Wick Airbnb Market Analysis 2025: Short Term Rental Data & Vacation Rental Statistics in Scotland, United Kingdom
Is Airbnb profitable in Wick in 2025? Explore comprehensive Airbnb analytics for Wick, Scotland, United Kingdom to uncover income potential. This 2025 STR market report for Wick, based on AirROI data from April 2024 to March 2025, reveals key trends in the niche market of 73 active listings.
Whether you're considering an Airbnb investment in Wick, optimizing your existing vacation rental, or exploring rental arbitrage opportunities, understanding the Wick Airbnb data is crucial. Navigating the high regulation landscape is key to maximizing your short term rental income potential. Let's dive into the specifics.
Key Wick Airbnb Performance Metrics Overview
Monthly Airbnb Revenue Variations & Income Potential in Wick (2025)
Understanding the monthly revenue variations for Airbnb listings in Wick is key to maximizing your short term rental income potential. Seasonality significantly impacts earnings. Our analysis, based on data from the past 12 months, shows that the peak revenue month for STRs in Wick is typically August, while January often presents the lowest earnings, highlighting opportunities for strategic pricing adjustments during shoulder and low seasons. Explore the typical Airbnb income in Wick across different performance tiers:
- Best-in-class properties (Top 10%) achieve $3,753+ monthly, often utilizing dynamic pricing and superior guest experiences.
- Strong performing properties (Top 25%) earn $2,563 or more, indicating effective management and desirable locations/amenities.
- Typical properties (Median) generate around $1,700 per month, representing the average market performance.
- Entry-level properties (Bottom 25%) see earnings around $936, often with potential for optimization.
Average Monthly Airbnb Earnings Trend in Wick
Wick Airbnb Occupancy Rate Trends (2025)
Maximize your bookings by understanding the Wick STR occupancy trends. Seasonal demand shifts significantly influence how often properties are booked. Typically, Augustsees the highest demand (peak season occupancy), while February experiences the lowest (low season). Effective strategies, like adjusting minimum stays or offering promotions, can boost occupancy during slower periods. Here's how different property tiers perform in Wick:
- Best-in-class properties (Top 10%) achieve 78%+ occupancy, indicating high desirability and potentially optimized availability.
- Strong performing properties (Top 25%) maintain 62% or higher occupancy, suggesting good market fit and guest satisfaction.
- Typical properties (Median) have an occupancy rate around 43%.
- Entry-level properties (Bottom 25%) average 23% occupancy, potentially facing higher vacancy.
Average Monthly Occupancy Rate Trend in Wick
Average Daily Rate (ADR) Airbnb Trends in Wick (2025)
Effective short term rental pricing strategy in Wick involves understanding monthly ADR fluctuations. The Average Daily Rate (ADR) for Airbnb in Wick typically peaks in December and dips lowest during April. Leveraging Airbnb dynamic pricing tools or strategies based on this seasonality can significantly boost revenue. Here's a look at the typical nightly rates achieved:
- Best-in-class properties (Top 10%) command rates of $204+ per night, often due to premium features or locations.
- Strong performing properties (Top 25%) achieve nightly rates of $158 or more.
- Typical properties (Median) charge around $122 per night.
- Entry-level properties (Bottom 25%) earn around $104 per night.
Average Daily Rate (ADR) Trend by Month in Wick
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Airbnb Seasonality Analysis & Trends in Wick (2025)
Peak Season (August, July, September)
- Revenue averages $2,785 per month
- Occupancy rates average 63.5%
- Daily rates average $140
Shoulder Season
- Revenue averages $1,888 per month
- Occupancy maintains around 40.6%
- Daily rates hold near $140
Low Season (January, February, November)
- Revenue drops to average $1,346 per month
- Occupancy decreases to average 30.4%
- Daily rates adjust to average $144
Seasonality Insights for Wick
- The Airbnb seasonality in Wick shows highly seasonal trends requiring careful strategy. While the sections above show seasonal averages, it's also insightful to look at the extremes:
- During the high season, the absolute peak month showcases Wick's highest earning potential, with monthly revenues capable of climbing to $2,976, occupancy reaching a high of 67.0%, and ADRs peaking at $147.
- Conversely, the slowest single month of the year, typically falling within the low season, marks the market's lowest point. In this month, revenue might dip to $1,294, occupancy could drop to 27.1%, and ADRs may adjust down to $136.
- Understanding both the seasonal averages and these monthly peaks and troughs in revenue, occupancy, and ADR is crucial for maximizing your Airbnb profit potential in Wick.
Seasonal Strategies for Maximizing Profit
- Peak Season: Maximize revenue through premium pricing and potentially longer minimum stays. Ensure high availability.
