Over 60% of Italians only choose destinations suitable for their pets. Rover launches the map of pet-friendly routes and facilities
Whoever finds a friend finds… a traveling companion. For Italians the pet has never been a marginal presence. Now, however, it can become the true co-pilot of holidays, capable of dictating the law on destinations, hotels and itineraries. A four-legged revolution that is redesigning the entire tourism industry, including new needs and tailor-made services. The photograph of this change is captured by the new research of Rover.comthe global services giant of pet carewhich confirms how the very idea of holiday is changing shape, one step (and one paw) at a time.
According to Rover’s findings, over 60% of Italians say they choose exclusively pet-friendly destinationswhile for one in two interviewees the presence of their pet significantly affects their choices related to holidays. An increasingly close bond, also confirmed by the fact that for over 25% of Italians the pet represents the favorite travel companion, immediately after the partner (38%). Not only that: beyond 70% of Italians say they have given up on leaving at least once due to the difficulties associated with managing their pet. It is from these constantly evolving needs that a new traveler profile takes shape: no longer looking only for “pet allowed” facilities, but for experiences designed to be fully experienced with all members of the family, including pets.
This is where it comes from Pet friendly travel in Italythe new mini-guide, suitable for all seasons, for traveling in Italy, created by Rover in collaboration with Lonely Planet Italia, market leader in the tourist guide sector. Designed as a source of inspiration and service tool, the publication collects destinations, pet-friendly experiences, practical advice and useful information for organizing more informed trips, built around the needs of pets and their companions. Pet friendly travel in Italy offers a story of experiences to be shared throughout the country: from trekking immersed in nature to relaxing on the beach, from urban routes to the “with a queue” spa, up to the most delicious stops and the best addresses to stay. An invitation to rediscover a less predictable Italy, to be experienced in a more free, inclusive and peaceful way with your pet.
Services, information and facilities: what people are looking for «pet traveller»
According to Rover data, the growing centrality of the pet is also reflected in practical needs related to the organization of the trip. In the planning phase, the importance of easily identifying pet-friendly accommodation facilities emerges first and foremost, a determining factor for over half of Italians (54%). This is accompanied by the need for clear and transparent information on rules and restrictions (42%), together with the need for concrete suggestions to best manage every aspect of the trip (40%). Also relevant is the possibility of accessing useful contacts in the area, such as veterinarians and dedicated services (43%).
Consistently, these needs are found in the most sought after content within a pet-friendly guide: suitable accommodation (55%), recommended destinations (46%), practical advice for traveling with your pet (45%) and experiences to share (43%).
Traveling with our pets
Traveling with your pet is first of all aemotional experience. In fact, when one is forced to part with it, 28% of Italians say they feel a sense of guilt or anxiety, while 43% still feel sad, even though they know they have left it in good hands. It is therefore not surprising that 41% indicate the possibility of not having to leave your pet as the main value of travel, supported by 39% who underline the importance of shared moments.
Alongside the emotional dimension, they also emerge more concrete aspects: according to Rover data, traveling with an animal involves an average additional expense of over 250 euros, while 61% of Italians declare that they are able to balance comfort and services in a balanced way. Factors such as the climate also increasingly influence choices: 36% prefer to leave in less crowded and cooler periods, while 26% orient their choice towards destinations such as the mountains, considered more suitable for the animal’s well-being.
The mini guide Pet friendly travel in Italy it is therefore part of a broader change: that of a tourism that is increasingly attentive to well-being, the quality of shared time and the possibility of experiencing the journey without giving up. A free, digital and accessible tool, designed to accompany those who want to discover Italy together with their pet with greater simplicity and awareness.
«The bond between people and pets is increasingly central also in the way we experience free time. The data confirms how the pet is no longer an accessory element, but a true travel companion capable of guiding choices, experiences and priorities. With this guide we want to eliminate the practical obstacles that still today push a surprising 70% of Italians to give up travelling. Rover’s objective is to guarantee maximum peace of mind for travellers: both for those who choose to explore Italy together with their pet – knowing that they can count on our network of local pet sitters even at the destination for last minute needs or to dedicate, for example, a day at the museum without animals – and for those who need to leave it at home and leave without feeling guilty” he commented Elia Borrini, General Manager, International at Rover.
