Italy Online Accommodation Market Study- Growth, Trends, COVID-19 Impact, and Forecast (2022-2027)

Italy Online Accommodation Market is segmented By Platform type (Mobile application & Website) & By Mode of Booking Type (Third Party online portals & Direct/Captive portals).

Market Snapshot

Italy online accommodation market
Study Period: 2018-2027
Base Year: 2021
CAGR: >6 %

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Market Overview

The Covid-19 pandemic hit the travel industry hard in 2020, as countries implemented restrictions on travel to contain the health crisis. Due to the pandemic, the value of online tourist transactions in Italy decreased sharply in 2020, more than halving over the previous year. In 2020, online tourist transactions in Italy amounted to USD 6.58 billion.
In 2020, more than 30% of all individuals used the internet for online travel and accommodation services in Italy. The majority of the online accommodation market is presently controlled by several online intermediaries, such as online travel agencies (OTAs). It is anticipated that by 2023 about 50% of the hotel booking revenues are to be derived online with an even higher share for short term rentals.
Digital payments in Italy generated USD 50.81 billion in which mobile payments accounts for 14% with USD 7.11 billion. The mobile wallet payment in travel & Accommodation industry expected to increase at significantly over the next 5 years.
In 2019, most Italians who booked holiday accommodations online came from the North-West. About 32 % of individuals from this Italian macro-region booked travel accommodations online. On the other hand, nearly 23% of Italians from the Islands booked holiday accommodations online.

Scope of the Report

Online accommodation is a popular method for booking hotel rooms, travellers can book rooms online by using online security to protect their privacy and financial information and by using several online travel agents to compare prices and facilities at different hotels. It is segmented By Platform type (Mobile application & Website) & By Mode of Booking Type (Third Party online portals & Direct/Captive portals).
Platform type
Mobile Application
Mode of Booking type
Third Party Online Portals
Direct/Captive portals

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Key Market Trends

Increasing Internet Penetration has Huge Impact on the Market

Italians are embracing the internet, with levels of digitalization in the country experiencing a constant increase in the latest years. At the beginning of 2021, the number of active internet users in Italy reportedly more than 50.5 million and number of mobile internet users are 44.18 million. In 2020, share of internet users reached 73.3% of country’s population and it is expected to reach 79.93% by 2027.
The ease of accessing information using the internet has resulted in a move away from traditional tourism industry modes such as travel agencies as potential consumers can easily find travel destination information on the internet.
The Covid-19 pandemic has further boosted the importance of internet connections to accommodation market, this transformation of traditional booking to Online booking reduced the capital investment in businesses and it improved the user experience, transaction efficiency and satisfaction for customers.
Italy Online Accommodation market

Increasing Sustainable tourism in Italy creating demand for Accommodation Bookings

Sustainable tourism is having a positive impact on the environment, economy, and society while traveling. In 2021, 85% of interviewees are familiar with sustainable tourism, in 2021 nearly 58% of respondents claimed to make eco-friendly choices when planning trip destinations, accommodations and transports rising from 56% in 2020.
Many people are choosing to give back to the planet while enriching their travel and holiday stay experiences with sustainable hotels and their environmentally friendly business practices. As travellers begin to avoid mass tourism and the consequences that come with it, 80% are expressing their desire to learn about the local culture when on a holiday and 76% would like to reconnect with nature.
Italy Online Accommodation market

Competitive Landscape

The report covers major international players operating in the Italy Online Accommodation Market. In terms of market share, few of the major players currently dominate the market. However, with technological advancement and service innovation, domestic to international companies are increasing their market presence by securing new contracts and tapping new markets. Few of the major players profiled in the industry include Airbnb, Bookings for You, TripAdvisor, Expedia etc. TripAdvisor is considered to be one of the most influential travel and accommodation booking portals online. 

Recent Development

  • On September 13, 2021. TripAdvisor partnered with Audible for the Ultimate Travel Audio Entertainment, it makes easy for traveller to listen their favourite audio playlists with them during their next trip with just a few taps on their mobile device.
  • On July 20, 2021 TripAdvisor partnered with world's leading hotel technology providers - SiteMinder, Roiback, Derbysoft and WebHotelier - enabling thousands of hotels to participate in TripAdvisor Plus for the first time. It will fix the connectivity solutions of Hotels who wants to join TripAdvisor plus program.
  • On June 01, 2021 and TripAdvisor have agreed to expand their strategic partnership to include TripAdvisor Plus which will further enhance the travel experience for the customers.

Table of Contents


    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 Scope of the Study


    1. 2.1 Analysis Methodology

    2. 2.2 Research Phases



    1. 4.1 Market Overview

    2. 4.2 Market Dynamics

      1. 4.2.1 Market Drivers

      2. 4.2.2 Market Restraints

    3. 4.3 Value Chain Analysis

    4. 4.4 Porters 5 Force Analysis

      1. 4.4.1 Threat of New Entrants

      2. 4.4.2 Bargaining Power of Buyers/Consumers

      3. 4.4.3 Bargaining Power of Suppliers

      4. 4.4.4 Threat of Substitute Products

      5. 4.4.5 Intensity of Competitive Rivalry

    5. 4.5 Technological Innovations in the Market

    6. 4.6 Insights on the various offers given while booking online accommodation

    7. 4.7 Insights on the price distribution of various stakeholders in the online booking systems

    8. 4.8 Advertising Strategies Implemented by the Market Players

    9. 4.9 Impact of Covid-19 in the Industry

    10. 4.10 Government Regulations


    1. 5.1 Platform type

      1. 5.1.1 Mobile Application

      2. 5.1.2 Website

    2. 5.2 Mode of Booking type

      1. 5.2.1 Third Party Online Portals

      2. 5.2.2 Direct/Captive portals


    1. 6.1 Market Concentration Overview

    2. 6.2 Company Profiles

      1. 6.2.1 Booking Holdings

      2. 6.2.2 AirBnB

      3. 6.2.3 Plum guide

      4. 6.2.4 Bookings for you

      5. 6.2.5 Expedia

      6. 6.2.6 Trip advisor

      7. 6.2.7 Vrbo

      8. 6.2.8 Initalia

      9. 6.2.9 agoda

      10. 6.2.10 Italy Heaven*

    3. *List Not Exhaustive


  9. 9. APPENDIX

  10. 10. DISCLAIMER

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Frequently Asked Questions

The Italy Online Accommodation Market market is studied from 2018 - 2027.

The Italy Online Accommodation Market is growing at a CAGR of >6% over the next 5 years.

Booking Holdings, AirBnB, Trip advisor, agoda, Bookings for you, Expedia are the major companies operating in Italy Online Accommodation Market.

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