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Understanding Seasonal Trends in the Serviced Accommodation Market

Posted by Jehan Anis on September 21, 2023



The serviced accommodation industry has undergone a significant transformation in recent years, propelled by a surge in demand from discerning travellers in search of flexible and comfortable lodging alternatives. Gone are the days when traditional hotels were the only choice for accommodations. Today, the global serviced accommodation market has witnessed remarkable growth, catering to a diverse range of travellers, from business executives to leisure seekers and families. While the appeal of serviced accommodations remains high year-round, there lies a nuanced and ever-evolving landscape that property owners and operators must navigate.


Understanding the ebb and flow of seasonal trends is not just advantageous but indeed pivotal for success in this dynamic sector. These trends not only wield influence over pricing strategies but also offer invaluable insights for marketing and occupancy planning, making them indispensable tools in the arsenal of property management. In this article, we embark on a journey into the intricacies of seasonal trends in the serviced accommodation market, equipping you with the knowledge to optimise your property’s performance throughout the year. So, let’s explore the multifaceted realm of serviced accommodation seasons, ensuring your property thrives in every season and caters effectively to the ever-evolving needs of travellers.


Spring: The Blossoming Season for Travel


Spring, with its mild weather and the promise of new beginnings, marks the start of the peak travel season for many destinations. In the serviced accommodation market, this period often witnesses increased bookings from leisure travellers. Families plan vacations during school breaks, and tourists explore new destinations. This makes spring an excellent time for property owners to capitalise on the upsurge in demand.


To make the most of the spring season, consider:


Pricing Strategy:

Since demand is higher during spring, you can adjust your pricing to maximise revenue. Implement dynamic pricing to take advantage of peak periods, offering competitive rates while ensuring profitability.


Marketing: Promote your property as an ideal spring getaway. Highlight nearby attractions, outdoor activities, and the comfort of serviced accommodation to attract travellers looking for a memorable vacation.


Summer: The Peak Vacation Season


Summer is synonymous with vacations, and this season witnesses a surge in demand for serviced accommodation. Families, solo travellers, and adventure-seekers flock to destinations around the world. Understanding the specific preferences of summer travellers is essential for property owners looking to thrive during this season.


To succeed in the summer season:


Offer Family-Friendly Amenities: Since many summer travellers are families, consider adding family-friendly amenities such as pool access, game rooms, and outdoor spaces to cater to their needs.


Longer Stays: Some travellers opt for extended summer vacations, so offering discounts for longer stays can be an effective strategy to attract them.


Autumn: Balancing Act


Autumn marks a transition period in the serviced accommodation market. As the summer vacation season winds down, business travellers and those looking for quieter getaways become prominent. Property owners should anticipate a dip in bookings compared to the summer but can still maintain steady occupancy rates.


To navigate the autumn season effectively:


Business Amenities: Cater to the needs of business travellers by offering amenities like high-speed internet, dedicated workspace, and proximity to commercial districts.


Local Attractions: Highlight local festivals, events, and outdoor activities unique to the autumn season to attract travellers looking for a different kind of getaway.


Winter: Embracing the Holiday Spirit


The winter season is synonymous with holidays and festivities. Serviced accommodation properties can see a spike in bookings as people travel to be with family or escape to winter wonderlands. This season provides an opportunity for property owners to generate revenue and create memorable experiences for their guests.


To excel during the winter season:


Decor and Ambiance: Embrace the holiday spirit by decorating your property with festive decor. Create a cosy atmosphere with warm lighting, holiday-themed touches, and perhaps even a decorated Christmas tree.


Special Offers: Consider offering special packages for holiday stays, including festive meals or activities.


What is Rent to Serviced Accommodation & Why Invest in it?


Rent to serviced accommodation, often abbreviated as Rent to SA, is a unique and increasingly popular investment strategy within the real estate market. This approach involves leasing a residential property, such as an apartment or a house, from the property owner and then converting it into a serviced accommodation unit. These serviced accommodations are typically furnished, equipped with amenities, and managed as short-term rentals to cater to travellers, tourists, and business professionals looking for flexible and comfortable lodging solutions.


