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市場調查報告書
商品編碼
1880676
民宿市場規模、佔有率、成長及全球產業分析:依類型、應用和地區劃分的洞察與預測(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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隨著旅客越來越傾向於選擇真實、沉浸式且能豐富文化體驗的住宿方式,而非傳統的飯店住宿,全球民宿市場持續快速成長。產業數據顯示,受旅遊需求成長、數位化預訂平台普及以及獨特居家式住宿日益受到歡迎等因素的推動,全球民宿市場規模將在2024年達到298億美元。預計到2025年,該市場規模將擴大至341.4億美元,反映出人們對個人化旅遊體驗的需求不斷增長。預計成長速度將進一步加快,到 2032 年將達到 889 億美元。
市場亮點
2024 年,歐洲引領區域市場,佔全球市場佔有率的 32.08%,主要得益於法國、義大利、西班牙和英國等國強勁的旅遊需求。該地區豐富的文化遺產、完善的旅遊基礎設施以及龐大的歐洲內部旅行人口,都推動了民宿預訂的需求。同時,全球旅行需求持續成長。根據美國旅遊協會的報告,截至 2024 年初,93% 的美國旅客計劃在六個月內出行,這將支撐全球民宿市場的成長。
數位轉型仍是推動市場普及的關鍵因素。 Airbnb、Vrbo 和 Booking.com 等領先平台不斷改善行動用戶體驗,提供虛擬房產參觀,並擴展房源範圍,涵蓋度假屋、鄉村別墅和特色住宿。這些創新正在吸引年輕一代、獨自旅行者和精通數位技術的遊客,預計到 2032 年市場價值將持續增長。
市場動態
推動因素
推動市場擴張的關鍵推動因素之一是人們對體驗式和有意義的旅行的需求日益增長。千禧世代和 Z 世代旅客越來越追求沉浸式的住宿體驗,希望獲得文化真實性、與當地主人進行個人化互動,並與當地傳統建立深厚的聯繫。從標準化的飯店體驗轉向以社區為導向的住宿方式,顯著提升了已開發市場和新興市場對民宿的需求。
限制因子
然而,服務效率低下,例如房東回應速度慢、清潔度差、設施不一致以及缺乏專業性,都對市場成長構成挑戰。負面評價和不一致的賓客體驗會降低迴頭客的預訂率,使得民宿與可預測的飯店住宿相比吸引力下降。
機會
房東與旅行社之間日益緊密的合作關係帶來了強大的成長機會。旅行社提供行銷支援、成熟的客戶網路和動態定價工具,幫助民宿房東提升知名度和預訂量,尤其是在旺季。這些合作關係有助於房東在維持服務品質的同時,拓展客戶群。
依類型
由於價格實惠且易於到達,標準民宿在2024年佔主導地位。注重預算的旅客和背包客青睞標準民宿,因為它們提供基本設施且價格低廉。提供主題環境和高端服務的精品民宿,預計在2032年之前隨著人們對精心策劃、個人化住宿的需求不斷增長而顯著增長。
依最終使用者
團體使用者在2024年將佔最大佔有率,這反映了他們對寬敞別墅和多房間住宿的需求。預計到 2032 年,家庭旅遊市場將保持最高成長率,這主要得益於對更大居住空間、自助式設施和兒童友善設施的需求不斷增長。
依預訂方式劃分
2024 年,線上預訂將佔主導地位,這主要得益於透過行動應用程式和網站進行的即時預訂、照片庫、用戶評論和便利的支付系統。同時,預計線下預訂市場將在老年旅行者和數位普及率較低的地區實現成長。
2024 年,歐洲將繼續保持領先地位,市場規模將達到 95.6 億美元,這主要得益於旅遊流入量的增長以及消費者對當地文化體驗的強烈偏好。北美將成為第二大市場,這主要得益於 Airbnb 和 Booking.com 等平台推動的民宿業務成長。預計到 2032 年,亞太地區將成為成長最快的市場,這主要得益於中國、日本和印度旅遊業的快速成長。南美洲和中東/非洲地區也正經歷穩定成長,這主要得益於對第二套房和小型別墅的投資。
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