Chris Webb MP, Chair APPG for Tourism & Hospitality talks at GAN ‘25 P20
Police Scotland Advises Holiday Let Sector on keeping guests safe P27
Andy Fenner, STAA CEO with Chris Webb MP, Chair, APPG Tourism & Hospitality
A MESSAGE FROM GRAHAM DONOGHUE
4
14
POLICY UPDATES
8
A RECORD-BREAKING SUMMIT: THE SHORT STAY SECTOR COMES TOGETHER AT OLD BILLINGSGATE
PARTNERING FOR SAFETY
30 KEY DATA’S JULY 2025 UPDATE
EDUARDO MIRANDA, ALEP ON REGISTRATION SCHEMES AND VIEW FROM EUROPE
GLOBAL COLLABORATION FOR LOCAL IMPACT
20
23
FORCES EMPLOYMENT CHARITY NAMED STAA SUMMIT CHARITY FOR 2025
36
MEMBERS’ SPOTLIGHT PAUL’S PULSE
WELCOME TO THE ASSOCIATE SUMMER EDITION
Dear STAA Members,
Welcome to the latest edition of The Associate. I’m pleased to share this update on how the STAA is working to represent, protect and grow our sector across the UK.
We are proud to be the national voice for the short term rental industry — and that voice is strong because of you. Our members span global booking platforms, professional property managers, affiliate businesses and individual hosts. Together, we speak with real authority. Our policy team includes senior leads from the major platforms and operators, ensuring that your concerns are being heard where it matters — in Westminster, Cardiff, Holyrood and Town Halls across the country.
Inside this issue, you’ll find updates on our national policy work, new regulatory developments, and member spotlights, alongside practical insights on operations, learning and compliance. Whether you’re a large operator or a single host, I hope this content helps you stay informed and confident in your business.
We’re also delighted to welcome two respected industry leaders to the STAA team:
• Paul Stevens joins as Guest Editor of The Associate, bringing deep sector insight, and
• Mark Simpson, founder of Boostly, joins the STAA Board of Directors.
Their knowledge and networks are a real asset as we grow the Association’s reach and impact.
As always, we want to hear from you. Share your story, pitch a feature, sponsor a page — this is your magazine. And if you find value in what we do, please encourage your colleagues and peers to join. Our member referral scheme rewards you for bringing others on board — many members now pay reduced or even no fees at all.
Thank you for your continued support. Together, we are building a stronger, smarter, and better connected short term accommodation sector.
Best regards,
ANDY FENNER, Chief Executive, STAA
A MESSAGE FROM GRAHAM DONOGHUE, THE NEW CHAIR OF THE STAA
Graham Donoghue and Patricia Yates, VisitBritain / VisitEngland talk at the Short Stay Summit ‘25 about ‘Insights on trends, travel and tourism.’
We are proud to announce the appointment of Graham Donoghue, CEO of Forge Holiday Group and Sykes Cottages, as the new STAA Chair. Graham steps into this leadership role following in the footsteps of an illustrious line-up, including industry titan and STAA founding Chair Merilee Karr, and Booking.com’s inspirational Head of Policy, Fiona MacConnacher. His appointment continues a tradition of strong, visionary leadership that reflects the strength and diversity of our sector.
Introducing Graham Donoghue
“I’m honoured to take on the role of Chair of the STAA,” Graham says. “Having served on the Board for several years, I’ve seen first-hand the vital work the Association does in representing the sector, advocating for smart regulation and supporting its members. I’m thrilled to now lead the organisation into its next phase.”
A Time of Challenge and Opportunity
Graham takes on the role at a time of transition for the short term rental sector. From inflation and shifting consumer behaviour to fast-developing regulation, businesses are navigating a highly dynamic environment.
“We’re seeing real challenges — from weak consumer confidence in some markets and rising operating costs, to increased expectations around flexible cancellations and payment terms,” Graham explains. “Regulation continues to evolve, and the STAA must be front and centre in helping shape it into something that works for businesses and communities alike.”
Bringing Industry Experience to the Role
With a track record of building and scaling Forge Holiday Group into a national market leader managing close to 30,000 units, Graham brings deep operational knowledge to his new post. His experience spans mergers and acquisitions, technology, data, and people development — all of which are central to the future direction of the sector.
“I’ve worked across everything from start-ups to largescale integrations. I’ve seen how data, technology and innovation can transform the guest experience, and I want to bring that perspective to the work of the STAA,” he says.
Looking Ahead
Graham is committed to supporting the STAA’s three strategic pillars: shaping policy, educating members and building a strong, sustainable association.
“The Summit in April showed the strength and ambition of our community — over 1,300 people attended and the energy was incredible,” Graham reflects. “We’re already planning next year’s event, with a bigger programme, more fringe sessions and a strong focus on technology, data and AI.”
He’s also clear that the Association must continue to serve members at every level.
“Our industry offers phenomenal products and services, and while there will be market consolidation ahead, there is also huge potential. The STAA must be a powerful voice for the sector, providing guidance, clarity and connection.”
An Open Door to Members
As Chair, Graham is eager to hear from members directly.
“I want to help the STAA remain open, honest and collaborative. We have the privilege and responsibility to shape the future of our industry. I’d encourage all members to get involved — your insights, questions and feedback are what make us stronger.”
With discounted Summit tickets, access to exclusive webinars, ongoing policy updates and education programmes, membership has never been more valuable.
“Let’s build something lasting — together.”
Scan to join the STAA today.
WHY WE’RE RELAUNCHING THE ASSOCIATE
At a time of transformative change, as well as significant challenges and opportunities for the short-term rental sector, now is the perfect time to be relaunching our bi-monthly publication, The Associate, for our members across the UK.
Already in 2025, we have successfully initiated dialogue with the new Labour government, as well as strengthened our established relationships with Scottish authorities and continued our important work in Wales. Despite the considerable challenges we face, from stricter regulations to council tax increases, relaunching The Associate allows us to maintain a unified voice to ensure policymakers and the public understand our essential contributions to tourism, local communities, and the national economy.
The Associate will also enable us to build towards and achieve our strategic priorities for the year ahead.
