Marketing your Holiday Cottage or Glampsite in Turbulent Times!

When the market feels uncertain, it’s very easy to assume your business is failing. The quieter inbox. The later bookings. The random gaps in the diary that suddenly appear where they never used to. And meanwhile, social media is full of hosts apparently having their “best year ever” while you’re wondering whether everyone else is somehow in a totally different economy! So today, I’m talking about what’s actually happening in the UK short stay market right now and why many hospitality business owners, like you, are feeling unsettled. Because the truth is, the market hasn’t collapsed. But guest behaviour *has* changed dramatically. I’m also sharing in this episode why I think some of the pressure hosts are feeling comes from comparing today’s market to the unusually exceptional post-pandemic travel boom and why that may be creating unrealistic expectations around typical occupancy and bookings. This episode is about perspective, adaptability and learning how to market your holiday cottage or glampsite confidently during uncertain times instead of making emotional decisions based on one quiet week. Because different doesn’t mean doomed. But it *does* require a smarter strategy. \--- Key Takeaways: - The UK short stay market in 2026 is broadly flat overall, but booking behaviours have changed significantly - Guests are booking later, staying shorter and becoming more spontaneous with travel decisions - Shorter stays are growing rapidly, meaning flexibility and gap-night strategies matter more than ever - I share my tips with you. - OTAs and Airbnb are gaining market share in late bookings while direct bookings become harder to secure last minute - Many hosts may still be benchmarking success against the unusually high demand seen during the post-pandemic travel boom - Consistent visibility, email marketing and repeat guest strategies are increasingly important in a more competitive market - Successful hospitality businesses in uncertain times are often the most adaptable, not necessarily the biggest or fanciest \--- **Looking for more support?** If you're looking for a supportive community and the latest marketing advice for our turbulent times - I have something for you. Take a look at my marketing club membership here. \--- **Do you have a marketing roadmap for your business?** No more winging it and feeling like you are in constant marketing chaos! Create your easy-to-follow marketing roadmap for the year ahead. My Direct Bookings Bootcamp is now available ON DEMAND! Let’s make this the best year yet for direct bookings! Head to my website for more info. \--- **What would you do with an extra £20k+ in your holiday business?** I've saved £100k in commission in 5 years by taking 100% direct bookings and now I show Airbnb hosts, holiday cottage and glampsite owners how to do the same. It is easier than you think to move to 70%+ direct bookings. If you currently rely on Airbnb or another online agent (OTA), take Sarah's FREE quiz here - it's time to give them the boot! \--- Connect with Sarah: Website Instagram Facebook LinkedIn \---