Tourism and defence, the benefits to your business
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THE STAA ARE FINALISTS FOR THE 2025 SME4LABOUR EXCELLENCE AWARDS LOUISE BIRRITTERI, STAA BOARD MEMBER AND CEO AND FOUNDER, PIKL POLICY UPDATES
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JOIN STAA, MPS AND TOURISM EXPERTS FOR BLACKPOOL ROADSHOW THIS OCTOBER
MERILEE KARR ON MIDDLE EASTERN INVESTMENT
15 KEY DATA’S SEPT 2025 UPDATE
APARTUR’S MARIAN MURO ON BARCELONA LEGISLATION AND VIEW FROM EUROPE
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STAA AND HOST PLANET JOIN FORCES FOR MAJOR UK ROADSHOW MEMBERS’ SPOTLIGHT
TOURISM AND DEFENCE: WHY THE STAA IS BUILDING BRIDGES WITH THE ARMED FORCES
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PAUL’S PULSE
WELCOME TO THE LATEST EDITION OF THE ASSOCIATE
Dear STAA Members,
After a fantastic and busy summer for all our members I want to say a huge thank you. From city breaks to coastal getaways our members have hosted huge numbers of happy guests and that doesn’t happen without a summer of hard work. Thank you to the tech providers, the property managers, to housekeeping, laundry and maintenance and every single person in STR tourism, working together you have had summer creating memories for guests and creating jobs and investment in our communities. You are all amazing!
Whilst you’ve been working hard with guests the STAA has been working throughout the summer with MPs, officials and sector stakeholders to make sure the short‑term rental industry is heard where it matters. We’ve kept constructive momentum on registration, planning and enforcement so growth remains responsible, sustainable and community‑minded.
Join us in Blackpool — 23 October
We’re now gearing up for our Rural, Coastal & Communities Roadshow opener in Blackpool on 23 October. We have a fantastic line‑up of speakers who champion STR tourism, including:
• Chris Webb MP, Chair of Parliament’s tourism group
• Patricia Yates, CEO of VisitBritain
• Graham Donoghue, CEO of Sykes Holiday Cottages
• …and many more leaders from across tourism, local government and the STR ecosystem.
It’s brilliant to have such strong backing for our sector. Please come to the event and show your support and bring colleagues, partners and local stakeholders. Your presence helps us demonstrate the breadth and value of STR to communities that don’t have large employers but rely on tourism for year‑round opportunity.
Awarding our work with SME’s
I’m delighted to share that the STAA is a finalist at the SME4Labour Awards in the category of Best Trade Association for SME Businesses, a great endorsement of the work you empower us to do. To win and to get the SMEs in STR tourism the recognition they deserve, we need your vote. There’s a voting link in this magazine; please take a moment to support us and share it with your teams and networks.
Thank you for your continued support and for everything you do to keep guests coming back to Britain’s brilliant places.
As always, this is your magazine. Share your stories, pitch features, or sponsor a page. And if you value our work, invite a colleague to join the STAA, lets grow our community, together we are stronger.
I look forward to meeting you all in Blackpool,
ANDY FENNER, Chief Executive, STAA
SPEAKING UP FOR THE SECTOR POLICY UPDATES
As the voice for policy in the STR travel & tourism sector across the UK Home Nations, the STAA plays a leading role in shaping the future of our industry. From Westminster to Holyrood, and from council chambers to coastal communities, we are working to ensure that the voice of tourism is not only heard but drives the policies that matter. Our goal is clear: to help shape a policy and regulatory environment that works for our members, supports responsible growth, and secures the future of STRs as a vital part of the UK’s visitor economy.
Since the summer recess, the STAA has been working hard to get its message across to decision makers. The STAA CEO and I have met with numerous MPs to discuss challenges and opportunities for STR tourism in their constituencies; as well as regulations. Party conference season is now upon us, and we have already attended the Reform party conference in Birmingham, where we held an event on tourism with Andrea Jenkyns, the Mayor of Greater Lincolnshire; and met party leaders and policy leads. We are now gearing up for the Liberal Democrat, Labour, Conservative and SNP conferences. In all of our interactions with Parliamentarians, we are making the case for pragmatic and balanced regulation that works for our members.
We are also engaging with government officials across the devolved administrations to represent our members’ views on policies. In England, we have met with DCMS to share our perspective on the development of the upcoming registration scheme. In Wales, we have met with the Welsh Revenue Authority to discuss the visitor levy and accommodation register. In Scotland, we continue to participate in the Expert Working Group to discuss improvements around implementation of licensing.
In each edition of The Associate, members of the Policy Group share their views on how policy is changing and developing across the UK. If you want to help shape that conversation and ensure the STR sector continues to thrive, I would gladly help you join the Policy Group.
BY: SHOMIK PANDA, DIRECTOR GENERAL, STAA & CEO INLINE POLICY
Shomik Panda, Director General, STAA & CEO Inline Policy on his way to Westminster
ENGLAND: CONSTRUCTIVE ENGAGEMENT AS REGISTRATION SCHEME PROGRESSES
The UK government continues to progress development of a registration scheme for holiday lets in England. Officials in the Department for Culture Media and Sport (DCMS) are working with technical suppliers on a prototype ready for testing this year.