We are continuing to strengthen our partnerships with key decision-makers, not only in Westminster but also
across Scotland and Wales, to highlight our positive impact and advocate for balanced regulations that support responsible growth, while respecting the needs of local communities and property owners.
We plan to expand our membership and consult more extensively with our members, in terms of sharing both key resources and expertise. At the same time, we are collaborating with local councils, tourism boards and industry organisations to promote our sector’s contribution to tourism and recognise the value of each individual property manager.
We are also committed to the continued development of our annual Short Stay Summit, as well as to launching smaller regional events across the UK, to facilitate participation in educational and networking opportunities and face-to-face discussions so we can address challenges together, share best practices, and strengthen the networks that support our industry at every level.
With the reintroduction of The Associate, we will put your stories, your challenges and your successes at the centre of our work on behalf of you – our valued members.
INTRODUCING PAUL STEVENS, GUEST EDITOR OF THE ASSOCIATE
The STAA is proud to announce that respected industry journalist and commentator Paul Stevens has joined The Associate as its new guest editor. A well-known figure in the short term rental community, Paul brings a wealth of sector insight, media experience and global perspective to the role, and we’re delighted to welcome him on board.
A Word from Paul
“I’m thrilled to be taking on the role of guest editor for The Associate, the official magazine of the Short Term Accommodation Association. I’m equally excited to continue contributing to the STR sector and supporting the STAA’s work in raising standards, informing debate and advocating on behalf of the industry.”
Prior to joining The Associate, Paul was editor of ShortTermRentalz.com, part of the International Hospitality Media portfolio, where he spent six years reporting on the latest trends, innovations and policy shifts across the global short term rental landscape.
During that time, Paul also helped launch and lead the Shortyz Awards, an annual event celebrating excellence in STR held the day prior to the STAA conference, The Short Stay Summit. “These experiences gave me a broad understanding of both the challenges and the opportunities within our sector, not only in the UK, but globally. I’ve seen first-hand the creativity, resilience and collaboration that drives this community forward,” Paul said.
A Global Perspective
Paul is a graduate in French and Spanish from the University of Southampton, where he spent a year abroad in Grenoble and Málaga. His international outlook, combined with sector specialism, makes him ideally placed to reflect the increasingly global and interconnected nature of the STR industry.
As guest editor, Paul will shape The Associate’s editorial direction over the coming months — bringing together news, opinion, member stories and expert commentary to inform, engage and inspire.
What’s Next
Paul’s appointment comes at a pivotal time for the short term rental sector in the UK. With major policy reform underway across the four nations and a fastevolving business environment, there has never been a more important moment for strong, informed industry storytelling.
STAA CEO Andy Fenner said, “We are delighted to have Paul leading The Associate through this next chapter and look forward to sharing more member content, policy insight and sector thought leadership in every edition.”
Please contact Paul on editor@ukstaa.org to be featured in the next edition.
POLICY UPDATES
SPEAKING UP FOR THE SECTOR
As the voice for policy in the short-term rental 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 short-term rentals as a vital part of the UK’s visitor economy. That means tackling the difficult issues from registration and planning, to tax reform and safety, with confidence, credibility, and with a united industry voice.
Our work is guided by the Policy Group. This group brings together an exceptional depth of professional expertise from across the sector, from global platforms to local operators. We are fortunate to have such a talented group around the table and we’re proud to have such a strong team helping us lead from the front.
We continue to work closely with local councils across the UK by supporting members in their communities, addressing local challenges, and making the case for evidence-led, balanced solutions that will work in practice.
In each edition of The Associate, members of the Policy Group will 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’d love you to join the Policy Group. Get in touch to find out more.
WRITTEN BY: SHOMIK PANDA, DIRECTOR GENERAL, STAA & CEO INLINE POLICY
L to R: Shomik Panda, Director General, STAA & CEO Inline Policy and Chris Webb MP, Chair APPG for Tourism & Hospitality on the main stage at the STAA’s Short Stay Summit 2025 providing a tourism update
ENGLAND: A LIGHTER TOUCH, BUT CHALLENGES REMAIN
The Labour Government inherited a commitment to develop a registration scheme for short-term lets in England, alongside a policy proposal to grant local councils additional planning powers over new holiday lets.
But with hefty economic and foreign policy challenges on its plate, the new Government’s interest in progressing either has so far been limited.
One year in, we are beginning to see some welcome progress toward a light-touch registration scheme — and the Government should be commended for listening to industry voices, including the STAA, who seem to have successfully made the argument that ‘less is more’.
Last month, officials confirmed that the scheme has entered its ‘beta’ development stage, with potential testing in a single local authority later this year. From that point, the rollout will take time, and our best estimate is that we remain well over a year away from registration becoming a national requirement.
At the same time, appetite within the Housing Department for giving councils new planning controls over holiday lets appears to have diminished, at least for now.
The STAA has always maintained that it will work with government to address local concerns, but that any new regulations must be based on evidence. That’s why the registration scheme is such a vital first step — allowing policymakers to gather accurate data before considering broader restrictions on the sector.
On the face of it, this places England in the most benign policy environment of the UK nations when it comes to STR regulation. But that does not mean the pressure is off.
Instead, operators in England face a raft of uncoordinated proposals and reforms from across government that collectively present a serious challenge to the sector’s viability. These include:
• The abolition of the Furnished Holiday Lettings tax regime
• Cuts to business rates relief
• Increases in employers’ National Insurance contributions
• Proposals for mandatory Energy Performance Certificates for holiday lets, and potentially requiring all STR properties to reach a specified EPC rating by 2030
Each of these changes poses a disproportionate cost, especially to small businesses and rural operators already working on tight margins.
There are promising efforts from the Department for Culture, Media and Sport (DCMS) to engage more actively with the tourism sector, including through the Visitor Economy Advisory Council, where STAA Board Members have participated.
But it is no secret that, across government, tourism does not yet receive the attention it deserves — either as a driver of economic growth or as a provider of thousands of jobs and livelihoods throughout the country.
That’s why the work of the STAA and its members remains so important. We must continue to highlight the huge contribution of holiday lets and the wider self-catering supply chain, and ensure that any future regulation is fair, proportionate, and grounded in evidence.
