Florence vs Naples: which is better for Airbnb investment? (2026)

Bottom line

Florence edges ahead of Naples on higher occupancy (26.3% vs 16.4%), stronger RevPAR (£45 vs £16).

Head-to-head metrics

	Florence	Naples
Median occupancy	26.3%	16.4%
Median daily rate	£166	£94
Median RevPAR	£45	£16
Active listings	10,534	7,041
YoY occupancy	+0 pts	+0 pts
YoY daily rate	+42.3%	+35.8%
Regulation risk	—	—
Annual night cap	None	None
License required	No	No

Full analysis: Florence vs Naples

On the money side of this comparison — what a listing actually earns against the nights it has available — Florence finishes decisively ahead of Naples. Revenue per available night — rate and occupancy combined, the figure that actually reaches an owner — is 184.4% higher in Florence: £45 against £16. Florence commands 77.3% more per night, £166 against £94. That is not a rounding difference, and it compounds over a hold period.

Florence takes both halves of the yield equation, which is less common than it sounds. It charges more per night — £166 against £94 — and still fills more of the year, 26.3% against 16.4%. A market that leads on price and utilisation at once is normally one where demand has outrun supply, rather than one where hosts are discounting to keep the calendar busy. RevPAR reflects the double advantage at £45 against £16.

That verdict needs a caveat, because Naples is not simply the weaker market of the two. Naples is the less crowded of the two — 7,041 active listings to 10,534 — so a well-run property has fewer near-identical rivals to out-rank. Naples sits at the cheaper end at £94 a night against £166, which lowers the bar for filling shoulder-season dates and usually tracks a lower purchase price too. If your model leans on that dimension, the ordering above can reasonably flip.

Neither Florence nor Naples currently has a verified short-term rental regulation record in our register, so the comparison above is a yield comparison only. Regulation is the single largest source of downside in this asset class — an unverified market is an unpriced risk, not an absent one.

The two calendars also behave differently. Florence peaks in October at 64.8% and bottoms in December at 30.5%; Naples runs from 54% in September down to 17.2% in November. Both swing by a similar amount across the year, so neither offers meaningfully steadier cash flow than the other.

Who each suits, then. Florence suits buyers who want a conventional, lightly regulated entry. Naples answers to the same regulatory profile, so the split between them is operational rather than legal. Every figure above comes from the same Inside Airbnb snapshot pipeline on both sides, dated 2026-09, filtered to listings with at least one booking in the last twelve months. Occupancy medians are drawn from 10,534 active Florence listings and 7,041 in Naples.

Frequently asked questions

Is Florence or Naples better for Airbnb investment?

Florence, on the data we track. It leads on stronger RevPAR (£45 vs £16), a higher nightly rate (£166 vs £94), and higher occupancy (26.3% vs 16.4%). Naples is not the weak side of this pair, though — it wins on a thinner competitive field (7,041 vs 10,534 active listings).

Which has higher occupancy, Florence or Naples?

Florence, at 26.3% median occupancy against 16.4% in Naples — a gap of 9.9 points. That is a real but modest edge; a well-run listing in Naples can close most of it. Over the last twelve months Florence was flat and Naples was flat, so the gap is closing.

Which has higher nightly rates, Florence or Naples?

Florence, at £166 a night against £94 in Naples — roughly 77.3% more. Revenue per available night agrees rather than contradicts: £45 in Florence against £16, so the rate premium survives contact with the occupancy figures.

Which has stronger year-over-year growth, Florence or Naples?

Florence, on occupancy: +0 points over the last twelve months against +0 points in Naples. Nightly rates rose 42.3% in Florence and rose 35.8% in Naples over the same window. One year of movement is a direction, not a trend — weigh it against the regulation picture before treating it as momentum.

Which is the bigger Airbnb market, Florence or Naples?

Florence, with 10,534 active listings against 7,041 in Naples. Size cuts both ways: a deep market gives you comparables, contractors and an exit, while a thinner one means fewer near-identical rivals competing for the same search results.

How much can you earn from an Airbnb in Florence vs Naples?

Florence earns more: roughly £16,422 a year for a median listing against £5,783 in Naples. Those are gross booking revenues before cleaning, management, platform fees, furnishing amortisation and tax — budget for a meaningful share of them, and note that a median listing is a median operator, not a good one.

Go deeper on each city

Market guide

Airbnb in Florence →

Occupancy, ADR, neighborhoods, regulation

Market guide

Airbnb in Naples →

Occupancy, ADR, neighborhoods, regulation

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