- Low Season: Offer competitive pricing, special promotions (e.g., extended stay discounts), and flexible cancellation policies. Target off-season travelers like remote workers or budget-conscious guests.
- Shoulder Seasons: Implement dynamic pricing that balances peak and low rates. Target weekend travelers or specific events. Offer slightly more flexible terms than peak season.
- Regularly analyze your own performance against these Wick seasonality benchmarks and adjust your pricing and availability strategy accordingly.
Best Areas for Airbnb Investment in Wick (2025)
Exploring the top neighborhoods for short-term rentals in Wick? This section highlights key areas, outlining why they are attractive for hosts and guests, along with notable local attractions. Consider these locations based on your target guest profile and investment strategy.
| Neighborhood / Area | Why Host Here? (Target Guests & Appeal) | Key Attractions & Landmarks |
|---|---|---|
| Wick Town Centre | Wick's historical center offers a charming atmosphere and easy access to local shops, restaurants, and attractions. It's a great spot for tourists interested in Scottish history and culture. | Wick Heritage Centre, Old Pulteney Distillery, Wick Sea Urchin, Pulteneytown, Wick River |
| Near the Coast | Proximity to the coast offers stunning views and outdoor activities. Ideal for visitors looking for coastal walks, fishing, and beach exploration. | Noss Head, Wick Bay, Reiss Beach, Castle of Old Wick, Wick's coastal paths |
| Caithness Countryside | Nestled in the beautiful countryside, this area provides tourists with opportunities for hiking, nature watching, and exploring traditional Scottish landscapes. | Duncansby Head, John O'Groats, Castle Sinclair Girnigoe, Caithness Natural History Museum, Natural hiking trails |
| Wick Marina | The marina area is vibrant with boat activities and offers scenic views. It attracts visitors interested in maritime experiences and local seafood. | Wick Marina, Boat trips, Fishermen's Quay, Seafood restaurants, Maritime heritage |
| Wick Golf Club | Golf enthusiasts will be drawn to this area for its scenic course and friendly atmosphere, making it a great choice for stays focusing on leisure sports. | Wick Golf Club, Golfing events, Scenic views of Caithness, Clubhouse facilities, Friendly locals |
| East Caithness | This area offers tranquil settings and is popular for those who want a peaceful retreat close to nature, away from city life. | Berriedale Braes, Nature reserves, Wildlife watching, Tranquil beaches, Old castles |
| Historic Sites | Wick is rich in history and offers several historic sites, attracting tourists interested in the heritage and stories of the area. | Wick Castle, St. Fergus Church, Lighthouse at Noss Head, WWII sites, Heritage trails |
| Local Festivals | Wick hosts various local festivals throughout the year, which are excellent opportunities for visitors to experience local culture and community events. | Wick Gala, Caithness Music Festival, Local craft fairs, Food festivals, Heritage weeks |
Understanding Airbnb License Requirements & STR Laws in Wick (2025)
Yes, Wick, Scotland, United Kingdom enforces high STR regulations. Obtaining a license and ensuring compliance is almost certainly required according to current 2025 STR laws. Always verify the latest short term rental regulations and Airbnb license requirements directly with local government authorities for Wick to ensure full compliance before hosting.
(Source: AirROI data, 2025, based on 44% licensed listings)
Top Performing Airbnb Properties in Wick (2025)
Benchmark your potential! Explore examples of top-performing Airbnb properties in Wickbased on Trailing Twelve Month (TTM) revenue. Analyze their characteristics, revenue, occupancy rate, and ADR to understand what drives success in this market.
Lighthouse Keeper's Cottage, Noss Head, NC500
Entire Place • 3 bedrooms
Braeview - Luxury NC500 Holiday Home - Sleeps 5
Entire Place • 3 bedrooms
4 Bedroom Townhouse
Entire Place • 4 bedrooms
Harbourside, Elegant Apartment+Bike Store-Sleeps 6
Entire Place • 2 bedrooms
The Forge - Luxury Apartment + Bike Store-Sleeps 4
Entire Place • 1 bedroom
2 Bedroom Detached Bungalow on NC500 Route, Wick
Entire Place • 2 bedrooms
Note: Performance varies based on location, size, amenities, seasonality, and management quality. Data reflects the past 12 months.
