Tapping into East Asian Travellers & Film Tourism – A Game-Changer for Short-Lets
Tapping into East Asian Travellers & Film Tourism – Short Stay Summit 2025 Takeaways
The Short Stay Summit 2025 in London was a valuable experience, offering property managers like myself critical insights into emerging trends and opportunities in the short-let industry. Two standout revelations from the event could significantly enhance both occupancy rates and profitability: Trip.com's growing influence in the East Asian market and VisitBritain’s innovative ‘Starring GREAT Britain’ campaign, which leverages the UK's cinematic appeal to attract tourists.
Unlocking the East Asian Market with Trip.com
One of the most exciting discoveries at the summit was the active participation of Trip.com, a leading online travel agency (OTA) in East Asia. Their presence signals a major opportunity for property managers looking to expand their reach beyond traditional Western audiences.
Why East Asia Matters
According to a report by the United Nations World Tourism Organization (UNWTO), China is the world's largest outbound travel market, with millions of travellers seeking new experiences abroad. Additionally, Japan and South Korea contribute significantly to global travel, with their tourists often showing high spending power and an appreciation for quality accommodation.
How Trip.com Can Drive Bookings
By listing properties on Trip.com, property managers can effectively target East Asian travellers, aligning their offerings with the preferences and travel habits of this demographic. Key advantages include:
Extended Booking Seasons – Many East Asian tourists travel during different peak periods, such as Chinese New Year (January-February) and Golden Week in Japan (April-May, September-October), helping to balance occupancy throughout the year.
Cultural Awareness & Customisation – Understanding East Asian travel preferences (e.g., multi-generational family stays, preference for kitchen facilities, and self-check-in options) can enhance guest satisfaction and lead to repeat bookings.
Marketing Support – Trip.com offers property managers data-driven insights into East Asian consumer behaviour, allowing for better-targeted promotions and competitive pricing strategies.
Partnering with Trip.com is a smart move for property managers seeking to diversify their customer base and achieve more consistent occupancy rates throughout the year.
VisitBritain’s ‘Starring GREAT Britain’ Campaign – Leveraging Film Tourism
Another key takeaway from the summit was VisitBritain’s ‘Starring GREAT Britain’ campaign, which was discussed in detail by VisitBritain CEO Patricia Yates during one of the event’s keynote presentations.
What Is ‘Starring GREAT Britain’?
This campaign capitalises on the UK’s deep connection with the film and TV industry, promoting iconic filming locations to international tourists. From Harry Potter’s Hogwarts to the cobbled streets of Peaky Blinders, the UK’s landscapes and landmarks have played a starring role in Hollywood blockbusters and beloved TV series.
👉 Watch the campaign video here: Starring Great Britain - the movie
Why Film Tourism Matters for Property Managers
Research from VisitBritain suggests that over 90% of potential visitors are keen to visit film or TV locations when travelling. For property managers, this presents an excellent opportunity to position their rentals as prime accommodations for screen tourism enthusiasts.
How to Capitalise on Film Tourism
Highlight Nearby Filming Locations – If your property is near a famous movie or TV set location, mention this in your listing descriptions.
Create Film-Themed Stays – Consider adding décor, books, or experiences related to famous films shot nearby to enhance guest appeal.
Partner with Local Tour Providers – Offering guided tours to nearby filming locations can add value and differentiate your property from competitors.
By leveraging this growing trend, property managers can attract new guest segments, enhance booking appeal, and ultimately increase revenue.
Boosting Efficiency Through New Platforms
Beyond expanding into new markets, the summit also introduced various new digital tools designed to make short-let management more efficient.
Key Technologies Driving Efficiency
AI-Powered Booking Systems – Automating price adjustments based on demand trends and competitor analysis, similar to solutions offered by Beyond Pricing.
Integrated Communication Platforms – Enhancing guest interaction through seamless messaging systems like Hostaway.
Smart Home Integration – Automating check-ins and check-outs using smart locks, reducing operational burdens.
Why This Matters for Property Managers
Efficient management tools mean less time spent on manual tasks and more focus on strategic growth, leading to increased profitability and improved guest experiences.
Expanding Markets & Increasing Revenue – The Key Takeaways
The Short Stay Summit 2025 reinforced the importance of adaptability and innovation in the short-term rental industry. The three biggest takeaways for property managers looking to grow their businesses this year are:
✅ Expand Your Audience – By embracing Trip.com, property managers can access the high-spending East Asian market and boost occupancy during off-peak periods.
✅ Leverage Film Tourism – VisitBritain’s campaign highlights the UK’s incredible potential for screen tourism, offering new ways to attract film-loving travellers.
✅ Streamline Operations – New management platforms offer smart automation, reducing manual work and improving efficiency.
What’s Next? Let’s Elevate Your Short-Let Business
This was my third year attending the Short Stay Summit, and I’ll admit I had my doubts beforehand. However, the sheer energy and innovation on display this year left no doubt that the industry is evolving at an exciting pace.
If you're a property owner or manager looking to increase bookings, boost efficiency, and expand into new markets, now is the time to act.
📞 Let’s discuss how we can optimise your property’s potential! Book a consultation today and let’s turn insights into action.