WRITTEN BY: CHARLIE REITH, DIRECTOR OF GOVERNMENT AFFAIRS, NORTHERN EUROPE, EXPEDIA GROUP
CONSTRUCTIVE ENGAGEMENT IN SCOTLAND: A NEW CHAPTER FOR STR POLICY
In January 2025, the Scottish Government established an Expert Working Group to review the guidance provided to local authorities on the implementation of short-term lets (STR) licensing.
Chaired by VisitScotland, this group brings together a diverse set of voices and I’m proud to represent the STAA within it.
Our inclusion in the group reflects the growing recognition by the Scottish Government of the STAA’s national role in helping shape fair, workable policy. This isn’t just about lobbying for change; it’s about helping to deliver clarity, consistency, and good governance for a vital part of Scotland’s visitor economy.
The group has reviewed more than 18 areas of current guidance, and is preparing a set of recommendations to ministers that aim to simplify aspects of the licensing system for hosts and operators across the country.
It’s been encouraging to see recent signs of progress. In February, the City of Edinburgh Council responded to industry input by extending the duration of
secondary let renewals from one to three years. This was a key “ask” from the STAA’s consultation response and supported by other industry representatives. Edinburgh has since gone further, announcing a 60% reduction in licensing renewal fees, another welcome move in a challenging market.
At the same time, challenges remain. Local authorities such as Perth & Kinross and Highland Council have announced plans to consult on new Control Areas, signalling that the conversation around local regulation is far from over. Planning remains a major obstacle and there is the need to look more widely at how this interacts with the licensing regime.
That’s why maintaining open dialogue is essential. We’ve been pleased to work with VisitScotland on this project. It was a particular highlight to welcome VisitScotland speakers to the STAA Short Stay Summit earlier this year, an important signal that collaboration is the way forward.
It is clear that there need to be changes to the licensing framework and that the harm it has caused to tourism needs to be addressed. As the working group continues its progress, we hope to see more urgency and finalise recommendations by the end of the summer. We will ensure that the voices of responsible hosts, property managers, and platforms are heard clearly and constructively. The STAA remains committed to helping shape a future for short-term accommodation in Scotland that works for visitors, businesses, and communities alike.
WALES AT A CROSSROADS, WHAT’S NEXT FOR SHORT TERM RENTALS?
Wales is moving fast on short term rental (STR) regulation, and for those of us operating across the country, it’s crucial to stay ahead of what’s coming. As part of the STAA Policy Group, I’ve seen how much is at stake for communities, councils and operators alike.
The STAA is actively engaging with Welsh Government, Members of the Senedd and local authorities to make sure new rules are practical, proportionate and support the vital role STRs play in Wales’ visitor economy.
Registration and Levy, Where Things Stand
The Visitor Accommodation Register and Levy Billl is now at Stage 3 in the Senedd. It aims to introduce a national registration scheme covering all types of accommodation, from B&Bs to short lets, and to give councils the power to introduce a visitor levy.
Legislation for the Visitor Levy is still being refined. Recent updates include:
• Greater scrutiny on how councils spend levy revenue
• Levy to be due at the end of stays, though can be collected earlier
• Six month minimum notice before councils can apply the levy to bookings
Importantly, the levy isn’t expected anywhere in Wales until 2027, and Pembrokeshire has already confirmed it will not introduce it under the current council.
Licensing Still to Come
A separate licensing Bill is expected in Autumn 2025. Whether it will follow Scotland’s problematic “apply and wait” model remains to be seen. It is also unclear if the law will pass before the 2026 Senedd elections.
STAA will continue to push for fair, flexible and workable licensing that avoids harming the very communities these policies aim to protect.
STAA in Action
As reforms gather pace, the STAA is front and centre. We support smart, digital first registration systems to collect accurate data on the sector before further policies are introduced. STRs in Wales support rural jobs, offer income to local families and boost community tourism. Policy must reflect that.
This week, STAA CEO Andy Fenner is attending the Welsh Labour Conference in Llandudno, meeting government and council stakeholders. Andy knows the landscape well, having previously lived in Wales and run a short term rental business there.
WORKING TOGETHER WITH COUNCILS TO SUPPORT LOCAL COMMUNITIES
The STAA works closely with local councils across the UK to tackle local concerns and highlight the benefits that short-term rental (STR) tourism brings to communities. From supporting small businesses to creating flexible income opportunities and helping to sustain year-round tourism, our sector plays an important role in the local economy.
We also work hand-in-hand with our members in their communities, providing practical support and policy expertise when challenges arise. A good example of this is in Brighton, where we have been working with STAA member My Getaways to engage constructively with the council. Together, we have attended numerous meetings with councillors, met with local MPs, and brought in policy leads from the major online travel agencies to present a balanced and evidence-based case for our sector.
This kind of local engagement is central to our mission. If you are a member facing issues in your area or would like help in building a stronger relationship with your local council, please get in touch. The STAA is here to support you.
A RECORD-BREAKING SUMMIT: THE SHORT STAY SECTOR COMES TOGETHER AT OLD BILLINGSGATE
The 2025 Short Stay Summit was our biggest and most ambitious yet, bringing together over 1,300 industry professionals from across the UK and beyond. Held at the iconic Old Billingsgate on the banks of the Thames, this landmark venue provided the perfect setting for a day of high-level insight, lively discussion, and sector-wide collaboration.
L to R: Jonathan McNulty, Blue Light Escapes, Rob Dickson, VisitScotland, Bayo Alaba MP, Member of the Culture, Media and Sport Select Committee and Alistair Halliday, Forces Employment Charity discuss tapping into military talent
The event was officially opened by Chris Webb MP, Chair of the All-Party Parliamentary Group for Tourism, who welcomed delegates with a clear message of support for responsible, sustainable growth in the short-term accommodation sector.
Attendees enjoyed a packed programme of sessions and panels tackling the most pressing topics facing our industry. From the impact of AI and automation, to improving inclusion through neurodiversity in hospitality, and exploring global opportunities like doing business in China, the range of content reflected the sector’s growing sophistication and global reach.
We were honoured to welcome the CEO of VisitBritain to the main stage, adding valuable insight into the future of UK tourism. One of the day’s most inspiring moments came from the Forces Employment Charity, our official charity partner for 2025, who shared how the short stay sector can play a role in supporting veterans into meaningful employment. We were also delighted to host Bayo Alaba MP on a headline panel, bringing a strong parliamentary voice to the conversation.
