a tourism destination; by means of empirical research (applied to a representative sample of tourists visiting Milan) the influence of tourist characteristics or personal factors and travel experience on the different components of perceived image has been analyzed; more precisely, the relationships between the perceived image and tourist motivations , their accumulated experience of vacation travel and the socio-demographic characteristics in terms of gender, age, level of education, social class and country of residence have been assessed. BACKGROUND AND PURPOSE

The survey has been carried out by MTM students and supported by the Municipality of Milan with the purpose of describing the profiles of tourists and of depicting the image and the personality of the city as a tourism destination;

by means of empirical research (applied to a representative sample of tourists visiting Milan) the influence of tourist characteristics or personal factors and travel experience on the different components of perceived image has been analyzed;

more precisely, the relationships between the perceived image and tourist motivations , their accumulated experience of vacation travel and the socio-demographic characteristics in terms of gender, age, level of education, social class and country of residence have been assessed.

The research aims at mapping out: Tourists profiles Trip characteristics Image and personality of the city Well known and experienced attractions Tourists’ satisfaction International benchmark OBJECTIVES

The research aims at mapping out:

Tourists profiles

Trip characteristics

Image and personality of the city

Well known and experienced attractions

Tourists’ satisfaction

International benchmark

METHODOLOGY - THE SAMPLE The total sample size is 1285 . By face to face interviews conducted by students 3 sub-sets have been created according to the breakdown of tourists by segment ( leisure, business and MICE ) and by nationality ( Italians versus foreigners ) as reported by official tourism statistics in 2005. *NB: in the following graphs, MICE has been divided into “C&M” and “Trade fairs” segments if a significant difference between the two MICE components exists. INTERVIEWS SAMPLE TOTAL LEISURE TRAVELLERS (30% OF TOTAL) BUSINESS TRAVELLERS BUSINESS (42% OF TOTAL) MICE* (28% OF TOTAL) NATIONAL TRAVELLERS (44% OF TOTAL) 560 156 222 182 INTERNATIONAL TRAVELLERS (56% OF TOTAL) 725 232 318 175 TOTAL TARGET 1285 388 540 357

METHODOLOGY – THE LOCATION OF THE INTERVIEWS The interviews were conducted from December 2007 to the beginning of February 2008. The main locations of the interviews are: LEISURE & CULTURAL PLACES : Duomo, The Last Supper, The Castle, Navigli, Sant’Ambrogio Abbey, La Scala square, Brera District, Fashion District; 2. TRANSPORT PLACES : Milano Linate Airport, Milano Malpensa Airport, Central Railway Station, Cadorna Railway Station, Malpensa Express train; 3. BUSINESS HOTELS : ATA Hotels (Hotel Executive and Hotel Fiera Milano), Hotel Milton Milano, Milan Marriott, The Westin Palace. 4. FAIRS & EXHIBITIONS : FieraMilano City and Rho Fiera (MACEF and Esposizione Internazionale Canina)

The interviews were conducted from December 2007 to the beginning of February 2008.

The main locations of the interviews are:

LEISURE & CULTURAL PLACES : Duomo, The Last Supper, The Castle, Navigli, Sant’Ambrogio Abbey, La Scala square, Brera District, Fashion District;

2. TRANSPORT PLACES : Milano Linate Airport, Milano Malpensa Airport, Central Railway Station, Cadorna Railway Station, Malpensa Express train;

3. BUSINESS HOTELS : ATA Hotels (Hotel Executive and Hotel Fiera Milano), Hotel Milton Milano, Milan Marriott, The Westin Palace.

