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市场调查报告书
商品编码
1880676
民宿市场规模、占有率、成长及全球产业分析:依类型、应用和地区划分的洞察与预测(2024-2032)Homestay Market Size, Share, Growth and Global Industry Analysis By Type & Application, Regional Insights and Forecast to 2024-2032 |
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随着旅客越来越倾向于选择真实、沉浸式且能丰富文化体验的住宿方式,而非传统的饭店住宿,全球民宿市场持续快速成长。产业数据显示,受旅游需求成长、数位化预订平台普及以及独特居家式住宿日益受到欢迎等因素的推动,全球民宿市场规模将在2024年达到298亿美元。预计到2025年,该市场规模将扩大至341.4亿美元,反映出人们对个人化旅游体验的需求不断增长。预计成长速度将进一步加快,到 2032 年将达到 889 亿美元。
市场亮点
2024 年,欧洲引领区域市场,占全球市场占有率的 32.08%,主要得益于法国、义大利、西班牙和英国等国强劲的旅游需求。该地区丰富的文化遗产、完善的旅游基础设施以及庞大的欧洲内部旅行人口,都推动了民宿预订的需求。同时,全球旅行需求持续成长。根据美国旅游协会的报告,截至 2024 年初,93% 的美国旅客计划在六个月内出行,这将支撑全球民宿市场的成长。
数位转型仍是推动市场普及的关键因素。 Airbnb、Vrbo 和 Booking.com 等领先平台不断改善行动用户体验,提供虚拟房产参观,并扩展房源范围,涵盖度假屋、乡村别墅和特色住宿。这些创新正在吸引年轻一代、独自旅行者和精通数位技术的游客,预计到 2032 年市场价值将持续增长。
市场动态
推动因素
推动市场扩张的关键推动因素之一是人们对体验式和有意义的旅行的需求日益增长。千禧世代和 Z 世代旅客越来越追求沉浸式的住宿体验,希望获得文化真实性、与当地主人进行个人化互动,并与当地传统建立深厚的联繫。从标准化的饭店体验转向以社区为导向的住宿方式,显着提升了已开发市场和新兴市场对民宿的需求。
限制因子
然而,服务效率低下,例如房东回应速度慢、清洁度差、设施不一致以及缺乏专业性,都对市场成长构成挑战。负面评价和不一致的宾客体验会降低迴头客的预订率,使得民宿与可预测的饭店住宿相比吸引力下降。
机会
房东与旅行社之间日益紧密的合作关係带来了强大的成长机会。旅行社提供行销支援、成熟的客户网路和动态定价工具,帮助民宿房东提升知名度和预订量,尤其是在旺季。这些合作关係有助于房东在维持服务品质的同时,拓展客户群。
依类型
由于价格实惠且易于到达,标准民宿在2024年占主导地位。注重预算的旅客和背包客青睐标准民宿,因为它们提供基本设施且价格低廉。提供主题环境和高端服务的精品民宿,预计在2032年之前随着人们对精心策划、个人化住宿的需求不断增长而显着增长。
依最终使用者
团体使用者在2024年将占最大占有率,这反映了他们对宽敞别墅和多房间住宿的需求。预计到 2032 年,家庭旅游市场将保持最高成长率,这主要得益于对更大居住空间、自助式设施和儿童友善设施的需求不断增长。
依预订方式划分
2024 年,线上预订将占主导地位,这主要得益于透过行动应用程式和网站进行的即时预订、照片库、用户评论和便利的支付系统。同时,预计线下预订市场将在老年旅行者和数位普及率较低的地区实现成长。
2024 年,欧洲将继续保持领先地位,市场规模将达到 95.6 亿美元,这主要得益于旅游流入量的增长以及消费者对当地文化体验的强烈偏好。北美将成为第二大市场,这主要得益于 Airbnb 和 Booking.com 等平台推动的民宿业务成长。预计到 2032 年,亚太地区将成为成长最快的市场,这主要得益于中国、日本和印度旅游业的快速成长。南美洲和中东/非洲地区也正经历稳定成长,这主要得益于对第二套房和小型别墅的投资。
The global homestay market continues to grow rapidly as travelers increasingly prefer authentic, immersive, and culturally rich accommodation experiences over conventional hotel stays. According to industry data, the global homestay market was valued at USD 29.80 billion in 2024, supported by rising tourism, digital booking platforms, and the growing popularity of unique home-based accommodations. The market is expected to rise to USD 34.14 billion in 2025, reflecting increasing demand for personalized travel experiences, before accelerating further to reach USD 88.90 billion by 2032.
