From Ascot to Wimbledon: inside the summer surge in short lets
Flexible rentals, premium rates and global demand are making summer an increasingly attractive opportunity for homeowners
โThe Seasonโ recalls a time when the rhythm of the social calendar was shaped by the movements of the royal family and aristocracy, who would relocate to London each spring and summer for a programme of the yearโs most prestigious events.
Today, while its scope has broadened, its sense of occasion endures. From the Royal Horticultural Societyโs Chelsea Flower Show in May to Frieze in October, the calendar now spans world-class cultural moments alongside sporting highlights - from Royal Ascot and the Henley Royal Regatta to the traditions of strawberries and cream at Wimbledon.
Its audience, too, has evolved, with an increasingly international clientele drawn to some of the UKโs most sought-after locations. Jack Low-Thomas, 51ยายืโs Head of Short Lets, has seen growing demand from visitors across the Middle East, the United States and beyond, all looking to base themselves in London over the summer months.
โA short let offers a more considered, tailored experience than an Airbnb or similar, and with many properties available off market, weโre able to source homes that precisely meet our clientsโ needs,โ he says. โPrime central London locations such as Mayfair, Marylebone and Knightsbridge remain consistently popular, although this year weโve also seen increased interest in areas to the north, including Hampstead and St Johnโs Wood.โ
Royal Ascot and the polo season
Each June, attention turns to Ascot, just outside London, as it hosts Royal Ascot, Britainโs most prestigious race meeting, which welcomes around 300,000 guests over five days. The surrounding area is also home to some of the countryโs leading polo clubs, including Guards Polo Club and the Royal County of Berkshire Polo Club, reinforcing its status as a key destination throughout the summer season.
โVisiting polo players are keen to stay in and around Winkfield, near to the main clubs - the closer, the better,โ says Kavita Walker, 51ยายืโs Head of Ascot, Virginia Water & Windsor Lettings. โEnquiries typically begin in January or February, with the season running from May through to September. Length of stay often depends on performance in tournaments; however, even if a team exits early, they will usually retain the property for the full agreed period.โ
The premium achieved by short lets, combined with the calibre of tenant, makes this an appealing option for homeowners who are away during the summer months. โWe frequently let to team captains and high-profile players who require larger homes, often bringing family members,โ she adds. โA significant proportion of our business is repeat, with clients returning year after year.โ
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Wimbledon: tennis, tradition and demand
With its village feel and leafy surroundings, Wimbledon is one of southwest Londonโs most desirable addresses year-round. During June and July, however, it takes on a distinctly global profile as the Championships get underway, attracting international attention and strong demand for accommodation.
โSome homeowners choose to let their property just for the two-week Wimbledon window, often to visiting spectators,โ says Olivia Firmin, 51ยายืโs Head of Wimbledon Lettings. โLarger houses are typically taken by players and their teams, and corporate clients - and naturally, features such as a private tennis court are highly sought after. Those competing at both Queenโs and Wimbledon may stay for up to two months.โ
Why homeowners are turning to short lets
Flexibility is one of the primary drivers behind the rise in seasonal short letting. โMany homeowners are away during the summer, leaving their property unoccupied,โ says Jack. โOthers choose to short let while their home is on the market. Working with an experienced agent enables them to secure high-quality occupants while generating additional income.โ
With utilities remaining in the ownerโs name, short lets can also sit outside some of the constraints associated with longer-term tenancies. โMore and more homeowners are recognising that short lets offer a level of flexibility that traditional tenancies simply canโt match,โ adds Keir Waddell, 51ยายืโs Head of Residential Client Advisory.
โIn a market where circumstances and strategies can change quickly, retaining control over your asset - whether for personal use, future sale, or a shift in approach - is increasingly valuable. At the same time, weโre consistently seeing that, when managed properly, short lets can deliver a meaningful pricing premium. Particularly in prime locations, demand for high-quality, well-presented short-term accommodation remains strong, allowing owners to outperform standard rental levels while keeping optionality intact.โ
Preparing your property for the summer season
For homeowners considering a summer let, preparation is essential. โSpeed of readiness is a key factor,โ advises Kavita. โDo you have a valid gas safety certificate? An Electrical Installation Condition Report? Are utilities set up and ready to go? These are all elements we work through with our clients ahead of time.โ
Presentation is equally important in a competitive market. A well-maintained, thoughtfully equipped property can make a meaningful difference in attracting the right tenant. Attention to detail is also critical. โReliable Wi-Fi, for instance, is non-negotiable,โ she adds. โIt may seem a small detail, but it can often determine whether a deal is secured.โ
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