Engagement with the industry, through groups such as the Short Term Accommodation Association, continues to be constructive. We still expect a light touch scheme to be opened between March and May 2026. DCMS appear ambitious with the technology behind the scheme, which may include a tool to automatically cross reference data from platforms with the official register. The STAA is working with officials to ensure that such features do not introduce unnecessary complexity.
The recent government reshuffle, which saw the appointment of a new minister for tourism Barnsley South MP, Stephanie Peacock does not appear to have slowed progress towards the launch of the scheme. Peacock has been a minister in DCMS since the general election and is a close ally of culture secretary Lisa Nandy. This signals continuity but some policy decisions still remain in respect of registration and at the time of writing Peacock has said little about our sector.
The attention of Westminster is now firmly on the party conference season and the Budget on 26th November. The Chancellor needs to plug an ever expanding black hole. And while much of the speculation has focused on changes to personal taxation, the rumoured introduction of a new property tax and the possibility that National Insurance could be levied on rental income will be concerning to holiday home owners. Indeed, the sector is still grappling with the impact of the fiscal changes announced last year.
SCOTLAND: EASING FRICTION AND COSTS FOR LICENSING APPLICANTS
STAA has continued to engage on behalf of its members in Scotland. Alongside other industry voices, tourism representatives, and local authorities, we have sat on the Scottish Government’s expert working group on short-term rental regulation. This group has recently submitted recommendations for updates to the guidance for local authorities on how the STR licensing scheme in Scotland should be implemented, including suggestions for measures that will help ease some friction and costs for applicants, and we are pleased that ministers have indicated that they will accept these recommendations in full.
Planning remains the biggest challenge for many of our members in Scotland, and we were pleased to be informed by the Scottish Government recently that they will shortly consult on the interaction between planning and licensing. STAA will be engaging with and responding to that consultation once published, to ensure that hosts’ views are heard.
Later this month, we will also be attending the Scottish National Party (SNP) conference in Aberdeen, where we will be meeting MSPs and ministers to continue to push for a better regulatory landscape in Scotland.
WRITTEN BY: CARL THOMSON, STAA DIRECTOR
WALES: SMALL WINS BUT PROPOSALS MUST GO FURTHER TO PROTECT BUSINESSES
The Welsh Government pushed ahead with STR regulation, including a consultation on fine-tuning the rule that holiday lets must be let for 182 days in the previous 12 months to qualify for business rates. As part of the STAA Policy Group, I don’t believe the proposals go far enough as the deadline to respond approaches [20th November. Respond online]
The 182-day threshold is damaging for genuine Welsh tourism businesses as the metric to identify whether a business is genuine or not is unreasonable. No other business is measured in this way and a building let out for e.g. 105 days is clearly a business, not a second home.
Self catering businesses are a key part of the bedstock for Welsh tourism. They provide flexible, family friendly, carer friendly employment for local Welsh residents, therefore they shouldn’t have to pay council tax premiums intended for second homes if they miss this unreasonably high threshold. It is damaging for all the local businesses reliant on self catering businesses and its visitors.
Registration scheme: Listening to what the sector has called for
A bill on a registration scheme and visitor levy bill for all visitor accommodation has been passed by the Senedd. This has provided a couple of small wins that the sector called for.
1) The registration scheme will be introduced across Wales at the same time rather than council by council.
2) Councils will not be able to charge a premium on top of the £1.30pppn (80p for campsites, hostels etc) with the Government needing to make further regulations to allow a council to do so.
3) Registration scheme for all visitor accommodation in Wales will be live from Autumn 2026, being online, mandatory, quick to register, no fee. Further detail is expected soon.
Visitor levy: Where we stand
Councils must consult then decide whether to introduce giving 12 months’ notice from that decision before the levy applies to stays. They cannot require the levy to be applied to bookings made within six months of giving that notice. The earliest date charging can start is 1st April 2027.
Councils can start consulting in Autumn 2025. Conwy, Anglesey, Gwynedd, Flintshire and Powys are likely to consult soon. Pembrokeshire Council have said their current council won’t be introducing a visitor levy, while Caerphilly, Newport, Swansea, Rhondda Cynon Taf and Vale of Glamorgan say they have no plans to introduce one. Wrexham Council’s leader is strongly against the levy.
Given the Government’s projected income from the levy depended on all councils introducing the levy, and was based on an estimate of anywhere between 16,000 and 55,000 accommodation providers in Wales, the impact assessment ought to be revisited once the registration scheme is implemented. The bill for the licensing scheme will be introduced soon, though it remains to be seen if it will pass before the Senedd elections in May 2026.
Planning: Judgement expected Judgement is still awaited in the judicial review against Gwynedd’s Article 4 direction.
JOIN STAA, MPS AND TOURISM EXPERTS FOR BLACKPOOL ROADSHOW THIS OCTOBER
The STAA takes its Coastal Communities Roadshow to Blackpool on Thursday 23 October, uniting heads of tourism organisations, MP’s, councils and tourism representatives to connect the dots and start working together.
