The UK short-term rental market is heading into autumn with a mixed outlook, reveals short-term rental analytics company Key Data.
Forward bookings are slightly weaker than last year, yet nightly rates are higher and guests are waiting longer to confirm, according to the September 2025 UK Index Report.
Direct reservation data from more than 85,000 UK holiday rentals has found that November ADRs average £159, up 7% year on year while September and October are also higher, with ADR growth of 4% and 5%.
September is currently 5% down year on year and November 3% lower, while October is up 2% and forward performance shows early weakness in September (–1% YoY), while October (+7%) and November (+4%) are tracking ahead.
It also revealed lead times are down 6% in September, 4% in October, and 4% in November compared with 2024.
For property managery, this combination of softer forward demand, shorter booking windows, and firmer rates means more uncertainty when forecasting performance and planning revenue strategies.
The company has data feeding in from more than 2,000 property management companies, including leading brands Awaze, Travel Chapter, and Sykes Cottages.
To help operators respond to these market shifts, Key Data is launching two new tools in the UK, including enhanced benchmarking and rental projections.
Sally Henry, VP business development EMEA at Key Data, said: “ADRs are holding firm into autumn, but bookings are arriving later, leaving calendars looking weaker than this time last year.
“That makes it harder for operators to plan ahead with confidence. By working with the UK’s largest property managers and associations, and adding so much quality data to the direct data set, we’ve strengthened the foundation for insight.
“Now, with the addition of powerful new benchmarking and forecasting tools, we’re giving operators the visibility they need to protect revenue, communicate with owners, and respond quickly to changing guest behaviour.”
