Lodging (destination) in Italy displays solid resilience and growth potential in 2026, with retail value expected to reach EUR51.6 billion, a rise of 3% over the prior year, even as the pace of expansion moderates from the post-pandemic peak. The combination of stable real GDP growth at 1%, a slight population decline and a diversified offer that bridges premium and value-oriented accommodation signals ongoing attractiveness, particularly as operators adapt to shifting traveller expectations for authenticity, privacy and well-being. Sustained momentum in short-term rentals, accelerating digital transformation, and policy measures to address talent shortages position Italy’s lodging (destination) as an appealing environment for investment and innovation, while regulatory constraints around branded residences continue to limit the full realisation of market opportunities.
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Overview:
Understand the latest market trends and future growth opportunities for the Lodging (Destination) industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Lodging (Destination) industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Lodging (Destination) in Italy report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Lodging (Destination) in Italy?
- Which are the leading companies in Lodging (Destination) in Italy?
- How are companies responding to the travel restrictions?
- Which travel sectors are proving the most resilient?
- What are companies doing to innovate and future-proof?
Key Data Insights
Key Industry Trends
Short-term rentals drive lodging growth as Villa d'Este's premium apartments signal format shift
Technology adoption reshapes the competitive edge in short-term rentals
Staff House 2026 scheme tackles workforce shortages with subsidised tourism housing
Chart 1 Lodging (Destination) Sales: Value 2021-2031
Chart 2 Lodging (Destination) Sales by Category: Value 2026
Secondary destinations reshape lodging as traveller demand shifts beyond major cities
Wellness-focused hotels and rentals capture investment with year-round appeal
Municipalities shape sustainable growth as population slowly declines
Chart 1 Forecast Lodging (Destination) Sales: Value 2021-2031
Chart 2 Forecast Lodging (Destination) Sales by Category: Value 2026-2031
Branded residences and serviced apartments redefine luxury hospitality product design
Staff housing innovation addresses workforce retention through product design
Biometric and AI technologies transform guest entry and the in-stay experience
Chart 1 Real GDP Growth 2021-2031
Chart 2 Inflation 2021-2031
Chart 1 Population 2021-2031
Chart 2 Population by Generation 2026
Chart 3 Consumer Expenditure 2021-2031
Country Reports Disclaimer
The following categories and subcategories are included:
Lodging (Destination)
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- Luxury Hotels
- Upscale Hotels
- Mid-Market Hotels
- Budget Hotels
- Unrated Hotels
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- Hotels Online via Direct
- Hotels Online via Intermediaries
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- Hotels Offline via Direct
- Hotels Offline via Intermediaries
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- Short-Term rentals Online via Direct
- Short-term Rentals Online via Intermediaries
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- Short-term Rentals Offline via Direct
- Short-term Rentals Offline via Intermediaries
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- Campsites
- Hostels
- Other Lodging Types
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- Other Lodging Online Direct
- Other Lodging Online Intermediaries
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- Other Lodging Offline via Direct
- Other Lodging Offline via Intermediaries
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- Lodging (Destination) Online via Direct
- Lodging (Destination) Online via Intermediaries
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- Lodging (Destination) Offline via Direct
- Lodging (Destination) Offline via Intermediaries
Lodging (Destination)
Lodging (Destination) covers the main types of lodging used by inbound and domestic tourists, providing a destination point of view (also known as point of supply). Lodging value is measured in terms of the price paid for lodging by the consumer and businesses based on total room sales. It does not include food and drinks or any other form of revenue that is not directly related to lodging, such as events and conferences and guest services, such as gym, spa, shop, room service, restaurant and café. Lodging volume is measured in terms of number of outlets and rooms at year end, and room nights as total of the full year.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Lodging (Destination) research and analysis database.
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