Welcome to the Italy 🇮🇹 vacation rentals market overview! Explore how Italy’s breathtaking landscapes, historic cities, and vibrant cultural traditions influence the vacation rental market. From booking trends and guest behavior to seasonality and pricing insights, we uncover key data shaping one of Europe’s most iconic travel destinations.
Italy vacation rental market overview
In this section, you’ll find an overview of the travel landscape in Italy. We highlight the most in-demand destinations along with the peak periods for searches and bookings. Gaining insight into seasonal travel patterns and the broader market context will support you in aligning your strategy with demand and maintaining a competitive edge.
What are the most in-demand Italian regions?
From iconic cities and cultural hubs to scenic coastlines and countryside retreats, this section highlights the destinations in Italy that attract the most guest interest. The table below presents the most searched locations on HomeToGo between September 2024 and August 2025, along with year-over-year changes in demand.
|
Region
|
Searches (% of total)
|
Difference to previous period
|
|---|---|---|
| Tuscany | 15.36% | 11% |
| Rest of Italy | 12.01% | 5% |
| Sardinia | 11.34% | 3% |
| Apulia | 8.36% | -6% |
| Sicily | 7.50% | -2% |
| Liguria | 6.90% | -2% |
| Veneto | 5.94% | -10% |
| Lombardy | 5.82% | 8% |
| Trentino-Alto Adige/South Tyrol | 5.28% | 2% |
| Lazio | 4.66% | -21% |
| Lake Garda | 3.86% | -7% |
| Campania | 3.82% | -13% |
| Piedmont | 3.40% | 30% |
| Emilia-Romagna | 3.22% | -7% |
| Abruzzo | 2.53% | 7% |
When do guests search for a vacation rental in Italy?
The graph below illustrates HomeToGo’s annual search trends from January 2023 to August 2025. Interest starts early in the year, with a surge during the high season from June to August. Make sure your listings are in top shape during these periods of high demand.
When do guests book a vacation rental in Italy?
Below, we look at how bookings are distributed throughout the year. Guests start booking at the beginning of the year and spending remains high through the first half of the year. For property managers, keeping listings fully optimized during this period is essential.
Who’s visiting Italy?
Knowing who your guests are is key to tailoring your offerings and maximizing bookings. This section dives into travelers’ origin countries, booking lead times, and average stay duration. Discover below the types of guests drawn to the Italian experience.
Where are guests coming from?
Between September 2024 and August 2025, the share of international guests saw an increase, notably from the Netherlands (+33%), France (+30%), and Belgium (+58%). At the same time, domestic travel within Italy declined year-over-year by -15%. The share of travelers from Germany remained stable at ~44% of the total guests.
|
User origin country
|
Bookings (% of total)
|
Difference to previous period
|
|---|---|---|
| 🇩🇪 Germany | 44.05% | -1% |
| 🇮🇹 Italy | 17.68% | -15% |
| 🇳🇱 Netherlands | 7.59% | 33% |
| 🇨🇭Switzerland | 7.12% | 7% |
| 🇫🇷 France | 6.56% | 30% |
| 🌍 Rest of the world | 2.94% | -19% |
| 🇺🇸 United States | 2.53% | -12% |
| 🇦🇹 Austria | 2.39% | -8% |
| 🇧🇪 Belgium | 2.15% | 58% |
| 🇬🇧 United Kingdom | 2.08% | 23% |
| 🇵🇱 Poland | 1.92% | -23% |
| 🇩🇰 Denmark | 1.19% | 39% |
| 🇪🇸 Spain | 0.69% | -13% |
| 🇸🇪 Sweden | 0.65% | 6% |
| 🇨🇦 Canada | 0.46% | 35% |
How far in advance are guests booking?
The booking window in Italy varies throughout the year, with guests booking most in advance during the autumn and winter months, while last-minute bookings are more common during the summer high season. The average booking window for the period between September 2024 and August 2025 was 117 days, an increase of +8% year-over-year.
How long are guests staying for?
Guests in Italy typically stay 8 nights, with longer stays during the autumn and winter months. These patterns highlight opportunities for property managers to tailor pricing and promotions, such as extended-stay discounts, to encourage longer bookings and maximize revenue.
What are guests paying?
Below, we examine daily rate trends and total booking values. See how pricing evolves across seasons, and what the typical guest spends per stay. You'll get a clear picture of where you stand in comparison to the market, and when it's time to adjust your pricing to capture more bookings.
Average Daily Rate (ADR) trends: how much are guests spending?
On average, guests spent €186 per night on accommodation in Italy between September 2024 and August 2025, which marks an increase in ADR in comparison to the previous period. Nevertheless, Italy remains a relatively affordable destination compared to other European markets such as Croatia and Spain.
Average Booking Value trends: how much are guests spending?
The average booking value in Italy between August 2024 and July 2025 stood at €1,428, a +9% increase compared to the previous period. Consider using discounting strategies to attract guests all year round.
Methodology:
This analysis is based on HomeToGo booking and search data for Italy. The primary timeframe covers bookings made between September 1, 2024 and August 31, 2025. Year-over-year comparisons reference bookings from September 1, 2023 to August 31, 2024. Insights may vary depending on the search and booking period.
Want to learn more? Visit https://www.hometogo.com/italy/ or reach out to us at [email protected].