SCALE co-founder Damian Sheridan opens up proceedings with a short welcome message for all attendees and an outline of what to expect for the day ahead.

How to upskill in the areas that need that human touch, as AI takes over the donkey work

From Insights to Action: What top operators are doing differently. This isn’t just another market data update. In this joint session, a leading data provider and top UK operator reveal, will reveal how operator behaviour is shifting and the strategic decisions driving growth in 2025. Together, they’ll explore real data trends (think: channel diversification, stay lengths, portfolio mix) and dig into the actions successful operators are taking in response. Less about what’s happening in the market and more about what to do about it.

Scaling doesn’t have to mean losing the human touch. Join this conversation on how STR professionals can embed empathy, authenticity, and care into guest experiences and team culture, while managing the complexities of multi-property growth.

This interactive and provocative session reframes guest experience as a revenue driver, tech enabler and brand differentiator.

When our STR world flips. What do you do? Pivot fast and go all in. That’s what these three property managers did. Here’s their story.

Running a business while navigating solo parenting, family responsibilities and shifting personal priorities isn’t just a personal challenge, it’s a leadership one. In this session, female STR leaders share how they’re managing the pressure of being pulled in multiple directions, while still building resilient businesses. Expect honest conversation and practical strategies to protect your mental bandwidth, lead with clarity and scale sustainably, without burning out. It’s not work-life balance. It’s business-life alignment! This session isn’t just for the women in the room, it’s for anyone working in STR who wants better insight into the ‘juggle’ their female colleagues and collaborators navigate every day.

It’s not just about five stars. It’s about five senses, five emotions and five seconds to impress.

The luxury guest of 2025 is more discerning, more digitally connected and more emotionally driven than ever before. 

In this session, we dive deep into the psychology behind high-end travel decisions: What builds trust? What signals status? And what kills a booking? 

Our panel of top-tier operators share real guest stories and the subtle strategies that keep their ultra-demanding clientele coming back for more.

Fireside interview with Steve Schwab, CEO of Casago

Invitations will be sent to attendees (property managers) to join our sponsored evening happy hour event less than 5 minutes walk from the venue.

Be part of something powerful. Join Lisa Roads, Yhangry and a vibrant collective of women for an exclusive, Women in STR Networking Breakfast at SCALE UK 2025.

In collaboration with Yhangry (the female-founded upsell of the STR industry) and supported by SCALE UK, this morning session offers a rare chance to meet ambitious women in the short-stay sector, with beautifully chef curated grab-and-go breakfast goody bags provided to fuel energising conversations. SCALE UK is proud to champion the Women in STR community, encouraging more women to speak, lead, and connect.

This event is kindly sponsored by Simply Owners — a platform built by holiday homeowners, for holiday homeowners. Born out of frustration with overpriced listings and loss of control, Simply Owners exists to offer fair, direct, and transparent holiday rentals with no hidden costs. Just honest listings, real people, and values that put owners and guests first.

Let’s build connections that last while strengthening the presence of women in the STR space.

(ONLY 40 SPACES AVAILABLE)

Ticket link will be sent to all registered SCALE attendees

Discover how the stress of constant availability and emotional fatigue affects hosts, property managers, and teams in the short-term rental industry. Learn why prioritising mental health is essential for business success – and walk away with practical strategies to help you and your team reclaim balance and control.

Have you wondered why your site doesn’t generate nore direct bookings? Boostly’s Mark Simpson kicks off day 2 with some live and light disections of attendee’s websites to show us all how to format a perfect direct booking website.

In a crowded market, one-of-a-kind properties continue to outperform in 2025. Join Claire Wills, co-founder of Cool Stays, and a panel of operators behind some of the UK’s most distinctive stays as they explore what truly makes a stay “unique” and how to position, market and price it to attract the right guest.

As bookings transform under the influence of AI, and OTA platforms are racing to adapt and consolidate power, management teams are grappling with new policy frameworks, payment systems, and semantic search demands. With such a furore and damage limitation concerns now evident and “Direct Booking” taking centre stage again, in this session, we unpack these dynamics and show how to stay ahead in a landscape where intermediation meets evolving customer expectations.

Still posting to Instagram and just “hoping for the best”? Still think that because Instagram is graphics led, then you must be too?

You’re not alone – but you’re also not stuck.

In this session, Instagram strategist Paul Anderson reveals why the usual posting strategies fail to convert – and what to do instead.

You’ll learn how to switch up your entire approach, rethinking content creation from the ground up using a proven system inspired by editorial strategy.

If you’re ready to stop shouting into the void and start creating posts that actually drive bookings, don’t miss this.

When Justine Ireland attended the SCALE Show in 2023, she knew she had found her community.

New tech, courses, trust verification – Justine embraced the lot. SCALE Green 2024 was a pivotal event, setting the stage for a 12-month journey to transform ‘Just For You Holiday Homes’ into a sustainability-focused brand ripe for direct bookings.

Not every property manager has the luxury of meeting guests, but making that time can be a powerful advantage. Learn from Liz Holman of Meadow Falls Campsite (Shortyz 2o24 ‘Best Holiday Site Operator’ winner) as she shares her strategies for building lasting guest relationships through engagement before, during, and after their stay, leading to consistent repeat bookings.

Beyond logos, branding transforms every customer interaction into a marketing opportunity. Kate Allen, from Finest Stays, shares how her company used thoughtful, consistent branding to foster loyalty, drive repeat bookings, and generate word-of-mouth advertising.

Kate will showcase real examples, from branded picnic bags and beach-ready corkscrews to standout umbrellas and their famous sunglasses. She’ll demonstrate how small details become powerful, lasting marketing assets.

She’ll also explain how exclusive gifts for property owners strengthen relationships and keep the brand top-of-mind. Expect humorous anecdotes, including why late-night travel sweet deliveries were abandoned and the business value of branding everything, even your company vehicle.

Key Takeaways:
Brand every guest touchpoint beyond traditional marketing.
Utilize small, practical branded items for loyalty and free advertising.
Discover budget-friendly branding ideas for smaller businesses (e.g., fridge magnets, local treats).
Learn to build a consistent, memorable brand experience for repeat bookings and referrals.

This session explores how to build direct booking systems around guest psychology, emotional triggers, and value alignment. We’ll cover actionable frameworks for brand storytelling, experience curation, and trust-building. Gain tools to drive bookings, grow loyalty, and build long-term equity through brand-led strategy.

Persuading website visitors to part with money and book direct is notoriously difficult. This panel will explore actionable strategies for property managers to boost direct bookings by optimising website UX, maximising trust signals and effective content marketing.

To close the Book Direct Show, Louis Andrews, Director of OVO Network, will explore what it truly means to Be Unforgettable. Through actionable insights and grounded examples, he’ll unpack how authenticity, hospitality, and quality of service can leave a lasting impression – building brand trust and guest loyalty that goes far beyond the booking, by transforming each home into a base camp for guests to live their very best experiences, again and again.