Holiday rental owners across the UK are increasingly enhancing their offerings with unique guest experiences to stay competitive and counter rising costs. From butchery courses to stargazing and private skateboard parks, these added attractions are helping boost bookings and revenue amid a challenging financial environment for holiday lets.

Rising energy prices, tax changes, and inflationary pressures have made profitability more difficult for holiday property owners. The abolition of a favorable tax treatment for furnished holiday lets in April 2025 means that income and gains from these properties are now taxed similarly to other rental holdings. Owners can no longer claim tax relief on the purchase of furniture and fixtures but only on replacements. Additional tax increases are set for April 2027, with income tax rates on property profits increasing by two percentage points, impacting both basic and higher-rate taxpayers.

In response, owners are diversifying their offerings to attract a wider range of guests. Rob and Fiona Cunningham operate two holiday cottages at Maynard’s Farm in Weston-under-Redcastle, Shropshire. Their renovated tractor shed accommodations generate around £50,000 annually during peak summer periods at rates between £400 and £800 for five nights. To sustain demand year-round, they provide a £150 per person butchery course where guests learn to butcher a pig side, make sausages, and cure bacon using locally sourced ingredients from their farm shop. This addition has helped increase occupancy by approximately 25% and boosted profits by up to £10,000 per year. Rob Cunningham credits their partnership with renowned chef Rick Stein, who selects their bacon for his menus, as inspiration for extending their farm’s educational activities.

Similarly, farm stays are growing in popularity, up 16% year on year according to holiday rental agent data. Pam Brown manages Ilderton Dod Barns in Northumberland National Park, part of the International Dark Sky Park, offering guests exceptional opportunities for stargazing. Her properties include a barn accommodating up to six guests and a one-bedroom cottage, with weekly peak prices up to £1,000. The rural setting attracts visitors interested in both farm life and astronomy, with provided binoculars and plans for a small observatory to enhance the experience. The farm’s working livestock and dog- and horse-friendly facilities add to the rural appeal. Brown estimates that such extras have increased bookings by up to one-third, resulting in an additional £10,000 annual income from approximately 40% occupancy and £30,000 turnover.

In Norfolk, Lee Merlin-George has expanded appeal at her Little Nollie log cabin in Nollie Woods by offering guests exclusive access to a private skateboard park on the property. Opened for rental last year, the one-bedroom cabin sleeps three and charges £118 to £130 per night. The inclusion of the skateboard facility, installed by Merlin-George’s husband, a carpenter, has reportedly doubled booking rates compared to potential figures without it. The 24-by-16-foot park offers a safe and private environment for both novice and experienced skateboarders, a feature Merlin-George believes supports physical and mental well-being.

These examples illustrate how holiday rental owners are adapting to economic pressures by creating distinctive guest experiences that can provide a competitive edge and improve financial outcomes in an increasingly saturated market.