Key Data points to stronger winter demand for UK markets
Summary
UK short-term rentals are experiencing strong winter demand, with RevPAR up 7% year-on-year in December. Hosts should pay attention to the shift towards shorter stays, later bookings, and increased reliance on OTAs to optimize their pricing and channel strategies.
Key Insights
- •Direct booking share fell to 45% in Q3, as Airbnb and Booking.com gained market share.
- •UK RevPAR is pacing 7% higher year on year in December, driven by higher occupancy and firmer pricing.
- •Shorter stays and later booking behaviour remain defining trends.
- •Occupancy is tracking 5% higher, while ADR is up 3% heading into the holiday period.
Action Items
- ✓Hosts should review their channel diversification strategy, considering the increasing reliance on OTAs.Effort: mediumImpact: medium
- ✓Hosts should consider their pricing strategy, as guests are booking later and staying for shorter periods.Effort: mediumImpact: medium
Tools & Resources
- →Key Data UK Winter 2025 Index Report: Key Data’s UK Winter 2025 Index Report
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