The Winter Olympics are driving a substantial surge in demand for rental cars and accommodation across Northern Italy and neighbouring Alpine regions, particularly as the event coincides with the Spring Break travel period.
According to data from Sunny Cars, rental car bookings at Italian and nearby Alpine airports have more than doubled compared with the same period last year. Airports serving as key access points to the Alps are seeing the strongest growth, with bookings up more than 400% in Bolzano and over 300% at Milan Malpensa. Travellers heading to Olympic venues and ski resorts are increasingly relying on rental cars for flexibility between airports, mountain resorts and event locations.
This surge in demand has led to steep price increases. Weekly rental rates during the Olympic period are between 20% and more than 100% higher year on year at major airports. Prices have risen by around 75% in Bergamo and nearly 90% at Milan Malpensa, while Milan Linate has seen a more moderate but still significant increase of over 20%. The sharpest increases are closest to the Olympic venues: in Bolzano, rental prices have more than doubled, adding over €300 per week, while in Innsbruck, rates are almost 70% higher, equating to an extra €275 per week.
The inflationary effect extends beyond car hire. Research by Italian consumer organisation Altroconsumo shows that hotel prices near Olympic venues have also surged. In destinations such as Cortina d’Ampezzo, hotel stays during Olympic weekends are on average more than 260% more expensive than a regular weekend last year, with peak prices reaching up to four times normal levels.
Overall, the Winter Olympics are creating significant cost pressures for travellers to the region, affecting both mobility and accommodation during an already busy holiday period.3
Source: THX