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Short-term rentals in Florence

Florence is the 3rd-largest of 1,049 short-term rental markets across mainland Italy, Sicily and Sardinia: 19,740 listings, 60% on Airbnb. 23% of supply is run by professional operators, above the median market's 17%, led by Mmega Homes and Villas (447 listings).

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View of Florence
Photo: Panoramica Firenze by Wikibusters · CC BY-SA 4.0 · resized for display, via Wikimedia Commons

Data updated

Tracked listings
19,740
Market rank
#3 / 1,049
Coverage share
2.3%
Named professional operators
106

Airbnb vs Booking.com in Florence

In Florence, Airbnb leads with 11,886 listings (60%), versus 7,854 on Booking.com (40%).

Where the listings are in Florence

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 19,740 tracked listings — open the full interactive report

Market structure in Florence

Booking.com supply is more professionalised than Airbnb's: 33% of Booking.com listings sit with operators of that size, against 16% on Airbnb. The 106 named professional operators run 4,434 local listings between them, and the three largest — Mmega Homes and Villas, Alfred Stays and Apartments Florence — account for 25% of that. The other 70 listings run by operators with 26 or more listings belong to operators without a published profile.

Professional share
23%
Median market
17%
Single-listing hosts
34%

Listings by operator portfolio size

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

  • Single listing 6,666
  • 2–5 listings 5,220
  • 6–25 listings 3,350
  • 26+ (professional) 4,504

Listings by property type

Apartments & flats make up 78% of Florence's classified listings, followed by B&Bs & guest houses (6%).

  • Apartments & flats 15,358
  • B&Bs & guest houses 1,274
  • Private & shared rooms 1,194
  • Houses, cottages & holiday homes 1,191
  • Hotels & hostels 659
  • Unique & outdoor 49
  • Other 15

Largest operators in Florence

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

Scroll sideways to see all columns.

Largest operators in Florence, ranked by local tracked listings.
# Operator Listings Airbnb score Booking.com score Portfolio reviews
1 Mmega Homes and Villas 447 4.50 / 5 7.5 / 10 14,952
2 Alfred Stays 353 4.66 / 5 7.9 / 10 7,029
3 Apartments Florence 306 4.68 / 5 8.2 / 10 2,550
4 Istay srl 272 4.43 / 5 7.7 / 10 3,702
5 Mamo Florence 235 4.65 / 5 8.4 / 10 19,260
6 GuestHost 204 4.51 / 5 7.7 / 10 117,114
7 Sweet Dreams in Florence 122 4.49 / 5 7.8 / 10 2,506
8 White River Srl 118 4.40 / 5 6.9 / 10 5,353
9 KEYS OF ITALY 117 4.55 / 5 7.8 / 10 5,854
10 Yes I Do srl 117 4.41 / 5 7.9 / 10 5,385

The other 96 professional operators in Florence

Local listings

Browse the full Italy operator directory →

Operators enter the index after reaching 26 listings across mainland Italy, Sicily and Sardinia and count Florence among their markets. See the full interactive Florence market report for additional filters and operator comparisons.

How Florence compares

Florence ranks 3rd of 1,049 tracked markets in mainland Italy, Sicily and Sardinia, with 2.3% of tracked supply in this coverage. Markets of similar size:

Photo credits

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

Florence market FAQ

How many short-term rentals are in Florence?

Florence has 19,740 short-term rental listings as of July 2026: 11,886 on Airbnb and 7,854 on Booking.com.

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

The largest professional operator in Florence is Mmega Homes and Villas, with 447 local listings.

How professionalised is the Florence short-term rental market?

23% of Florence's listings (4,504 of 19,740) are run by operators with 26 or more listings, above the median of 1,049 markets across mainland Italy, Sicily and Sardinia (17%). Booking.com supply is more professionalised than Airbnb's: 33% of Booking.com listings sit with operators of that size, against 16% on Airbnb. The 106 named professional operators run 4,434 local listings between them, and the three largest — Mmega Homes and Villas, Alfred Stays and Apartments Florence — account for 25% of that. The other 70 listings run by operators with 26 or more listings belong to operators without a published profile.

Is Airbnb or Booking.com bigger in Florence?

In Florence, Airbnb leads with 11,886 listings (60%), versus 7,854 on Booking.com (40%).

How many professional operators run listings in Florence?

106 named professional operators run listings in Florence. 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 19,740 public short-term rental listings in Florence, 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 mainland Italy, Sicily and Sardinia. Snapshot dates: Airbnb , Booking.com .

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