Move helped maintain revenue as occupancy softened
UK short-term rental operators raised rates across every region in Q3, ensuring revenue remained close to last year’s level even as occupancy softened, according to KeyData’s 2026 UK Autumn Index.
Average daily rates (ADR) increased year over year each month in Q3, rising 4% in July to £189, 2% in August to £203 and 4% in September to £140. The pace of growth ranged from 2% in North East and North West England to 6% in Scotland.
Meanwhile, occupancy fell 4% in August and 5% in September, but higher rates kept revenue per available rental (RevPAR) within 2% of last year in both months. The figure outpaced that of hotels, whose RevPAR fell 8% year over year in Q3, while short-term rental RevPAR was flat in England, up 3% in Scotland and up 2% in Wales.
Direct bookings accounted for more than half (57%) of UK guest check-ins in Q3 2026, down from 62% in 2025 and 69% in 2024. Over the same two years, Airbnb’s share rose from 13% to 19% and Booking.com’s from 16% to 23%. Direct guests generated 68% of revenue, well above their share of check-ins. Booking.com showed the largest shortfall between volume and value of the major channels, accounting for 23% of check-ins and 15% of revenue.
October and November down but December looks stronger
Looking ahead, occupancy is 6% behind last year for both October and November, while December is 2% ahead. ADR is ahead across all three months, up 4% in October, 3% in November and 5% in December at £216. RevPAR is slightly behind in October (-2%) and November (-3%), but 6% ahead for December.
Sally Henry, VP of market intelligence and insights at KeyData, said: “Q3 showed UK operators holding their nerve on price. Rates rose in every region we track, and in most markets that was enough to keep RevPAR close to last year, even with fewer nights sold. The challenge now is October and November, with occupancy pacing behind last year.
“Operators will need to watch booking pace closely and fill gaps without sacrificing the rate gains that have helped protect revenue. December is already ahead on occupancy, rate and revenue, giving operators a more encouraging outlook for the festive period.”
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