Britain’s travel sector is undergoing its biggest transformation in decades with a surge in demand for luxury countryside stays, according to leading accommodation provider We Stay Group.
Industry comparisons from the company suggest that exclusive and ‘Instagrammable’ accommodation is now a top priority for travellers, with two-thirds of guests prioritising aesthetics over local amenities and price.
The change in consumer taste is being felt in areas like the Cotswolds, where high-end countryside retreats have seen a rise in popularity fuelled by social media trends.
Sophie Jones, Managing Director of We Stay Group, commented: “We are experiencing a shift in how luxury travel is defined, with demand for high-end short stays growing exponentially.
“Today’s guests are seeking something aspirational: design-led homes that offer a truly unique escape.
“More and more, travellers are seeking a sense of exclusivity along with comfort and convenience.”
The news comes amid a surge in the popularity of staycations, thought to be partially fuelled by online trends, as well as a continued rise in the cost of overseas holidays.
According to a customer survey by Expedia, up to 80% of Gen Z and younger millennial travellers (aged 18-34) said they would pay extra for a “more exclusive” travel experience.
This is backed up by reports from platforms including Airbnb, which suggest properties with enhanced experience-based features like hot tubs and private dining options are 30% more likely to be booked.
“Younger guests are certainly leading the trend”, Sophie added. “They want sophisticated stays that are worth sharing on social media, and which feel tailored to their preferences.”
“Areas like the Cotswolds, once seen as traditional but now recognised as a luxury travel destination, are enjoying an economic boost as a result of high demand. Property owners and local businesses are feeling the positive impact.
At Campden Barn in the Cotswold village of Chipping Campden, the shift has been particularly noticeable.
Previously operating as a short let for over 10 years, the property came under We Stay Group management in 2024 and underwent a full transformation by the company’s in-house interior design team, Design Studio.
Refurbished with exclusive furnishings and features, including a hot tub, Campden Barn relaunched earlier this year, achieving a new average nightly rate of £567, 42% higher than its previous nightly rate.
“Campden Barn’s transformation perfectly sums up the evolving changes in the short let industry.”, added Sophie. “It has become one of our most sought-after properties, and its owners and visitors love the transformation.
“The property’s revenue is projected to increase to around £125,000 this year, up from £88,000 before the Design Studio makeover.”
We Stay Group has reported consistent year-on-year growth, with a 40% increase in guest bookings during 2024/25.
The company now manages over £70 million worth of property assets in the Cotswolds and the heart of Rural England, with further expansion underway .