4. FAIRS & EXHIBITIONS : FieraMilano City and Rho Fiera (MACEF and Esposizione Internazionale Canina)

METHODOLOGY – RESEARCHERS AND GROUPS 31 students of the Master in Tourism Management carried out the project. They individually conducted all the interviews and, divided into 6 groups, made data entry, analyzed the statistical elaborations and realized this presentation. In particular, LTA groups focused on the leisure profile, while BTA groups concentrated on business and MICE profiles (names of the 6 group leaders are in bold). LTA 1 Al-Haddar Mohammed Cossu Serena Cozzolino Anna Fabiano Serena Verticelli Lorenzo LTA 2 Bolognesi Matteo Fedele Rossella Manni Deborah Moraru Adina Plattner Gabriela LTA 3 Galli Alessia Bertella Michela Elliodore Victoria Lanzarini Alessandro Risuglia Ada Valè Federica BTA 1 Mossiah Raymond Carp Mihaela D’Antoni Cristina Facenna Natalie Tironi Fabiana BTA 2 Grant-Hoschtialek Kirl Andreani Camilla Robert Patricia Sammartano Francesco BTA 3 Rodgers Elisabeth Barbagallo Enzo Cava Valentina Di Pietro Alessia Hanley John Mantovani Paola Statistical analysis of the data has been provided by People Research Institute and supervised by prof. Luigi Ferrari; Raffella Caso and Francesca d’Angella coordinated the students’ work.

LTA 1

Al-Haddar Mohammed

Cossu Serena

Cozzolino Anna

Fabiano Serena

Verticelli Lorenzo

LTA 2

Bolognesi Matteo

Fedele Rossella

Manni Deborah

Moraru Adina

Plattner Gabriela

LTA 3

Galli Alessia

Bertella Michela

Elliodore Victoria

Lanzarini Alessandro

Risuglia Ada

Valè Federica

BTA 1

Mossiah Raymond

Carp Mihaela

D’Antoni Cristina

Facenna Natalie

Tironi Fabiana

BTA 2

Grant-Hoschtialek Kirl

Andreani Camilla

Robert Patricia

Sammartano Francesco

BTA 3

Rodgers Elisabeth

Barbagallo Enzo

Cava Valentina

Di Pietro Alessia

Hanley John

Mantovani Paola

Statistical analysis of the data has been provided by People Research Institute and supervised by prof. Luigi Ferrari;

Raffella Caso and Francesca d’Angella coordinated the students’ work.

MAIN RESULTS

PRELIMINARY CONSIDERATIONS Results are divided into 6 sections The first maps out the tourists profiles in terms of demographic variables. The second identifies some relevant trip characteristics in terms of geographic size of the visited area, the organizer and the accompanying people, if any. The third regards tourists’ personal opinions on the image and the personality of Milan. In the fourth section the awareness of heritage sites and the most visited attractions are stated. In the fifth section the overall satisfaction of the tourists’ experience has been assessed. In the sixth section the top three benchmark destinations for leisure and business are identified.

Results are divided into 6 sections

The first maps out the tourists profiles in terms of demographic variables.

The second identifies some relevant trip characteristics in terms of geographic size of the visited area, the organizer and the accompanying people, if any.

The third regards tourists’ personal opinions on the image and the personality of Milan.

In the fourth section the awareness of heritage sites and the most visited attractions are stated.

In the fifth section the overall satisfaction of the tourists’ experience has been assessed.

In the sixth section the top three benchmark destinations for leisure and business are identified.

DEMOGRAPHIC PROFILE

Men represent 60% of tourists in Milan; in the leisure segment the percentage of women (53%) is slightly higher than the percentage of men; in other segments the percentage of men is higher : 70% in business, 60% in MICE. TOURISTS BY GENDER

Men represent 60% of tourists in Milan;

in the leisure segment the percentage of women (53%) is slightly higher than the percentage of men;

in other segments the percentage of men is higher : 70% in business, 60% in MICE.

the 35-49 age group is the largest target; 73% of tourists are between 25 and 49 ; the leisure segment is the most diversified in terms of age target and is composed by 30% of the 18-24 age group; business and MICE segments are mainly represented by the 35-49 age group. TOURISTS BY AGE

the 35-49 age group is the largest target; 73% of tourists are between 25 and 49 ;

the leisure segment is the most diversified in terms of age target and is composed by 30% of the 18-24 age group;

business and MICE segments are mainly represented by the 35-49 age group.

