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Good news – short-term rentals enjoyed growth in September

London’s short-term rental sector is continuing to perform ‘very strongly’ as the sector recovers, according to performance data from a tracking study released by STR.

The study, conducted in partnership with the UK Short Term Accommodation Association (STAA), is unique in that it measures the three main accommodation sectors simultaneously, comparing how London’s short term rentals, serviced apartments and hotels perform on key measures such as occupancy and Average Daily Rates (ADRs).

Occupancy – short term rentals and serviced apartments continue to lead the recovery


Short-term rentals averaged 76.2% for September – an increase of 6.9% on August and 29.3% up year-on-year.

Occupancy for serviced apartments averaged 81.5% which is a 6.8% increase on August and a 60.6% yearly rise. Hotel occupancy averaged 62.4% – up 10.5% on August and a year-on-year rise of 111.6%.

ADRs – short term rentals achieving best rates for second consecutive month

Short-term rentals led the way for ADRs in September averaging £151.40, up 9.4% on August and 38.6% year-on-year.

Serviced apartments earned an average of £150.60, a rise of 10.8% on August and 24.0% up on an annual basis.

Hotels averaged an ADR of £138.50 which was a monthly increase of 23.3% and a year-on-year uplift of 48.7%.

The average length of stay for short term rentals rose in September to 18.8 days from 14.3 days in August. There is no comparable data for hotels and serviced apartments for this metric.

What do the figures show?

Merilee Karr, Chair of the STAA and chief executive officer of UnderTheDoormat, says: “It’s really encouraging to see the strength of recovery being shown by London’s major accommodation sectors, and our sector leading the way in providing the type of accommodation consumers are looking for.”

“These results indicate that people are prepared to pay more for self-contained properties. Seeing further increases in occupancy, ADRs and length of stays in September after the traditional summer holiday season, is a good indicator that business travel is returning and that workers and their employers are opting for short-term lets as more flexible and secure places to stay whilst heading back into their London offices.”

“And, with travel restrictions more relaxed, we are also seeing the gradual return of international travellers who are so valuable to the London hospitality sector. It all points to a more optimistic outlook for the recovery of the capital’s accommodation and tourism sectors.”

Patrick Mayock, STR’s VP of research & development, adds: “Our pilot study shows that short-term rentals are proving to be a popular choice for people visiting London whether for business or leisure. The fact that occupancy and average daily rates have risen after the peak month of the holiday season indicates a sector that is getting back to full health relatively quickly.”


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