Winter holidays, growing demand for villas

For those who can afford it, winter holidays are moving more and more to prestigious villas. At least according to the findings of Emma Villas, which for Christmas and New Year 2026 recorded 76% of bookings from Italian tourists, up four points on last year. Tuscany, Umbria and Latium, the preferred destinations for those seeking privacy, large spaces and family holidays, are the main drivers.

Another element that emerges is the resilience of the entire winter season: between November 2025 and March 2026, average expenditure per booking reaches 4,941 euros, up 15% compared to the same period in 2024. The average stay also rises, reaching 5.17 nights (+3%), signalling an increasingly marked seasonal adjustment of villa tourism.

This trend is also confirmed by Giammarco Bisogno, founder and CEO of Emma Villas: "More and more people are looking for authentic getaways even in autumn and winter: the desire for holidays now embraces the entire calendar and is no longer limited to the summer months. This phenomenon is also reflected in the sector of villas and prestigious residences, where we register a constant consolidation of the off-season holiday".

Between 20 December and 10 January, in the heart of the festive season, the villa becomes above all the place for family reunions: groups of a dozen people and stays of at least five nights are now the norm. Alongside the Italians, the most frequent guests are the Americans (8%), who also choose Italy in winter for the food and wine and landscape on offer.

Driving the increase in spending are above all the ancillary services, which are increasingly in demand. These range from food experiences - larder full on arrival, gourmet delivery, local products - to the chef in the villa, and the novelty of New Year's Eve dinner prepared in-house. Wellness paths, private wine tastings and customised activities are also growing.