How Dynamic Pricing Works — And Why It Matters for Your London Property

Pricing a short-let is not a one-off decision — it is a daily one. London demand shifts with seasons, conferences, school holidays, corporate cycles and local events. A property priced once and left alone almost always under-earns compared to one that is actively repriced.

What we actually adjust

• Base nightly rate by season, weekday and weekend
• Length-of-stay discounts (notably the 28+ night rate, designed to attract corporate and relocation guests)
• Last-minute and orphan-night discounts to fill gaps
• Premiums during high-demand windows (Wimbledon, Chelsea Flower Show, major conferences, NYE)

Why vanity nightly rates can lose you money

It is tempting to chase headline nightly rates. But a property listed too high sits empty — and an empty night earns zero. A well-priced calendar that maintains 80%+ occupancy with a slightly lower average rate almost always outperforms a high-rate listing with 50% occupancy.

Our pricing principle

We manage for annual net income, not vanity metrics. Every month you receive a clear statement showing booking revenue, deductions and net payout — so you can see exactly how the strategy is performing.