myDataValue

Short-term rentals in Umag

Umag has 4,530 tracked short-term rental listings in myDataValue's November 2026 snapshot, 2,273 on Airbnb and 2,257 on Booking.com. That ranks it 20th of 153 short-term rental markets across Croatia, with listings split almost evenly between Airbnb (50%) and Booking.com (50%). 65% of supply is run by professional operators, above the median market's 51%, led by NOVASOL AS (279 listings). Counts are tracked public listings, not total supply.

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View of Umag
Photo: Umag-P9170095 by Marianocecowski · CC BY-SA 3.0 · cropped and resized for display, via Wikimedia Commons

Data updated

Tracked listings
4,530
Market rank
#20 / 153
National share
1.7%
Named professional operators
17

Airbnb vs Booking.com in Umag

In Umag, supply is split almost evenly: 2,273 listings on Airbnb (50%) and 2,257 on Booking.com (50%).

Where the listings are in Umag

The dots are a representative sample of tracked short-term rentals — Airbnb in red and Booking.com in blue. Zoom and pan to explore the market, or open the full report for filters, operator overlays, and the listing-level view.

Airbnb Booking.com 250 sampled locations from 4,530 tracked listings — open the full interactive report

Market structure in Umag

Airbnb supply is more professionalised than Booking.com's: 71% of Airbnb listings sit with operators of that size, against 60% on Booking.com. The 17 named professional operators run 547 local listings between them, and the three largest — NOVASOL AS, Your.Rentals and Villas Guide — account for 71% of that. The other 2,416 listings run by operators with 26 or more listings belong to operators without a published profile.

Professional share
65%
Median market
51%
Single-listing hosts
18%

Listings by operator portfolio size

Tracked listings grouped by how many properties their operator runs — from single hosts to 26+ professionals.

  • Single listing 803
  • 2–5 listings 562
  • 6–25 listings 202
  • 26+ (professional) 2,963

Listings by property type

Apartments & flats make up 65% of Umag's classified listings, followed by Houses, cottages & holiday homes (29%).

  • Apartments & flats 2,957
  • Houses, cottages & holiday homes 1,304
  • B&Bs & guest houses 182
  • Hotels & hostels 35
  • Private & shared rooms 30
  • Unique & outdoor 22

Largest operators in Umag

Ranked by local tracked listings across Airbnb and Booking.com. Scores and portfolio review totals are aggregated across each operator's tracked Croatia listings. Together, the table and directory cover every professional operator we track in this market.

Scroll sideways to see all columns.

Largest operators in Umag, ranked by local tracked listings.
# Operator Listings Airbnb score Booking.com score Portfolio reviews
1 NOVASOL AS 279 4.69 / 5 8.8 / 10 51,721
2 Your.Rentals 61 4.72 / 5 8.4 / 10 1,857
3 Villas Guide 49 4.87 / 5 9.4 / 10 1,703
4 Krevatin Tours d.o.o. 45 4.67 / 5 8.8 / 10 1,336
5 Holiday Home AG 37 4.78 / 5 8.6 / 10 64,099
6 Belvilla by OYO 19 4.67 / 5 8.4 / 10 8,189
7 Villas Holiday 15 4.97 / 5 9.6 / 10 178
8 Soravento Real Estate & Tourist Agency 9 4.92 / 5 9.1 / 10 284
9 Happy.Rentals 8 4.67 / 5 8.9 / 10 2,467
10 Darijo - VIP Holiday Booker 7 4.87 / 5 9.4 / 10 834

The other 7 professional operators in Umag

Local listings

Browse the full Croatia operator directory →

Operators enter the index after reaching 26 listings across Croatia and count Umag among their markets. See the full interactive Umag market report for additional filters and operator comparisons.

How Umag compares

Umag ranks 20th of 153 tracked markets in Croatia, with 1.7% of tracked supply in this coverage. Markets of similar size:

Photo credits

Browse the full Croatia city directory or the Croatia market report .

Umag market FAQ

How many short-term rentals are in Umag?

Umag has 4,530 short-term rental listings as of November 2026: 2,273 on Airbnb and 2,257 on Booking.com.

Who is the largest short-term rental operator in Umag?

The largest professional operator in Umag is NOVASOL AS, with 279 local listings.

How professionalised is the Umag short-term rental market?

65% of Umag's listings (2,963 of 4,530) are run by operators with 26 or more listings, above the median of 153 markets across Croatia (51%). Airbnb supply is more professionalised than Booking.com's: 71% of Airbnb listings sit with operators of that size, against 60% on Booking.com. The 17 named professional operators run 547 local listings between them, and the three largest — NOVASOL AS, Your.Rentals and Villas Guide — account for 71% of that. The other 2,416 listings run by operators with 26 or more listings belong to operators without a published profile.

Is Airbnb or Booking.com bigger in Umag?

In Umag, supply is split almost evenly: 2,273 listings on Airbnb (50%) and 2,257 on Booking.com (50%).

How many professional operators run listings in Umag?

17 named professional operators run listings in Umag. The full roster is listed on this page, and the interactive market report maps every listing.

About this data

Figures come from myDataValue's cross-platform market snapshot of 4,530 public short-term rental listings in Umag, matching Airbnb and Booking.com supply to the operators who run it. Operators enter the index after reaching 26 listings on Airbnb or Booking.com across Croatia. Snapshot dates: Airbnb , Booking.com .

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