49% of tourists coming to Milan hold a bachelor’s degree; 84% are workers , mainly employees (36%). TOURISTS BY EDUCATION LEVEL SECONDARY 26% BACHELOR 49% MASTER 21% OTHER 4% TOURISTS BY PROFESSION WORKERS 84% employee 36% entrepreneur 13% director/manager 18% self employed 9% other 8% NON WORKERS 16% students 12% other 4%

49% of tourists coming to Milan hold a bachelor’s degree;

84% are workers , mainly employees (36%).

note : nationality composition (Italian vs international) was planned at the beginning of the survey FOREIGN TOURISTS BY COUNTRY The greatest share of foreign tourists comes from Europe ( 56% ); the most important EU markets are UK (16%), Germany (9%) and France (6%); considering the top 3 non-EU countries , the US market is more represented as a business segment, while the Japanese and Chinese markets are mostly composed of the leisure segment. Respondents composition by nationality ITALY 44% FOREIGN 56% Top 3 non-EU markets by segment Leisure (%) Business (%) USA 8 14 CHINA 4 2 JAPAN 6 3

The greatest share of foreign tourists comes from Europe ( 56% );

the most important EU markets are UK (16%), Germany (9%) and France (6%);

considering the top 3 non-EU countries , the US market is more represented as a business segment, while the Japanese and Chinese markets are mostly composed of the leisure segment.

69% of respondents are repeaters and are mainly concentrated in the business and MICE segments : 57% and 55% of them are at their third or more visit; leisure travelers are less repeaters: 50% are at their 1st visit. PREVIOUS VISITS TO MILAN

69% of respondents are repeaters and are mainly concentrated in the business and MICE segments : 57% and 55% of them are at their third or more visit;

leisure travelers are less repeaters: 50% are at their 1st visit.

TRIP CHARACTERISTICS

MEANS OF TRANSPORT , BY SEGMENT 58% of total travelers fly to Milan , either by flag carrier (41%) or low cost flight (17%); Flag carrier flight is the most used mean of transport in all segments ; Train and low cost flight are the second choice for leisure ; MICE is the segment that mostly travels to Milan by car (26%) .

58% of total travelers fly to Milan , either by flag carrier (41%) or low cost flight (17%);

Flag carrier flight is the most used mean of transport in all segments ;

Train and low cost flight are the second choice for leisure ;

MICE is the segment that mostly travels to Milan by car (26%) .

MEANS OF TRANSPORT , BY NATIONALITY 40% of the Italian market travel to Milan by train , and 30% by car; the International segment mostly travels by air ( 82% considering both flag carrier and low cost flights).

40% of the Italian market travel to Milan by train , and 30% by car;

the International segment mostly travels by air ( 82% considering both flag carrier and low cost flights).

OVERNIGHTS , BY NATIONALITY The average stay in Milan is 3.43 nights; foreigners stay longer (3.78 nights); 77% stay from 2 nights to 5 or more; 25% of Italians stay only 1 night. 3.43 nights 2.95 nights 3.78 nights

The average stay in Milan is 3.43 nights;

foreigners stay longer (3.78 nights); 77% stay from 2 nights to 5 or more;

25% of Italians stay only 1 night.

OVERNIGHTS , BY SEGMENT The average stay in Milan is 3.43 nights; the segment that stays longer is trade fairs (3.7 nights); 31% stay 5 nights or more; the segments that stays shorter is C&M (3.00 nights); 42% stay 2 nights. 3.43 nights 3.51 nights 3.70 nights 3.00 nights 3.39 nights

The average stay in Milan is 3.43 nights;

the segment that stays longer is trade fairs (3.7 nights); 31% stay 5 nights or more;

the segments that stays shorter is C&M (3.00 nights); 42% stay 2 nights.

