Expert Tips for Running a Successful Holiday Let in 2025

Despite the government’s recent changes which impact the letting industry, the popularity of UK holiday lets has continued to grow. Owners can enjoy the benefits of having their very own base for staycations and can reap great financial benefits to boot. However, no matter how strong the demand is for holiday homes, operations have to be managed to an excellent standard to ensure a thriving business.

If you’re excited about buying a holiday let property, it’s important to do your research before you set your heart on your dream home; you don’t want to purchase a property before you’ve armed yourself with all of the knowledge necessary for success. Encompassing everything from location and pricing strategy to customer service, we’ve put together 10 tips and tricks for running a successful holiday let.

1. Find the right property – and avoid others!

It’s natural that if you see a beautiful property in a picturesque setting, you imagine how perfect it would be as a holiday let. However, it’s important to understand that what’s an aesthetically pleasing home on paper doesn’t necessary work in reality as a successful holiday let.

Mortgage lenders will have certain red flags when it comes to holiday let properties and want to avoid any type of property that could be difficult to resell, should the owner default on their mortgage payments. For example, an old country cottage which underneath its quaint exterior has damp problems; or a dilapidated country home which requires new plumbing and some serious refurbishment. In either situation, the lender will deem the situation too risky to lend to, because the property isn’t structurally sound.

The ideal property is one which is of standard construction and is liveable from day one or thereabouts, rather than standing empty and thus failing to generate any income. Other red flags include close proximity to noisy, commercial operations such as pubs; shared access rights; and properties with flood risk concerns.

2. Be savvy with pricing

It’s essential for holiday let owners to work out a pricing strategy that’s competitive and realistic. Setting prices too high can dissuade people from booking, whilst at the other end of the spectrum if owners under-price the property, it’s more difficult to generate a healthy profit even with regular bookings – you essentially become a “busy fool”!

Working out pricing can be complex and there are numerous factors to consider such as seasonality and dates of popular local events. Owners can benefit from the help of a professional letting agent who has years of experience in the industry and comprehensive data sets which reflect what pricing structures and incentives work, and what doesn’t.

3. Provide the wow factor

Exceeding guests’ expectations is the key to repeat bookings and good reviews, both of which are invaluable when it comes to running a holiday let that not only succeeds in the short-term, but flourishes as it becomes more established. Guests are spoilt for choice when searching for a luxurious holiday home in the UK and so it’s important for owners to maintain their property to excellent standards.

Gone are the days of instant coffee and a few tea bags, bedding that’s seen better days, dated electronics, and patchy WiFi. People want to experience all of the comforts of their own home (which these days generally means speedy internet, a smart TV, and a coffee machine) with an added touch of luxury. Think deluxe toiletries, fluffy towels and beds that are made to hotel standard. Meanwhile, good customer service means being prepared to answer phone calls at unsocial hours and ready to solve any problems which arise. For owners who aren’t able to access their holiday let readily, it’s highly advisable that they appoint a professional to manage day-to-day operations.

There is a lot of competition in the market, especially in the sleeps 2-4 category, so don’t be afraid to make your holiday let stand out from the crowd!

4. Give a warm welcome

To continue with the theme of wowing guests, it’s becoming more commonplace for owners to provide a welcome pack that’s thoughtful and contains extra special treats that are guaranteed to bring a smile to guests’ faces. The hamper could include a fresh loaf of bread from the local bakery, homemade brownies, eggs from a neighbouring farm, or a selection of herbal teas. Essentially, anything that showcases local delicacies and portrays effort on the owner’s part is sure to do the job.

Expert Tip: don’t advertise the welcome gift, keep it as a suprise!

It’s also a good idea to provide guests with a wealth of information that could contribute to their enjoyment on holiday. Details of local attractions and popular eateries will be welcomed, whilst a list of useful contact numbers and transport information can add ease for guests who don’t know the area. Meanwhile, if the owner creates their own information book, complete with a personal welcome note, guests will recognise how much thought has been involved – something which is sure to earn brownie points! 

5. Location, location, location

When it comes to the success of a holiday let, location is just as important as the property itself. Even though guests will appreciate peace and quiet on their holiday, it’s important that they’re able to travel to and from the holiday let easily; stressful journeys which are difficult to navigate and roads that become challenging in bad weather aren’t appealing. What’s more, with regards to public transport, it’s important to remember that some guests will be relying on trains or buses, and it’s therefore useful if there’s a station close by. The same principles apply when considering the area as a whole; is it easy for guests to explore or does everything require a substantial period of time in the car? And the big question: are there amenities close by?

There are certain holiday hot spots in the UK, such as Devon, Cornwall and the Cotswolds, that offer an abundance of holiday let properties. The signs are there that such popular areas have the potential to attract bookings, but owners need to be careful to strike the right balance. Buying a property that’s one amongst many means that it’s more difficult to stand out against the competition. That being said, tourist traps are popular for a reason, and having a holiday let nestled in the middle of one means that it’ll garner interest from holidaymakers.

