With gross bookings exceeding $200 billion in 2024, short-term rentals (STRs) in Europe are confirming their central role in the tourism mix of every destination.
A new study attempts to map the current state and challenges of the industry in Europe, revealing significant shifts in demand, the profile of travellers and the regulatory strategies that European destinations are being asked to re-evaluate.
The study, based on data from Phocuswright and The Data Appeal Company – Almawave Group, focuses on six European destinations: Mallorca, Dubrovnik, Prague, Lisbon, Lisbon, Paris and Rome. The central objective is to provide practical data and strategic guidance for destinations, hosts and policy makers.
STRs: A dynamic and mature part of tourism
Despite the ongoing debates around housing, market saturation and regulatory interventions, the European market for STRs is not only holding up, but maturing and evolving. As highlighted, the perception that STRs cater exclusively for budget travellers is a thing of the past.
According to Mabrian data, in cities such as Rome, Paris and Dubrovnik, more than 65% of American visitors who choose STRs belong to high or very high income brackets. Similarly, French and British middle- and high-income travelers make up the base of demand for STRs. The choice is not only related to cost, but to the amenities, flexibility and experience offered by the accommodation.
The dynamics of “silver” travellers and large families
Of particular interest is the increasing presence of visitors aged 55 and over – the so-called “silver” travellers. In some source markets, they account for up to 10% of the demand for STRs. These travellers opt for the low season, seek quiet and autonomy and are emerging as key allies in lengthening the tourist season.
It is also worth noting that the majority of travellers – more than 80% in all the cities surveyed and more than 90% in the US – choose to rent full accommodation. This trend, known as the “Full Property Effect,” reflects the need of families, groups and remote workers for comfort, privacy and flexibility.
STRs as a tool for decongestion and sustainable management
The data show that STRs are not limited to the peak period. Rather, they play a crucial role in boosting tourism all year round. In low-demand months, they attract travellers for longer stays and provide more affordable options than hotels. During peak periods, they relieve pressure on hotel capacity by offering additional accommodation solutions at competitive rates – up to 15% lower than average hotel rates, according to the Data Appeal Company.
Regulatory challenges and the need for balance
Despite the positive elements, the report does not ignore the challenges. Variations in quality standards, poor enforcement of rules and the existence of shadow markets threaten the credibility of the sector. The Spanish example is typical: 74.1% of accommodation is owned by private operators and a further 23.9% by small-scale operators, making the landscape extremely fragmented.
As Carlos Cendra of Mabrian comments, “the challenge is not only quantitative, but also qualitative. We need to ensure that the development of STRs enhances – not undermines – a destination’s tourism proposition.”
This need is echoed by Phocuswright’s Mike Coletta: “The sector is at a critical crossroads. Regulation needs to evolve so that short-term rentals add value to destinations without placing a burden on local communities.”
The report is essentially a call to policy makers for more intelligent, balanced and tailored management of the STRs market, which – as the study shows – is now the foundation of the tourism experience in Europe.