ACCOMMODATION , BY SEGMENT All segments mainly stay in hotels ( 75% ), especially the business and MICE segments (84% and 80%); 4 star hotels are preferred (47%); 15% of all tourists stay with relatives or friends (note that 10,5% of all tourists belong to the VFR segment); this share rises to 30% for leisure travelers and gets down to 6% in the business segment. ACCOMMODATION HOTEL 75% Hotel 5 stars 11% Hotel 4 stars 47% Hotel 3 stars 15% Hotel less than 3 stars 2% With relatives or friends 15% Own home 4% Residence 2% Bed & Breakfast 3% Other 1% Total 100%

All segments mainly stay in hotels ( 75% ), especially the business and MICE segments (84% and 80%);

4 star hotels are preferred (47%);

15% of all tourists stay with relatives or friends (note that 10,5% of all tourists belong to the VFR segment); this share rises to 30% for leisure travelers and gets down to 6% in the business segment.

TRAVELLING WITH , BY SEGMENT (MICE DETAILS) Leisure tourists mostly travel with friends (55%) and family (24%); 50% of business people travel with colleagues , and 41% alone ; C&M mostly travel with colleagues (62%) to attend corporate meetings and events, while trade fair respondents also includes representatives that are sent alone as exhibitors or visitors from their company.

Leisure tourists mostly travel with friends (55%) and family (24%);

50% of business people travel with colleagues , and 41% alone ;

C&M mostly travel with colleagues (62%) to attend corporate meetings and events, while trade fair respondents also includes representatives that are sent alone as exhibitors or visitors from their company.

46% of travelers organized their own trip , especially the leisure segment ( 74% ); business people and C&M segments have their trip organized by the company ; in terms of nationality, there are not relevant differences between Italians and foreigners. TRIP ORGANIZATION , BY SEGMENT (MICE DETAILS)

46% of travelers organized their own trip , especially the leisure segment ( 74% );

business people and C&M segments have their trip organized by the company ;

in terms of nationality, there are not relevant differences between Italians and foreigners.

70% of travelers stay in Milan only , especially the business and MICE segments (76% and 80%); 20% of leisure travelers visit also the areas surrounding Milan. ITINERARY BY SEGMENT

70% of travelers stay in Milan only , especially the business and MICE segments (76% and 80%);

20% of leisure travelers visit also the areas surrounding Milan.

ITINERARY BY NATIONALITY 70% of tourist visit only Milan , this share rises to 83% for Italian tourists; 18% of foreign tourists also visit the surrounding area ; for 22% of them Milan is one part of the journey .

70% of tourist visit only Milan , this share rises to 83% for Italian tourists;

18% of foreign tourists also visit the surrounding area ; for 22% of them Milan is one part of the journey .

IMAGE AND PERSONALITY OF MILAN

LOCAL TRANSPORT 65% of tourists agree with the statement that public transport is efficient ; while about 35% believe it is expensive ; just a small share believe that getting around by car is easy; all segments agree on single statements. % of “I strongly agree” and “I agree” to given statements

65% of tourists agree with the statement that public transport is efficient ; while about 35% believe it is expensive ; just a small share believe that getting around by car is easy;

all segments agree on single statements.

TAXIS Taxis are considered to be easy available but expensive ; taxi drivers are considered friendly and professional; the opinion of leisure tourists is quite different from that of the business and MICE segments. % of “I strongly agree” and “I agree” to given statements

Taxis are considered to be easy available but expensive ; taxi drivers are considered friendly and professional;

the opinion of leisure tourists is quite different from that of the business and MICE segments.

ACCOMMODATION % of “I strongly agree” and “I agree” to given statements Accommodation is generally considered of high quality , with hospitable operators ; All segments do not agree with the statement that hotel have good price/quality ratio .

Accommodation is generally considered of high quality , with hospitable operators ;

All segments do not agree with the statement that hotel have good price/quality ratio .

ENTERTAINMENT, BY SEGMENT All segments agree that Milan offers good opportunities for entertainment, mainly for cuisine and shopping ; Business and MICE tourists agree more than leisure tourists that special events are well organized. % of “I strongly agree” and “I agree” to given statements

All segments agree that Milan offers good opportunities for entertainment, mainly for cuisine and shopping ;

Business and MICE tourists agree more than leisure tourists that special events are well organized.

