We Stay Group Builds on New British Travel Boom with 40% Guest Growth

Five years on from the ‘summer of staycations’ spurred by a global pandemic, the British short stay rental market is enjoying a second boom.

Figures from UK short stay specialists We Stay Group suggest that more of us are opting for a getaway closer to home, with bookings at their rental properties rising year-on-year since travel restrictions eased in 2021.
In the first year after lockdown, the company saw guest numbers surge by 227%.

But rather than losing momentum, demand has continued to grow. Guest numbers soared by a further 39% in 2024, up from a 26% jump in 2023.

The figures underline a wider industry trend, with research from industry analysts Key Data revealing a rising number of British consumers planning staycations and short domestic getaways in 2025.

Sophie Jones, Managing Director of We Stay Group, said: “We initially saw a significant uplift after restrictions were lifted, an expected trend as global travel had not yet fully resumed.”

“But growth hasn’t stopped there. Reservations have continued to rise year-on-year, accompanied by increased turnover, reflecting a renewed surge in demand for our luxury short stay homes.”

We Stay Group reported a 77% increase in turnover in 2024, with a shift in preferences towards bespoke, high-end and ‘Instagrammable’ holidays behind the rise.

The preferences of younger customers – particularly Gen Z – are a key contributor.

We Stay Group’s findings show, across the industry, guests enjoyed over 85 million short stay nights in the UK in the year to June 2024, with the short stay market expected to grow to £13.8 billion by 2030.

Locations such as the Cotswolds are seeing rising demand, with a resurgence in popularity among under-30s prompted by trends on TikTok and Instagram.

The continued high cost of foreign travel, particularly air fares, and political uncertainty worldwide is pushing many to reconsider their options when it comes to holidays.

Another factor is the popularity of curated, luxurious short stays, where guests feel they are getting a unique experience.

“Today’s guests are no longer satisfied with just having a place to sleep”, Sophie added.

“Their preferences have fundamentally changed, and guests actively seek out stays that deliver authentic and memorable experiences.

“Rather than just a comfortable property, guests want genuine value, meaningful interactions, and experiences that resonate on a personal level: what’s known as the experience economy.”

We Stay Group recently launched Design Studio, their in-house interior design division, partnering landlords with their professional designers and premium brands to elevate their properties and maximise returns in the luxury short let market.”

“Landlords are noticing that the We Stay portfolio is achieving occupancy rates 23% higher than the UK average and they want to be part of that success story,” Sophie added.

“The industry is experiencing changes, and the talented and committed team at We Stay are leading the way in redefining luxury short stays.”

With summer 2025 upon us, We Stay Group expects the trend toward high-end, curated UK holidays to continue gaining ground, driven not by necessity, but by preference.