A huge thank you goes to our sponsors, Vrbo an Expedia Group company, Airbnb, Booking.com and Lodgify whose generous support helped make this year’s Summit such a success.
“Short Stay Summit continues to be the gold standard of events for the vacation rental industry. Year after year, the event continues to drive value for our partners and our business with its stellar attendance and programming. So long as our booth keeps buzzing the way it did this year, we’ll keep coming back.”
Tim Rosolio, VP of Vacation Rental Partnerships, Expedia Group
“This was our third time participating at the Short Stay Summit, and it did not disappoint. What continues to make it such a special event each year is that it’s the only nonprofit event dedicated to the STR industry — and that focus really shows in the quality of the programming and the people. We were proud to return this year as one of just two gold-level sponsors, alongside Booking.com. From joining a panel on the future of tech to hosting an SEO consulting session, it was a great chance to share insights and meet with others helping shape the future of short-term rentals.”
Alberto Fernández, Regional Marketing Director, Lodgify
From expert panels to informal networking, the atmosphere throughout the day was one of confidence, collaboration, and ambition. This was a sector not just coming together, but stepping forward.
Our flagship event is back for 2026! Join us at the Short Stay Summit on 22 April 2026 at the Old Billingsgate, London!
If you are interested in sponsoring or exhibiting, please contact events@ukstaa.org
THE POWER BEHIND THE SUMMIT
MEET DIANE LLOYD, THE SHORT STAY SUMMIT DIRECTOR
You might expect the biggest event in the short term rental calendar to be delivered by a full-time team with a large production budget, but that’s not how we do things at the STAA. The Short Stay Summit is proudly run as a notfor-profit, with a small, dedicated team working closely together to keep costs down and ensure that every penny goes back into supporting the sector. No glossy overheads, just focused, hands-on work to deliver real value for attendees, sponsors and our wider community. At the heart of that effort is Diane Lloyd, who leads the event’s organisation with calm professionalism, tireless energy and the occasional emergency spreadsheet. Supported parttime by Andrea and STAA CEO Andy Fenner, the team brings together every speaker, partner, fringe event and practical detail with a shared goal, to make the Summit a powerful platform for industry collaboration and progress.
So how does she do it? We sat down with Diane, fresh off the 2025 Summit, to talk spreadsheets, surprises, speakers, and why she keeps coming back for more...
ABOUT ME
I’ve had the pleasure of partnering with the STAA for over seven years on the Short Stay Show and Short Stay Summit. With more than 25 years in the events industry, I’ve run events in over 35 countries, and my passion for people and human connection has only grown stronger.
There’s no better place to see real magic happen than at an event—where collaboration, community, and innovation come together in real time. For me, events are all about creating moments that inspire growth and connection across businesses and industries.
As an introvert at heart, you’ll find me recharging in nature in the days following a big event—enjoying the quiet after the buzz.
MY ROOM 101 FOR THE STR INDUSTRY?
Bad beds! There’s just no excuse for uncomfortable sleeping arrangements in holiday homes. Premier Inn has proven that good-quality beds don’t have to break the bank—they even sell theirs. I was once told, “Never scrimp on shoes or beds—if you’re not in one, you’re in the other,” and that advice has stuck with me.
Q&A WITH DIANE LLOYD
WHAT’S SOMETHING PEOPLE OFTEN MISUNDERSTAND ABOUT YOUR JOB?
Many people are surprised to learn it’s just Andrea and me behind the scenes of the GA-STR Lunch and the Short Stay Summit — two events in two days! From customer service queries and website updates to social media, content creation, signage, sponsors, and everything in between—we have it covered. I’m thankful that the STAA trust us to deliver their members and the industry this well loved and valued event.
As working mums, people often assume there is a big team behind the scenes, but it’s really driven by our passion to deliver great educational value and support to the STR industry. That said, we’re incredibly lucky to work with an amazing group of industry personnel & event contractors who are very much part of our event family.
WHO DO YOU COLLABORATE WITH MOST OFTEN?
Expedia — especially the wonderful Laura, a true champion of the STR industry (if you know, you know!). They’ve supported both me and the event since our launch in 2019 and were instrumental in our post-COVID relaunch in 2021.
WHAT’S THE MOST FUN OR UNIQUE PART OF YOUR JOB?
Without a doubt, it’s hearing feedback from property owners and managers and using that to find solutions that make a real difference to their businesses. Like many of them, I’m an independent business owner, so I understand how tough it can be to find reliable advice. It’s incredibly fulfilling to know I’m helping make their lives—and businesses—a little easier and more successful.
FUN FACTS ABOUT THE SHORT STAY SUMMIT
THE BIGGEST! The Summit brings together over 1,300 attendees! It’s where the whole industry shows up.
PASSPORT READY? This year, we had visitors from over 34 countries.
1 DAY OR MAYBE 2 The Summit is 1 jam packed day but did you know it all starts the day before with the Global Association Network meetings?
DO-IT-OURSELVES It’s a dry hire venue, so we build everything from scratch, chairs, cloakrooms, cables, coat hangers and all.
WE’RE GLOWING Every stand is a lightbox, so whether you’re a global brand or a startup, you shine just as bright.
VIBRANT We checked over 300 pieces of artwork to make sure the Summit looked sharp, colourful and unforgettable.
BLINK-AND-IT’S-GONE The whole event is built in a day, and cleared out by 9AM the next morning. The fastest turnaround in tourism?
A HUGE EXPENSIVE TEAM? Not the Summit! Amazingly it’s organised by just a few people! Diane, Andrea with Andy & the STAA team.
GLOBAL COLLABORATION FOR LOCAL IMPACT
When I first started working in tourism, founding businesses across the UK and Southern Africa, I learned quickly that success isn’t built in isolation. Whether consulting for major NGOs in remote areas of Zambia and the Congo or operating guest accommodation in the Welsh Valleys or on the slopes of Table Mountain, one principle holds true, we go further when we work together.
