Trends and Opportunities for Scotland’s Self-Catering Sector 2026

Kick Off 2026 with the ASSC’s First “Talk” of the Year!

• When: Tuesday 13th January 2026 at 11am
• How: Book your ticket via the link below and join us virtually by Zoom
• Member PROMO Code: Please visit PROMO codes for ASSC members to get your FREE

We’re delighted to invite you to the very first ASSC “Talk” of 2026, where we’ll explore key trends and opportunities for Scotland’s self-catering sector in the year ahead.

The “Talk” will open with a warm welcome from ASSC Chief Executive, Fiona Campbell, followed by insightful presentations from two leading industry experts:

• Sally Henry, VP of Business Development at Key Data and
• Lesley Whitehill, Senior Tourism Insight Manager at VisitScotland

Together, they’ll share their expertise and insights to help you navigate 2026 with confidence and help you plan for a successful and profitable year for your business.

What to Expect

This session is designed to equip you with actionable insights based on the latest data and tourism trends. From understanding booking behaviours to adapting your marketing activity.

Part 1: Unveiling the Latest Self-Catering Data with Sally Henry

We’re delighted to welcome back Sally Henry VP of Business Development at Key Data, who will delve into the latest performance metrics for Scotland’s self-catering sector.

Sally will share essential insights on:

✔2025 review with lessons learned for 2026
✔Occupancy Rates
✔ Revenue and ADR (Average Daily Rate)
✔ Length of Stay Trends
✔ Booking Patterns: When and How Guests are Booking

Sally will also explain why these metrics matter and how you can use this data to enhance your business performance and drive revenue growth in 2026.

Part 2: Visitor Trends and Market Insights with Lesley Whitehill

Next, we’ll hear from Lesley Whitehill, Senior Tourism Insight Manager at VisitScotland. Lesley will provide a comprehensive overview of expected visitor trends for 2026, drawing from historical data and global market patterns.

Key topics include:

✔ Insights into recovering and emerging tourism markets.
✔ Expected visitor trends for 2026 and beyond.
✔ Highlights from VisitScotland’s upcoming “Trends for 2026” publication, packed with valuable insights to help you stay ahead.

This session is a unique opportunity to align your business planning with industry trends, ensuring you’re prepared to attract and satisfy your guests throughout the year.

Q&A and Recording

Please ask questions before or during the Talk via Vevox.app by clicking this link and using code 122-203-510, or use the link below.  This will be available from 18th December.

The webinar will also be recorded and made available exclusively to ASSC members.

About Our Guest Speakers

Sally Henry, VP Business Development, Key Data

Sally Henry has been in the Vacation Rental Industry for over 20 years and joined Key Data in November 2022 as Vice President of Business Development, to help internationalise and expand the business outside of the US. Prior to Key Data Sally was Sales Director at Awaze UK for 20 years and has seen a huge amount of change and development in the industry, spanning two decades. It’s an industry she loves with a passion.

Lesley Whitehill, Senior Tourism Insight Manager, VisitScotland

As Senior Tourism Insight Manager, Lesley has responsibility for delivery of industry intelligence and actionable insight on tourism in Scotland, including changing consumer behaviour, market profiling and business sentiment. Lesley has educated decision making and strategy in many commercial environments and has first-hand experience of benefits of evidence-led decision making in small and medium sized businesses.

Additional Information:

• To ask your questions ahead of or during the event, please go to vevox.app and put in session ID 122-203-510. From there click on the speech bubble to the right of the home icon and type your question. Any problems, please email communications@assc.co.uk
• The Zoom link to join will be in your ticket confirmation email and all subsequent reminder emails
• All webinars are recorded and available to ASSC members on this page (log-in will be required post Talk)
• Attendance to ASSC Talks are free to ASSC members as a member benefit. Please visit PROMO codes for ASSC members to get the code. Please do not share this promo code with non-members
• Non-members are very welcome and if you would like to join following your attendance at this Talk, the ticket price, minus Eventbrite fees, will be discounted from your membership (offer valid for up to 10 days after the date of the Talk). Please email membership@assc.co.uk for your code and join here
• Cancellation Policy: refunds up to 2 days before the Talk, Eventbrite fees are nonrefundable