6. Sell yourself

When it comes to showcasing your holiday let, it’s advisable to work with a professional who can help with marketing. In a saturated market, an amateur homemade website and Google Ads campaign isn’t going to cut it. For example, an owner with a cosy Cotswold cottage might have a pretty website and have paid for someone to help with Search Engine Optimisation (SEO), but an online search for ‘pretty holiday cottage in the Cotswolds’, is unlikely to appear in someone’s feed, especially when professional holiday letting agents invest tens of thousands to ensure that their website appears amongst the top results.

With this in mind, it’s evident that a professional marketing campaign can be invaluable. Owners will benefit from a sleek website complete with excellent photos and aesthetic, up-to-date social media platforms. Alongside a website and social presence, owners can also promote their holiday let on a website such as Airbnb or sign up with an agency such as HolidayCottages.co.uk in order to reach as wide an audience as possible.

7. Be open for feedback

Guest reviews are important to the success of a holiday let and have to be navigated carefully by owners; the difference between a positive review and a mediocre or negative review is significant and can either persuade someone to book or put them off completely. With regards to positive reviews, it’s important to share them across social media and other relevant sites, in order to influence potential guests. It’s also a good idea to respond to guests personally, as offering a personal touch and extra level of customer care can contribute to bookings from new and returning guests.

Negative reviews have to be handled with tact and grace, even if they appear to the owner to be unjustified. If the review addresses an actual problem, it’s essential to fix the issue and respond to the review to inform people of this. Not only does such a reply show that the problem won’t repeat itself but also shows a good level of care from the owner.

It is possible that some negative reviews are unwarranted or come from people being picky for the sake of it. Even in this situation, owners should take the time to respond personally and professionally, to apologise and make it clear that changes will be made to ensure future guests’ satisfaction.

8. A helping hand

It’s easy to underestimate how much work is involved in the upkeep of a holiday let – at least, a successful one! As we’ve discussed, guests have high expectations and with an abundance of holiday homes to choose from, owners don’t want theirs to fall short because it isn’t properly maintained. With this in mind, it’s advisable that owners enlist professional help when it comes to housekeeping.

Imagine a popular holiday let property that gets around 40-50 bookings per year. For each guest there needs to be freshly washed bedding and towels; beds made; toiletries and kitchen goods replenished; a thorough cleaning and vacuuming of the entire house; checking of the inventory; emptying all of the bins; and making sure that everything is in its correct place and in good working order following the previous guests’ stay. Plus, owners have to factor in jobs that are less regular but equally important such as gardening, clearing the gutters, and applying a fresh lick of paint when and where it’s needed.

The above tasks require serious work, especially when there’s a quick turnover between guests or a last-minute booking. For this reason, unless the owner is prepared and able to undertake hours of hard work, plus has the necessary equipment to hand, outsourcing can be the best option to guarantee a professional job each and every time.

9. Be social

Social media is an important marketing tool for holiday lets and should be utilised as much as possible. It’s becoming more common for people to click through to a holiday let’s Instagram, Facebook and TikTok pages to see more images and videos before they book. What’s more, social media gives owners the chance to promote the entire area to entice potential guests. Imagine a seafront cottage in Devon which has a regularly updated Instagram and TikTok; both platforms not only post beautiful images of the holiday home, but snaps of the local beaches, eateries and attractions, thus showing people everything they might be able to experience. For those who are on the cusp of a decision, a visit to such a social media account might be the final nudge which cements the booking.

For people who really aren’t social media savvy, there are now professionals who can help. Alternatively, for owners whose property is listed on a website such as Sykes Holiday Cottages, their property will likely benefit from promotion on external social media pages.

10. Welcome as wide an audience as possible

A holiday let has a greater chance of being successful if it appeals to a wide range of holidaymakers. For example, a country house that sleeps 6-8 guests, has two bathrooms, and is both dog and family friendly is able to welcome a whole host of bookings. On the other hand, a modern two-bedroom apartment that’s not set up for families and doesn’t allow dogs will automatically be off the cards for many people.

While it’s important for owners to set boundaries when it comes to running their holiday let, it’s important to be as flexible as possible, in order to offer broad appeal. For example, a cosy countryside cottage is perfect for dog walkers and so to prohibit dogs will deter potential bookings. Similarly, a three-bedroom coastal house with a big garden is ideal for families and so owners should ensure that their property is family-friendly; think stair gates, the provision of a cot bed, and suitable décor.

To conclude, when it comes to the success of a holiday let, it’s essential for owners to do research into the market and create a detailed business plan, prior to buying. The holiday letting industry continues to flourish but there’s no guarantee of guests, and even when bookings are made, it’s vital that holidaymakers enjoy their visit in order to generate those all-important reviews.

Next steps

If you’re interested in purchasing a second property and would like more information about getting a holiday let mortgage, contact HCM here.