Forward-looking data from Key Data shows rising occupancy, firm pricing, and robust revenue momentum into winter
UK, December 16, 2025 — December is on track to deliver one of the strongest finishes to the year for UK short-term rentals, with occupancy pacing 5% higher year-over-year and average daily rates (ADR) up 3% according to forward-looking data from short-term rental analytics company Key Data1. Revenue per available rental (RevPAR) is currently pacing 7% higher than the same period last year, signalling firm winter demand and strengthening pricing conditions heading into the holiday season.
The findings come from Key Data’s UK Winter 2025 Index Report, which tracks real-time performance across over 1.2 million direct-sourced short-term rental properties nationwide.
Autumn provided a solid foundation heading into winter. October RevPAR rose 8% year over year and November increased 5%, supported by consistent ADR growth of between 4% and 7%.
Earlier in the year, Q3 data showed more moderate national growth, with paid occupancy up 1% year over year, ADR up 3%, and RevPAR up 4%, led by England and Scotland. The stronger autumn results and positive December pacing indicate that market momentum improved as the year progressed.
Against this backdrop, the report shows continuing behavioural shifts among travellers, including shorter booking windows, slightly shorter stays, and increasing reliance on online travel agencies (OTAs). These trends are reflected most clearly in Q3, where direct booking share fell from 53% to 45% of reservations year over year, while Airbnb and Booking.com both gained ground. Booking.com increased its reservation share from 17% to 22% and its revenue share from 11% to 15%, reinforcing its growing influence on both volume and guest spend.
Shorter stays and shorter lead times remain defining features of guest behaviour. Stay lengths declined slightly across September, October, and November, and booking windows fell by 4% to 7% year over year, reinforcing the shift toward later, more spontaneous trip planning.
Sally Henry, Vice President of Business Development, EMEA, said: “December’s strong pacing is a clear indication that demand remains present, even in a year defined by mixed signals and shifting traveller behaviour. Occupancy, ADR, and RevPAR are all trending ahead of last year heading into the holidays, which gives operators a valuable cushion. At the same time, the data shows guests are booking later, staying for shorter periods, and relying more heavily on OTAs. That creates new operational pressures and puts more weight on pricing strategy, channel diversification, and maintaining visibility across platforms.”
Access the full UK Winter 2025 Index Report here.
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Notes to Editors:
1All data cited in this release is sourced from Key Data’s UK Winter 2025 Index Report, which tracks real-time performance across 85,000 short-term rental properties in the UK. The Index includes anonymized reservation data from integrated property management systems, covering demand, revenue, pricing, and guest behaviour trends.
Press contact
Amy Deverson, Key Data
About Key Data
Key Data is the leading performance analytics and benchmarking platform for the short-term rental industry. Trusted by property managers, owners, investors, and destination organisations worldwide, Key Data delivers the most accurate, real-time insights available – sourced directly from reservations across 500+ global markets. The platform uniquely combines direct PMS data with OTA data, offering unmatched visibility into portfolio and market performance. With 45+ forward-looking KPIs, intuitive dashboards, and daily updates, Key Data empowers users to make smarter pricing, marketing, and growth decisions. Learn more at keydatadashboard.com.
