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Ruby
The Short Stay Summit is
The Summit brings together the leading stakeholders from across short-term letting and the wider tourism sector
Welcome to the 2025 Short Stay Summit!
On behalf of the STAA - the Short Term Accommodation Association, it is my pleasure to welcome you to our 2025 Short Stay Summit. The Summit brings together the leading stakeholders from across short-term letting and the wider tourism sector with a focus on “Connecting Communities, Inspiring People, Driving Success.” This is a unique gathering, it’s a not for profit event, with every penny made going to help the STAA work for our industry.
Today’s agenda is designed to inspire collaboration and growth, filled with insightful speakers, engaging breakout sessions, and exciting networking opportunities. Our goal is to equip you with the tools, knowledge, and connections you need to make the most of the opportunities ahead and drive your success.
At the STAA we focus on developing STR tourism through sustainable growth, diversity, and the circular economy, these themes are at the heart of our industry’s evolution. Every session, every conversation today is about ensuring that as we grow, we do so in a way that benefits our businesses but also our communities, supports diversity, and builds a more sustainable future. Together, we can connect to new ideas, inspire one another to reach new heights, and drive success that benefits everyone.
The short-term letting industry is dynamic and rapidly evolving, and it’s vital to stay ahead of the curve. This summit is designed to keep you informed, empowered, and ready for the opportunities that are just around the corner. Whether you’re attending workshops, roundtables, or one-on-one networking sessions, you’ll gain the knowledge and insights needed to seize new opportunities, navigate challenges, and grow with confidence.
We’re thrilled to welcome participants from across Europe, the US, South Africa and beyond, to share, learn, and inspire each other. The innovative spirit within our industry is truly remarkable, and today is all about harnessing that energy to create lasting success.
Enjoy the summit, thank you for being a part of it and I look forward to meeting you during the day ahead!
Yours,
Andy Fenner, STAA CEO
Wayfinder Ground Floor
Wayfinder Mezzanine Floor
Main Stage Agenda (Ground Floor)
TIME SESSION TITLE AND TOPIC OUTLINE
09:00 - 10:00 Arrival and Networking
10:00 - 10:15 STAA & Tourism industry update and welcome
10:15 - 10:50 Opening kick-off: building winning teams
Richard Hartis is a renowned goalkeeping coach and coach educator with decades of experience, who has played a key role in building winning sides with the English FA National Teams and Manchester United. At United, he contributed to multiple successful eras, mentoring world-class goalkeepers, working under iconic managers. Richard is currently employed as Assistant Head Coach, Head of Goalkeeping and “the second set of eyes“, for Ole Gunnar Solskjaer who is Head Coach at Turkish Giants Besiktas in Istanbul.
We invite you to come join him as he shares some insights into developing consistently high performing winning teams. He’ll share his experiences on authentic leadership, core cultural values and developing high performing people.
He now turns his attention and insight on to the short stay sector. A session worth ‘saving’ in your schedule.
SPEAKERS
Host: Andy Fenner, CEO, STAA Speaker: Chris Webb, Chair, APPG for Hospitality and Tourism
Host: Richard Hartis, Assistant Coach and Goalkeeping Coach for Besiktas JK in the Turkish Premier League
10:50 - 11:10
Data-driven insights: key industry trends update
11:10 - 12:00 Small world: big market. Focus on China
The increasing number of Chinese travellers choosing short-stay accommodations over traditional hotels presents a wealth of opportunities for the UK’s short-stay market. This preference for home-stays and boutique rentals aligns with their growing demand for personalised, immersive experiences that allow them to connect more deeply with local culture. With social media influence driving much of Chinese travel planning, providing photogenic, unique properties and curated, shareable experiences are key to showcasing what the UK has to offer. Join our expert panel as they explore how to calibrate communications, culture and marketing to this largely un-tapped market.
12:00 - 12:40 Evolving STR landscape: How institutional real estate and short term rental companies are partnering for success
Globally, consumer demand for short term and flexible living options is at an all time high. As the residential real estate landscape evolves, the role of OTAs and short-term accommodation managers is transforming. This session will explore the challenges and opportunities posed by new regulations and the increasing trend of partnering between institutional real estate, OTA’s, STR technology companies and property managers. With a focus on how shortterm accommodation managers can adapt and thrive across different markets, we’ll dive into strategies for managing large-scale properties, aligning with government policies, and delivering value to landlords and renters alike to future-proof sector growth across the globe.
