The UK short-term rental market in 2025 did not suffer a demand collapse ; it experienced a structural shift in guest behaviour. Guests searched earlier, booked later, stayed for fewer nights, and concentrated demand into narrower booking windows. For STR operators and property management companies, this distinction is critical. Misreading behaviour as “weaker demand” leads to pricing mistakes, poor calendar control, and missed revenue. This analysis draws on UK-wide search

Market signals and revenue patterns often hide misaligned commercial decisions. Most short-term rental businesses don’t underperform because they lack effort, data, or tools. They underperform because commercial decisions are misaligned. Occupancy appears healthy, and revenue continues to grow year over year. Pricing tools are in place, and marketing activity is running, yet performance feels harder to explain as portfolios scale. This usually isn’t a demand problem or a pric