The UK short-term rental market is showing softer demand and shifting patterns amongst tenants, new data shows. 

Based on direct reservation data from more than 85,000 rentals nationwide, the data shows forward bookings for autumn tracking slightly below 2024 levels, with September down 5% and November down 3%. At the same time, nightly rates are proving resilient: November rates are averaging £159, up 7% year-on-year, while September and October are also higher by 4% and 5% respectively.

The research – by Key Data – suggests shorter stays and tighter booking windows are shaping tenant behaviour. Trips are around 0.3 nights shorter than last year, and reservations are being made 4% to 6% closer to arrival, pointing to a more last-minute market.

Overall, the data shows a market facing softer demand but holding firm on rates. 

Key says that as autumn unfolds, performance will depend less on volume growth and more on the ability to sustain pricing in the face of shorter, later bookings.

A spokesperson comments: “Rates are climbing and operators are proving they can hold pricing power, but demand is softer and booking behaviour is shifting, with shorter stays and later decisions. 

“These trends make performance less predictable from month to month, and highlight that the market is moving into a more measured phase. The opportunity is still there, but it will favour operators who can adapt quickly and protect revenue in an environment where growth is no longer guaranteed.”