UK short stay specialists We Stay Group, which has more than £10 million of properties under management in Gloucestershire, is seeing a remarkable summer holiday surge in ‘Instagrammable’ holidays.
The company says demand for Cotswolds cottages is rising, with a resurgence in popularity among under-30s prompted by trends on TikTok and Instagram.
We Stay Group reported a 77 per cent increase in turnover in 2024, with a shift towards bespoke, high-end and 'picture-perfect' holidays behind the rise.
The firm says Britain's luxury short stay rental market is booming and it's down to the preferences of younger customers – particularly Gen Z.
We Stay Group’s research shows guests took more than 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.
The firm says the high cost of foreign travel, particularly air fares; and political uncertainty worldwide is pushing many travellers 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.
Sophie Jones, managing director of We Stay Group, said: 'Reservations have continued to rise year-on-year, accompanied by increased turnover, reflecting a renewed surge in demand for our luxury short stay homes.
'Today’s guests are no longer satisfied with just having a place to sleep.
'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's Design Studio, an in-house interior design division, has partnered with landlords to give properties a makeover, which it says has boosted occupancy rates to 23 per cent higher than the UK average.
Cotswolds landlord, Stephen Gabb, is a client. He said: 'I’ve been operating in the lettings business for several years, with a number of properties in Weston Subedge in the Cotswolds.
'The Cotswolds remains, as ever, a place of timeless appeal. However, the profile of our visitors has evolved significantly. Today’s guests are looking for more than just a place to stay. They desire accommodation that exceeds their expectations and reflects the unique character of the region.
'They’re drawn to interiors that embody the essence of the Cotswolds: refined and luxurious but still full of character and traditional countryside charm. They want to feel immersed in a genuine experience, what I’d call the quintessential Cotswold stay.'
In early 2024, he partnered with We Stay Group's Design Studio, which transformed two of his cottages.
Stephen said: 'The response from guests has been overwhelmingly positive. They’ve been captivated by the blend of contemporary furnishings with original features like exposed beams and heritage brickwork. The vibrant accents set against these textures have created something special. Many have already booked return visits.
'Since the Design Studio transformation, my occupancy rates and nightly revenue have increased significantly. We’re welcoming more guests than ever before.'
