Across the UK, booking patterns in self-catering accommodation are evolving. Guests are now seeking shorter, more frequent breaks, often with far less notice than before. While the traditional week-long stay model once dominated, the latest data reveals a clear shift towards the need for self-catering holiday rental owners and agencies to adapt their strategies to reflect this behaviour.
Shorter stays are becoming the norm
Industry data shows that the average length of stay in self-catering properties is gradually declining. According to a recent study from Sykes Holiday Cottages, the average length of stay appears to be 8% shorter year-on-year with patterns evidencing this across the UK. This isn’t a temporary fluctuation, it reflects a broader change in how people choose to travel. Guests are increasingly favouring long weekends, midweek getaways, and multiple short breaks spread throughout the year rather than a single extended holiday.
For property managers, this presents a valuable opportunity to increase occupancy and revenue by welcoming more guests over shorter durations. By adapting your strategy to accommodate shorter stays, including those of just one night, particularly during shoulder and off-peak seasons, you can attract a wider range of travellers without needing to rely solely on high-demand weeks. Two well-timed short breaks, for instance, can often generate more income than a single week-long booking. Flexible minimum stays and availability settings are no longer just nice-to-haves, they are a core part of maximising your property’s earning potential.
Guests are booking closer to arrival
Not only are stays getting shorter, but guests are also booking closer to their arrival dates. More travellers are waiting until the last minute to book their accommodation, with many reservations being made just days or weeks before arrival. In regions like Devon, studies show that nearly a third of all bookings in 2024 were made within four weeks of the stay date. This trend is being driven by a variety of factors, from changing work patterns and flexible schedules to economic caution and the search for good-value last-minute getaways.
This shift gives property managers a chance to make better use of late availability. Ensuring your calendar remains open for short-notice bookings can help fill unexpected gaps and improve occupancy rates. Tools, like SuperControl, that support late booking promotions or dynamic pricing can help you remain competitive without compromising on profitability. The key is to be responsive: by offering flexibility and clearly communicating availability, you can attract spontaneous travellers and turn empty dates into revenue.
Shorter bookings, stronger revenue
While guests may be staying for fewer nights, they are often paying more per stay. Recent figures show that average daily rates and overall revenue per holiday are continuing to rise. Sykes Holiday Cottages recently reported a 3% year-on-year increase in revenue per booking in 2024, despite the trend toward shorter stays. Guests are willing to pay a premium for convenience, flexibility, and quality, especially when they’re treating themselves to a mini-break or spontaneous escape.
To benefit from this trend, consider how your pricing strategy reflects the value of short stays. Many owners are now implementing tiered or minimum-booking pricing structures, ensuring that even a short stay delivers sustainable revenue. In addition, promoting premium amenities – such as hot tubs, easy access check-in or fast wi-fi – helps justify a higher nightly rate and encourages guests to choose your property over others. These enhancements not only attract higher-paying bookings but also contribute to improved guest satisfaction and repeat visits.
Regional data reinforces the opportunity
The movement towards short, flexible breaks isn’t isolated to one or two regions – it’s happening across the UK. Welsh Cottages reported that in Wales, nearly half of all bookings in 2024 were for stays of 3 to 5 nights. In the South West, Helpful Holidays reported that over 30% of reservations were short breaks, many of which generated more revenue than traditional weekly stays. These shifts are supported by the rise of ”staycation-snacking” – the trend of booking multiple short breaks across the year instead of one long trip.
This presents an ideal moment to rethink how you position your property to meet growing demand. Adjusting your marketing to highlight suitability for weekend getaways or midweek escapes can broaden your appeal. You can excel your property even more with incentives for repeat short stays – such as a discount for returning guests or a loyalty perk – can turn one-off visitors into regular guests throughout the season.
Turning trends into strategy
The latest booking data is clear: guest expectations are changing, and with them, the best practices for managing self-catering accommodation. By embracing a more flexible, guest-centred approach to length of stay, you can position your property for greater success. Adjusting your minimum stays, enabling late bookings, and optimising your pricing are not just tactical changes – they are strategic moves that unlock more opportunities, increase revenue, and help future-proof your business in a shifting market.
Now is the time to make sure your strategy reflects how people are actually booking. Doing so won’t just improve your performance, it will ensure your property stands out in a competitive, fast-changing sector.
Creating a strategy doesn’t need to be time-consuming, we’re on hand to support you. Take a closer look at what SuperControl® can do for your business.
