Luxury vacation homes in Italy captivate buyers with stunning views, rich local culture, and the lifestyle that comes with owning a home in this beautiful country. Yet, the appeal of fractional ownership goes beyond aesthetics; it’s about convenience, flexibility, and peace of mind, too. To understand what truly drives buyer decisions regarding fractional ownership in Italy, Fractional Group surveyed a group of potential buyers, uncovering six key aspects of co-ownership and identifying the features that matter most when searching for that dream Italian property.
Fractional Group Survey Results: Italy Fractional Ownership
With sold-out properties, numerous reviews from satisfied buyers, and developer feedback, Fractional Group has gained valuable insights over the years into the journey buyers undertake when selecting fractional ownership for their second homes. This time, we decided to delve deeper by surveying a group of prospective buyers showing interest in luxury Italian fractional ownership vacation homes. Our goal was to understand how they value the various aspects of co-owning a second home.
What Buyers Value in Italy Fractional Ownership Properties
1. Upkeep: A Desire for Hassle-Free Ownership
Q: How essential is a fully managed property to you, where the upkeep, maintenance, and security are all taken care of, giving you peace of mind that your investment is being nurtured?
83% of buyers value fully managed properties.
Most respondents appreciate the convenience and peace of mind. An overwhelming 83.33% of respondents expressed a positive sentiment towards fully managed properties, appreciating the convenience of having maintenance, security, and general upkeep handled by professionals.
Only a small minority were indifferent or not interested in this aspect. Indicating that, for some, personal involvement in property management remains a priority. Although for most, the hands-off approach to maintaining a vacation home gives the peace of mind that comes from having maintenance, security, and day-to-day care handled by professionals.
2. Split Costs: Financial Flexibility
Q: How important is it to you to be able to split the annual operating costs between yourself and your fellow co-owners rather than shoulder the responsibility alone?
79% of buyers prefer splitting annual costs with co-owners
Approximately 79.17% of participants favored the idea of sharing annual operating costs with co-owners, highlighting the financial relief as a key benefit of co-ownership.
3. Second Homes: Lifestyle & Investment
Q: How much do you value the idea of owning a second home for your mini-breaks, workations, and vacations?
Owning a second home for vacations or workations was viewed positively by 83.66% of respondents. Highlighting the appeal of combining lifestyle enjoyment with property investment. A total of 16.33% were indifferent or uninterested. These figures indicate that a small segment of the market prioritizes other lifestyle or financial choices over second-home ownership.
4. Clean & Ready: Turnkey Convenience
Q: Think of your whole property like a high-end hotel room, where everything is prepared before arrival and replenished during your stay. Where the cleaning is taken care of so that you can turn up and enjoy it right away, and when it’s time to leave, lock up and go.
The concept of properties being maintained to hotel standards, clean and ready for immediate use, resonated with 83.34% of participants. A mere 14.58% expressed indifference, indicating that convenience remains a major drive for co-ownership decisions. The customer reviews regularly highlight the peace of mind that comes with knowing everything is ready upon arrival.
5. Italy Fractional Ownership Rental Potential
Q: We have seen high demand for our luxury rentals when they become available. Is it important for you to be able to rent any unutilized time?
81.25% of respondents value the option to rent unused time. This demonstrates an interest in offsetting ownership costs while maintaining flexibility for personal use. In contrast, 16.67% were indifferent, suggesting some buyers prioritize personal use over generating income.
6. Local Expert on Hand: Support and Assurance
Q: What about the comfort of knowing that there’s a local expert always on hand and simply a phone call away?
83% of buyers value having a local expert on hand
Having a local expert available for assistance was appreciated by 83.33% of participants. We have found that, especially for solo buyers, having a local team on the ground for information or property assistance is a significant benefit. 14.58% of respondents were indifferent, indicating a desire to explore and integrate locally as a buyer on their own.
Fractional Group Insight: Convenience & Peace of Mind Lead the Way
By gathering feedback from the survey respondents, we were able to identify what truly matters most to them when searching for their Italian vacation home. The stats reveals a clear trend: buyers actively seek co-ownership models that offer full property management and turnkey experiences.
Full Property Management: 83% positive sentiment. This stat highlights the importance that buyers place on having maintenance, security, and day-to-day care handled by professionals.
Hotel-Style Turnkey Experience: 83% positive sentiment for properties that operate like high-end hotels, with pre-arrival cleaning and preparation, and in-stay laundry and cleaning services taken care of automatically.
The results show that buyers actively choose co-ownership models because they remove the burdens of second-home ownership. Instead of worrying about upkeep or security, buyers want the freedom to enjoy their property without distraction. At the same time, by relying on a professional team to manage every detail, they gain not only convenience but also a highly valued sense of peace of mind.
Industry Context: The Growth of Fractional Ownership Globally
While the survey provides valuable insights, it’s essential to place these findings in the context of the broader real estate market. In fact, according to Inside Hospitality Solutions, drawing on data from Ragatz Associates (2023), sales in the fractional ownership and private residence club sector reached approximately $580 million in 2023, marking the second-highest sales level in the last 14 years. This growth further highlights the importance of buyer preferences and underscores the growing appeal of fractional ownership globally.
Fractional Ownership in Europe
According to research from Growth Market Reports, the global fractional ownership market reached US$9.4 billion in 2024. This amount encompasses shared ownership models in real estate, luxury assets, and digital platforms for secure fractional transactions. Furthermore, a significant share of the fractional ownership market is located in Europe. In fact, this market reached US$1.8 billion in 2024, highlighting growing demand for lifestyle investments, including vacation homes.
Key Takeaways & A Balanced Perspective on Italy Fractional Ownership
The Fractional Group survey* shows that potential buyers of fractional ownership in Italy value convenience, financial flexibility, and turnkey management.
For prospective buyers: Understanding these priorities is essential when considering fractional ownership.
For industry professionals: these insights highlight which features and services resonate most, helping to align offerings with buyer expectations.
*In April 2024, Fractional Group surveyed 46 respondents via a marketing campaign for a fractional ownership property in Italy.