Chris Webb MP, Chair APPG for Tourism & Hospitality provides a tourism update at GAN ‘25
Whilst the Summit itself is a one-day showcase of the sector’s best, the activity begins well before the doors open. The day prior, senior leaders from around the world gathered at the Institute of Directors on London’s Pall Mall for a special programme hosted by the STAA. In this issue, STAA Chief Executive Andy Fenner shares the story behind the Global Association Network, how it began, why it matters, and how it’s strengthening ties across borders in a fast-evolving industry.
That belief drives me every day in my role as CEO of the STAA. Trade associations don’t exist to compete, we exist to collaborate, to serve our members, to share what we learn and to raise standards across the industry. It may not always make headlines, but this work matters. At its heart, our mission is simple, we are here for our members.
Why We Started the Global Association Network Ahead of the 2024 Short Stay Summit, we launched
GAN is back for 2026! 21 April ‘26, 10.30am – 2.30pm. Join us at the Attlee Room at the House of Lords Please contact events@ukstaa.org to book your place.
the Global Association Network. The concept was straightforward, to bring together the heads of short term rental associations from around the world to share ideas, challenges and best practice. The response was immediate, and overwhelmingly positive.
The reality is that many of the issues our members face in Cornwall, Cumbria or Cardiff are echoed in Cape Town, Copenhagen or California. From licensing models and community engagement to digital tax policy and housing pressures, this is a global conversation. Our members, your customers live across the world, what happens in our global connected world is no longer stopped by borders, bad press in one country is read by customers in another.
Working together helps us see more clearly, avoid missteps and ultimately deliver better outcomes for the businesses and people we represent.
Andy Fenner, STAA CEO at World Travel Market in Cape Town
Progress at Summit 2025
We took the next step forward at the 2025 Short Stay Summit by hosting a dedicated day for association leaders at the Institute of Directors in London.
Attendees came from across the world. We were honoured to be joined by Chris Webb MP, Chair of the All-Party Parliamentary Group on Tourism, Emma McClarkin, Chair of the Tourism Alliance, and other senior figures who recognise the growing importance of our sector.
The conversation was honest, strategic and energising. It confirmed what we already knew, that the more we connect, the more effective we become.
A Global Job in a Global World
The short term rental sector is global by nature. So is our responsibility. That’s why I’ve made it a priority to represent the STAA and our members in international conversations, and not just behind closed doors, but on global stages. We are creating markets for our industry, your businesses, to grow, expand and succeed.
Africa, where I highlighted the real benefits our sector brings to local communities, from job creation to small business growth.
Some of these conversations are challenging, and rightly so. But they matter. Listening, showing up and being accountable are the foundations of responsible leadership, whether you’re in Manchester or Mombasa.
As regulation becomes more sophisticated and expectations rise, our industry needs connected, trusted associations more than ever.
What’s Next, Manchester, November 2025
We’re pleased to confirm that the next Global Association Network meeting will take place in Manchester this November, ahead of the SCALE UK Conference. This gathering will build on our progress and deepen cooperation between associations at a time when coordination is critical.
If you are a platform, operator or property manager reading this, know that everything we do globally is designed to support you locally. Our goal is to make your voice heard, in Parliament, in City Hall, and across borders where policy is being shaped.
Just this year the STAA’s growing global influence meant I was invited to Saudi Arabia to speak on behalf of the sector at LEAP, a major international conference with over 100,000 visitors, where the role of digital tourism and platform-led travel was front and centre. I also spoke at World Travel Market WRITTEN BY: ANDY
Because this is your association, and we are here to work with others to get the best outcomes for you.
FENNER, CEO, STAA
From L to R: Shomik Panda, STAA and Inline Policy, Rick Wild, Travel Chapter, Ben Spier, Sykes, Fiona Campbell MBE, ASSC, Merilee Karr, UnderTheDoormat Group, Carl Thomson, Airbnb, Chris Webb MP, APPG Hospitality & Tourism, Emma Mclarki,Tourism Alliance, Alistair Handyside, PASC UK, Viktorija Molnar, EHHA, Charlie Reith, Expedia Group.
ADDING EDUCATIONAL EXPERTISE TO THE STAA BOARD
WE HEAR FROM MARK SIMPSON, BOOSTLY
Fresh from joining the STAA board, we catch up with Mark Simpson, who founded his company Boostly ten years ago after noting a distinct lack of education in the industry around direct bookings. Since starting out in Scarborough, where he was born and started helping hosts, he has grown Boostly into a global brand, coaching over 2,000 businesses around the world and generating more than $200 million in direct bookings. Now he talks about his new role with the association, including how he will continue to support and educate hosts.
Helping property managers react to the evolution of AI
Mark says: “I will be educating hosts so that they can keep up with the current demands of what is being thrown at them, as well as helping them navigate this evolution of AI.”
Goals and expectations
Continuing his training and educational work at Boostly, he adds: “I want to spread the education further among hosts in the UK. Helping them market their businesses so that they can continue getting bookings the direct way would be a big success.”
Exciting opportunities
At such an inflection point for the short-term rental industry, Mark believes there is a “fantastic” opportunity for hosts to get “traction, virality and awareness” on social media, whether they have one follower or 1,000.
“Social media is changing the rules on how the algorithm is looked upon for small businesses so now is the best time to be putting content out there. You can get a ton of awareness for your business with zero spend, resulting in bookings and more growth,” he says.
Challenges to address
After navigating various challenges in recent years, Mark is defiant about the future of the industry.
He says: “We’ve got awareness and we’ve still got people wanting to travel in the UK and do staycations. Regulations are there but we’re fighting through it. This is why it’s important to have an organisation like the STAA that can give help and advice.”
The value of the Short Stay Summit for the sector
From attending and speaking at industry events around the world, Mark believes that events like the Short Stay Summit have a transformational impact on everyone from newcomers to experienced industry figureheads, noting the progression that many have made from attendees to becoming speakers who share their knowledge on stage.
“Being at these events is like the shortcut - or the cheat code - to being successful in business. Those that attend and take full advantage of the opportunities are the ones that get better,” he says.
Why STR professionals should join the STAA
Now is the time to join the STAA as it looks ahead to a bright future, according to Mark.
He adds: “The STAA has got its ears everywhere and it’s got the data to back it up. Whether it is in person or online, the information and the education that the STAA puts out is going to be a lifesaver for a lot of people.”
Members’ Spotlight
STEVE TAGGERT OF MY GETAWAYS: A DECADE OF GROWTH, IMPACT AND ADVOCACY
As the UK short term rental sector continues to evolve, STAA members like Steve Taggert, founder and managing director of My Getaways, are leading by example,combining business excellence with community-focused leadership.
Based on the south coast of England, My Getaways is proudly celebrating its tenth anniversary this year, marking a decade of growth, innovation and service in one of the UK’s most dynamic tourism destinations.
A Brighton Success Story
“My Getaways, a multi award winning business based in Brighton, was founded in 2015 by Managing Director Steve Taggert. It has grown to be one of Sussex’s most trusted and recognised names in holiday let and serviced accommodation management.”
My Getaways manages a diverse and growing portfolio across Brighton, Hove, Worthing and the wider Sussex area. The company’s model is designed to maximise returns for owners while delivering exceptional stays for guests.
It’s incredible to look back and see how far we’ve come. We’ve built something truly local and truly special, a business that supports owners, looks after its guests and helps grow the economy here in Sussex.
Award-Winning and Community-Driven
My Getaways was named Sussex Medium Business of 2024, recognition of its sustained excellence in guest satisfaction, local job creation and professional standards. The team’s growth has helped raise the bar across the regional STR sector.
This impact goes far beyond business success. My Getaways has become a respected local stakeholder, working closely with Brighton & Hove City Council to provide data, insight and advice as the council considers future STR policy.
“We believe in fair, balanced regulation that protects communities while recognising the value that tourism brings,” Steve notes.
Leading by Example
Steve’s leadership is a clear example of what responsible STR operators can bring to their communities, and a reminder of the vital role businesses like his play in informing local decision-making and driving long-term standards.
At the STAA, we’re proud to count My Getaways as a member and to showcase the contribution they make.
Members’ Spotlight
CLAIM YOUR CAPITAL ALLOWANCES TAX RELIEF, BEFORE ITS TOO LATE
For many years, the FHL tax regime has offered valuable tax advantages for shortterm holiday let landlords, but many of which came to an end in April with the regime’s abolition. The changes included the removal of capital allowances claims, which generates tens of thousands of pounds in tax relief for holiday let owners.
The government has, however, allowed for owners to carry forward their allowances, but only if they make their claim and secure their allowances no later than the 24/25 tax year, or 2025 tax year for companies.
This means owners still have a window of opportunity to act!
What are Capital Allowances?
Capital allowances are a government incentive that allows business owners to claim tax relief on items that are essential to the running of their business. Upon identifying and claiming on these items, a pool of allowances is generated that enables owners to use as a means of reducing their FHL tax liability in future years.
Qualifying items in FHLs, also known as ‘embedded fixtures’ may have been added since the property acquisition and/or, already in the property when it was bought. Identifying and claiming capital allowances on embedded fixtures that were already in the property upon acquisition is highly complex, requiring surveyors and capital allowances experts which means that this is not a service that accountants typically offer.
Many owners are missing out, so Eureka Capital Allowances are offering a free review to ensure that this opportunity is not missed.
Contact Eureka on 02922 80 3333 or office@eureka-moment.co.uk for a FREE REVIEW
The average amount of tax relief unlocked for owners, per holiday let is £40,000
Capital Allowances Claims Examples
PARTNERING FOR SAFETY: POLICE SCOTLAND ADVISES HOLIDAY LET SECTOR ON KEEPING GUESTS SAFE
Prostitution and commercial sexual exploitation are increasingly big issues in short-term lets due to the risks and harm they can do to people and communities. Here, we speak to Police Scotland to discuss its new national approach to prostitution, Operation Begonia, to discuss what property managers need to be aware of and how they can support the initiative, plus how to report suspicious activity.
Prostitution affects people and communities across Scotland. People involved in prostitution, most of whom are women, are particularly vulnerable to violence.
In most cases, this recognised form of violence against women and girls won’t be reported to the police.
What is Operation Begonia?
Op Begonia is Police Scotland’s national approach to on street prostitution.
During Op Begonia patrols, police officers will target areas known for on street prostitution. They will engage with people involved in prostitution to make sure they are safe and to signpost them to support from partner agencies.
However, officers will also tackle kerb crawling, and arrest and charge anyone attempting to purchase sex.
Pilot phase learnings
This new approach was piloted in Aberdeen, and is now in action in Glasgow and Dundee, specifically in areas where on street prostitution remains an issue.
Detective Superintendent Steven Bertram is Police Scotland’s lead on prostitution. He said: “There are many reasons why people may become
involved in prostitution, but for the majority of people it is not by choice.
Drug or alcohol related issues, or poverty, can drive people into prostitution, particularly on street. It can expose them to violence and exploitation.
Through Begonia patrols, we have seen a significant decrease in kerb crawling which gives our partners more time to talk to people, to offer support. Ultimately, this is about helping people to exit prostitution.”
Key threats to communities
DSU Bertram continued: “Off street prostitution remains a significant but hidden issue. People are being exploited behind closed doors, hidden from sight but right at the heart of many communities.
Women are trafficked into Scotland, around the country and across borders, advertised on websites by organised criminal gangs, whose sole purpose is making money.
And they are housed in privately rented accommodation and premises and subjected to horrendous abuse and sexual exploitation.
Premises are rented often for short periods, as women are moved around from city to city, town to town.”
What property owners and landlords need to know Landlords need to be aware of the risks. They need to be alert to who is renting their property and why. We are asking them to ask questions. And if they are concerned then to contact the police or one of our partners.
“I would encourage landlords and any member of the public to download the ‘Unseen’ App on their mobile phone. This is a great app which highlights the signs for human trafficking and provides access and information about how to report concerns to the Modern Slavery and Exploitation Helpline.”
In terms of Commercial Sexual Exploitation, the signs to look out for are:
• Has there been a previous booking at the property? Is it the same people using the property?
• Do the residents know the person who has rented the property?
• Is the person that is renting the property speaking on behalf of the women?
• Trust your instinct, if something doesn’t feel right, it probably isn’t.
Public awareness
DSU Bertram added: “The public is increasingly aware of the signs to look out for that indicate someone may be a victim of trafficking. We have had reports from local people that have resulted in investigations and convictions.
This is about building trust and confidence in policing. It’s about safer communities and supported victims. And it’s about tackling violence against women and girls in all its forms.”
If you wish to report suspected trafficking and exploitation then call 101, or in an emergency 999. Or you can report anonymously through Crimestoppers on 0800 555111.
Sally Henry, vice president of business development, EMEA, at business intelligence platform Key Data delves into the latest booking trends for this data.*
KEY DATA’S
JULY 2025 UPDATE
Please scan the QR code to look this data in more detail.
Softer occupancy, higher rates, pretty flat RevPAR RevPAR [revenue per available room] is pacing higher than 2024 for all peak summer weeks. On average, there is a £2 or £3 increase on last summer due to higher rates. In 2024, the highest RevPAR was recorded in the first week of August.
Meanwhile, guest paid occupancy is pacing softer than 2024 for all peak summer weeks, including in the first week of August. This may be because 2024 was littered with distractions, namely the Olympics, the European Football Championships, the UK General Election and the generally bad weather. The highest occupancy last summer was recorded in the last full week of August.
ADRs [average daily rates] are currently pacing higher than 2024 for all peak summer weeks, with a similar ADR increase of around £13.
Average length of stay
At the same time, length of stay is contracting for all peak arrival weeks this summer. At the beginning and end of peak summer, average length of stay is currently pacing 0.4 days shorter than last year, compared to 0.2 or 0.3 days shorter for the rest of the peak arrival weeks this summer.
Studios / one-bedroom properties
Key Data is observing a continual growth in bookings of studios / one-bedroom properties, at the expense of three-bedroom properties. Over a three-year period, bookings of these bedroom types have grown from 25 to 27 per cent of all reservations in the UK, which could be attributed to growing mindfulness of the macro-economic environment.
Domestic bookings
According to data, there is a huge domestic market, particularly with English travellers holidaying in England and Wales, and Scots staycationing in Scotland. However, the United States is no longer in the top three feeder markets to the UK this summer – as it was last year.
*Direct data for reservations made by 9 June
CHAMPIONING SERVICE, SUPPORTING SKILLS: FORCES EMPLOYMENT CHARITY NAMED STAA SUMMIT CHARITY FOR 2025
At the STAA, we take our role as a national voice for the tourism and short term rental industry seriously. That includes recognising our responsibility to lead not only on policy and standards, but also in championing causes that reflect our values.
Each year, we choose a Summit Charity Partner, an organisation whose mission aligns with the purpose and potential of our sector. We are proud to announce that for 2025, that charity was the Forces Employment Charity.
Bayo Alaba MP (far right) with the Forces Employment Charity CEO Alistair Halliday (second from right) and the team
A Historic Mission, A Modern Impact
Established in 1885, the Forces Employment Charity has supported generations of veterans, service leavers and their families. Today, it delivers expert, one-to-one guidance to help individuals build meaningful careers after service. This includes:
• Career coaching and CV support
• Training and education opportunities
• Job market research and job matching
• Interview preparation and employer connections
• Employment events and job fairs
Support is available not only to veterans and reservists, but also to partners — including those who are separated, divorced or bereaved, across the armed forces community. Many of the charity’s advisers are themselves veterans or military spouses, ensuring empathy, insight and real-world understanding.
A Perfect Fit for Small Businesses
As STAA members know well, small businesses thrive on resilience, reliability and practical skills, qualities that define those with military experience. Veterans bring outstanding leadership, problemsolving ability and an unmatched work ethic.
A Summit Stage and a Shared Message
As part of the partnership, the STAA gave the Forces Employment Charity a dedicated stand at the 2025 Short Stay Summit, providing visibility and engagement opportunities with hundreds of operators, platforms and suppliers.
We also hosted a main stage panel discussion, spotlighting the opportunities and impact of veteran employment. The panel featured:
• Alistair Halliday, CEO, Forces Employment Charity, ex Royal Navy Commander
• Jonathan McNulty, Founder and CEO, Blue Light Escapes, ex Police Officer
• Rob Dickson, Director of Industry, VisitScotland, former Royal Scots regiment
• Bayo Alaba MP, former soldier in the Parachute Regiment
The conversation was honest, powerful and practical, and received strong feedback from attendees across the sector.
From the Charity: Why This Matters
Lucy Heaver from the Forces Employment Charity said:
“We were delighted to be invited to be the charity partner of the STAA Short Stay Summit 2025. We were able to explain to member companies the benefits of hiring from the armed forces community, how this cohort could be the solution to some of their recruitment challenges, and how they could very positively impact their businesses.”
The partnership also helped break down misconceptions about the types of roles that ex-service personnel seek, and to showcase the incredible diversity of experience and aspiration within the military community.
Looking Ahead: A Journey Together
The Short Stay Summit marks the beginning of a new conversation between our industry and the armed forces community. It showed how short term accommodation businesses can benefit from veterans’ skills, and how, together, we can build more inclusive, resilient teams.
As Lucy put it, “this event was a great starting point for both the Forces Employment Charity and the Short Term Accommodation Association as we start on this journey together.”
To learn more or explore how your business can get involved, visit www.forcesemployment.org
EDUARDO MIRANDA OF ALEP ON REGISTRATION SCHEMES AND VIEW FROM EUROPE
PLEASE INTRODUCE YOURSELF AND ALEP?
My name is Eduardo Miranda and I am the president of the Portuguese Short-Term Rental Association [ALEP], as well as collaborating as non-executive chairman of the European Holiday Home Association [EHHA].
WHAT REGULATIONS HAS PORTUGAL ADOPTED, INCLUDING REGISTRATION SCHEMES?
We have had a registration system in Portugal since 2015, and it was probably the first national, totally online system of its kind to ensure legal operation and compliance.
The key aspects for a registration scheme to be successful are that it has to be simple, accessible and not mixed up with some kinds of authorisation schemes. There is usually only a small fee [e.g. 50 or 60 euros in Portugal] to cover the costs of analysing the information that is sent.
The registration scheme allows us to know exactly who is operating within city and shortterm rental laws, and it is essential that this is based on data to ensure fair regulation.