12:40 - 13:15 Tapping into military talent: How reservists, veterans and the blue light community can drive your business forward
Looking to supercharge your business with unparalleled expertise and dedication? Join the Forces Employment Charity (FEC) and a panel of bluelight and military specialists for insight into how veterans, reservists, and ex-service personnel can elevate your organisation’s success—as part of the team or a specialist market. With years of specialised experience in leadership, problemsolving, and teamwork, these individuals are some of the most highly trained professionals available.
From building resilience in fast-paced startups to enhancing customer service in travel operations, reservists and veterans bring a wealth of expertise that can transform your business. Don’t miss this chance to discover new ways of boosting productivity, innovation, and growth—by harnessing the unmatched skills of those who have served.
Host: Sally Henry, Vice President of Business Development, EMEA, Key Data Dashboard
Host: Roman Townsend, Managing Director, Belvera Partners
Speakers: Helena Beard, Founder and Managing Director, Guanxi Andy Washington, General Manager, Europe, Trip.com Group
Bo Xian Ye, VP, Alternative Accommodation, Trip.com Group
Gary Bowerman, Director of Check-in and Travel Analyst, Asia, Phocuswright, Ada Xu, Director of International Affairs, Regional Director EMEA, Fliggy (Alibaba Group)
Host: Jennifer Cole, Corporate Communications Lead, Victoria and Albert Museum, and global travel PR consultant
Speakers: Merilee Karr, Founder and CEO, UnderTheDoormat Group
James Tan, Territory Manager, Northern Europe, Airbnb Brendan Geraghty, CEO, ARL (Association for Rental Living)
Host: Alistair Halliday, Chief Executive, Forces Employment Charity – the Short Stay Summit Charity Partner
Speakers: Jonathan McNulty, Founder & CEO of Blue Light Escapes
Rob Dickson, Director of Industry and Events, VisitScotland, formerly of The Royal Scots (The Royal Regiment)
Bayo Alaba MP, MP for Southend East and Rochford, Member of the Culture, Media and Sport Select Committee and ex Parachute Regiment Soldier
As a sector we face evolving market dynamics in EMEA – so staying ahead requires a forward-looking approach. This session explores how data-driven insights and market-specific trends can shape smarter decisions, while innovative technology plays a key role in driving efficiency and growth. Guesty and Beyond Pricing will share strategies for future-proofing businesses, ensuring resilience and long-term success in a rapidly changing landscape.
14:30 - 15:00 Fireside Chat - VisitBritain / VisitEngland - Rolling out the welcome mat: Insights on trends, travel and tourism
One to one interview exploring how VisitBritain promotes us internationally and what this means for the sector; what their response is to reports of over-tourism; why promoting England doesn’t just mean talking about London; and how they think tourism and short stay can better align as sectors.
15:00 - 15:40 The role of female leadership in the short-stay sector - and the importance of developing allyship and building collective intelligence
Abu Bakarr Bundu Kamara, Senior Director of Global Inclusion and Diversity, Expedia Group talks to key female leaders in the sector about their experiences of navigating the sector as women; the importance of allyship to progress and in recognising the challenges other demographics face; why female leadership is important both in broad societal terms and specifically in response to the demographic drivers of short stay bookings; what the panel as leaders in the industry are doing to promote diversity and inclusion and how they are in turn allies to other under represented or excluded populations.
15:40 - 15:45 Break
15:45 - 16:25 Focus on capital investment: How investors spot future winners in the short stay sector... and how to become one
This session explores the strategies that drive successful funding and deliver maximised returns in the dynamic world of capital investment in the short-stay accommodation sector. The panel will discuss how emerging trends, such as sustainability and technological innovation, shape valuations and influence investment decisions and share their approach to identifying high-potential opportunities, managing risks, and backing the future winners in this everevolving market.
