How to price your holiday let in Devon: Mastering seasonal and off-peak strategy

Owning a second home in Devon offers more than just a personal escape – it can be a strong source of income when approached strategically. One of the most crucial decisions a holiday homeowner will make is how to price their property. Get it right, and you’ll unlock better returns, attract your ideal guests, and avoid both underpricing and missed bookings.

At Finest Stays, we take a data-driven, highly responsive approach to pricing – guided by local insight, booking trends and your property’s individual performance. This guide explores how seasonal pricing works in Devon, how to optimise your rates, and why it’s not just about profit – but playing your part in the wider coastal community too.

What Is Seasonal Pricing and Why It Matters

Seasonal pricing means adjusting your rates to reflect demand throughout the year. In Devon, demand is anything but static – with significant shifts between school holidays, mid-season getaways and the quieter winter months.

The right pricing model allows you to:

Earn more during peak and high-demand periods
Increase occupancy in quieter times
Stay competitive without racing to the bottom
Support the health of the local economy year-round

Super High to Low: Understanding the Seasonal Calendar

Here’s how we typically break the year down:

Super High Season: Late July to early September, plus May Half Term – peak summer demand, long lead times, premium pricing
High Season: Easter holidays, June (for many properties), and Christmas/New Year
Mid Season: April–May (excluding May HT), September (for some), and October half term
Low Season: January to March (excluding Valentine’s or Easter when it falls early), and early November to mid-December

That said, we don’t take a blanket approach. At Finest Stays, we monitor real-time booking data, pacing trends, and localised demand to flex pricing for each property individually. What qualifies as mid-season for a coastal cottage in Salcombe might be high season for a rural retreat with a log fire in October. We tailor it accordingly.

Who’s Behind the Pricing?

Our pricing isn’t set on gut instinct. Behind the scenes, we have a dedicated revenue manager who is immersed in the data daily – analysing trends, booking windows, pace, market activity and guest behaviour. Working closely with our marketing team, they continuously adjust rates to optimise both occupancy and income.

We also use industry-leading dynamic pricing software to ensure your home is priced competitively at all times – but not at the expense of cheap holidays that devalue your offering or make your business unsustainable. Our aim is to deliver smart, profitable, guest-focused pricing that protects your asset and earns your property the attention it deserves.

Philanthropy Meets Pricing: Why Low Season Still Matters

We’re realistic: you won’t make peak-summer returns in the off-season – and you shouldn’t expect to. But this time of year still has value, in more ways than one.

Offering your home at a sensible, accessible price during the quieter months helps support the local visitor economy. If you want the artisan bakery, farm shop or independent butcher to be there in the high season, they need to make it through the winter. And that means visitors. Your short break booking could be someone’s evening meal, café coffee, or pub quiz night in January.

Letting your home for a modest rate when it would otherwise sit empty isn’t just a smart business move – it’s a chance to give something back.

Boosting Off-Peak Appeal

There’s a growing audience for low and mid-season stays – from remote workers to dog walkers and nature lovers. Here’s how to attract them:

Allow short breaks (2–4 nights): Encourage spontaneous getaways and midweek bookings
Embrace gap-filling: A 2-night stay between longer bookings is still better than an empty calendar. We adjust these on a % basis to fill “lost nights”
Add cosy extras: Welcome hampers, firewood, luxury bedding and pet-friendly touches matter more when the beach isn’t the main attraction
Highlight your property’s seasonal assets: Log burners, countryside walks, underfloor heating, or proximity to a great pub

Local Events = Local Demand Spikes

Devon’s calendar is dotted with events that bring guests to the region outside of traditional peak periods. Examples include:

Dart Music Festival (May)
Kingsbridge Fair Week (July)
Salcombe Regatta (August)
Totnes Christmas Markets (December)

Properties near these events can – and should – command stronger rates, even if they technically fall into a ‘mid’ or ‘low’ season.

Track Performance, Not Just the Calendar

We don’t just set seasonal bands and leave them. Our team continually monitors pacing – that is, how bookings are stacking up compared to previous years.

We’re already ahead of where we ended last year for annual occupancy (even if just by 0.1%!). Almost every month this year has seen growth – except March, which flipped due to a late Easter. This is a reminder of why it’s not just about pricing by month, but by seasonality – and how important it is to track trends rather than rely on assumptions.

Five Smart Pricing Tips for Devon Holiday Homes

1. Review frequently – Annual updates aren’t enough. Use booking pace and local insight to react to changes.
2. Work in flexible bands – Super high, high, mid and low seasons vary by location and property. Adjust accordingly.
3. Don’t fear discounts – Targeted, short-term discounts (especially for gap-filling) are better than empty weeks.
4. Allow short breaks where it makes sense – They help fill shoulder season gaps and appeal to more guests.
5. Support the community – Remember that every booking in winter is a lifeline for local businesses.

How Finest Stays Can Help

We take the guesswork out of pricing your holiday home. With our blend of data-backed strategy, cutting-edge software, and hands-on expertise, we build pricing models that evolve with your property, your goals, and the wider market.

We’re not about blanket rate cards or pushing price points that don’t reflect value. We’re about smart, sustainable, flexible pricing that puts your property in the best position to succeed.

Let’s Talk About Your Home

Already letting and wondering if you could be earning more? Or new to the market and unsure how to start? Let’s chat.

Our owner team is on hand for a free, no-pressure pricing review and can talk you through what’s possible – and how to get there. Visit our let with us page for more information.