Here are several compelling reasons why investors are increasingly drawn to this strategy:


Higher Rental Income Potential: 

Renting out a property as a serviced accommodation often yields significantly higher rental income compared to traditional long-term rentals. This is because you can charge premium rates for short-term stays, especially during peak seasons or events. With effective pricing and marketing, you can maximise your revenue.


Flexibility and Control: 

Investors retain a higher level of control over their property when opting for a rent-to-serviced accommodation strategy. They can set rental rates, manage bookings, and control the property’s availability, allowing for more adaptability in response to market trends and personal preferences.


Diversification of Income: 

By targeting short-term travellers, you diversify your income streams. This means you are less dependent on a single long-term tenant and can spread the risk associated with vacancy periods.


Tax Benefits: 

Depending on the jurisdiction and local tax laws, there may be tax advantages associated with short-term rentals. Investors may be able to deduct certain expenses related to their serviced accommodation property, reducing their overall tax liability.


Adaptability to Market Trends: 

The short-term rental market is dynamic, allowing investors to adapt quickly to changing market conditions. For example, you can adjust rental rates based on local events, seasons, or demand fluctuations, optimising your income potential.


Portfolio Diversification: 

Including serviced accommodations in your real estate portfolio diversifies your investment holdings. This diversification can help spread risk and reduce exposure to fluctuations in a single real estate segment.


Accessibility of Technology: 

The rise of online platforms and booking websites has made it easier than ever to market and manage serviced accommodation properties. Property owners can leverage these platforms to reach a global audience of potential renters.


Personal Use: 

Investors often have the flexibility to use their serviced accommodation property for personal vacations or stays when it’s not booked by guests, offering an additional layer of convenience and value.


Increasing Demand: 

The demand for serviced accommodation options is on the rise, driven by travellers seeking the comfort and convenience of a home-like environment during their stays. This growing demand can translate into consistent occupancy rates and rental income for property owners.


Investing in rent to serviced accommodation can be a lucrative strategy for those looking to capitalise on the flexibility and income potential offered by short-term rentals. With the right location, property management, and marketing approach, investors can enjoy higher rental income, diversification of income streams, and the potential for capital appreciation, all while catering to the evolving demands of modern travellers.


Conclusion: Mastering the Art of Seasonal Adaptation


In the ever-evolving landscape of the hospitality industry, understanding the intricacies of seasonal trends is not just advantageous – it’s imperative. For property owners and operators in the serviced accommodation market, this understanding is the linchpin to optimising revenue and ensuring guest satisfaction. Each season brings with it a unique tapestry of opportunities and challenges, which, when skillfully navigated, can be the catalyst for a thriving year-round business.

It’s a journey that takes you through the vibrant blooms of spring, the zenith of summer’s splendour, the transitions of autumn, and the cosy charm of winter. These are not just calendar seasons; they are chapters in the narrative of the serviced accommodation market. In this article, we embark on a comprehensive exploration of these seasonal trends, equipping you with the knowledge and strategies to ensure that your serviced accommodation properties are not just successful but resilient, adapting and thriving in every season to cater effectively to the ever-evolving needs and desires of travellers.


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Established in 2019, Star Sterling is a family-run business based in the UK. As a cutting-edge investment advisory firm, we aim to deliver top-of-the-line investment services to all our valued clients. Leveraging a dynamic combination of finance and real estate expertise, we specialize in B2SA, R2SA, and BTL property investments.
Our professionals work tirelessly to identify the best investment solutions for estate agents, landlords, and investors and cultivate long-term partnerships for future success. We partner with businesses to find suitable properties to provide premium accommodation on a short-term basis to business travelers and contractors. By creating customized strategies for our clients, our services extend beyond the traditional confines of real estate

Our Typical Investors are

✓ People with a minimum of £7,500 to invest into Rent To Serviced Accommodation and £50,000 into Below Market Value property deals
✓ Looking to build high cash-flowing Rent To Serviced Accommodation portfolio (either passively or self-managed)
✓ Looking to buy Below Market Value residential properties with 8% to 10% annual return on capital
✓ Looking to achieve financial freedom through property investment in the UK
✓ Looking for safe and secure investment opportunities with low risk
✓ Looking to build a legacy for their family’s future

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