Surging demand for wellness staycations has fuelled record booking levels at holiday lettings company StayCotswold.
Growth is being driven by the increasing popularity of short breaks focused on relaxation and wellbeing, with more and more guests seeking properties featuring hot tubs, saunas, ice plunge pools, heated swimming pools and outdoor baths.
Holiday homes with wellness and leisure amenities including decking for yoga mats, trampolines and activity cabins with weights are also in demand. Among the features at some properties are a zip wire, a nine-hole putting course and cricket nets.
In the 12 months to March 31, StayCotswold, which is based in Stow-on-the-Wold, grew its portfolio by 16 per cent to 300 properties. Average gross income per property rose by eight per cent, to more than £50,000. On average, StayCotswold generates more than 50 bookings per property per year.
Staff numbers have increased to 20 in line with the expansion of the company, whose three owners are celebrating five years at the helm.
Founded in 2009 by Fergus Mitchell, StayCotswold was acquired in spring 2021 by experienced industry professionals Tracy Archer, Mat Faraday and Tom Burdett. Fergus has remained a director and shareholder.
In 2021, it had just three staff and 60 properties on its books. Its current portfolio spans Gloucestershire, Oxfordshire, Wiltshire, Warwickshire and Worcestershire, and ranges from one-bedroom retreats to properties sleeping up to 28.
Almost 60 properties have wellness amenities such as hot tubs. These are the second most sought-after feature for visitors, behind only dog-friendly accommodation.
Tracy said: “Holidaymakers are increasingly seeking restorative breaks from their busy lifestyles, and relaxation is often at the top of their agenda.
“Wellness features and a more relaxing experience are now seen not as luxuries but as an essential part of a getaway in the Cotswolds. For property owners, having a hot tub or outdoor bath is helpful for driving higher prices in line with demand.”
She added: “The outlook continues to be positive. We expect to see continued steady growth in the number of properties, and further increases in average gross income per property.
“Average booking levels for the summer are 8.8 per cent higher than last year. Winter bookings are already running at approximately 85 per cent of summer levels, enabling owners to secure a positive financial contribution during traditionally loss-making months and maintain employment for local housekeepers, tradespeople and businesses.
“The Cotswolds continues to be a very popular, year-round destination for domestic and international guests, partly driven by the publicity it gets from Clarkson’s Farm and other TV programmes, Soho Farmhouse and famous residents.”
Reflecting on five years of ownership, Tracy said: “When we acquired the business, it had about 60 properties on its books. Our aim was to expand the portfolio and the average annual income per property, utilising factors such as our marketing expertise, our local knowledge and presence, and our pricing know-how.
“Over the five years, we’ve been able to steadily achieve these objectives, even when the market has been really tough.
“From day one, our focus has been to support property owners and guests with care, local expertise and a genuine love for what we do. We’re especially proud of the relationships we have built, helping owners to maximise their properties while ensuring guests enjoy unforgettable stays in this incredible region.”
StayCotswold held a five-year anniversary celebration for staff and marketing partners at Elkstone Studios near Cirencester.
The company is once again the headline sponsor of the Churchill Car Show, which this year takes place on Sunday, June 14.
