ITA Airways
The site of Italy's flag carrier for flights and Volare loyalty rewards.
ITA Airways at a glance
ITA Airways is a travel website and one of the most visited sites in Italy, currently ranked #183 in the country. It was founded in 2021 by Italian Ministry of Economy and Finance and is headquartered in Rome, Italy. Today ITA Airways is owned by ITA Airways (Lufthansa stake). Our estimates put its audience at ≈ 15 million visits per month. The business earns money mainly through passenger fares, loyalty program, cargo. Its closest rivals include ryanair.com, easyjet.com, wizzair.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 14.1 million / month | +2% |
| Q2 | ≈ 14.5 million / month | +3% |
| Q3 | ≈ 15 million / month | +3% |
| Q4 | ≈ 15.9 million / month | +6% |
Traffic sources
- Direct43%
- Organic search32%
- Paid search16%
- Metasearch referral6%
- Social3%
Audience & demographics
- Men52%
- Women48%
- Age 25-3431%
- Age 35-4426%
- Age 45-5420%
The audience is concentrated in Italy, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Italy86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 4.5 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Italy
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| ita airways | 1 | Very high | Dominant |
| cheap flights | Top 10 | High | — |
| hotel booking | Top 10 | High | — |
| train tickets | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Italy web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 71% mobile
- Position in country
- Among the leading travel apps in Italy
Company information
- Website
- ita-airways.com
- Sector
- Travel
- Owner
- ITA Airways (Lufthansa stake)
- Owner type
- State-owned company
- Founders
- Italian Ministry of Economy and Finance
- Founded
- 2021
- Headquarters
- Rome, Italy
- Employees
- 5,000+
- Ownership
- ITA Airways (Lufthansa stake) controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $3 billion annual revenue (est.)
- Languages
- Italian, English
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $3 billion annual revenue (est.)
- Ownership
- State-owned company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
ITA Airways operates a travel booking platform focused on Italy. The site of Italy's flag carrier for flights and Volare loyalty rewards. Revenue comes mainly from passenger fares, supported by the other lines listed below.
- Passenger fares
- Loyalty program
- Cargo
Products & services
International presence
- Primary market
- Italy
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Italy)
- #183 in this index
- Sector rank
- Leading travel site in Italy
- Global rank
- 5000
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| ryanair.com | ≈ 9 million / month | #184 class competitor | — |
| easyjet.com | ≈ 6.7 million / month | #185 class competitor | — |
| wizzair.com | ≈ 4.5 million / month | #186 class competitor | — |
What is ITA Airways?
ITA Airways (ita-airways.com) is a travel booking platform serving users in Italy. The site of Italy's flag carrier for flights and Volare loyalty rewards. It ranks #183 among the most visited websites in the country in this index, within the travel category.
Who owns ITA Airways?
The site is operated by ITA Airways (Lufthansa stake), founded by Italian Ministry of Economy and Finance. The company was established in 2021 and is headquartered in Rome, Italy. It employs around 5,000+.
Traffic and audience
Traffic estimates place ITA Airways at roughly 15 million visits per month, about 0.5 million per day. Around 71% mobile of sessions come from mobile devices, and visitors view about 7.8 pages per visit with an average session of 7 min.
How ITA Airways makes money
Revenue comes primarily from passenger fares, alongside loyalty program, cargo.
Competitors in Italy
Its closest rivals include ryanair.com, easyjet.com, wizzair.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 2021
ITA Airways is founded in Rome, Italy.
- Growth phase
Expands its travel offering and moves to a mobile-first product.
- Today
Ranks #183 among the most visited websites in Italy.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Broad inventory of routes, hotels or tickets
- Transparent price comparison across dates
- Local payment and installment support
- Mobile check-in and booking management
Cons
- Prices fluctuate quickly during peak seasons
- Change and cancellation rules are restrictive
- Add-on fees appear late in the funnel
- Support pressure during disruptions
Key statistics
Frequently asked questions
Who owns ITA Airways?
ITA Airways is operated by ITA Airways (Lufthansa stake). State-owned company structure, based on public filings and press reporting.
Where is ITA Airways headquartered?
ITA Airways is headquartered in Rome, Italy.
When was ITA Airways founded?
ITA Airways was founded in 2021 by Italian Ministry of Economy and Finance.
How many employees does ITA Airways have?
ITA Airways employs approximately 5,000+ people.
What is ITA Airways's revenue?
ITA Airways's revenue: ≈ $3 billion annual revenue (est.).
Who are ITA Airways's competitors?
Main competitors in Italy include ryanair.com, easyjet.com, wizzair.com.
How does ITA Airways make money?
Mainly passenger fares, loyalty program, cargo.
Is ITA Airways publicly traded?
ITA Airways's ownership: State-owned company.
How many visitors does ITA Airways get?
Third-party estimates place ITA Airways at roughly 15 million visits per month, mostly from Italy, with 71% mobile traffic.
Is ITA Airways safe?
ITA Airways is an established travel site founded in 2021 and ranked #183 in Italy; use the official domain ita-airways.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsita-airways.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageItaly and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos