In recent years, the short-term rental landscape has been shifting. Many UK hosts and investors have traditionally targeted urban centres like London, Manchester, and Edinburgh, drawn by strong demand and higher average nightly rates.
However, an emerging trend shows that rural Airbnbs — cottages, countryside homes, farm stays, and coastal retreats — are outperforming city flats in certain regions. This isn’t a temporary blip. It’s a structural change driven by evolving guest preferences, travel patterns, and lifestyle shifts.
In this blog, we look at why rural Airbnbs are outselling city flats in parts of the UK and what hosts can learn from this trend.
1. Travellers Are Seeking Authentic, Nature-Based Getaways
Post-pandemic travel behaviour has shown a clear preference for experiences that feel safe, open, and refreshing. Rural stays provide:
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Peace and quiet
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Scenic landscapes
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Outdoor spaces
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Easy access to walking trails, parks, and beaches
Guests are increasingly valuing experience and environment over proximity to urban attractions. This shift boosts demand for rural stays, especially among couples, families, and remote workers.
City flats can feel cramped or noisy in comparison, especially during peak seasons or major city events.
2. Longer Stays Are More Common Outside Cities
One of the biggest reasons rural Airbnbs have seen stronger performance is the rise of longer stays:
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Work-from-anywhere travellers spending weeks in the countryside
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Seasonal travellers escaping urban life
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“Slow travel” experiences where guests stay longer and explore more
Longer stays lead to:
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Higher revenue per booking
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Lower turnover cleaning costs
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More stable occupancy curves
Urban flats still attract short leisure and business bookings, but rural listings are increasingly chosen for extended trips — and that adds up.
3. Rural Listings Often Offer Better Value
In many regions, the cost to acquire or convert a rural property remains lower than in city centres. This enables hosts to:
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Price competitively
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Generate stronger margins
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Offer larger spaces (more bedrooms, living areas)
Guests often perceive rural properties as offering better value for money, especially when compared to small city flats with high nightly rates but limited space.
This perception boosts occupancy and direct revenue.
4. Outdoor Amenities Are a Selling Point
Features like gardens, patios, BBQ areas, fire pits, and scenic views are less common in urban flats but are often standard in rural properties.
Guests now actively filter for:
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Outdoor space
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Pet-friendly stays
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Natural scenery
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Private parking
These amenities not only improve guest satisfaction — they also increase search visibility and booking conversions.
5. Event-Driven Demand Is Expanding Beyond Cities
While city events like business conferences, sports games, and festivals still attract guests, rural events and seasonal tourism (e.g., harvest fairs, holiday markets, hiking seasons, beach seasons) are drawing more travellers each year.
Even urban visitors are now mixing city breaks with rural retreats within the same trip, boosting bookings in countryside areas.
Hosts who position their properties as gateways to local attractions are capturing this dual demand.
6. Remote Work Trends Are Driving Demand for Rural Rentals
The rise of hybrid and remote work means guests no longer need to be near offices. Many professionals choose to work from:
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Quiet cottages
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Rural homes with reliable Wi-Fi
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Countryside stays with dedicated workspace
This trend is especially strong in the UK, where rural areas offer connectivity without sacrificing scenery or comfort.
University towns, market towns, and commuter regions benefit from this mixed travel purpose.
7. Reduced Competition in Rural Listings
City markets — especially London and major urban centres — are highly competitive. Many hosts face:
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High supply of city flats
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Price pressure during low seasons
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Frequent regulatory scrutiny
In contrast, rural markets often have less direct competition, making it easier for standout properties to rise to the top in search results and booking demand.
Small villages, coastal areas, and scenic regions can offer hosts an easier path to strong occupancy.
8. Changing Travel Motivations Post-Pandemic
The pandemic shifted perceptions of travel. For many guests, a holiday is no longer just:
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Museums and nightlife
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City tours and events
Today’s travel motivations include:
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Health and wellness
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Nature immersion
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Family bonding
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Mental reset
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Seasonal escapes
Rural Airbnbs align with these motivations more directly than small city flats.
Opportunities for Hosts
If you’re considering rural hosting or already manage a countryside property, this trend creates several opportunities:
Position Your Listing Around Experience
Highlight access to local trails, lakes, beaches, forests, and biking routes.
Market Longer-Stay Discounts
Encourage week-long stays with tailored pricing and minimum nights.
Target Remote Workers
Advertise reliable Wi-Fi, desk space, and peaceful surroundings.
Add Outdoor Features
Deck chairs, BBQs, hot tubs, and fire pits resonate highly with rural guests.
Tell a Story
Guests booking rural stays are seeking narrative — boutique charm, farm life, heritage, and local culture all sell well.
Final Thoughts
Rural Airbnbs are outselling city flats in many regions because traveller priorities have shifted. Experience, space, value, and nature are all key drivers of demand — and rural properties tick these boxes in ways city flats often cannot.
This doesn’t mean city hosting is obsolete. Urban listings still perform well for business travel, events, and short stays. But for many hosts, especially in the UK, rural hosting is now a compelling, profitable, and growing opportunity in 2026.
At AllthingsBNB, we’ll continue analysing market trends to help hosts make smart decisions — whether you’re urban, rural, or somewhere in between.
