Italians' holiday habits are changing, marking a clear departure from the traditional fixation on the month of August. According to a study commissioned by Airbnb and conducted by Community Research & Analysis, more than 60% of Italians are choosing not to travel during the height of summer, motivated by the desire to avoid crowds and extreme temperatures, as well as reduce costs. While the coastline remains the top choice for nearly one in two Italians, the season for these trips is changing, with a growing preference for September and October.
This shift towards off-peak travel is reflected in the platform's internal data on group travel (groups of three or more people), which shows a significant increase in searches for beach destinations in southern Italy and the islands (...) This trend confirms that the desire for a more relaxed pace, mild weather and a travel experience focused on social interaction is changing the holiday calendar of Italians.
