The top 12 most popular holiday let features – can you target them?

Staycation demand shows few signs of slowing down. We’ve been free for a while now to travel across the world and get back to some holiday-making normalcy. But, many people are still choosing to holiday in the UK.

The average Brit is set to take three staycations this year, according to Sykes Holiday Cottages[1], with 30% of UK adults not holidaying abroad at all in 2024 as a result of rising costs and environmental concerns.

What’s more, research from Verdant Leisure[2] also found that 91% of UK adults intend to book a staycation this year, compared to 84% in 2023. Not only is staycation demand high, it’s rising.

To get an idea of what holiday makers are after, we utilised a range of tools to scour the digital world, and find out what people are after. Allow us to highlight some of the most popular, or desirable holiday let features, along with a bit of commentary on each.

1. Dog friendly

We are a nation of dog lovers. Alongside the rise of covid staycations, we also saw skyrocketing demand for pets. During the pandemic, it’s believed the UK’s dog population alone rose by a million[3], hitting an estimated 11 million or so.

Therefore, it’s no wonder so many people are keen to find dog friendly holiday lets. Some investors may not want to open their properties to animals, but doing so could prove beneficial. Haven the holiday park firm, saw bookings for pet-friendly breaks rise by close to 15% in 2023[4], while smaller operators also reported similar rises.

What’s more, many high end properties across the UK now feature dog showers, bespoke pet wardrobes, and mud rooms. Man’s best friend indeed.

2. Quirky/unusual

Not everybody is happy with seafronts, country walks, or city breaks. Some people yearn for something a bit different.

Fortunately, both holidaymakers and landlords are spoilt for choice here. On Airbnb alone[5], it’s possible to find a “cow shed” in Woodbridge, a boutique windmill in Suffolk, a treehouse in Kent, and more unique options.

Investing in these types of assets may limit exposure to the wider holiday let market. However, the customers that remain will likely be very eager.

3. With a hot tub

It’s likely one of the first things people think of when they imagine luxury or relaxation. Especially considering how few tend to own hot tubs in their own homes.

While potentially costly to install and run, the interest they draw from potential guests could more than make up for it. Vrbo[6], the digital marketplace for holiday rentals, found a trend where 42% of travellers book holiday homes seeking amenities they don’t have at home such, as a hot tub or an indoor fireplace.

Meanwhile, Sykes Cottages saw bookings for properties with a hot tub rise by 36% year-on-year in 2022. These bookings then rose by a further 104% in 2023[7].

4. Large house

Some investors may believe that investing in an 8 bedroom house for the holiday let market could be a bit much. But holiday options for large groups are set to become a big part of the market.

Enthusiasm for multi-generation holidays has jumped, with children, parents, and grandparents all holidaying together in greater numbers since the pandemic[8]. There is also demand for large spaces outside of typical family dynamics.

Revellers tend to go all out on stag and hen dos these days. While many jet off to celebrate, destinations such as Newcastle, Liverpool, and York are also proving popular[9]. A big house that can accommodate a groom, groomsmen, and acquaintances could do very well. Owners may just want to consider investing in cleaning services!

5. By the sea

Demand for a sea view or costal pleasures completely upended the housing markets in certain regions across the UK. The Devon Housing Commission alone revealed they saw a 35% increase in short-term holiday in two years[10].

Those who want to holiday on the beach have plenty of options for 2024 too. Brighton, Bournemouth, and Margate could all be worth a look[11].

6. With a swimming pool

Of course, some holiday makers may be indoor people. Or, our trusty weather could force them to become indoor people. Therefore, investing in properties with swimming pools could prove worthwhile.

These properties may be relatively expensive, but there are a range of options across the UK.

7. Luxurious holiday lets

Regardless of whether someone is jetting off abroad, or holidaying in the UK, they’ll likely be after a bit of luxury. How this takes shape however will vary from person to person.

Some, as mentioned, will want to spend all day in a hot tub, with properties that have one earning an average of 37% more per year than those that don’t, according to Coast & Country Cottages[12]. For others, being surrounded by immaculate interiors, having access to the latest home comforts (coffee machines, cinema screens etc), or unwinding within high quality furnishings will be more important.

Kitting out an asset with these kinds of features could draw in higher paying tenants, and better yields.

8. Long-term stay

Staycations are thought of as short-term breaks, for the most part. In fact, between July 2019 and May 2023, holidays of 1-3 days were the most common length in the UK, according to Statista[13].

But, that isn’t to say it’s not worth targeting long-term holidaymakers at all. The same results showed there was a consistent, notable uptick in the summer months of people taking holidays of 16 days or more. Targeting both short stays and long stays could be considered and factored into an investment strategy.

9. Remote

Some of us just want to escape the modern world entirely for a few days. We’ve seen rising demand for digital detox[14] trips and off-grid breaks[15] in recent years.

Fortunately, the UK offers plenty of remoteness. The Lake District, Peak District, Snowdonia, and more can provide respite to travellers who just want to be left alone.

10. Riverside

Riverside properties have always been popular, and for good reason. Everybody wants to see picturesque views when they look out the window.

But, demand has likely ramped up even more than usual in recent years, given the rising popularity of “wild swimming[16]”. Some enjoy diving in our rivers to embrace the reinvigorating coldness of them. Others try to get back to nature. Many swear by the apparent health benefits[17].

Regardless of why they engage with this activity though, investors may be able to take advantage by purchasing homes near our rivers.

11. With a games room

Again, if it rains, some holidaymakers may end up bored and frustrated. Parents with insatiable children may end up at their wits end.

For these people, a games room may be a godsend. These can include board games, table tennis tables, or even video games.

12. With fishing

Urban fishing has emerged as a surprisingly popular hobby recently. What’s even more surprising is that this popularity is being driven by Gen Z[18].

New generations of fishermen could be on their way, who themselves may end up having children, and will want to share this activity with their offspring.

Fortunately, it’s possible to find holiday homes with onsite fishing, as well as access to sea boat excursions[19].

No matter what routes investors take to target the holiday let market, our funding may be able to assist them along their journey. We want to hear from brokers and borrowers with a broad range of niche strategies. We’ll do our best to adapt our funding to them all.