16:25 - 17:05 Airbnb, Vrbo and Booking.com reflect on connecting communities, inspiring people and driving success
SPEAKERS
Speakers: Robin Clifford, Director of Sales, EMEA, Guesty
Ignacio Zabaleta, Director of Customer Success, EMEA, Beyond Pricing
Graham Donoghue, Group Chief Executive Officer, Forge Holiday Group and CEO, Sykes Cottages
Host: Abu Bakarr Bundu Kamara, Senior Director of Global Inclusion and Diversity, Expedia Group
Speakers: Louise Birritteri, CEO and Founder, Pikl
Vered Raviv-Schwarz, President and COO, Guesty
Anna Wu, Director of Community, Airbnb Lucy Auckland, Product Director, Awaze
17:05 - 17:10 STAA Closing Remarks
17:10 - 18:00 Networking and Drinks
Host: Simon Lehmann, CEO / Co-Founder, AJL Atelier
Speakers: Graham Donoghue, Group Chief Executive Officer, Forge Holiday Group and CEO, Sykes Cottages Steve Schwab, CEO, Casago Vered Raviv-Schwarz, President & COO, Guesty
Daniel Williamson, Managing Director, CVC Capital
Saber Kordestanchi, CSO & Co-Founder, Hostaway
Host: Dale Smith, Founder & CEO, Host & Stay
Speakers: Eric Van Den Dobbelsteen, Director Operations, Homes & Segments, Booking.com
Tim Rosolio, VP of Partner Success Vacation Rentals, Expedia Group
Manu Marill, Regional Director, EMEA and APAC, Airbnb
Host: Andy Fenner, CEO, STAA
Workshop Talks Agenda (Mezzanine Floor)
TIME SESSION TITLE AND TOPIC OUTLINE
09:00 - 10:00 Arrival and Networking
09:10 - 09:40 Neuroinclusion: Unleashing the power of diverse minds in your business Leaders set the tone for culture, and when they truly ‘walk the talk’ on neuroinclusion, teams become stronger, more creative, and more cohesive. In this concise yet impactful panel, experts will explore how to empower managers, equip HR professionals, and influence leadership to embed neuroinclusion in broader EDI efforts—across both your workforce and guest experiences.
Far from a dry lecture, this session focuses on real-world applications and practical solutions for helping neurodivergent talent flourish at work and ensuring neurodiverse guests feel supported and included. You’ll walk away knowing exactly which resources to tap, who to contact, and the immediate steps you can take to make neuroinclusion a transformative force in your tourism business.
10:00 - 10:15 STAA & Tourism industry update and welcome (Main Stage)
10:15 - 10:50 Stylishly Safe!
In the ever-evolving world of short-term rentals, balancing guest safety with beautiful, functional design is more critical than ever. This engaging session will delve into the intersection of safety and design, highlighting innovative solutions and best practices that enhance guest experiences without compromising aesthetics.
International Short-Term Rental Safety Expert Justin Ford of Breezeway will provide insights into recent safety challenges and industry trends, offering practical guidance for ensuring properties meet the highest safety standards.
Terri-Leigh Huleis, founder of Found Home Co., will spotlight the growing impact of design in the short-term rental market. Through real-world examples, she will showcase how thoughtful, stylish design can elevate a property’s appeal while integrating guest safety features in a way that enhances—rather than detracts —from the guest experience.
10:50 - 11:20 Balancing growth and accountability: Navigating regulation and advocacy in the UK & Europe short stay sector
This session looks at what new regulations are shaping the industry, what they mean for us all and how we can work within them. The panel will also explore how we as a sector can advocate for the short stay community: who speaks up for us?
11:20 - 12:00 Would you like fries with that? Upselling stays, services and shopping…
This session will explore strategies to boost revenue by upselling premium stays, services, and experiences, while fostering partnerships with local businesses to drive secondary spend. Attendees will learn how to create tailored packages, integrate community connections, and optimise margin management to enhance guest satisfaction and profitability in the vacation rental market.
SPEAKERS
Host: Mark Brown, Researcher, Leiden University
Speakers: Janet Uttley, Head of Industry Development, VisitEngland
Ryan Cooke, Partner, Oxford Practice, Mackie Myers
Jayne McClure, CEO, Travel Chapter
Host: Andy Fenner, CEO, STAA
Speakers: Justin Ford, Director of Short-Term Rental Safety & Certification Programs, Breezeway
Terri-Leigh Huleis, Founder, Found Home
Host: Viktorija Molnar, Secretary General, European Holiday Home Association
Speakers: Charlie Reith, UK & Ireland Gov’t Affairs, Expedia Group
Carl Thomson, Public Policy Manager, Airbnb
Ben Spier, Head of Regulation and Policy for Sykes Holiday Cottages and its 18 brands, Forest Holidays and UK Caravans 4 Hire
Fiona MacConnacher, Public Affairs Manager, Booking.com
Host: Madison Rifkin, CEO, Mount
Speakers: Laura Muse, Founder, Muse Escapes
Mike O’Connell, Founder, Happy Guest Siddhi Mittal, Co-Founder, YHangry
TIME SESSION TITLE AND TOPIC OUTLINE
12:00 - 12:40 The future of technology hosted by Richard Vaughton of Yes Consulting
The panel looks at what the future of technology means for PMS, owners and tech companies in the short stay sector. They’ll consider:
- how to get the best out of advanced tools such as smart home systems and IoT devices to enhance guest experiences while reducing operational costs;
- what the integration of artificial intelligence, machine learning, and blockchain technology means and how it will create new avenues for innovation;
- whether dynamic pricing actually works, attitudes and assumptions around what algorithms can deliver, and how revenue management can grow as operations do.
