Owner Tips: How to Maximise Bookings at Your Holiday Cottage

Pet-friendly properties get a bigger booking uplift than most owners expect. An estimated 41% of UK households have a dog, which means that almost half of your audience could be looking to stay with their pet. It’s also common for pet owners to pay a premium for their pets to be accommodated, as well as any cleaning fees. We understand that allowing pets into your home may be a concern in terms of wear and tear, and so if you’re on the fence, perhaps speak to a trusted holiday lettings agent about whether they think it’s suitable and any steps you can take – specific to your property – that can mitigate any risk of damage.

Properties that offer unique or desirable features can benefit from increased bookings, as you’re more likely to appear in a filtered search on a website, or on a dedicated ‘category’ or ‘collections’ page. Some examples of these features and amenities include: 

• Hot Tubs
• Log Burners
• Saunas
• Swimming Pools
• Games Rooms 
• Dedicated Workspace 
• Sea or Countryside Views 

It’s not essential to have any of these features, and we don’t suggest breaking the bank to add them to your property, but they should serve as a guide for identifying unique things about your property that can help it stand out. For example, does it have lots of history? Is it well-placed for local attractions? Is there a nice pub or cafe within walking distance? Make sure these things are highlighted by your chosen lettings agent, as just mentioning them in the online description can help potential guests find you.

Your property should be captured at its very best to do it justice, as the first thing to grab anyone’s attention is an image. It’s scientifically proven that we humans respond better to images than to words due to something called the ‘picture superiority effect’ – that means even if Wordsworth himself was writing the description, you could still miss out with poor photography. A good holiday lettings agent will advise you on how to style your home for a photoshoot, as well as offer to provide a high-quality photography package that will ensure your property sticks in the mind of those looking to book.

It can be tempting to offer discounts in order to generate bookings; however, there are alternative tactics that won’t require you to lower your rates. For example, find ways to add value rather than take it away – that might be via offering an extra night for free between Monday and Friday, an early or late checkout during a weekend break, or offering a hamper for certain stays in set periods. For example, you could attract Valentine’s Day bookings by adding a hamper of bubbles and chocolates to every stay during February, or chocolate eggs for every child staying over the Easter half-term. It likely won’t cost you as much as any reductions, and can go a long way to attract and retain guests.     

According to research by Brunel University, consumers are, on average, 18% more likely to make a purchase when they can see positive reviews associated with a product. The same principle applies to holiday let bookings. When someone has taken the time to write positively about their experience in your property, it deserves to be spotlighted – and it might just be the reason that you secure a new booking. 

The practical and financial friction that might restrain someone from booking a week’s stay in a holiday let can be instantly alleviated by offering short breaks and flexible booking terms. Short breaks are driving demand in recent years due to a number of reasons, including: 

• Busy Schedules – childcare demands alongside full-time work and life admin often mean that people don’t have large windows for downtime. Three- to five-night stays can often be the sweet spot. 
• Cost of Living – Everything has significantly increased in price since the pandemic, from the food shop to a family holiday, meaning people have less disposable income. Tighter budgets mean shorter, more frequent breaks closer to home than longer, far-flung holidays dotted through the year. 
• Weather-Led Spontaneity – People are more inclined to wait for a good weather window and spend two to three days enjoying it with a last-minute booking. 

Short breaks can often mean a higher yield for owners, with two short break bookings over one week making more than one solid week. 

Having a welcome pack or hamper in your property for each booking can go a long way in terms of repeat bookings and word-of-mouth recommendations. A short guide to local restaurants, independent shops and cafes can also build up a reciprocal relationship with local businesses who may in turn recommend your property as a great place to stay!