ENTERTAINMENT, BY NATIONALITY The perception on entertainment in every single element is very different from Italians to foreigners who agree only on museums and galleries offer and shopping. the perception is very different on cuisine, design, performances, nightlife, and event organization . % of “I strongly agree” and “I agree” to given statements

The perception on entertainment in every single element is very different from Italians to foreigners who agree only on museums and galleries offer and shopping.

the perception is very different on cuisine, design, performances, nightlife, and event organization .

COMMUNICATION, BY SEGMENT % of “I strongly agree” and “I agree” to given statements All segments agree that there people are courteous . Tourists disagree about the communication of the events. MICE visitors are the most satisfied while leisure tourists are more severe with this item.

All segments agree that there people are courteous .

Tourists disagree about the communication of the events. MICE visitors are the most satisfied while leisure tourists are more severe with this item.

COMMUNICATION, BY NATIONALITY Less foreigners than Italians agree that events are well communicated. This maybe because events are not advertised well enough through channels that foreigners are exposed to. Almost all foreigners do not find the level of English spoken to be high . % of “I strongly agree” and “I agree” to given statements

Less foreigners than Italians agree that events are well communicated. This maybe because events are not advertised well enough through channels that foreigners are exposed to.

Almost all foreigners do not find the level of English spoken to be high .

PERSONALITY OF THE CITY All segments agree that there are too few green areas in Milan . They also agree that living in Milan is expensive . % of “I strongly agree” and “I agree” to given statements

All segments agree that there are too few green areas in Milan .

They also agree that living in Milan is expensive .

ATTRACTIONS AND HERITAGE

HERITAGE SITES: AWARENESS AND VISIT The top 3 heritage sites in terms of awareness are the Duomo , The Castle and La Scala . In general, heritage sites have a relatively high awareness level when compared to heritage sites seen . AWARENESS SEEN Duomo 98% Duomo 95% La Scala Theatre 86% The Castle 73% The Castle 80% Fashion District 66% Fashion District 75% La Scala Theatre 60% The Last Supper 67% Navigli 59% Navigli 61% The Last Supper 48% Sant’Ambrogio Abbey 57% Sant’Ambrogio Abbey 46% Brera District 54% Brera District 46% Monumental Cemetery 39% Monumental Cemetery 25%

The top 3 heritage sites in terms of awareness are the Duomo , The Castle and La Scala .

In general, heritage sites have a relatively high awareness level when compared to heritage sites seen .

More than 55% of foreign visitors are not aware of the Monumental Cemetery , the Brera District, the Sant’ Ambrogio Abbey , the Navigli and over 35% did not know the Last Supper Approximately 45% of Italians did not know about the Monumental Cemetery; more than 20% did not know that the Fashion District, the Brera District, the Sant’ Ambrogio Abbey and the Last Supper existed. HERITAGE SITES: NON-AWARENESS BY NATIONALITY

More than 55% of foreign visitors are not aware of the Monumental Cemetery , the Brera District, the Sant’ Ambrogio Abbey , the Navigli and over 35% did not know the Last Supper

Approximately 45% of Italians did not know about the Monumental Cemetery; more than 20% did not know that the Fashion District, the Brera District, the Sant’ Ambrogio Abbey and the Last Supper existed.

A large number of first time visitors do NOT know the Monumental Cemetery, Sant’ Ambrogio Abbey, the Brera District or the Navigli. A significant number of repeat visitors do NOT know about these sites as well. HERITAGE SITES: NON-AWARENESS BY NUMBER OF VISITS TO MILAN

A large number of first time visitors do NOT know the Monumental Cemetery, Sant’ Ambrogio Abbey, the Brera District or the Navigli.

A significant number of repeat visitors do NOT know about these sites as well.

Duomo is the most prominent landmark of Milan when compared to the others. There is a significant gap between Duomo and any other landmark. NB: This was an open answer question where the respondent was not influenced. THE LANDMARK OF THE CITY

THE AWARENESS OF THE CANDIDATURE FOR THE EXPO 2015 More than 40% of tourists are aware of the candidature of the city for the Expo 2015; the most informed are business and MICE tourists.

