Helpful Holidays is pleased to report that 2024 was another strong year for holiday bookings in Devon and the South West, despite the economic and political factors at play.
We’re proud to share our Holiday Letting Market Insights for 2025, drawn from our own booking and income data, as well as data from our parent company, Sykes Holiday Cottages. A detailed review of the South West’s holiday cottage industry, this report contains valuable insights into market trends, helping owners optimise their property’s potential and drive more bookings.
Read on for some of our key findings, or for a more detailed analysis, download your free copy of the full report.
Use the quick links below to learn more about a specific area of the holiday letting market:
Summary of the South West holiday letting market
- 80% summer occupancy: Following a challenging winter, our average occupancy during the peak summer period was 80%.
- 1.6% increase in bookings per property: Overall, bookings per property increased by 1.6% in 2024.
- 30% last-minute bookings: A notable 30% of our bookings in Devon were made within four weeks of the holiday start date, a 3% increase from the previous year.
- 32% short breaks: Short breaks accounted for 32% of our bookings, up from 28% in 2023.
- Over 550 properties: We now manage a diverse portfolio of over 550 properties across the South West.
Top performing properties
Here are some of our highest performing properties for 2024:
- Orchard Retreat, Near Witheridge, Devon: 71 bookings in 2024, 24 already for 2025.
- Rookwood, Drewsteignton, Devon: 58 bookings in 2024, 37 already for 2025.
- Woodedge, Porlock, Devon: 58 bookings in 2024, 20 already for 2025.
- Crablake Farmhouse, Exminster, Devon: 53 bookings in 2024, 41 already for 2025.
- 1 The Quay, Lympstone, Devon: 52 bookings in 2024, 29 already for 2025.
Bookings correct as of 28/03/25
Optimising your holiday let income
Flexibility with last-minute bookings
With 30% of bookings made within four weeks of the start date, being flexible with last-minute bookings can significantly boost your occupancy rates.
Pet-friendly properties
There has been a 60% increase in searches for pet-friendly holidays since 2019. Properties that accept pets earn on average 2.5 extra bookings and 18% more revenue per year.
Allowing short breaks
Short breaks are increasingly popular, with 32% of our bookings in Devon being for three, four, or five nights. This has seen a rise from 28% in 2023. Offering short breaks can enhance your property’s appeal and increase revenue.
Did you know?
Two short breaks in place of one week long booking returns on average 178% of the weekly rental. Our average short break is currently taken at 88% of the weekly rental price.
Optimise your pricing
Helpful Holidays offer dynamic pricing tools to help maximize your income. Properties that adopt our pricing recommendations see an average of 6 additional bookings and 21% more revenue per year.
Value-adding property features
Investing in the following popular features can help your property gain more bookings and income:
- Hot Tubs: Adding a hot tub can boost your revenue by 37%.
- Garden/Outdoor Space: 32% of guests consider a property’s outdoor space when booking their holiday cottage.
- Wi-Fi/Technology: 27% of guests consider good Wi-Fi or technology when booking a holiday property.
- Sustainability: 74% of the UK public say they want more sustainable choices, while 65% would prefer to stay in accommodation with sustainable certification. Properties with EV charging points receive around 260 searches per month, while only 5% of our properties currently have an EV charger, presenting an opportunity for holiday home owners.
Marketing your holiday Home
At Helpful Holidays, we combine local expertise with the national reach of Sykes Holiday Cottages. In 2024, we spent £35 million on marketing, ensuring our properties had maximum exposure across all media channels.
All properties let with Helpful Holidays are also listed on the Sykes Holiday Cottages website, which received 47 million website visitors in 2024. Sykes dominates Google search results, with a 30% market share amongst our four largest competitors, and 3 million searches for ‘Sykes’ in 2024.
Holiday Letting Outlook for 2025
Our annual survey of 1,000 Brits revealed that 80% are considering staying in UK holiday accommodation in 2025, compared to a rolling average of 68% over the last four years. This strong intent is a positive indicator for the upcoming season.
Removal of the Furnished Holiday Let tax scheme
From 6th April 2025, the Furnished Holiday Let tax regime will be removed.
Here are a few things to bear in mind:
• Not all holiday lets will be affected by these changes, including those owned by limited companies.
• Make sure to review your historical capital allowances and claim any outstanding ones before the deadline.
• New holiday let owners can still benefit from the FHL tax scheme if their property is ready by 1st April 2025 and meets the letting days criteria in the 12 months after it was first made available.
• Apart from the changes to capital allowances and finance interest costs, there are no changes to how you calculate your taxable profits. Cleaning, maintenance, welcome packs etc. will still be tax-deductible.
For more up-to-date info on the Furnished Holiday Let tax regime, read our parent company, Sykes Holiday Cottages’ post on Furnished Holiday Let tax changes. Written by holiday home tax experts Zeal Tax, this guide includes all you need to know about the scheme’s removal.
Help with letting your holiday property
Helpful Holidays’ 2025 Market Insights Report is an essential resource, filled with useful pointers for letting your holiday property, whether you’re an experienced owner or just thinking of buying.
For a full copy of the report, complete the form below. Our team will also be in touch to answer any questions about letting with Helpful Holidays.
If you’re looking for more useful holiday letting blogs, visit our owner advice page for everything you need to know. From Holiday Let Cost Cutting Tips to South West Holiday Let Management, we have a range of guides to keep you informed and up to date.