Andy Fenner CEO, UK STAA
Chris Webb MP APPG for Hospitality and Tourism
Patricia Yates CEO, Visit England, Visit Britain
Taking place in the Paradise Room at Blackpool’s iconic Pleasure Beach, the roadshow will explore how STR tourism is revitalising local economies, creating jobs, and powering small businesses, as well as driving investment and regenerating the Great British seaside.
Across a series of keynotes, panels and round table sessions, attendees will gather insights on future policy and be able to talk directly to the people making that policy. In addition, they will get hints and tips to help maximise their businesses and be part of the conversation shaping our sector.
Airbnb, Blackpool Tourism, Eureka Capital Allowances, Key Data and Visit England are supporting the roadshow as event partners and sponsors. The day will also feature networking opportunities and a two course lunch.
Speakers include Chris Webb MP, APPG for Hospitality and Tourism, Patricia Yates, CEO, Visit England and VisitBritain, Andy Fenner, CEO, UK STAA, Graham Donoghue, Group CEO, Forge Holiday Group, and CEO, Sykes Holiday Cottages, and Sally Henry, vice president of business development, Key Data.
Group Chief Executive Officer, Forge Holiday Group and CEO,
Chris Webb MP said: “I’m delighted to be welcoming the STAA to Blackpool. In Blackpool we know a thing or two about hospitality and tourism. Like so many here, I’ve lived it, worked in it and seen firsthand how it doesn’t just shape a place – it shapes people’s lives and entire communities. Tourism here isn’t just about business, it’s about people, pride and connection.
“I’ve worked hard over the last year to make sure our national tourism conversation looks beyond city breaks and gives coastal communities the attention they deserve. This event is proof that the message is landing – global travel platforms, Visit Britain, local business leaders and policymakers are now coming to Blackpool to talk about how we can regenerate coastal towns and create more opportunities for the people who live and work in them. This is a direct result of the relationships I have built as chair of the All Party Parliamentary Group for Tourism and Hospitality over the past year.
“Blackpool has shown time and again that seaside destinations have the resilience, the creativity and the offer to thrive – but we can’t do it alone. By bringing the sector here, we’re not just showcasing what our town can offer, we’re starting the conversations that can shape the future for coastal tourism across the UK.”
Sally Henry VP of Business Development, Key Data
Event Partners and Sponsors
Graham Donoghue
Sykes Cottages
STAA AND HOST PLANET JOIN FORCES FOR MAJOR UK ROADSHOW
LANDMARK SEVEN-STOP EVENT SERIES AIMS TO EDUCATE, INSPIRE, AND UNITE UK STR PROFESSIONALS
The UK Short Term Accommodation Association (STAA) has partnered with Host Planet, the fastest-growing multimedia platform dedicated to the short-term rental [STR] industry, for the launch of the Host Planet Roadshow 2026.
In strategic partnership with the STAA, and with delivery support from the Women in Short-Term Rentals Community, the ambitious initiative is already generating major industry buzz. Global pricing solution PriceLabs has been confirmed as the exclusive Title Sponsor for the roadshow.
The roadshow will stop in Cornwall, Portsmouth, London, Nottingham, Bath, Chester, and Edinburgh, delivering practical education, expert insights, and powerful networking in some of the UK’s most active STR markets.
Event partners include Beach Retreats, The Island Holiday Company, Just For You Holiday Homes, Simply Owners, Curated Property, Sykes Holiday Cottages, and Adore Scotland. Each event will be tailored for independent hosts, portfolio property managers, suppliers, and newcomers eager to level up their hosting game.
James Varley, founder and CEO of Host Planet, said: “The Host Planet Roadshow is more than just an event series – it’s a nationwide movement to empower STR professionals where they live and work. By partnering with the STAA, the Women in Short Term Rentals community, and visionary sponsors like PriceLabs, we’re building a stronger, smarter, and more connected industry.”
STAA CEO Andrew Fenner said: “This is a defining moment for our sector. The Host Planet Roadshow provides an essential platform to engage, educate, and energise local STR communities. We’re proud to support this initiative and look forward to meeting hosts and operators on the ground across the country.”
700 900 attendees are expected across the seven events. Ticket details and the confirmed agenda for each event will be announced in due course. For exhibitor and sponsorship enquiries, contact info@hostplanet.club.
Listen to Andrew’s interview on the Host Planet podcast here:
HOST PLANET ROADSHOW
MERILEE KARR ON MIDDLE
EASTERN INVESTMENT AND STRATEGIC INTERNATIONAL COLLABORATIONS
After closing a funding round with backing from Oman, we sit down with Merilee Karr, founder and CEO of UnderTheDoormat Group, to discuss the investment and the importance of building strategic partnerships on the global stage. .
UnderTheDoormat Group provides short-term and flexible rentals through three different brands:
Karr explains: “We have our endto-end property management business Veeve, which was the result of a merger with our historic UnderTheDoormat brand in December 2023.
