2026 UK short-let market predictions

Demand continues to broaden beyond big cities

We expect demand to remain strong across the UK, with particularly healthy performance in:

Remote and hybrid working has permanently changed travel behaviour. Guests are travelling more often, for longer, and are choosing locations based on lifestyle as much as sightseeing.

London and the big cities will remain important markets but many regional destinations are now benefiting from year-round demand rather than just peak seasons.

New supply growth slows

The pace of new short-let listings is already slowing in many areas, driven by:

This is naturally stabilising supply in a lot of markets and pushing the sector towards higher standards and more professional operations.

“Bleisure” is now mainstream

The blend of business and leisure travel is now firmly established. Mid-week and mid-length stays (3–10 nights) are a core part of demand, not a niche.

Guests increasingly want fast, reliable Wi-Fi, proper workspaces, comfortable, well-equipped homes, and hotel-level cleanliness. Properties that deliver this consistently will continue to outperform.

Shorter booking windows are normal

UK guests are still booking closer to arrival, particularly for short breaks. Last-minute weekends and spontaneous mid-week stays are now common behaviour.

That makes strong visibility, flexible pricing and high-quality listings more important than ever.

Guests favour professionally managed homes

We’re seeing a clear shift away from inconsistent, unmanaged properties. Guests want reliability and peace of mind with smooth check-in, hotel-standard linen and cleaning. Fast responses and clear communication are more important.

Homes run by professional operators with strong reviews are winning more bookings and achieving better pricing.

Sustainability is becoming a deciding factor

Price and location still matter most, but sustainability is increasingly influencing booking decisions. Guests are paying more attention to eco-friendly practices, responsible operations and community impact. It’s becoming part of what defines a “premium” stay.

Mid-term stays continue to grow

Demand for flexible housing is rising fast. We expect continued growth in 14–90 night stays from contractors, corporate relocations, remote workers and insurance placements.

Operators who can move smoothly between short-let and mid-term models will unlock meaningful extra revenue.

Weekends remain the strongest trading period

Friday to Sunday will remain the highest-demand, highest-priced window. But mid-week and shoulder-season occupancy will become increasingly important for overall profitability.

Guests are more price-aware

In a tighter economic climate, guests compare more and shop around. They expect value for money and will quickly move on from overpriced or poorly presented listings.

That makes smart dynamic pricing, great photography, strong reviews and clear positioning non-negotiable.

Trust commands a premium

At the same time, guests are willing to pay more for homes they trust. Well-reviewed, professionally managed properties consistently outperform unmanaged listings even at higher nightly rates.

Peace of mind has real value.

Smarter pricing is becoming standard

Revenue management tools are getting better at reacting to local demand, seasonality, events
And competitor performance. Operators who use them properly will consistently earn more.

Faster guest service

Automation is now handling many routine guest questions, allowing local teams to focus on what really matters, such as guest experience, property standards, problem-solving, and relationship management.
The result is better reviews, higher occupancy and stronger returns.

The short-let market is becoming more professional, more regulated and more competitive but also more resilient. As our CEO, Alexander Lyakhotskiy, says, “the industry’s evolving fast… and hosts are looking for expert support they can trust.” That’s exactly what we see in today’s market: more guests choosing quality, consistency and professional management as the bar for success continues to rise. “

The hosts and operators who will perform best in 2026, we believe, are those who focus on quality, trust, consistency, smart pricing and strong operations.

The days of “list it and hope” are long gone. This is now a serious, data-driven hospitality business.