Average daily rates for UK short-term rentals are higher for August and September, but lower forward occupancy has pushed RevPAR slightly below 2025 levels, according to Key Data.
In its 2026 UK Summer Index, the company reported that, based on bookings recorded by 20 July, the average daily rate (ADR) was up 3% year-on-year for August, reaching £218, and 5% higher for September, at £146. Forward occupancy, however, was 5% lower for both months.
Higher rates offset part of the decline, with RevPAR down 2% for August and 1% for September. Key Data clarified that these figures reflect bookings already made by 20 July rather than the final performance. Occupancy and revenue could therefore improve as arrival dates approach.
The same trend was evident in the second quarter. ADR increased by 4% in May and 3% in June, helping RevPAR remain broadly in line with the previous year despite lower occupancy.
Performance varies by region and booking channel
Performance differed significantly across the UK. South East England was the only region to record an increase in occupancy during the second quarter, rising by 2%. It also achieved the strongest RevPAR growth, at 3%.
North West England, by contrast, recorded the largest declines, with occupancy falling by 7% and RevPAR by 5%. In other regions, higher rates helped limit the effect of weaker demand.
The distribution mix also remains important. Direct bookings continued to be the largest channel, accounting for 58% of second-quarter bookings and 66% of revenue. However, their share of bookings has fallen from 67% two years earlier.
Booking.com and Airbnb each accounted for almost one-fifth of bookings in the latest quarter, according to Key Data.
What it means for property managers
Sally Henry, Vice President of Market Intelligence and Insights at Key Data, said operators had maintained pricing discipline for August and September, protecting revenue even as occupancy remained below the previous year’s levels.
She added that the average booking window remained broadly stable. However, that overall figure concealed a growing divide between travellers booking far in advance and those making last-minute decisions.
For property managers, this means adapting their pricing, marketing and booking-pace strategies to both ends of the demand curve.
The index was based on anonymised booking data from more than 92,000 UK short-term rental properties connected through property management systems.
Frequently Asked Questions
Why can rates rise while occupancy falls?
According to Key Data, operators maintained firm pricing strategies for August and September. As a result, the increase in ADR partly offset the effect of lower forward occupancy.
Are these figures final or provisional?
The figures cover bookings recorded by 20 July. They therefore reflect the position at that point rather than the final performance for August and September.