Top Performing Airbnb Hosts in Wick (2025)
Learn from the best! This table showcases top-performing Airbnb hosts in Wick based on the number of properties managed and estimated total revenue over the past year. Analyze their scale and performance metrics.
| Host Name | Properties | Grossing Revenue | Stay Reviews | Avg Rating |
|---|---|---|---|---|
| Caithness Luxury Apartments NC | 4 | $151,505 | 259 | 4.90/5.0 |
| Stevie | 5 | $107,897 | 71 | 3.59/5.0 |
| Benedicta | 1 | $73,331 | 36 | 4.97/5.0 |
| Marie | 4 | $66,271 | 170 | 4.99/5.0 |
| Rhona | 2 | $56,721 | 159 | 4.99/5.0 |
| Zekeriya | 3 | $50,909 | 239 | 4.91/5.0 |
| Katrina | 3 | $46,141 | 94 | 4.89/5.0 |
| Denise | 2 | $44,907 | 47 | 4.88/5.0 |
| Shona | 2 | $42,244 | 780 | 4.73/5.0 |
| Gail | 3 | $40,115 | 258 | 4.81/5.0 |
Analyzing the strategies of top hosts, such as their property selection, pricing, and guest communication, can offer valuable lessons for optimizing your own Airbnb operations in Wick.
Dive Deeper: Advanced Wick STR Market Data (2025)
Ready to unlock more insights? AirROI provides access to advanced metrics and comprehensive Airbnb data for Wick. Explore detailed analytics beyond this report to refine your investment strategy, optimize pricing, and maximize your vacation rental profits.
Explore Advanced MetricsWick Short-Term Rental Market Composition (2025): Property & Room Types
Room Type Distribution
Property Type Distribution
Market Composition Insights for Wick
- The Wick Airbnb market composition is heavily skewed towards Entire Home/Apt listings, which make up 87.7% of the 73 active rentals. This indicates strong guest preference for privacy and space.
- Looking at the property type distribution in Wick, House properties are the most common (42.5%), reflecting the local real estate landscape.
- Houses represent a significant 42.5% portion, catering likely to families or larger groups.
- The presence of 11% Hotel/Boutique listings indicates integration with traditional hospitality.
- Smaller segments like unique stays, others (combined 5.5%) offer potential for unique stay experiences.
Wick Airbnb Room Capacity Analysis (2025): Bedroom Distribution
Distribution of Listings by Number of Bedrooms
Room Capacity Insights for Wick
- The dominant room capacity in Wick is 2 bedrooms listings, making up 38.4% of the market. This suggests a strong demand for properties suitable for couples or solo travelers.
- Together, 2 bedrooms and 1 bedroom properties represent 67.2% of the active Airbnb listings in Wick, indicating a high concentration in these sizes.
- A significant 21.9% of listings offer 3+ bedrooms, catering to larger groups and families seeking more space in Wick.
Wick Vacation Rental Guest Capacity Trends (2025)
Distribution of Listings by Guest Capacity
Guest Capacity Insights for Wick
- The most common guest capacity trend in Wick vacation rentals is listings accommodating 4 guests (38.4%). This suggests the primary traveler segment is likely small families or groups.
- Properties designed for 4 guests and 2 guests dominate the Wick STR market, accounting for 56.2% of listings.
- 16.5% of properties accommodate 6+ guests, serving the market segment for larger families or group travel in Wick.
- On average, properties in Wick are equipped to host 3.7 guests.
Wick Airbnb Booking Patterns (2025): Available vs. Booked Days
Available Days Distribution
Booked Days Distribution
Booking Pattern Insights for Wick
- The most common availability pattern in Wick falls within the 181-270 days range, representing 47.9% of listings. This suggests many properties have significant open periods on their calendars.
- Approximately 79.4% of listings show high availability (181+ days open annually), indicating potential for increased bookings or specific owner usage patterns.
- For booked days, the 91-180 days range is most frequent in Wick (45.2%), reflecting common guest stay durations or potential owner blocking patterns.
- A notable 23.3% of properties secure long booking periods (181+ days booked per year), highlighting successful long-term rental strategies or significant owner usage.
Wick Airbnb Minimum Stay Requirements Analysis
Distribution of Listings by Minimum Night Requirement
1 Night
34 listings
47.2% of total
2 Nights
20 listings
27.8% of total
3 Nights
11 listings
15.3% of total
4-6 Nights
1 listings
1.4% of total
30+ Nights
6 listings
8.3% of total
Key Insights
- The most prevalent minimum stay requirement in Wick is 1 Night, adopted by 47.2% of listings. This highlights the market's preference for shorter, flexible bookings.
- A strong majority (75.0%) of the Wick Airbnb data shows acceptance of very short stays (1-2 nights), indicating a dynamic, high-turnover market.
Recommendations
- Align with the market by considering a 1 Night minimum stay, as 47.2% of Wick hosts use this setting.
- Explore offering discounts for stays of 30+ nights to attract the 8.3% of the market seeking extended stays.
- Adjust minimum nights based on seasonality – potentially shorter during low season and longer during peak demand periods in Wick.