“Hospiria is our property management system [PMS]. We often talk about it being “software-plus-a-service” as it is an entire tech stack, and we take the pain out of understanding how to implement technology.
“And TrustedStays is our third pillar – an industry platform to help STR and flexible rental companies access the GDS and corporate B2B travel market,” she adds.
Omran Group investment and what it means UnderTheDoormat Group recently closed a $7 million funding round, led by Omran Group, with the remainder from current investors. The investment builds on UnderTheDoormat Group’s existing partnerships and collaborations with Visit Oman and the Oman Ministry of Heritage and Tourism to help open up the STR market in the region.
Karr says: “We’ve always tried to ensure we have investors who not only provide investment capital to grow the business, but who are also strategic commercial opportunities that help us to win in the market and align with our strategy. We’ve got growth plans in the market, particularly in Oman, the UAE, and Saudi Arabia, and Omran Group will be a very valuable partner for us in the region.
“This doesn’t change the fact that Europe is our heartland. We have our roots in Europe, and they remain there, but that doesn’t mean we don’t want to expand internationally. We are focused on North American growth and expansion [through deals with 1 LiVNG and Alliants, plus we’ve been growing into the Middle East in recent years. The Oman investment helps us with the firepower for the
expansion plans in both of these regions, as well as doubling down on what we’re doing in Europe.”
STR prospects for Oman and lessons for the UK and Europe
The government in Oman has been preparing to open up its STR market over the last 18 months in particular, with a real emphasis on a licensing scheme approach that allows STRs to operate in the market. It is also a strategic move to support Oman Vision 2040, an initiative designed to diversify the country’s economy and grow its tourism prospects.
Karr says: “I love talking to Middle Eastern markets where growing tourism is their key objective, as that has very different policy implications compared to places like Barcelona and Amsterdam, where they are trying to shrink tourism. We are working with them to make sure they have the right standards, but also to ensure they do not over regulate and squash the emergence of our sector.
“We know that approximately 20 per cent of accommodation nights in Europe today are in STRs. We estimate that this means that about 10,000 properties need to go live in Oman through these legal channels to just reach the current potential of this market from a short term rental
perspective. This is great in lots of ways because it means that people can stay across the country, spreading tourism to benefit.
“We are creating routes to distribution for those legalised STRs and helping them get out to the major global platforms,” she says.
Current funding landscape
In a fragmented market, Karr believes that the key for investors and companies to drive more sustainable investments is to build strategic relationships with partners, whether that be traditional hospitality companies, real estate firms, or governments.
Karr says: “This was a long time in the making because of the strategic relationship that we were building with Omran Group. It takes longer than approaching VCs and asking them to invest in your business, but I think it delivers more value for everyone involve,d and as we mature as an industry, I’d like to think we’ll see more of that strategic investment into our sector.
“I hope this is an example to others of how you can deliver strategic investment for growth. I hope that it is not the only example, and there will be more to come as it is a positive signal for the industry as a whole,” she adds.
Merilee at the announcement of the investment
WRITTEN BY: THE STAA TEAM
The team celebrating with champagne
KEY DATA’S SEPT 2025 UPDATE
Sally Henry, vice president of business development, EMEA, at business intelligence platform Key Data delves into the latest booking trends for this data.
Softer
occupancy
According to Key Data, guest paid occupancy has been softer than 2024 for summer arrivals, with August pacing down and the rest of the year also pacing negatively. Wales overall is seeing a YoY downturn in occupancy by 7%, while regions such as Snowdonia, Scottish Borders and Cornwall are experiencing similar fortunes. At the same time, London, Cotswolds and the Highlands recorded paid occupancy growth. This contrasts with last summer, when the final week of August had the highest occupancy of the season, which was also impacted by ‘distractions’ e.g. the General Election, Euros, Olympics and poor weather.
Rates pushed higher but coming under pressure
So far this year, ADR pacing is pacing higher than 2024, with UK seeing a +£8 ADR pacing uptick overall. A strong performance has been seen across multiple regions, including Northern Ireland, Snowdonia and the Cotswolds, which are all pushing higher rate growth pacing. Scotland [namely Dumfries and Galloway] has had the highest ADR overall, but it saw rates contract for summer arrivals.
In the meantime, RevPAR was pacing marginally higher than 2024 levels for all peak summer weeks. This was driven by higher rates and a highly sensitive market with opportunities for bookings in late summer.
Average length of stay
2025 stay length is pacing slightly shorter [0.2 days] than 2024, and those shorter lengths of stay look set to continue for the rest of the year. Scotland in particular has the shortest length of stay and contracting 9%, with all regions experiencing year on year decreases except for the Scottish Highlands, Edinburgh and the Yorkshire Dales. Cornwall, meanwhile, commands the longest length of stay, but that is also contracting.
Booking windows getting shorter
Furthermore, 2025 booking windows are pacing shorter by a week than 2024 – a trend also seen in Q2. As we see shorter booking lead time with many regions showing YoY decreases, Norfolk is seeing a longer booking window [+10 days]. While Pembrokeshire commands the shortest booking window [excluding London, Edinburgh, Northern Ireland] and it is getting shorter, the Highlands is recording the longest booking window and that is contracting.
