The way Italians travel is changing, alongside the ever more central role of pets in daily life. This is confirmed by research carried out by Rover.com, the world’s largest online marketplace for personalised pet care services, which looked at how Italians travel with their animals.
In collaboration with Lonely Planet, a guide has now been published and is available free online, dedicated to travelling with pets in Italy.
The figures behind travelling with pets
According to Rover’s findings, more than 60% of Italians say they choose exclusively pet-friendly destinations. For one in two respondents, the presence of their animal has a significant influence on holiday decisions.
- The bond is clearly growing stronger, reflected in the fact that for more than 25% of Italians their pet is their preferred travel companion, second only to a partner (38%).
- What’s more, over 70% of Italians say they have given up travelling at least once because of the difficulties involved in managing their pet.
Out of these evolving needs, a new traveller profile is emerging: no longer simply looking for “pet allowed” accommodation, but for experiences designed to be fully enjoyed with every member of the family, pets included.
The pet-friendly travel guide project
This is how Viaggi pet friendly in Italia came about, a new mini guide for travelling in Italy, suitable in every season.
Conceived both as a source of inspiration and a practical tool, the Italian publication brings together destinations, pet-friendly experiences, practical advice and useful information to help organise more mindful trips, built around the needs of pets and those travelling with them.
Available free in digital format, Viaggi pet friendly in Italia offers a collection of experiences to share across the length of the country: trekking immersed in nature, relaxing by the sea, urban routes, even spa experiences “with a tail”, along with foodie stops and recommended places to stay.
Services, information and accommodation: what pet travellers are looking for
Rover’s data shows that the growing importance of pets is also reflected in the practical aspects of planning a trip. At the planning stage, being able to easily identify pet-friendly accommodation is key and decisive for more than half of Italians (54%).
Clear and transparent information about rules and restrictions is also important (42%), along with concrete suggestions on how best to manage every aspect of the journey (40%). Access to useful local contacts, such as vets and dedicated services, is another significant factor (43%).
These needs are mirrored in the most sought-after content in a pet-friendly guide: suitable accommodation (55%), recommended destinations (46%), practical advice for travelling with an animal (45%), and shared experiences (43%).
Travelling together: emotion and new habits
Travelling with your animal is, above all, an emotional experience. When forced to be apart, 28% of Italians say they feel guilt or anxiety, while 43% admit to feeling sad, even if they know their pet has been left in good hands.
It is therefore unsurprising that 41% see the main value of travelling as being able to avoid leaving their pet behind, with 39% highlighting the importance of shared moments.
Alongside the emotional dimension, there are also more practical considerations. According to Rover’s data, travelling with an animal involves an average additional cost of over €250.
Climate is also playing an increasing role in decision-making: 36% prefer to travel during quieter and cooler periods, and 26% lean towards destinations such as the mountains, considered more suitable for an animal’s wellbeing.
“The bond between people and their pets is becoming increasingly central, even in the way free time is experienced. The data confirms that pets are no longer an accessory, but a genuine travel companion capable of shaping choices, experiences and priorities.
With this guide, we want to remove the practical obstacles that still lead a surprising 70% of Italians to give up travelling. Rover aims to guarantee maximum peace of mind for travellers: both those who choose to explore Italy with their animal, knowing they can rely on our network of local pet sitters at their destination for last-minute needs or to spend, for example, a day at a museum without animals, and those who need to leave their pet at home and travel without feelings of guilt,” commented Elia Borrini, General Manager, International at Rover.
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