Our panel of industry commentators will consider how future technologies will reshape industry standards, foster more efficient operations and increased profitability, and the impact it might have on both guests and the sector’s workforce.
12:40 - 13:15 Revitalising coastal communities: Harnessing the power of short-term rentals
Coastal tourism can be a lifeline for seaside towns—creating jobs, attracting investment, and breathing new life into local economies. Yet short-term rentals often face backlash despite their potential to drive positive change.
In this panel, discover how SMEs can collaborate with MPs, VisitBritain, and community stakeholders to position STRs as the future of seaside tourism. Learn strategies to balance community interests, share ideas and champion initiatives that help businesses in coastal communities thrive and flourish.
13:15 - 14:00 Lunch
14:00 - 14:30 To the Main Stage
14:30 - 15:10 Reign of the robots – is AI going to replace human connection?
With the rise of AI agents, are we at risk of losing the essence of hospitality - being truly hospitable? Join our panel of industry experts for an in-depth discussion on leveraging AI without sacrificing the heart of hospitality.
15:10 - 15:50 Living your brand: how creating and sustaining your brand and identity can help you grow your business with authenticity
A brand is far more than a logo—it’s the essence of your organisation’s identity and values. This session explores how to craft marketing and storytelling that align authentically with your brand and fosters deeper connections between your team and your customers. The expert panel will help you understand how adapting your brand or identity to different locations and cultural contexts can unlock new opportunities, and how a well-developed brand can provide a solid foundation for expanding into new markets with confidence and authenticity.
15:50 - 16:30 Owner acquisition and retention - Are owners the forgotten community we need to look after?
As the lifeblood of the industry, what should we be doing to look after the owner community: what do they need from the sector and who should deliver this?
This expert panel considers the recruitment and retention of owners –the vital role they play in the sector, and the drivers that keep them there.
SPEAKERS
Host: Richard Vaughton, Yes Consulting
Speakers: Oliver Stern, Head of Sales, Wheelhouse
Axel Persson, Director of Solutions Engineering, Operto
Christopher Dillon, Head of Business Development UK, Avantio
Alberto Fernández, Regional Marketing Director, Lodgify
16:30 - 17:05
One session. Zero spend. A year’s worth of content…
Join Mark Simpson from Boostly as he shares 10 AI-powered marketing strategies with ready-to-use prompts to boost your direct bookings. He’ll explore how to optimise channels, craft social media posts, engage influencers, analyse competitors, and track metrics to drive results and boost bookings for your business in 2025. End the day strong with actionable tips you can use to save time, reduce costs and build content.
17:05 - 17:10 STAA Closing (Main Stage)
17:10 - 18:00 Networking and Drinks
Host: Richard Toomer, Executive Director, Tourism Alliance
Speakers: Justine Ireland, Managing Director, Just for You Holiday Homes
Steve Taggert, Founder and Managing Director, My Getaways
Nadia Macer-Wright, Founder, Cornish Gems
Janet Uttley, Head of Industry Development, VisitEngland
Host: Jessica Gillingham, Founder and CEO, Abode Worldwide
Speakers: Steffan Maagefelt, International Business Development
Senior Manager, Homes & Villas by Marriott Bonvoy
Humphrey Bowles, CEO and Founder, Truvi
Rose Tipka, Founder and CEO, Your Family’s Place
Host: James Varley, Founder and CEO, Holiday Cottage Handbook
Speakers: Jamie Miles, Founder and Managing Director, Anglesey Holiday Lettings
Lisa Roads, Founder, The Holiday Property Coach
Charlotte Owen, Group CFO, Forge Holiday Group
Host: Mark Simpson, Founder, Boostly & Outsauced
CEO Round Tables
09:00
12:00
15:30 –
EVENT NOTICE BOARD
Hydration Station
Refill your bottle with London’s finest Drinking Water (behind Stands 5 & 6)
Coffee Bar
STAA Celebration Drink
08:30 – 17:15 Coffee, Tea, Pastries and Fruit The Bar Smoothies, Soft Drinks, Water 10:00 - 12:00 Beer, Wine, Gins, Bubbles 12:00 - 18:00
Reception – The Bar 17:10 - 18:00
Vegetarian, Vegan, Gluten Free, Diary Free, Halal
Served using authentic Lebanese Khobez Flatbread, baked fresh daily. Served with Fattoush or Tabbouleh salad.
