SCALE UK Post-Show De-Brief: The highs of 2025 and what’s new for 2026

Yes, we know it’s been two weeks since SCALE UK 2025 wrapped and while you’ve all been posting your brilliant recaps and feedback, it’s been radio silence from our side.

That silence has been entirely intentional. The team went from Manchester to Paris, to support the SCALE France team, plus we have been working flat out on something new for next year. Something big enough to hold this post back.

All will be revealed at the end!

More than 250 property managers and 350 attendees touched down in Manny for two full days of STR learning and networking, with plenty of the real insights happening in the conversations between sessions.

Nobody does networking like SCALE especially with partners who share your vision!

A huge thank you goes out to the hosts and sponsors of SCALE UK’s 2025 networking treats.

To Mark Simpson – Boostly who hosted the craziest pre-SCALE quiz night together with Simply Owners and Boom.

To Guesty, Extenteam, PriceLabs and SuiteOp who hosted the Happy Hour(s) party on Day 1.

And to Lisa Roads, yhangry, Simply Owners and Zeal Tax who hosted the fabulous Women in STR Networking Breakfast on Day 2.

How Day One went down

The SCALE stage opened with sharp insights on owner acquisition led by Christopher Henly – Hostaway with Kate Looker – Unique Homestays, Laura D. – Together Travel Co. and Scott Weir – Pillow Partners. Each have taken very different paths to growth resonating with many property managers in the audience.

James Weatherby – Key Data and Jamie Miles from Anglesey Holiday Lettings gave a refreshing take on data from an operator’s point of view, and Richard Vaughton hosted a superb session on how to shapeshift when the STR world flips: Gregory Christidis – Blueground, Corin Craig Jackson – The Jacksonheim Property Group and Alistair Malins – Wilderness Retreats 🌿 shared their stories of pivoting when challenges hit hard.

First time SCALE speaker Danica Smith made a big impression with her reframe of the guest experience as a revenue driver, and Lisa Roads delivered an exceptional panel, together with Sally Henry, Polly Cochrane and Emma Kelman on the very real juggle between work and life, and how not to burn out.

The Knowledge Room was home to some of the strongest sessions of Day One including Neely Khan and Damian Sheridan’s raw and theatrical dismantling of hospitality, exposing the exclusions we pretend not to see and how facing that discomfort can transform both the welcome and the revenue.

Another standout was Fiona Campbell MBE’s panel with Nikki Mattei, Justine Ireland and Ben Harpham – Who Gives A Crap on how to become more bookable, lovable and profitable by building a brand with purpose.

Back on the main stage we were treated to a deep discussion on how My Getaways, Zzzing and Host & Stay are using AI to scale and streamline their operations.

Day one closed with one of the strongest conversations we’ve hosted in 20 editions of SCALE. Abode Worldwide’s Jessica Gillingham sat down with Steve Schwab from Casago to chart his journey from Army Ranger to running the world’s largest property management company. It was honest and grounded and held the room for a full 45 minutes. Thanks to Jessica, Steve and the teams at Abode Worldwide and Casago for making it happen.

Day Two was all about slaying direct bookings

If you didn’t know already, our co-founder Damian Sheridan launched The Book Direct Show back in 2019 and day two saw the two worlds converge.

And who do you call to open a Book Direct Day? Mark Simpson of course!

A couple of operators took a classic Mark Simpson roasting (graciously) as he dissected their websites and showed the audience how to structure the perfect book direct platform.

Across in the Knowledge Room Emma Cole held a candid discussion on burnout in the STR world and why prioritising mental health isn’t optional if you want to run a healthy business and healthy YOU.

Emma was followed by a panel featuring some of the UK’s most distinctive stays discussing what makes a unique stay and why one-of-a-kind properties consistently outperform the market. Thanks to SCALE’s Louise Brace, Claire Wills from Coolstays, Alistair Malins and Paul Anderson for taking part.

Paul then delivered a standing-room only session on Instagram Mastery. Armed with just a whiteboard and a few magazines he had the room scribbling notes on how to rethink content with an editorial mindset.

Back on the main stage Richard Vaughton was doing what he does best; giving the room the conversations most people politely sidestep. He didn’t tiptoe around the shifting power games between AI, OTAs and operators, laying out some uncomfortable realities of where bookings are headed and why ignoring the resurgence of direct booking is the fastest way to get left behind.

SCALE wouldn’t be SCALE without the mighty pair, Fiona Campbell MBE and Alistair Handyside MBE updating us on the UK’s regulatory landscape. They were joined by Ben Spier from Sykes Holiday Cottages and Jamie Miles for a clear-eyed look at what’s happening across England Scotland and Wales.

The afternoon was a run of bitesize masterclasses. David Anthony Scott showed how understanding guest psychology and building a clear brand identity can drive direct bookings and grow loyalty beyond the OTAs.

Damian Sheridan moderated a session on whether converting direct website bookings is mission impossible with Rebecca Ward – Simply Owners, Pierre-Camille Hamana – Hospitable.com and Craig Webb. The wonderful trio of Justine Ireland, Liz Holman and Andrew Easton, shared snapshots of their book direct strategies, and Kate Allen showed us how to brand the s**t out of everything!

Louis Andrews – OVO Network closed the show with a standout session on what it really means to be unforgettable. He blended sharp insights with a mid-talk dance when the clicker quit on him and left the room applauding the power of authenticity and hospitality done properly and how both lead to guest loyalty.

So what’s next?

We were originally planning a one day show in 2026 but SCALE UK turned out to be the perfect place to launch something bigger.

On 9 to 10 June we’re heading to the Corn Exchange in Brighton and this edition comes with a major new addition to the SCALE family.

Day one will debut SCALE With AI  an international event that takes operators on a practical journey through how AI can be used in different parts of a short-term rental business to scale faster and operate smarter.

Day two will return the spotlight to the UK with the topics you voted for plus a clear look ahead at the future of short term rentals hospitality and guest experience across the country.

SCALE UK 2025 sold out so please don’t wait to secure your place for the 2026 event.