(Source: Airbnb Japan K.K.)
Airbnb Japan K.K. has announced “Airbnb 2025 Winter Travel Trends,” a report summarizing global travel patterns for the upcoming winter season.
According to the report, searches for Italy have increased significantly this winter, particularly in the Trentino (South Tyrol), Lombardy, and Veneto regions — host areas for the upcoming Milano Cortina 2026 Winter Olympics.
In Lombardy, searches have risen by triple digits year over year, drawing attention from travelers in Germany, Canada, Switzerland, and the United States.
Globally, destinations that are easily accessible from cities and offer beautiful natural surroundings are seeing strong interest.
(Source: Airbnb Japan K.K.)
In the United States, travelers are showing growing interest in lesser-known destinations rather than traditional winter resorts.
Those seeking snow are opting for smaller ski resorts such as Brighton, Utah and McCall, Idaho, while travelers in search of warmth are visiting beach towns that blend art and culture.
Popular destinations this winter include Dover, Vermont and Hermosa Beach, California.
In addition, there has been a rise in long-term stays in Florida among travelers aged 60 and older, particularly in warmer areas such as The Villages and Venice, reflecting increased interest in extended winter escapes.
(Source: Airbnb Japan K.K.)
Within the U.S. domestic market, family travel to suburban and rural areas has become the mainstream trend during winter.
According to Airbnb’s research, 80% of travelers are choosing non-urban destinations, and nearly half plan to spend their trips with family.
Nature-rich destinations such as Edwards, Colorado and Lincoln City, Oregon are among the most popular family getaways.
Demand for longer stays of seven nights or more and multi-generational family trips is increasing, and bookings for accommodations with four or more bedrooms are also on the rise, indicating a preference for spacious stays.
(Source: Airbnb Japan K.K.)
In Japan, domestic travel demand among groups and families continues to grow, with accommodation searches nearly doubling year over year.
Notably, Hiroshima City saw about a 2.5-fold increase, while Hachimantai City (Iwate Prefecture) and Minamiuonuma City (Niigata Prefecture) rose by approximately 2.6 times, and Matsuyama City (Ehime Prefecture) by about 2.2 times, reflecting rising interest in regional and nature-rich destinations.
Bookings for accommodations with four or more rooms, ideal for multi-family or group stays, have doubled over the past two years, suggesting diversification in domestic winter travel — from scenic getaways to unique seasonal experiences.
Airbnb stated that it will continue to offer travelers around the world new discoveries and memorable journeys this winter.
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