Either Wraps or Salad Fresh Chargrilled Chicken Shish – £11
Tawouk marinade, with Lettuce, Tomatoes and pickled Lebanese cucumbers. Garnished with your choice of Garlic (v), Chilli (ve) or both!
Chargrilled Halloumi Cheese - £11
Fresh fattoush salad, garnished with your choice of Homemade Garlic (v), Chilli (ve) and Tahini (ve) Sauces
Deep Fried Authentic Falafel - £10
Wrapped with flat leaf parsley, lettuce, tomatoes and pickled turnips. Garnished with your choice of Homemade Garlic (v), Chilli (ve) and Tahini (ve) Sauces.
Vegetarian – Vegan – Gluten Free – Dairy Free THE MENU from £12
Portuguese Sandwiches & Riceboxes.
Choose either as a base: Garlic & Bay Leaf Rice (GF) OR Fresh Toasted Portuguese bread roll. Both served with confit garlic aioli, Portuguese yellow mustard, giardiniera style pickles and wild rocket.
Filled with your choice of: Frango na Brasa £10
Grilled Chicken Thigh marinated in a herby red pepper and garlic paste with a zing of lemon Bifana da Santa £11
Thinly sliced pork collar grilled and simmered in a white wine, garlic, bay and red pepper sauce
Beringela Grelhada £10 (Vegan)
Grilled thick cut Aubergines steaks marinated in a herby red pepper and garlic paste with a zing of lemon
2025!
5 in 10 Knowledge Check-Ins
On the hour every hour. You can go along to any of the below knowledge check-in desks on the show floor and pick up 5 top tips to improve your business in 10 mins. Here is a list of the Knowledge Check-In desks running throughout the day, look for these signs.
Enhance your listing.
Key Data – The Power of Data (Stand 10)
11:00 / 12:00 / 13:00 / 14:00 / 15:00 / 16:00
Guesty – Inside the Industry Report (Stand 15)
11:00 / 12:00 / 13:00 / 14:00 / 15:00 / 16:00
Vrbo – Enhance Your Listing (Stand 46)
11:00 / 12:00 / 13:00 / 14:00 / 15:00 / 16:00
VisitEngland – Visitor Welcome, including inclusivity & sustainability (Stand 65)
11:00 / 12:00 / 13:00 / 14:00 / 15:00 / 16:00
Abode Worldwide – PR & Social Media (Stand 71b)
11:00 – Press and local media –Stewart Paterson, Abode Worldwide
12:00 – Content - Aaron Finn, Abode Worldwide
14:00 - Instagram - Paul Anderson, The Social Media Hotelier
15:00 – LinkedIn - Maddie Parkin, Abode Worldwide
16:00 – Press and local media –Stewart Paterson, Abode Worldwide
Europe’s leading managed vacation rentals group
Automate your operations and elevate the guest experience
Task Automation
Work Coordination
Mobile
Inventory
Reporting
We engage with employers across the country within nationally significant sectors to establish or maintain military pathways. We also deliver events across the country connecting employers with veterans. All aimed at supporting the recruitment of military talent from the Armed Forces community.
The STAA is the UK wide trade body for the short-term rental industry. We are working for your business at the highest levels of government to ensure your business is heard. We are helping to shape fair, communityfriendly legislation that opens new markets and supports growth.
Advocacy: We champion your interests with policymakers and regulators.
Industry Advice: Stay informed on the latest regulations, trends, and best practices.
Leading Industry Events: Our flagship Short Stay Summit brings the community together to learn, network, and innovate.
Leading the STR Sector: We drive initiatives that expand opportunities and promote responsible short-term rentals.
Join STAA to stay connected, informed, and help shape the future of the UK’s short-term rental industry. www.ukstaa.org | enquiries@ukstaa.org The STAA are the proud organisers of today’s event
Gifted respite breaks for families caring for sick and disabled children
“Families like ours are desperately in need of a break as we provide care continually for our children. We often don't realise how burnt out we really are”
