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UK: Short-term rental analytics company Key Data published its September 2025 UK Index Report, based on direct reservation data from more than 85,000 properties nationwide.
The findings showed that average daily rates (ADRs) remain higher than last year, while bookings are running behind and guests are waiting longer to confirm.
Forward performance indicated a mixed picture:
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ADRs rose year on year, averaging £159 in November (+7%), and 4 to 5 per cent higher in September and October.
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Bookings were down 5 per cent in September and 3 per cent in November, though October was up 2 per cent.
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RevPAR was down 1 per cent in September, but ahead in October (+7%) and November (+4%).
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Lead times shortened, with booking windows falling 6 per cent in September, 4 per cent in October and 4 per cent in November.
Key Data said the combination of weaker forward demand, shorter booking windows and stronger rates left property managers facing greater uncertainty in forecasting performance and planning revenue strategies.
Alongside the report, the company launched two new tools for the UK market. Enhanced Benchmarking allows managers to compare booking windows, stay lengths, feeder markets and source performance against aggregated market data. Rental Projections uses historical performance to estimate property-level revenue potential, providing a clearer basis for pricing and owner communication.
Sally Henry, VP business development EMEA at Key Data, said: “ADRs are holding firm into autumn, but bookings are arriving later, leaving calendars looking weaker than this time last year. That makes it harder for operators to plan ahead with confidence. By working with the UK’s largest property managers and associations, and adding so much quality data to the direct data set, we’ve strengthened the foundation for insight. Now, with the addition of powerful new benchmarking and forecasting tools, we’re giving operators the visibility they need to protect revenue, communicate with owners, and respond quickly to changing guest behaviour.”
Highlights:
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Key Data released its first UK Index Report based on data from 85,000 rentals
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Findings showed stronger ADRs but weaker bookings and shorter lead times
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Property managers face more uncertainty heading into autumn 2025
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New Enhanced Benchmarking and Rental Projections tools launched in the UK
