SCALE UK: 2025 Edition Recap and Everything Coming for 2026

We know it’s been two weeks since SCALE UK 2025 closed its doors, and while you’ve all been posting your brilliant recaps and feedback, we’ve been in total silence.

That silence was entirely intentional. The team jumped from Manchester to Paris to support the SCALE France team, and we’ve also been working at full speed on something new for next year. Something big enough to hold back publishing this article.

Everything will be revealed at the end!

Over 250 property managers and 350 attendees landed in Manchester for two full days of learning and networking in the vacation rental industry, with many of the real insights emerging in the conversations between sessions.

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

A huge thank you to the hosts and sponsors of the SCALE UK 2025 networking experiences.

To Mark Simpson – Boostly, who hosted the wildest pre-event quiz night alongside Simply Owners and Boom.

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

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

Day One Recap

The SCALE stage kicked off with sharp insights on owner acquisition from Christopher Henly – Hostaway, alongside Kate Looker – Unique Homestays, Laura D. – Together Travel Co. and Scott Weir – Pillow Partners. Each followed very different growth paths that resonated with many managers in the audience.

James Weatherby – Key Data and Jamie Miles from Anglesey Holiday Lettings offered a refreshing look at data from the operator’s direct perspective, and Richard Vaughton moderated a masterclass on how to transform when the vacation rental world turns upside down.

Danica Smith, a debut SCALE speaker, made a big impression reframing the guest experience as a revenue driver, and Lisa Roads led an exceptional panel on the complex work-life balance and how to avoid burnout.

The Knowledge Room hosted some of Day 1’s most powerful sessions, with Neely Khan and Damian Sheridan delivering a raw theatrical dissection of hospitality, exposing the exclusions we pretend not to see and how facing that discomfort can transform both welcome and revenue.

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

Day 1 closed with one of the most powerful conversations we’ve hosted across 20 SCALE editions. Jessica Gillingham of Abode Worldwide sat down with Steve Schwab of Casago to trace his journey from Army Ranger to running the world’s largest property management company. It was an honest, down-to-earth conversation that held the room for a full 45 minutes.

Day Two Was All About Conquering Direct Bookings

Our co-founder Damian Sheridan launched The Book Direct Show in 2019, and Day 2 saw the convergence of both worlds.

And who do you call to open a day dedicated to direct bookings? Mark Simpson, of course! A couple of operators gracefully endured a classic Mark Simpson review as he dissected their websites and showed the audience how to structure the perfect direct booking platform.

In the Knowledge Room, Emma Cole moderated an honest debate on burnout in vacation rentals and why prioritizing mental health isn’t optional if you want to run a healthy business and take care of yourself.

Back on the main stage, Richard Vaughton did what he does best: putting on the table the conversations most people politely avoid. He pulled no punches on the shifting power dynamics between AI, OTAs and operators, exposing uncomfortable truths about where bookings are heading and why ignoring the direct booking resurgence is the fastest route to falling behind.

SCALE wouldn’t be SCALE without the powerful duo of Fiona Campbell MBE and Alistair Handyside MBE, updating us on the UK regulatory landscape. Ben Spier of Sykes Holiday Cottages and Jamie Miles joined to offer a clear-eyed view of what’s happening in England, Scotland and Wales.

The afternoon was a parade of condensed masterclasses. David Anthony Scott showed how understanding guest psychology and building a clear brand identity can drive direct bookings and build loyalty beyond OTAs. Damian Sheridan moderated a session on whether converting direct bookings from the web is mission impossible.

Louis Andrews – OVO Network closed the event with an outstanding session on what it really means to be unforgettable, mixing sharp insights with an impromptu dance mid-talk when the clicker failed, leaving the room applauding the power of authenticity and hospitality done right.

What’s Next?

Originally we were planning a single-day event in 2026, but SCALE UK turned out to be the perfect place to launch something bigger.

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

Day 1 will debut SCALE With AI, an international event taking operators on a practical tour of how AI can be used in different areas of a vacation rental business to scale faster and operate smarter.

Day 2 will bring the focus back to the UK with the topics you voted for, plus a clear look at the future of vacation rental hospitality and guest experience nationwide.

SCALE UK 2025 sold out, so don’t wait to secure your spot for the 2026 edition.