THRIVING AS A FRANCHISE COMPANY
WE HEAR FROM GERMAINE MASON OF PASS THE KEYS
As the UK STR sector continues to evolve, Germaine Mason, STAA member and franchisee and host success lead at Pass The Keys, discusses how her company is thriving as a franchise and leading by example in advocating for fair regulation.
Route into property management
My career path has always involved the service industry. I spent my university years in hospitality management in central London before working with a leading UK retailer led me to settling in York, where I came across the Airbnb concept.
In 2018, I left my role to focus on something new in my local York market. I initially found some clients via known acquaintances in the industry to service through co hosting, before I came across Pass The Keys which was setting up in York. After originally taking on a freelance role, I transitioned to a full time employed role as the York City Manager in 2019.
6.5 years later, my role has evolved to Franchisee & Host Success Lead. I support our growing franchise network to provide hassle free end to end property management services. My role includes understanding the broader market and trading landscape, sharing this knowledge and my own experience with our franchise partners, and looking for new initiatives and industry providers.
Challenges and opportunities as a franchise company
As a franchise company, we can scale at pace, increase our brand profile [65 partners and teams represent Pass The Keys], and our franchising structure allows us to recruit local experts into their field. It also enhances our quality focus and guest reviews performance at scale, and our partners go above and beyond to provide the best service and value to their customers.
However, there are some challenges too. These include maintaining consistency in service offering when working in partnership rather than managing employees, and we look to find the balance between trusting our franchise partners to try new initiatives and concepts while striving for standardisation. Also, we have to manage our brand risk closely through several due diligence processes that we have built over the years through learning from mistakes.
Regulations in York
In York, our local MP (Rachael Maskell) is a vocal campaigner against the short let industry. Earlier this year, she tabled a private members’ bill in the House of Commons to petition for locally led licensing powers (*prior to recently having the Labour whip withdrawn).
We have also recently seen a local petition initiated through change.org by councillors campaigning against the sector, due to the perceived antisocial impacts and strains on local council resources.
The campaign was initially acknowledged by local press. I’ve led press coverage on behalf of Pass the Keys, with the ambition of showcasing our company as responsible traders keen to work with the local community for the safety and security of all stakeholders.
We were also approached by BBC Radio 4 to contribute to the debate as operators. We wanted to share our viewpoint that we share with the STAA’s stance on legislation and the upcoming registration scheme.
We welcome the first steps of legislation so we can lead by example and showcase our professional services. We hope the initial data from the
Members’ Spotlight
registration scheme will be used responsibly by the authorities to understand the true economic impact of our industry, and the positives it brings to local economies everywhere.
STAA membership benefits
Regular useful updates on UK legislation help us keep up to date with upcoming changes. The level of detail provided in the weekly newsletter is spot on and the format is helpful for sharing with stakeholders and our franchise partners
The annual Short Stay Summit is a great opportunity for networking with fellow industry colleagues, and catching up with many of our third party suppliers.
The opportunity to sit in and contribute towards the association’s work is invaluable. I’ve been part of the working policy group since 2022. The forum initially provided a great opportunity to give feedback on the initial stages of Scottish licensing rollout
The STAA leadership team has always been welcoming and encouraged me to share my views more.
Summer market trends
Like many industry colleagues, we are seeing shorter lead times and slightly shorter length of stay, but ADR has held steady and improved across many locations.
As can be expected with cost of living continuing to increase in many areas, guests are looking more for value. This doesn’t just mean a ‘bargain’ – we’ve seen many quests query and also praise our local partners who go above and beyond to enhance guest experience.
The shift towards sustainability is another common trend. Guests are more savvy towards initiatives and EV chargers are now firmly on the ‘desired amenities’ list!
We have seen AI being introduced by so many industry stakeholders. We are also using the technology opportunities for productivity and data analysis across many of our franchise partner support functions.
HOW TO BECOME A FRANCHISEE OF PASS THE KEYS
1. The process begins with ‘discovery’, when our franchise sales team illustrates the concept of franchising, and our business and service models.
2. Applicants complete local market analysis and financial modelling.
3. Applicants present their findings in a final recruitment meeting.
4. All applicants are invited to meet members of our leadership team.
5. Website link for any interested parties: https://franchise.passthekeys.com
Members’ Spotlight
THE STAA ARE FINALISTS FOR THE 2025 SME4LABOUR EXCELLENCE AWARDS
We are delighted to have reached the final of the 2025 SME4Labour Excellence Awards, being nominated as ‘SME Trade Association of the Year’.
This achievement is an important recognition of the contribution that SMEs across short-term rental (STR) tourism make every day.
From individual hosts and property managers to technology firms and service providers, the STAA is proud to represent businesses that create jobs, strengthen local economies, and enhance the future of UK tourism.
It also sends a strong message to the government: STR tourism SMEs matter.
SME4Labour is the influential organisation that works closely with the Labour Party to ensure SMEs have a voice. Their awards are backed at the highest levels, and the winner in our category will be announced on 4th November.
