Google says Italians are increasingly searching for low-cost holidays, pet-friendly trips and family breaks, as new travel trends show shifting preferences ahead of the summer season.
- Budget travel searches rose by 800% over the past 12 months.
- Searches for airlines that accept dogs increased by 580%.
- Hotel searches for pet owners climbed by 170% in the last 90 days.
- Family travel searches rose by 110% over the past year.
- City break searches to European cities increased by 50% in the last 90 days.
The data, shared by Google Italia, show budget travel searches rising by 800% over the past 12 months compared with the previous 12 months. Searches for first-class travel increased by 200%, while hotel searches for pet owners reached a record high in February 2026 and climbed by 170% in the last 90 days.
Google also said searches for airlines that accept dogs were up by 580% over the same period, reflecting growing demand for travel options that allow pets on board. The figures suggest Italian travellers are looking for cheaper, more flexible and more family-oriented trips.
Travel with pets is one of the clearest signals in the latest Google Trends data. The company said two airlines allowed not only small dogs, but also dogs weighing more than 10 kg, to fly with a dedicated seat this year. Users were also searching for where to go in summer with a dog, which airlines to choose and how to board a dog.
Other fast-growing search categories included adventure travel, which rose by 130% in the last 90 days, car travel, up 150%, and camping, up 80%. Family travel searches more than doubled, rising by 110% over the past 12 months.
Google Italia said searches for trips with friends rose by 80% over the same 12-month period. The company also recorded a 230% increase in searches for Pilates retreats over the last 90 days, and a 40% rise in searches for meditation retreats over the past year.
Birthday trips are also gaining ground, with related searches up 70% in the past 12 months. Google said travellers were looking for ways to celebrate in cities of art, spas or European capitals.
City breaks remained popular too, with searches for short trips to European cities up 50% in the last 90 days compared with the same period in 2025. Google said people were looking for unusual routes and highly specific itineraries, including what to see in Rome on a first visit, what to see in Palermo, or what to do in Amsterdam in 3 days.
Wellness travel searches rose by 30% over the last 3 months, driven by spring demand for relaxation and detox experiences. The same increase was seen in searches for solo travel and glamping, while backpacking-related searches rose by 40%.
The trends suggest Italians are broadening their travel priorities, with price, flexibility, pet access and purpose-led breaks all influencing how they plan their next trip.
