The ASSC Barometer Survey provides a critical snapshot of Scotland’s self-catering sector, highlighting booking trends, financial pressures, and the growing impact of regulation. With 261 responses from across the country, including strong representation from the Highlands (24%), Edinburgh (21%), and Argyll & Bute (12%), this is a trusted evidence base.
🔹 61% rely on self-catering as their primary income source
🔹 87% of properties are available 210+ nights a year
This is not just a business issue – it’s about the sustainability of rural communities and local economies.
Headlines
- Confidence Crumbling Across Self-Catering Sector
- A significant number of operators are unsure whether or not they will stay in business beyond 2025 (59% report that they do intend to stay in business beyond 2025)
- Booking Trends Worrying: Over Half Report Summer 2025 Downturn
- Operators Warn: “We’re Being Squeezed to the Point Most Will Give Up”
- Cost of Doing Business Soars – Margins Hit Hard
- STL Licensing and Planning Issues Fuel Business Closures
- Visitor Levy Top Concern: “A Disaster Waiting to Happen”
- 61% Say Business is Primary Income – Rural Communities at Risk
- 79% Say it is important to support local businesses and their local community
- Digital Marketing and Loyal Guests Offer Glimmers of Hope
- Small Business Bonus Scheme Critical to Survival for 70%+
- Only 14% planning further energy efficiency improvements – many have already invested, but barriers remain high
- Passion for innovation in the sector remains
Executive Summary
Sector Snapshot
- 261 responses with regional concentration in Highlands (24%), Edinburgh (21%), Argyll & Bute (12%)
- 89% operate traditional self-catering accommodation
- 61% rely on this income as their primary source
- 87% of properties are available for 210+ nights a year
- 51% operate in rural or island settings
- 69% offer flexible changeover days
Business Performance & Booking Trends
- Average annual profit (single-property businesses making up 55% of respondents): £11,500
- Winter is a major issue:
- Q1 2025: 69% had <50% occupancy
- Q4 2024: 59% had <50% occupancy
- Year-on-year performance is flat or falling:
- Q1 2025 vs Q1 2024: 49% saw lower income
- Only 33% saw income growth in 2024
- Occupancy change (2024 vs 2023):
- 34% down, 27% up, 37% same
“We’re being squeezed to the point most will give up.”
Forward Bookings & Guest Trends
- 50% say bookings for Summer 2025 are worse than last year
- 56% say bookings are down on the same period compared to this time last year
- Short breaks replacing full weeks (lower profit margins)
- Higher price sensitivity; guests waiting for discounts or good weather
“A 5%+ increase on nightly rates will kill staycations.”