James Shaw, managing director at Sykes Holiday Cottages
This year, record numbers of UK families have chosen to take their holidays at home as opposed to travelling abroad, citing convenience and lower costs as deciding factors.
According to Sykes data, 77% of Brits planned to go on a UK break in 2024 compared with 75% in 2023.
But as the warmer months draw to a close, holiday let owners may be wondering how to maintain this booking momentum over the winter period.
How to maximise holiday let bookings during the low season:
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Consider seasonal amenities
To attract winter guests, it’s important to consider the amenities that will drive bookings during these months.
Our bookings data shows that hot tubs are the most searched-for feature on our website – and properties with hot tubs, on average, earn 37% more than holiday lets without. Meanwhile, woodburning stoves and open fires also tend to attract more guests over the colder months.
If you’re worried about cost, there are small but effective changes you could make. For example, providing blankets, putting rugs down on wooden floors to add warmth, or even ensuring there are lots of games to pass the time on cold and rainy days are all ideas to consider.
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Widen your appeal
One of the simplest ways to secure more bookings in the winter months is by widening your target audience.
With recent Sykes data showing that pet-friendly properties earn 31% more revenue, on average, you might want to consider allowing well-behaved dogs to stay. To complement this, you could point guests in the direction of walking trails or beaches they could explore with their pets over winter.
In addition, you might want to aim to also appeal to couples rather than just families, as couples are more likely to book winter getaways. If you have several double bedrooms, you could even advertise your holiday let as a couples’ retreat where friends can come together for a long weekend.
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Allow shorter bookings
There is a general trend towards ‘staycation snacking’, with Brits taking shorter, more frequent trips away. During the low season in particular, short mid-week and weekend breaks are popular.
Therefore, allowing bookings for two or three-night stays will likely encourage more visitors. In fact, according to Sykes’ data, owners that welcome shorter breaks could actually earn 30% more.
The more flexible you can be with the length of guests’ stays during winter, the more likely you are to see consistent bookings.
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Give your property images a refresh
It might sound obvious, but having great photography to show off your holiday let is one of the most effective ways to secure more bookings.
No matter how stunning your property is, images are going to be what really attract people’s attention – 54% of travellers say they book a stay based on the accommodation, rather than the location*.
You only have one chance to make a first impression, so make sure you are using up-to-date photos and if you’ve done any renovations or interior changes, make sure you show these off.
To give your property year-round appeal, also consider including pictures in the snow or with the logburner lit to create a cosy and inviting atmosphere. In addition, any photos of local amenities will help to show off the range of activities available in the area.
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Recommend activities to try
As well as including some photographs of the local area, descriptions of what there is to see or do nearby are key to helping your guests picture what a great stay they could have.
Our data shows guests are most keen to go on coastal and countryside walks, explore local attractions, and enjoy a pub lunch and local restaurants, so signposting your top recommendations in your property description is a must.
For the winter months, you might also want to include some seasonal activities like pumpkin picking or annual Christmas markets.
And now more than ever, Brits are looking to use their holidays to try new experiences – so if you have any on-site activities to offer your guests, such as meeting resident animals, make sure to advertise these as they will set you apart from other lets in the area.