Even before a registration scheme is decided, however, a key aspect is defining what a short-term rental is, what the individual categories are, and what limits can be put on short-term rentals or other types of tourist accommodation. The system here is quite easy as it helps us to understand the evolution of this industry to discuss public policies and regulation at both a city and a national level.
WHY WERE THESE BROUGHT IN, IN THE
FIRST PLACE?
First of all, the registration scheme was brought in to regulate the different aspects of short-term rentals, as well as urban requirements and tax, which is a big incentive for governments. You have to know who the operators are, especially in a fragmented market, and there is confusion over private use and short-term rental use.
It is important for the market that there are minimum requirements and that there is clarity over who is obliged to follow them legally. The only way for the authorities to control these is by having the context of who is actually operating there.
However, a registration scheme also needs an update system to create pressure in debates, identify the active and inactive short-term rentals, and cancel the registration of the inactive ones.
WHAT HAS WORKED?
When the scheme was launched, what worked well was that it was easy – it was totally online so you could do it even if you were a property owner living in another country. It was also accessible so there was no barrier to the legality of the activity.
In addition, it must work when it launches, hence it is automatic and immediate. This means that even if you fall foul of the information that is asked of you, you can agree to follow all of the rules and requirements to operate a short-term rental, and in the end, there is an automatic process that gives you a registration number and you can begin the activity immediately.
WHAT HASN’T WORKED?
What didn’t work so well, and we are still correcting it now, was that there was no system to update or to monitor who is really active or inactive. Suppose that someone sells a property but forgets to cancel their registration – that is what we are dealing with now.
The clear solution to that is using insurance and in Portugal, there is a mandatory insurance to cover guests and neighbours from third-party damage. It was implemented a few years ago and it was good for the image of the industry because it gives safety to tourists and protection to neighbours, it is simple, and it does not create unnecessary extra obligation.
Now, you have to upload the insurance information on the same platform as the registration system. This solves two big questions – protecting the image of the shortterm rental industry and showing who is active and who is inactive. Out of around 120,000 short-term rentals that are registered on platforms, around 30,000 rentals still count on the database but are no longer active. We are still correcting this now.
WHAT LESSONS CAN THE UK MARKET LEARN FROM PORTUGAL?
Generally speaking, regulation is something that will come one way or another, so it is better for the industry to be part of this process and to be one step ahead. This means being actively involved in creating fair regulation.
All activity must be regulated in some way. We work inside buildings where other people live, we are part of city development and urban planning, and we are part of the tourism ecosystem.
We must work to find balanced regulation, otherwise you are in the hands of regulators who usually know very little about short-term rentals and have a lot of prejudice. Property owners / managers have to understand that associations have participated in these debates, and even if regulation comes in a way they don’t like, it will be much worse if the associations don’t take part.
Sometimes you have to take a step forward and propose some simple, balanced regulations with extra obligations, but this is an important part of the strategy to stabilise short-term rental activity and create fair regulation. Working with associations creates this balance. Usually, registration is the first step so that you don’t have to face worse regulation in the future.
The STAA Interviews
BEHIND THE SUMMIT DESIGN
WRITTEN BY: THE STAA TEAM
Meet Reece Vickerstaff, the creative force behind the Summit’s look & feel.
If you’ve ever admired the sleek stage design at the Short Stay Summit, the crisp branding on a STAA event stand, or even the very layout of The Associate magazine you’re reading now, then you’ve already seen the work of Reece Vickerstaff.
Reece is the designer behind the STAA’s visual identity. From signage and Summit floorplans to every Summit social media graphic and printed programmes, his design work helps bring consistency, clarity and professionalism to everything we do.
But his contribution goes beyond pixels and print. Reece runs his own independent design business, and the STAA is proud to work with, and support, small businesses wherever we can.
“Reece’s work for the STAA is excellent,” says CEO Andy Fenner.
“He’s creative, reliable and gets what we’re trying to do as a trade association. Supporting small businesses is part of our mission and Reece is a brilliant example of why that matters.”
So next time you spot a beautifully designed banner at the Summit or flick through a clean, readable copy of The Associate, you’ll know who to thank. Cheers, Reece — we couldn’t do it without you. Visit his website here www.mydesignstudio.uk
Paul’s Pulse ARE TOURISM TAXES THE WAY FORWARD?
Tourism taxes are a hot topic of conversation right now. This has been driven in part by negative coverage of regional tourism policies and wider awareness of travel distribution, leading to concerns that some hotspots are attracting unsustainable numbers of tourists.
To assess whether tourism taxes or levies are necessary, we must first understand why they are brought in in the first place.
Levies can serve various purposes, from mitigating the increased demand on infrastructure and public services to addressing the environmental impact of tourism, while ensuring the tax burden is distributed proportionately. The goal is to achieve this while still maintaining a healthy balance of incoming tourists but not dissuading them entirely.
The controversy around these levies has been less about whether they are imposed, but more about how they are applied.
As they become more commonplace, concerns linger that these taxes are not serving their original purpose. It does not help when there is a lack of
transparency regarding how these payments are collected, nor is it helpful when the taxes do not apply equally to all hospitality segments.
These tensions have risen to the surface once again as governments in Scotland and Wales press ahead with their respective visitor levies.
In Scotland, Edinburgh will impose the country’s first visitor levy from 24 July 2026, when a five per cent levy on overnight accommodation will be applied to a maximum of five nights. Although it is intended to “support local tourism and visitor facilities”, critics say it will place an unnecessary burden on individual businesses and tip small operators over the VAT threshold.
A visitor levy is also in the works in Wales as the Visitor Accommodation Bill nears its final stage in the Senedd.
The Welsh Revenue Authority is designing a national registration system that will support both a visitor accommodation register and a visitor levy. Once the Bill becomes law, all providers in Wales will be legally required to register.
Operators of holiday lets, hotels, campsites and more in Wales are invited to fill out a short online consultation to help shape how the system will work in practice. Despite opposing the levy, the STAA is encouraging its members to complete the Welsh Revenue Authority’s Visitor Accommodation Survey by the deadline on Friday 18 July 2025 at HERE.
It is essential that any such levy scheme is simple, proportionate and workable for all accommodation providers. Any authorities proceeding with these taxes should be engaging with their communities to ensure the protection of the sector’s long-term survival.
the
help your
Join today.
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
