Introduction
We are pleased to share with you our latest booking and performance report for May 2025. As always, transparency and insight are key to how we work, and this report is designed to offer a comprehensive analysis of bookings made, departures experienced, and nights spent across our holiday homes during this past month. Alongside, we have compared our performance with data from previous years, specifically highlighting both seasonal patterns and company-wide improvements.
While the raw data for May 2025 may initially appear lower than expected in some areas, it is crucial to frame these figures in the broader context of our evolving booking strategy, improved occupancy management, and the overall long-term upward trend we are experiencing as a company.
May 2025 Overview and Contextual Performance
May 2025 recorded:
- 105 new bookings
- 81 guest departures
- 617 guest nights spent
At first glance, these numbers seem to reflect a pause in performance; however, this is a result of two interconnected and expected factors:
- Limited Remaining Availability: Unlike May 2024, when we had just gone live with Supercontrol and the channel manager, May 2025 saw us entering the month with significantly less inventory available. The initial launch last year presented guests with an abundance of available dates and options. As a result, many future bookings were secured during May 2024 for stays that extended well beyond that month.
- Front-Loaded Booking Pattern: Our success throughout January to April 2025 has meant that a considerable portion of May’s available dates were booked in advance. This shift toward earlier booking patterns is a positive indicator of consumer trust and loyalty in our properties, platform, and service.
- Increased Bookings: We have already taken, from January until the end of May, (5 months), the equivalent of 58.4% of the total bookings taken in our record year of 2024, thus if we continue in the same way, we will exceed the bookings taken, with less managed properties than that of last year.
Strategic Booking Trends and Growth Trajectory
Comparing our year-on-year data reveals a compelling upward trend in total bookings:
| Year | Total Bookings (Jan–May) |
|---|---|
| 2021 | 0 |
| 2022 | 109 |
| 2023 | 267 |
| 2024 | 392 |
| 2025 | 599 |
The rapid growth between 2021 and 2024 is substantial. Even without May figures added for 2025, we are still trending significantly above the same period in 2023. This is a strong validation of our company’s direction, and we expect May 2025’s contribution to be reflected in stays rather than new bookings, since those were secured earlier in the year.
In particular, the launch of our channel management software (Supercontrol) during May 2024 revolutionised our ability to distribute availability across key platforms such as Airbnb, Booking.com, Sykes, and our direct website. The visibility provided by Supercontrol allowed for an initial surge of bookings during May 2024, which was unmatched by May 2025 due to pre-booked stays.
Departures and Guest Night Analysis (May 2025 Comparison)
| Year | Departures | Nights Spent |
| 2021 | 0 | 0 |
| 2022 | 15 | 75 |
| 2023 | 40 | 274 |
| 2024 | 78 | 322 |
| 2025 | 81 | 617 |
May 2024 represents the peak of our performance to date for guest nights, and it is important to understand that these were secured in large part due to the newly available inventory released through Supercontrol. The subsequent filling of peak slots well in advance meant May 2025 operated at close to full capacity already, thereby limiting room for new additions or last-minute bookings.
Platform Insights: Where Our Guests Are Booking
One of our key strengths lies in the diversity of booking channels we utilise. Over the years, we have seen a steady increase in the number of bookings across a range of platforms:
| Year | Airbnb | Booking.com | Repeat Guests | TripAdvisor | Sykes | Other (FB, Google, etc.) |
| 2021 | 1 | 0 | 6 | 5 | 0 | 81 |
| 2022 | 33 | 0 | 14 | 62 | 0 | 192 |
| 2023 | 75 | 95 | 34 | 82 | 0 | 237 |
| 2024 | 147 | 513 | 27 | 177 | 72 | 109 |
| 2025* | 55 | 205 | 14 | 51 | 86 | 91 |
*—Figures as of April 2025
These figures showcase our growing dominance on platforms such as Airbnb, Booking.com and Sykes. Notably, Sykes did not even appear as a partner channel until 2024, and already accounts for a significant number of our confirmed bookings.
Repeat guests continue to represent a strong percentage of our business, underscoring guest satisfaction and the lasting impressions created by our properties and customer service teams.
Key Successes and Operational Highlights
1. Strong Early-Year Booking Surge
2025 began with unprecedented momentum. By the end of April, we had taken in 599 bookings, compared to 301 bookings by the same point in 2022 and 523 in 2023. This suggests a stronger than average preference for early planning among our guests, particularly post-pandemic.
2. Channel Manager Implementation and Adaptation
The rollout of Supercontrol and channel management tools helped us fill calendar gaps and smooth out availability. It also contributed to better operational planning, optimised housekeeping schedules, and more consistent income for our owners.
3. Expansion of Booking Platforms
Our 2024 integration of Sykes and refinement of listings across Airbnb and Booking.com has allowed us to target new demographics and geographical audiences, thereby ensuring broader reach and higher conversion rates.
4. Revenue Per Stay and Occupancy Efficiency
Even without May bookings, the first four months of 2025 have demonstrated improved efficiency in how and when bookings are secured. With fewer gaps in availability and higher occupancy rates, owner revenues remain healthy and stable.
Looking Ahead
Our strategic focus for the rest of 2025 includes:
- Continuing to optimise listings and pricing via Supercontrol
- Further increasing our presence across platforms
- Encouraging longer lead-time bookings for greater occupancy predictability
- Investing in photography, listing descriptions, and guest communication tools
- Passed back control of payments to Booking.com as this increases the SEO rating, with closer management via Reliance Retreats Limited.
- Working with AirBnB to look on how to increase property listings.
- Working with Sykes in terms of utilising some of their niche sites and VRBO.
We will also be placing increased emphasis on:
- Gaining even more return guests through loyalty incentives
- Enhancing guest experience on arrival and departure
- Promoting. the use of reviews on booking sites like Booking.com and airbnb
Final Thoughts
Although May 2025 does not show new booking growth when compared to last May, this was by design and a result of earlier, smarter bookings driven by platform integrations and improved visibility.
We are proud of our progress and where we stand. As a company, our long-term trend is clearly one of success: more bookings, better occupancy, and smarter operational decisions. We hope this report gives you confidence in the strategy we’ve implemented and the strength of your property investment.
Should you have any questions or wish to explore your individual property’s performance in more detail, please do not hesitate to reach out.
With thanks,
Reliance Retreats Lettings Team