Voting has now closed, and the STAA would like to thank all members, supporters, and Short Stay Summit partners for their encouragement and participation. Simply being named a finalist is a fantastic endorsement of our collective work but with your support, we hope to go one step further.
WE MEET LOUISE BIRRITTERI, STAA BOARD MEMBER AND CEO AND FOUNDER, PIKL
Each year, the STAA members elect a board to lead on the overall strategic direction of the association. Drawn from a wide range of backgrounds and businesses and each bringing their unique perspective to the role, STAA board members provide strategic vision and expert guidance to help the association meet its goals.
In this edition of The Associate, we sit down with Louise Birritteri, STAA treasurer, and CEO and founder of Insurtech Pikl, to talk insurance solutions, education, collaboration and more.
About Me
I am the CEO and founder of Pikl, specialising in insurance solutions for the STR markets. I also have a background in finance, pricing and underwriting, which has given me the specialist skills and expertise needed to tackle the unique challenges and opportunities in this STR market.
I am the treasurer of the STAA and the longest standing board member, having joined very early in the inception of the association in 2019. I’m also the chairperson for Insurtech UK, the trade association for the largest number of insurtech firms in the world.
I live and work in Norfolk which has been my home for most of my life. When I am not working, I love to spend time gardening on our small holding where there is always something to do especially as it’s harvest time now!
What is Pikl and what services do you provide in the STR industry?
I launched Pikl in 2019 to address the growing demand for insurance solutions for damage, financial promotions, and income protection, to not only protect against downside risks but also enable revenue growth for hosts, and professional operators. This might be through helping hosts with the right home insurance or working with professional property managers / agencies to drive a more compelling guest proposition.
Headquartered in Norwich, Pikl was one of the first companies to create specialist insurance cover for individual hosts in the STR sector. We recognised early on that standard home insurance often left people exposed when letting their property, and we developed products to fill that gap, enabling hosts to operate with confidence. We have so far protected more than nine million STR nights.
What does your role on the STAA board entail?
As treasurer, I oversee the financial management of the association, ensuring resources are allocated wisely and transparently. I also contribute to discussions on policy, regulation and industry standards, drawing on my experience at Pikl to represent the commercial and operational realities faced by hosts, property managers and platforms. The role allows me to bring a growth focused, solutions driven perspective to the association’s work, helping to build a stronger and more resilient industry.
What is your Room 101 for the STR industry?
A personal frustration is seeing hosts and property managers operating without the right protection in place. Too often, they discover the gaps only when something goes wrong. It undermines trust in the sector and creates unnecessary risk for everyone involved.
What is something that people often misunderstand about your job?
People sometimes think my job is simply about selling insurance. In reality, it is about designing growth strategies for our partners which balance risk and reward. It’s about understanding how to optimise a business model to get the right customer outcomes. That might be through offering flexible booking options / cancellation options that customers are prepared to pay more for, whilst balancing the risk that comes alongside this flexibility. That’s where the insurance element comes in.
Who do you collaborate with most often in the STR industry?
At Pikl, I work most closely with property managers / agencies. Our most popular products are those which we co create with our partners with the expectation of collaboration over a period of years, as this allows us to test, learn and iterate to give the right outcomes. Through the STAA, I collaborate with peers from across the sector on everything from regulatory
engagement to sharing best practice, ensuring the industry’s collective voice is both informed and influential.
What is the most fun or unique part about your job?
The most rewarding part is seeing the measurable impact of a new idea. For example, launching flexible cancellation with a partner and then watching their booking conversion rates and revenue increase is hugely satisfying. I enjoy the creativity of developing products that solve real problems and the challenge of making them easy to use for both businesses and customers.
What is your favourite destination in the UK for a staycation?
Having lived most of my life in Norfolk, I strongly fly the flag for the beauty of the North Norfolk coast and the Norfolk broads and very often stay close to home. The mix of beaches, coastal walks, river boating and independent shops and restaurant makes it perfect for switching off and recharging.
What is your main ambition for the STR industry from an STAA perspective?
My ambition is to help the STR sector realise its full growth potential while safeguarding the experiences that make it special. That means supporting members to navigate regulatory changes with confidence, embrace innovative solutions, and create an environment where future generations can continue to enjoy holidaying in the UK.
To do this, we need to build on our market leading annual Short Stay Summit to bring more of this energy to the sector throughout the year. By not only growing the associations resources and events and making them more digestible and accessible to our members throughout the year but also through driving higher membership and engagement.
Scan to join the STAA today.
From L to R: Louise Birritteri, CEO, Jessica Craker, CCO, Steve McGuinness, COO, Randy Locklair, CTO, James Everett, CUO, Richard Savelli, CFO
Andy Fenner, CEO UK STAA meeting Brigadier Christopher Palmer OB (the Head of the Army Reserve & Cadet Forces)
STAA CEO Andy Fenner, recently visited the Royal Military Academy Sandhurst and the Defence Academy of the UK to underline why tourism and defence must work together more closely. He was the only representative from the tourism sector at the briefings, which included senior military leaders from the Army Reserve and Cadet Forces, as well as business leaders working with Defence Relationship Management.
