Travel
STRs dominate 2024 NYE travel in Europe
Italy: Pricing trends for short-term rentals and hotels in more than 25 European capitals and destinations analysed by The Data Appeal Company – Almawave Group are providing valuable insights into the shifting dynamics of travel preferences as we approach New Year’s Eve [NYE] 2024.
Utilising D/AI Destinations, its proprietary data analysis platform, the study compared rates published on major OTAs for 31 December 2024 with those of the previous year.
Short-term rentals outpace hotels
Apartments and private homes continue to dominate the holiday accommodation market, even during NYE celebrations. The sharp rise in short-term rental prices across most European cities compared to last year reflects their growing appeal among travellers seeking unique and flexible lodging options. However, this popularity comes at a cost.
Hotels across Europe have seen a modest average price increase of +2.71 per cent, but short-term rentals have surged with a dramatic +7.86 per cent increase, underscoring their demand.
While hotels generally command higher average prices, there are notable exceptions where short-term rentals rival or exceed hotel rates. In Innsbruck, Austria, for example, short-term rentals average €417, significantly surpassing the €323 average for hotels.
For travellers, the choice between a hotel and a private rental depends not only on budget but also on the type of experience they are seeking. One thing is clear: the popularity of short-term rentals shows no signs of slowing down.
Luxury vs. Budget: Most and least expensive cities
When it comes to hotels, London secures its place as the most luxurious destination for NYE, with average rates soaring to an eye-watering £421 / €510. In stark contrast, Liverpool stands out as the most affordable option, offering stays at just £139 / €168, making it an attractive choice for budget-conscious travellers seeking festive cheer without breaking the bank.
For short-term rentals, London continues to dominate the premium segment with average rates of £386 / €467, ideal for those aiming to immerse themselves in the city’s iconic celebrations. Meanwhile, Athens [Greece] offers a budget-friendly alternative, with short-term rental prices averaging only €156, providing value for travellers looking to celebrate the new year in a vibrant and historic setting.
Price surges and drops
Bruges [Belgium] has seen a +21 per cent surge in hotel prices, solidifying its position as a must-visit destination for NYE festivities. The growth reflects its rising popularity for festive tourism and its reputation for avoiding the pitfalls of overtourism.
On the short-term rental front, Madrid leads with a +43 per cent price increase, driven by heightened demand and the proliferation of upscale rental options that cater to premium travellers.
Conversely, Paris has experienced a -27 per cent drop in short-term rental prices alongside a – five per cent decrease in hotel rates. The decline is attributed to an oversupply of properties and the impact of new regulatory measures reshaping the market.
Helsinki also stands out with the steepest drop in hotel prices at – nine per cent, offering travellers a more affordable yet chilly option for celebrating the New Year.
Mirko Lalli, CEO of The Data Appeal Company – Almawave Group, said: “The data highlights the shifting dynamics of traveller preferences and the critical role they play in shaping market strategies. For destinations, understanding pricing trends—such as the surge in short-term rentals or the rising appeal of alternative cities like Liverpool or Trieste—is key to staying competitive.
“By leveraging these insights, tourism professionals can fine-tune their pricing models, position their offerings more effectively, and ultimately maximise their appeal to both value-driven and premium travellers. It’s not just about following trends; it’s about anticipating them and using data to lead the way,” added Lalli.