The rental market in Milan and Cortina d'Ampezzo has revived ahead of the 2026 Winter Olympics, which will be held here from February 6 to 22.
According to Deloitte estimates for Airbnb, the total revenue will exceed 154 million euros. Property owners who advertise for rental housing can earn an average of about 2,400 euros during the Games.
This is a great opportunity to generate income, but not without difficulties. The short-term rental market in Italy, which currently stands at about 66 billion euros, is highly competitive: more than 640,000 properties are represented on large platforms.
"Daily rental prices in the center of Milan and Cortina d Ampezzo have already increased by 200%, reflecting high demand," explains Gianluca Del Mastro, industry expert and consultant in the hotel business.But a simple price increase does not guarantee profit... A clear strategy, attention to detail, and compliance with the rules are needed."
Del Mastro emphasizes thatthe quality of accommodation and the guest experience are of key importance."I often see apartments with dilapidated furniture."During a global event like the Olympics, you need to sell experiences, not just beds."
The needs of visitors may vary: athletes and staff need practical accommodation nearby; volunteers and delegations will look for affordable options with convenient transportation; foreign tourists will want to explore the area, even if it is far from the main attractions; families and groups will prefer spacious, well-equipped apartments; and young guests will be attracted iconic places like Cortina.
What are the risks for landlords?Failure to comply with the rules regarding short-term rentals can lead to large fines and a sharp decline in profits.Hidden costs for cleaning, maintenance, working with suppliers and supporting guests can also affect profitability.
Source: Idealista