“With conflict in Ukraine and global uncertainty, it’s more important than ever that business and defence stand side by side,” Andy said. “Tourism businesses can gain hugely from employing reservists, cadets and veterans, who bring discipline, teamwork and resilience. In turn, our sector strengthens national security by supporting those who serve.”
The STAA has long backed this agenda. It is a signatory of the Armed Forces Covenant and at this year’s Short Stay Summit 2025, the chosen charity partner was the Forces Employment Charity, which supports veterans into work. Andy stressed this is not symbolic: “Tourism is one of the UK’s biggest employers. We want our sector to be recognised as a supporter of the armed forces community and a contributor to national resilience.”
For the STAA, these links with defence sit alongside its broader leadership role. As the national voice of the short term accommodation sector, the association not only represents platforms, property managers and hosts at home but also leads the Global Associations Network, connecting tourism associations worldwide to share ideas and best practice.
Andy’s presence at Sandhurst and Shrivenham showed that tourism belongs in conversations once reserved for other industries. Under his leadership, the STAA is ensuring the sector is seen not just as an economic driver, but as a partner in wider national priorities.
5
REASONS WHY YOU SHOULD HAVE A RESERVIST OR CADET INSTRUCTOR ON YOUR TEAM
The best training: Reservists bring world class training worth thousands straight into your team at no cost to you.
Team players: Used to leading under pressure, they know how to keep a team pulling together in the busy seasons & stressful guest situations.
People managers: if a Cadet Instructor can keep a room full of volunteers engaged, they can work magic with your team.
Change management: Army training is built on high stress scenarios, exactly what you need with a double booking, a host cancelling or a property springing a leak on bank holiday.
Leadership pipeline: Reservists and cadet instructors are natural leaders, giving SMEs future managers without having to recruit externally.
The Royal Military Academy, Sandhurst
APARTUR’S MARIAN MURO ON BARCELONA LEGISLATION AND VIEW FROM EUROPE
PLEASE INTRODUCE YOURSELF AND APARTUR.
My name is Marian Muro and I’m CEO of Apartur. As a private, non profit association, we unite the STR sector around common objectives. Comprising 300+ management companies, property owners, and individuals, we represent 85 per cent of the licensed properties in the province of Barcelona.
Apartur acts as an intermediary in negotiations with governmental and other institutions, ensuring the defence and visibility of the collective interests of all.
WHAT REGULATIONS HAVE BEEN ADOPTED IN SPAIN, AND IN BARCELONA SPECIFICALLY TOO?
Spain is divided into 17 autonomous communities [regions], and each has authority over tourism matters. Therefore, there are 17 different regulations. Catalonia was the first region in Spain to regulate tourist housing [in 2012], which allowed me to organise an activity that already existed but was not regulated. Currently, there are 9,700 fully legal, high quality tourist homes in Barcelona. Since 2014, the granting of new tourist housing licences in Barcelona has been prohibited, so there has been no growth for more than 11 years.
WHY IS THE GOVERNMENT THREATENING TO BAN STRS IN THE COMING YEARS?
In 2012, regulation was introduced in Catalonia, establishing requirements that this sector must comply with. Likewise, municipalities can manage their territory and set limits / restrictions on the number of tourist apartments in their city.
In January 2024, Barcelona City Council announced its intention to eliminate tourist apartments by 2028. In my view, it was a political and populist announcement, a consequence of the pressure the administration is facing due to the housing crisis. Instead of building new housing, they launched a populist message claiming that by eliminating the 9,700 tourist apartments, the city would recover 9,700 homes for residents. This is also false, as each owner, even if their licence is revoked, will still be free to do what they want with their property, and the majority will not put it on the long term rental market due to existing legal uncertainty.
WHAT HAS WORKED SO FAR?
We agree there should be limitations and restrictions. Cities must find a balance. But the government cannot be allowed to eliminate an economic activity and revoke a right that was once granted on a permanent basis. Tourist apartments are like hotels, campsites etc as they respond to a specific demand; therefore, they must exist. Their elimination would prevent many families from being able to visit Barcelona, as they would not be able to afford the high prices of hotels.
WHAT HASN’T WORKED?
In Barcelona, everything has worked well. The activity was regulated, it was organised, and tourist apartments represent only one per cent of the city’s total housing stock today. We are the city that has best regulated and structured this activity, and there are practically no cases of illegal supply. The case of Barcelona is a success story.
WHAT ARE THE NEXT STEPS FOR YOU AT APARTUR?
We will continue fighting so that tourist apartments are not eliminated in Barcelona in 2028. Our lobbying work has been very intense, and the European Socialist Party has already distanced itself from the decision of Barcelona City Council led by the same political party. The elimination of tourist flats would lead to a hotel monopoly with extremely high prices. Tourist apartments provide diversity of choice, decentralise tourism, and generate wealth for local businesses.
WHAT LESSONS CAN THE UK MARKET LEARN FROM BARCELONA?
