2026 Winter Olympics Milano: Why Fewer Bookings Are Making Hosts More Money
Summary
The 2026 Winter Olympics in Northern Italy caused an explosion in short-term rental supply, yet hosts saw dramatic increases in revenue per available rental (RevPAR) during the Opening Days. While occupancy dropped, strong Average Daily Rate (ADR) growth, especially in Cortina (€1,043), boosted profits. Learn how to capitalize on mega-events.
Key Insights
- •In Milan, booked nights are pacing 25% higher than last year, but occupancy rates dropped from 72% down to 60% due to increased supply.
- •Occupancy rates in Val di Fiemme “plummeted” by 24% during the opening week of the 2026 Winter Olympics, but daily revenue (RevPAR) grew by 28%.
- •ADR in Cortina skyrocketed to €1,043, a 199% increase over the previous year.
Action Items
- ✓Consider the impact of increased supply when setting your pricing strategy for events. Analyze market data to forecast demand.Effort: mediumImpact: high
- ✓Evaluate your ADR strategy. The Olympics showed price-insensitive travelers - higher rates could have increased profits.Effort: mediumImpact: medium
Tools & Resources
- →PriceLabs: The analysis is based on PriceLabs short-term rental (STR) performance data.(pricelabs.com)
Common Mistakes
- ⚠Relying solely on occupancy rate as a measure of performance could be misleading during events with significant supply changes. High ADR can offset lower occupancy.
More from Pricing & Profitability
This article discusses Kansas City's high occupancy rates compared to other World Cup host cities, raising questions about the effectiveness of efforts to increase short-term rental availability. It implicitly touches on market trends and the impact of major events on the STR market. The article likely explores whether increased rental supply can meet demand while analyzing the city's approach to STRs.
Realtor.com's report on best mountain towns for Airbnb returns reveals key locations for STR investment. The analysis likely includes data on occupancy rates, ADR, and RevPAR to identify profitable markets. Understanding these trends helps hosts optimize pricing strategies and choose lucrative destinations.
Airbnb is offering a $750 incentive for some hosts in Georgia during the FIFA World Cup, potentially boosting occupancy and profitability. This program seeks to capitalize on increased demand from the international event, offering financial benefits to participating hosts. Learn how to qualify and leverage this incentive for your STR.
Curated by Learn STR by GoStudioM