MILANO (ITALPRESS) – Sleeping in hotels in Milan during a great event in 2026 costs 23.8% more than last year: 192,6 euro on average for a double room with breakfast included during the hottest moments for meneghino tourism against 149.8 of 2025. For the Winter Olympics now at the door the average daily rate is 299.4 euros for a double, while the events that record the increased increase of ADR (Average Daily Rate) compared to the annual average are the Design Week, +107.4%, and the BIT, +91.2%.
The data emerge from an investigation by Albergatore Pro, a reality specialized in consulting and training in the hotel sector, which has used several forecast models based on bookings already acquired in dozens of hotels in Milan and metropolitan area, ADR, tourist flows and past data to understand how the professional hospitality market will move this year during peaks of visits. In fact, the study took into account 13 major Milanese events, of which 11 are repeated annually, such as the main thematic weeks such as Fashion Weeks and Design Weeks, the great trade fairs such as MiCo, Eicma, BIT, Lift, Artisan at the Fair and Pride, as well as the novelty represented by Olympics and Paralympics (6-15 March), for a total of more than 5.6 million visitors estimated in the city. After the Olympics, the winds for which more visitors are expected are the Craftsman at the Fair, from 5 to 13 December, with more than 1 million arrivals in the city, and, always at Fiera in Rho, the Eicma, with 700 thousand people planned.
However, the number of arrivals does not always correspond to a proportional increase in ADR: in the first place the period from 21 to 26 April with Salone del Mobile and Fuorisalone, for which are previewed “only” 300 thousand arrivals but with ADR to 322,7 euros for a double. Following the Olympics, which inevitably mark a +92% on the annual average, and, to close the podium, the International Tourism Exchange, which between 8 and 10 February will see arriving in Milan more than 80 thousand people and the average price per night will turn 298 euros. Currently, the percentages in negative compared to the average are recorded instead for the artisan in Fair (-40.2%, ADR to 93 euros), the Pride of late June (-13.2%, ADR to 135 euros) and LIFT Expo Italy of October (-6.4%, ADR to 145.7 euros).
– photo IPA Agency –
(ITALPRESS).