Barcelona is a regulatory example as it has struck a balance while offering high quality tourist housing. Tourist housing represents only one per cent of Barcelona’s total housing stock, and the city has created a system to combat the illegal supply of tourist flats, resulting in very little illegal activity. All tourist accommodations are equipped to reduce noise, use 24 hour service systems, and are much more sustainable than other types of lodging.
The key for any city is to find balance. In a large city, there must be hotels, apartments, and tourist housing, but in a proportional and organised way to respond to demand while ensuring the ability to choose.
The STAA Interviews
Industry News
A NEW FACE FOR THE
TOURISM ALLIANCE
The Tourism Alliance, the tourism body that the STAA is a key member of, has announced Eddy Leviten as its new Executive Director.
Emma McClarkin OBE, Chair of the Tourism Alliance said:
“Eddy is a proven coalition-builder with the energy and strategic clarity the sector needs right now. His experience ....will be invaluable as we champion a competitive, sustainable and world-class UK visitor economy.”
Eddy and STAA CEO Andy Fenner, are already working together to ensure that the voice of STR tourism is heard.
NEW TOURISM MINISTER AT DCMS
Stephanie Peacock MP is the new Tourism Minister for England. She joins DCMS at a crucial time for UK tourism and id the person at the helm of the English registration scheme for short-term lets. The STAA team has been working closely with DCMS on the registration scheme and is looking forward to working with the Minister.
Peacock is the Labour MP for Barnsley South. First elected in 2017 and was a Shadow DCMS Minister. She he previously worked as a teacher, in adult education for the shop workers’ union USDAW and as a Political Officer for the GMB trade union.
STAA GAN EXPANDS INTO ASIA
Short-Term Rentals Asia (STRA) has joined the STAA’s Global Association Network (GAN). The GAN was set up by the STAA through the Short Stay Summit to create a practical alliance of short-term rental trade associations that share best practice, swap ideas and co-create solutions. It’s another step in the STAA’s mission to expand markets for members while lifting standards worldwide. Travel has no borders; neither do the opportunities and the challenges facing our sector.
Why Asia, why now?
Asia is one of the fastest‑growing regions for short‑term rentals, from major gateways to emerging secondary cities. For UK operators, platforms and service providers, the region represents fresh demand, new partnerships and year‑round seasonality offsets. For destinations, it brings tried‑and‑tested templates on safety, data and proportionate rules that keep communities onside. STRA’s membership brings an Asia‑first voice to the GAN, ensuring learning flows in both directions.
The next in person GAN meeting is being held in the Attlee Room of the House of Lords the day before the 2026 Short Stay Summit. Email events@ukstaa.org to apply for yours.
Paul’s Pulse
THE SAD DEPARTURE OF THE PASSPORT STAMP
– BUT OPTIMISM FOR THE FUTURE OF UK TOURISM
If you’ve been following the news over the last few weeks, you’ll know that the border crossing experience for UK and other European travellers will soon look very different.
In the coming weeks, the European Union will roll out its delayed entry exit system [EES], which is designed to transform the border crossing experience at airports and ports for all travel in and out of the Schengen area. The move aims to identify suspected criminals, combat identity fraud, and ensure limits on stays of 90 days in any 180 days for UK travellers visiting the EU.
As these new measures are introduced, we will soon see more biometric checks taking place at border crossing points [e.g. facial and initial fingerprint recognition], which will ultimately replace the manual checking and stamping of passports by April 2026. As any keen travellers can testify, it can be a source of pride and nostalgia looking back at stamps from memorable holidays and trips, so it will be equally sad to see these mementos usurped by technological advances.
This will then lead into the launch of a new digital border system that will change the requirements for visa exempt British citizens travelling to the Schengen Area – an online authorisation called ETIAS [the European Travel Information and Authorisation System]. Scheduled to come in by early 2027, the ETIAS will cost £17 [around 20 Euros] for travellers between the ages of 18 and 70, be valid for three years, and affect UK citizens as a post Brexit measure.
Despite the uncertainty that these changes could bring, the travel and tourism industry will adapt as it always does.
At a time when travel to the EU will become slightly more difficult, it is hugely encouraging news that the UK Government has approved a £2.2 billion expansion of Gatwick Airport, which includes the construction of a second runway by 2030.
Not only could the announcement potentially be a game changer for UK aviation, allowing for up to 100,000 more flights a year, but it could also be a game changer in boosting the attractiveness of the UK tourism market and creating an additional 14,000 jobs across both travel and hospitality. The increase in flight capacity will enable more international tourists to visit the UK for leisure or business purposes, giving hope to hospitality providers like short term rental hosts and property managers that they can maximise occupancy throughout the year.
Coastal Communities Roadshow
STR tourism: creating jobs, driving investment, regenerating the great British seaside. Bringing heads of tourism organisations together with MPs, Councils and Tourism Representatives to connect the dots and start working together.
Where: Paradise Room, Pleasure Beach, Blackpool
When: 23rd October from 9.30am
Lunch: Networking 2 course lunch* from 1.00pm – 2.30pm