Market Highlights
Europe emerged as the leading regional market in 2024, capturing 32.08% of the global share, driven by strong tourism across countries such as France, Italy, Spain, and the U.K. The region's rich cultural heritage, coupled with developed travel infrastructure and high volumes of intra-European travelers, accelerates demand for homestay bookings. Meanwhile, global travel sentiment continues to strengthen; as reported by the U.S. Travel Association, 93% of U.S. travelers planned trips within six months in early 2024, supporting worldwide homestay market growth.
Digital transformation remains a key factor boosting adoption. Major platforms such as Airbnb, Vrbo, and Booking.com continue to enhance mobile user experiences, offer virtual property tours, and expand listings across villas, cottages, and unique stays. These innovations help attract younger demographics, solo travelers, and digitally savvy tourists, contributing to market value growth projected through 2032.
Market Dynamics
Drivers
One of the primary drivers shaping market expansion is the rising desire for experimental and meaningful travel. Millennials and Gen Z travelers increasingly seek immersive stays that offer cultural authenticity, personal interactions with local hosts, and deeper connections with local traditions. The shift from standardized hotel experiences to community-oriented accommodations significantly increases demand for homestays across both developed and emerging markets.
Restraints
However, service inefficiencies-such as slow host responses, lack of cleanliness, inconsistent amenities, and limited professionalism-pose challenges to market growth. Negative reviews and inconsistent guest experiences deter repeat bookings, making homestays less appealing than more predictable hotel stays.
Opportunities
Growing partnerships between hosts and travel agencies present strong expansion opportunities. Travel agencies provide marketing support, established client networks, and dynamic pricing tools, allowing homestay providers to enhance visibility and increase bookings, especially during peak seasons. These partnerships help hosts maintain quality standards while tapping into a wider customer base.
By Type
The ordinary homestay segment dominated in 2024, driven by affordability and widespread accessibility. Budget-friendly travelers and backpackers prefer ordinary homestays due to essential amenities and lower costs. Boutique homestays, offering themed environments and premium services, are expected to grow significantly toward 2032 as demand for curated and personalized stays rises.
By End-User
The group segment held the largest share in 2024, reflecting demand for spacious villas and multi-room accommodations. Families are projected to grow at the fastest rate by 2032, motivated by preferences for larger living spaces, self-catering facilities, and kid-friendly amenities.
By Booking Mode
The online booking segment dominated in 2024, thanks to instant reservations, photo galleries, user reviews, and convenient payment systems offered through mobile apps and websites. The offline segment is expected to grow among older travelers and regions with lower digital penetration.
Europe maintained its leadership position in 2024, with a market size of USD 9.56 billion, driven by tourism inflows and strong consumer preference for local cultural experiences. North America was the second-largest market, supported by rising adoption of homestays through platforms such as Airbnb and Booking.com. In Asia Pacific, rapid tourism growth in China, Japan, and India positions the region as the fastest-growing market through 2032. South America and the Middle East & Africa also show steady growth, supported by investments in vacation homes and small-scale villas.
Conclusion
With the homestay market valued at USD 29.80 billion in 2024, rising to USD 34.14 billion in 2025, and projected to hit USD 88.90 billion by 2032, the industry is on a strong upward trajectory. Increasing global tourism, digital booking adoption, and a growing preference for authentic stays will continue shaping the market's expansion through 2032.
Segmentation By Type
By End-user
By Booking Mode
By Region