More than 40% of tourists are aware of the candidature of the city for the Expo 2015;

the most informed are business and MICE tourists.

TOURISTS’ SATISFACTION

66% of visitors think Milan is “as they expected”, while 23% expected better (28% within the MICE segment); the most satisfied is the business segment. THE EXPECTATION OF TOURISTS – BY SEGMENT

66% of visitors think Milan is “as they expected”, while 23% expected better (28% within the MICE segment);

the most satisfied is the business segment.

66% of total would return to Milan for leisure , especially the leisure segment ( 80% ). THE SATISFACTION OF TOURISTS – BY SEGMENT 64% of total would advise a friend to come to Milan, specially within the leisure segment (74%). INTENTION TO COME BACK ADVISE A FRIEND TO COME TO MILAN

66% of total would return to Milan for leisure , especially the leisure segment ( 80% ).

INTERNATIONAL BENCHMARK 10 cities were identified as: successful models; competitors of Milan; potential benchmarks of Milan. The respondents were asked to rank their top 3 cities for business and leisure travel.

10 cities were identified as:

successful models;

competitors of Milan;

potential benchmarks of Milan.

The respondents were asked to rank their top 3 cities for business and leisure travel.

INTERNATIONAL BENCHMARK: TOP CITIES FOR LEISURE BARCELONA and PARIS are in both rankings in leading positions; LONDON is the most mentioned (51%) but is only in the 5 th position for 1 st mention; OTHER CITIES have more ore less equivalent position in both rankings; ROME is quoted only in the 1 st mention ranking. First mentioned among top 3 Mentioned among top 3 Barcelona 25% London 51% Paris 18% Barcelona 50% Rome 17% Paris 48% New York 14% Rome 44% London 10% New York 43% Sydney 6% Sydney 21% Berlin 4% Prague 17% Prague 3% Berlin 14% Frankfurt 2% Shanghai 6% Shanghai 2% Frankfurt 5%

BARCELONA and PARIS are in both rankings in leading positions;

LONDON is the most mentioned (51%) but is only in the 5 th position for 1 st mention;

OTHER CITIES have more ore less equivalent position in both rankings;

ROME is quoted only in the 1 st mention ranking.

INTERNATIONAL BENCHMARK: TOP CITIES FOR BUSINESS NEW YORK in both rankings in leading positions; PARIS is in the 1 ST position for mentions, but very rarely mentioned as 1 st choice; BARCELONA is in 2 nd position for mentions, but very rarely mentioned as 1 st choice. First mentioned among top 3 Mentioned among top 3 New York 34% Paris 53% London 22% Barcelona 50% Frankfurt 13% New York 46% Shanghai 11% Rome 38% Berlin 7% London 34% Sydney 3% Sydney 27% Paris 3% Prague 21% Rome 3% Berlin 13% Barcelona 2% Shanghai 10% Prague 0% Frankfurt 7%

NEW YORK in both rankings in leading positions;

PARIS is in the 1 ST position for mentions, but very rarely mentioned as 1 st choice;

BARCELONA is in 2 nd position for mentions, but very rarely mentioned as 1 st choice.

SEGMENT PROFILES

DEMOGRAPHICS 53% are women youngest segment (70% are 18-34) 62% hold a bachelor or a master degree 40% are Italian followed by other European citizens and Americans 50% are first-time visitors most are employees (34%) and students (32%) TRIP CHARACTERISTICS 59% come by plane average stay is 3.39 nights 79% travel with family or friends trips are mainly self-organized (74%) 53% visit only Milan; 20% visit also surrounding areas. SATISFACTION 63% confirm Milan is as they expected 80% would return to Milan 74% would advise a friend to visit Milan SEGMENT PROFILE - LEISURE Data are taken from this presentation or from more specific data of the study, even if not specificed in this presentation

DEMOGRAPHICS

53% are women

youngest segment (70% are 18-34)

62% hold a bachelor or a master degree

40% are Italian followed by other European citizens and Americans

50% are first-time visitors

most are employees (34%) and students (32%)

TRIP CHARACTERISTICS

59% come by plane

average stay is 3.39 nights

79% travel with family or friends

trips are mainly self-organized (74%)

53% visit only Milan; 20% visit also surrounding areas.

