Over the decades, holiday lets have become a vital part of the rural economy, creating employment opportunities and sustaining local pubs, restaurants, independent shops, and visitor attractions year-round. As consumer expectations have risen, so too has the scale and ambition of holiday accommodation, driving demand for large party houses that cater to multi-generational families, milestone celebrations and group getaways.

Understanding the market for large holiday homes

Seasonality plays a pivotal role in shaping demand for large self-catering properties, with distinct peaks driven by school holidays, weather patterns, and cultural celebrations. Understanding these seasonal shifts is key to maximising occupancy and revenue throughout the year.

Seasonal appeal

Summer draws families and groups of friends looking for fun-filled UK getaways without the inconvenience of international travel. Properties with pools, gardens, and outdoor entertainment spaces are particularly attractive during this time. The rise in domestic travel, helped by warmer summers, means groups are choosing to stay local while still enjoying a resort-style experience. According to Curated Property, peak summer weeks have performed exceptionally well this year, with booking volumes and achieved rates matching or exceeding those of 2024 – with summer peak times booked far in advance.

Winter brings a different kind of demand. Large homes become festive hubs for Christmas and New Year gatherings, offering cosy interiors, roaring fires, and space for everyone to celebrate together. 

While guests are still willing to pay premium rates for peak periods, they are becoming increasingly more value-conscious in off-peak months.

Group travel trends

Multi-generational travel is a growing trend. Families and groups of friends are increasingly prioritising shared experiences over individual holidays. According to recent travel trends, multi-generational trips are among the top priorities for UK travellers, with many choosing to travel together to strengthen bonds and create lasting memories. 

VisitBritain reports that group stays (8+ guests) have seen a 25% year-on-year rise, driven by the desire for celebration-friendly spaces and flexible accommodation options. The guest profile remains centred around multi-generational family gatherings, friend group getaways and milestone events, although demand is also rising for corporate retreats, especially at larger homes with excellent leisure amenities and off-peak availability.

Booking behaviour

Unsurprisingly, families tend to book around school holidays, with August standing out as the peak travel month. Shorter breaks (three days or less) are increasingly popular, reflecting a desire for flexibility and affordability. 

According to Curated Property, while bookings during the peak summer season continue to be made well in advance, there has been a noticeable increase in last-minute bookings, especially during the off-peak months.

Keys to success in the large holiday home market

Ultimately, every decision should be made with the guests in mind. A seamless, enjoyable experience leads to glowing reviews and strong online ratings to encourage repeat bookings, and word-of-mouth recommendations.

1. Design for delight

Guests are increasingly seeking generous entertaining spaces where families and groups can gather comfortably. A high bedroom-to-bathroom ratio is also essential, ensuring privacy and convenience for all. Interiors should strike a balance between contemporary style and character, presented to an appropriate standard based on the market you are targeting, ensuring that it feels both homely and stylish.

2. Offer standout amenities

When it comes to attracting bookings, understanding what guests are actively searching for is the key to success. Kate & Tom’s advise that owners should think carefully about who they want to attract.

According to Sykes Cottages, the top five most searched features include:

• Pet-friendly options
• Hot tubs
• Large properties for group stays
• Sea views
• Swimming pools

A consistent trend since Covid is guests wishing to bring pets with them. Around 80% of the properties offered by Kate & Tom’s are dog-friendly, and approximately 30% of bookings include at least one dog.

3. Online presence

A strong online presence is essential. High quality and engaging content helps properties stand out and connect with the right audience. According to Kate & Tom’s, videos, especially via Instagram Reels and TikTok, are driving engagement. This allows potential guests to experience the personality of a property in seconds.

Aligning with demand: the future of group stays

Large holiday homes continue to play a valuable role in the UK’s rural tourism landscape. By aligning with guest expectations and seasonal trends, owners can ensure these properties remain competitive, well booked, and a sustainable part of the rural economy.

Further information

Contact Simon Foster or Adam Davies

See Savills blog on six tips for the perfect house party venue.