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The short-let landscape is no longer the emerging niche it once was. What started with a few Airbnb listings has become a professionally run, highly competitive segment that spans serviced apartments, student accommodation, boutique hotels, and large-scale rental portfolios. For today’s operators, it’s no longer enough to simply offer a great property—you need to deliver a polished experience, run an efficient operation, and continuously find new ways to drive revenue.
At Opago, we work behind the scenes with leading short-let operators across London and Paris, supporting everything from housekeeping and linen hire to maintenance, compliance, and guest services. But success in this sector goes beyond operations. It’s about taking a holistic view—where the guest journey, technology, revenue strategy, and brand all work together.
So, what does that actually look like in 2025? And how can you make sure your business is ready to grow?
Rethinking Operations as a Growth Lever
For many operators, operational tasks are seen as necessary admin—something that just needs to be done to keep properties ticking over. But the most successful brands take a different view. They treat operations as a core part of their value proposition.
Guests today expect the same level of consistency they’d get in a hotel. That means every property must be immaculately cleaned, stocked with high-quality linen, and checked for maintenance issues before arrival. Standardising these processes isn’t just about reducing complaints—it’s about building trust, improving your reviews, and creating a strong foundation to scale.
At Opago, we often work with operators who are growing fast and need a partner who can bring structure to the chaos. From proactive maintenance reporting to centralised linen hire and detailed cleaning protocols, we help create systems that can grow as the business does.
Guest Experience is the New Battleground
While technology and automation have streamlined many aspects of short-let operations, one thing hasn’t changed: the importance of human connection. Today’s guests want convenience—but they also want to feel looked after. The best operators find the sweet spot between automation and personalisation.
This could mean automated pre-arrival messages and digital key access, combined with on-demand support if something goes wrong. It could mean providing a thoughtful welcome pack with local tips, or simply responding quickly to guest queries with clear, friendly answers.
Ultimately, what sets one serviced apartment apart from another is how the guest feels during their stay. That’s why we focus so much on the “invisible service”—the behind-the-scenes support that ensures guests are never left waiting or wondering what to do next.
Revenue Management Is No Longer Optional
Many operators have moved beyond static nightly rates—but there’s still a lot of untapped potential when it comes to dynamic revenue management. With demand patterns constantly shifting due to seasonality, events, and even global news, pricing strategies need to be equally flexible.
Modern revenue management goes far beyond supply and demand. It takes into account occupancy trends, lead time, guest segmentation, and competitor benchmarking. Operators that invest in this area see stronger yields, higher occupancy, and more predictable cash flow.
There’s also growing interest in increasing direct bookings to reduce reliance on OTAs. This requires a strong brand presence, a user-friendly booking engine, and a clear incentive for guests to return. The good news? Once operations are systemised and reviews are strong, it becomes easier to attract and retain guests directly.
Smarter Use of Tech and Automation
With so many platforms available, it’s tempting to adopt every new tech tool that promises to make life easier. But more doesn’t always mean better. Instead, operators should focus on building a lean, connected tech stack that actually solves problems.
A reliable property management system (PMS) should be the foundation—ideally one that integrates well with your booking channels, housekeeping software, and guest messaging platforms. From there, you can add tools that automate repetitive tasks, flag issues before they escalate, and give you insight into your portfolio’s performance.
For example, our clients use our platform to monitor turnaround times, track maintenance resolutions, and ensure every property is inspection-ready. When you know what’s happening across your portfolio in real time, it becomes much easier to make informed decisions and avoid costly surprises.
Brand and Reputation Matter More Than Ever
As the market matures, short-let operators need to start thinking like hospitality brands. That means establishing a visual identity, a consistent tone of voice, and a clear message that sets you apart—especially if you want to attract repeat guests or corporate clients.
It’s not just about logo design or having a sleek website. It’s about communicating what your business stands for. Are you known for comfort and convenience? Exceptional guest care? Sustainable living? Your brand identity should come through in your listings, your emails, your social media, and your in-property experience.
This is especially important for serviced apartment providers and boutique hotels, where expectations are higher and differentiation is key. A strong brand helps you stand out on OTAs, encourages guest loyalty, and builds trust with partners and investors.
Partnerships That Help You Scale
Growth is exciting—but without the right support, it can also become overwhelming. That’s why many of the most successful operators work with partners who can take the pressure off day-to-day operations, allowing them to focus on strategy and expansion.
Whether it’s outsourcing housekeeping, tapping into linen hire services, or bringing in support for guest messaging and compliance, the right partnership can unlock scale. At Opago, we pride ourselves on being that partner—supporting operators across the UK and Europe with the structure, systems, and reliability they need to succeed.
We don’t just offer services—we act as an extension of your team, helping you identify where you can save time, improve consistency, and ultimately grow more confidently.
As we move deeper into 2025, one thing is clear: the short-let market will continue to evolve. Guest expectations will rise. Operational complexity will increase. And competition will get stronger.
But for operators who are ready to adapt—those who invest in smart systems, strong branding, and guest-first thinking—there’s huge opportunity.
If you’re looking to scale your short-let, serviced apartment, or hospitality business without sacrificing standards, Opago can help. From housekeeping and linen hire to guest services, compliance, and maintenance, we’re here to simplify the complexity.
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