Wick Airbnb Cancellation Policy Trends Analysis (2025)
Flexible
40 listings
58% of total
Moderate
20 listings
29% of total
Firm
2 listings
2.9% of total
Strict
7 listings
10.1% of total
Cancellation Policy Insights for Wick
- The prevailing Airbnb cancellation policy trend in Wick is Flexible, used by 58% of listings.
- The market strongly favors guest-friendly terms, with 87.0% of listings offering Flexible or Moderate policies. This suggests guests in Wick may expect booking flexibility.
Recommendations for Hosts
- Consider adopting a Flexible policy to align with the 58% market standard in Wick.
- Given the high prevalence of Flexible policies (58%), offering this can enhance booking appeal, especially during shoulder seasons.
- Using a Strict policy might deter some guests, as only 10.1% of listings use it. Evaluate if potential revenue protection outweighs possible lower booking rates.
- Regularly review your cancellation policy against competitors and market demand shifts in Wick.
Wick STR Booking Lead Time Analysis (2025)
Average Booking Lead Time by Month
Booking Lead Time Insights for Wick
- The overall average booking lead time for vacation rentals in Wick is 48 days.
- Guests book furthest in advance for stays during May (average 66 days), likely coinciding with peak travel demand or local events.
- The shortest booking windows occur for stays in February (average 29 days), indicating more last-minute travel plans during this time.
- Seasonally, Summer (61 days avg.) sees the longest lead times, while Winter (37 days avg.) has the shortest, reflecting typical travel planning cycles.
Recommendations for Hosts
- Use the overall average lead time (48 days) as a baseline for your pricing and availability strategy in Wick.
- For May stays, consider implementing length-of-stay discounts or slightly higher rates for bookings made less than 66 days out to capitalize on advance planning.
- Target marketing efforts for the Summer season well in advance (at least 61 days) to capture early planners.
- Monitor your own booking lead times against these Wick averages to identify opportunities for dynamic pricing adjustments.
Popular & Essential Airbnb Amenities in Wick (2025)
Amenity Prevalence
Amenity Insights for Wick
- Essential amenities in Wick that guests expect include: Wifi, TV, Smoke alarm. Lacking these (any) could significantly impact bookings.
- Popular amenities like Kitchen, Heating, Hot water are common but not universal. Offering these can provide a competitive edge.
Recommendations for Hosts
- Ensure your listing includes all essential amenities for Wick: Wifi, TV, Smoke alarm.
- Prioritize adding missing essentials: Wifi, TV, Smoke alarm.
- Consider adding popular differentiators like Kitchen or Heating to increase appeal.
- Highlight unique or less common amenities you offer (e.g., hot tub, dedicated workspace, EV charger) in your listing description and photos.
- Regularly check competitor amenities in Wick to stay competitive.
Wick Airbnb Guest Demographics & Profile Analysis (2025)
Guest Profile Summary for Wick
- The typical guest profile for Airbnb in Wick consists of a mix of domestic (59%) and international guests, often arriving from nearby England, typically belonging to the Post-2000s (Gen Z/Alpha) group (50%), primarily speaking English or German.
- Domestic travelers account for 59.0% of guests.
- Key international markets include United Kingdom (59%) and Australia (8.3%).
- Top languages spoken are English (61.1%) followed by German (8.3%).
- A significant demographic segment is the Post-2000s (Gen Z/Alpha) group, representing 50% of guests.
Recommendations for Hosts
- Balance marketing efforts between domestic and international channels based on the guest mix.
- Tailor amenities and listing descriptions to appeal to the dominant Post-2000s (Gen Z/Alpha) demographic (e.g., highlight fast WiFi, smart home features, local guides).
- Highlight unique local experiences or amenities relevant to the primary guest profile.
- Consider seasonal promotions aligned with peak travel times for key origin markets.
Nearby Short-Term Rental Market Comparison
How does the Wick Airbnb market stack up against its neighbors? Compare key performance metrics like average monthly revenue, ADR, and occupancy rates in surrounding areas to understand the broader regional STR landscape.
| Market | Active Properties | Monthly Revenue | Daily Rate | Avg. Occupancy |
|---|---|---|---|---|
| Kirkhill | 10 | $5,719 | $700.26 | 44% |
| North Kessock | 10 | $5,421 | $380.62 | 58% |
| Foyers | 14 | $5,076 | $274.52 | 64% |
| Whitebridge | 10 | $4,907 | $417.35 | 42% |
| Insh | 14 | $4,473 | $289.96 | 63% |
| Nethy Bridge | 49 | $3,742 | $259.42 | 52% |
| Muir of Ord | 14 | $3,694 | $378.82 | 56% |
| Fochabers | 14 | $3,540 | $310.94 | 48% |
| Fort Augustus | 146 | $3,432 | $354.72 | 42% |
| Dulnain Bridge | 16 | $3,431 | $305.50 | 44% |