SATISFACTION

63% confirm Milan is as they expected

80% would return to Milan

74% would advise a friend to visit Milan

SEGMENT PROFILE – BUSINESS DEMOGRAPHICS 70% are men largest age range is 25-49 (76%) 78% hold a bachelor or a master degree mostly foreigners (59%) coming from EU (33%); USA (14%) and other non EU (12%) 77% have been to Milan before 39% are employees; 24% are directors/managers TRIP CHARACTERISTICS more than 60% come by plane (mainly by flight carrier) stay mostly in 4 star hotels between 2-4 nights (a significant amount stay 5+ nights) mainly travel alone (41%) or with colleagues (50%) 52% of trips are organized by companies 76% visit only Milan SATISFACTION 70% say Milan is as they expected (they are mostly Italians and repeat visitors) 59% would return to Milan 60% would advise a friend to visit Milan Data are taken from this presentation or from more specific data of the study, even if not specificed in this presentation

DEMOGRAPHICS

70% are men

largest age range is 25-49 (76%)

78% hold a bachelor or a master degree

mostly foreigners (59%) coming from EU (33%); USA (14%) and other non EU (12%)

77% have been to Milan before

39% are employees; 24% are directors/managers

TRIP CHARACTERISTICS

more than 60% come by plane (mainly by flight carrier)

stay mostly in 4 star hotels between 2-4 nights (a significant amount stay 5+ nights)

mainly travel alone (41%) or with colleagues (50%)

52% of trips are organized by companies

76% visit only Milan

SATISFACTION

70% say Milan is as they expected (they are mostly Italians and repeat visitors)

59% would return to Milan

60% would advise a friend to visit Milan

SEGMENT PROFILE – MICE DEMOGRAPHICS 60% are men widest age range is 35-49 (45%) 66% hold a bachelor or a masters degree 51% are Italian (55% trade fairs and 47% C&M); foreigners mainly come from EU (32%) 55% visited Milan 3 times or more 92% are workers TRIP CHARACTERISTICS 50% travel to Milan by flight average length of stay is 3 nights for C&M, 3.70 for tradefairs 80% stay in 4-star hotels most travel with colleagues (62% of C&M and 38% of trade fairs) even if a significant percentage of attendants to trade fairs travel with family (29%) Milan is the only destination on itinerary (80%) SATISFACTION 62% are willing to visit Milan again 61% would recommend a friend to visit Milan overall MICE respondents are satisfied with Milan Data are taken from this presentation or from more specific data of the study, even if not specificed in this presentation

DEMOGRAPHICS

60% are men

widest age range is 35-49 (45%)

66% hold a bachelor or a masters degree

51% are Italian (55% trade fairs and 47% C&M); foreigners mainly come from EU (32%)

55% visited Milan 3 times or more

92% are workers

TRIP CHARACTERISTICS

50% travel to Milan by flight

average length of stay is 3 nights for C&M, 3.70 for tradefairs

80% stay in 4-star hotels

most travel with colleagues (62% of C&M and 38% of trade fairs) even if a significant percentage of attendants to trade fairs travel with family (29%)

Milan is the only destination on itinerary (80%)

SATISFACTION

62% are willing to visit Milan again

61% would recommend a friend to visit Milan

overall MICE respondents are satisfied with Milan

CONCLUSIONS

STRENGTHS WEAKNESSES LOCAL TRANSPORT PUBLIC URBAN TRANSPORT (EFFICIENT & NON EXPENSIVE) GETTING AROUND BY CAR IS DIFFICULT TAXIS EASY AVAILABLE TAXI DRIVERS (FRIENDLY & PROFESSIONAL) EXPENSIVE ACCOMMODATION HIGH QUALITY WITH HOSPITABLE STAFF BAD PRICE/QUALITY RATIO ENTERTAINMENT FOOD AND SHOPPING ARCHITECTURE AND HERITAGE MUSEUMS AND GALLERIES PERFORMANCES & SPECIAL EVENTS - COMMUNICATION COURTESY TO FOREIGNERS COMMUNICATION OF EVENTS TOURIST INFORMATION SIGNPOSTING LEVEL OF ENGLISH PERSONALITY DYNAMIC EXPENSIVE TOO MUCH TRAFFIC UNBREATHABLE AIR NOT A GREEN CITY NOT SAFE TO WALK ALONE

PUBLIC URBAN TRANSPORT

(EFFICIENT & NON EXPENSIVE)

GETTING AROUND BY CAR IS DIFFICULT

EASY AVAILABLE

TAXI DRIVERS (FRIENDLY & PROFESSIONAL)

EXPENSIVE

HIGH QUALITY

WITH HOSPITABLE STAFF

BAD PRICE/QUALITY RATIO

FOOD AND SHOPPING

ARCHITECTURE AND HERITAGE

MUSEUMS AND GALLERIES

PERFORMANCES & SPECIAL EVENTS

COURTESY TO FOREIGNERS

COMMUNICATION OF EVENTS

TOURIST INFORMATION

SIGNPOSTING

LEVEL OF ENGLISH

DYNAMIC

EXPENSIVE

TOO MUCH TRAFFIC

UNBREATHABLE AIR

NOT A GREEN CITY

NOT SAFE TO WALK ALONE

MILAN TOURIST SYSTEM: MAIN REQUIREMENTS LOCAL TRANSPORT REDUCTION OF TRAFFIC PROBLEMS TAXIS MORE AFFORDABLE PRICES ACCOMMODATION MORE AFFORDABLE PRICES HIGHER PRICE/QUALITY RATIO ENTERTAINMENT PERSISTANCE, TOWARDS EXPO COMMUNICATION IMPROVEMENT OF TOURISM INFORMATION (INFO, SIGNPOSTING, LANGUAGE) PERSONALITY MORE AFFORDABLE PRICES REDUCTION OF POLLUTION AND GREEN SECURITY IMPROVEMENT

REDUCTION OF TRAFFIC PROBLEMS

MORE AFFORDABLE PRICES

MORE AFFORDABLE PRICES

HIGHER PRICE/QUALITY RATIO

PERSISTANCE, TOWARDS EXPO

IMPROVEMENT OF TOURISM INFORMATION (INFO, SIGNPOSTING, LANGUAGE)

MORE AFFORDABLE PRICES

REDUCTION OF POLLUTION AND GREEN

SECURITY IMPROVEMENT

A special thanks to: Antares Hotels - Hotel Accademia Antares Hotels - Hotel Rubens Antares Hotels - Hotel Concorde ATAHotels - Hotel Quark ATAHotels - Hotel Executive ATAHotels - Hotel Fieramilano Best Western - Hotel Milton Best Western - Hotel Major Holiday Inn Milan - Assago Holiday Inn Milan Linate Airport Milan Marriott Hotel Starwoodhotels - The Westin Palace UNA Hotel Century UNA Hotel Scandinavia

A special thanks to:

Antares Hotels - Hotel Accademia

Antares Hotels - Hotel Rubens

Antares Hotels - Hotel Concorde

ATAHotels - Hotel Quark

ATAHotels - Hotel Executive

ATAHotels - Hotel Fieramilano

Best Western - Hotel Milton

Best Western - Hotel Major

Holiday Inn Milan - Assago

Holiday Inn Milan Linate Airport

Milan Marriott Hotel

Starwoodhotels - The Westin Palace

UNA Hotel Century

UNA Hotel Scandinavia

A strategic plan follows… Thank you! Congratulations for EXPO 2015!

A strategic plan follows…

Thank you!

Congratulations for EXPO 2015!