Airbnb Occupancy Rates in Wiltshire, England(August 2026)
Salisbury Cathedral spire, Stonehenge coach traffic, and Avebury stone circles give Wiltshire a heritage short-break calendar that runs alongside Cotswolds-edge village charm in Bradford On Avon and Malmesbury. Military families near Salisbury Plain and Swindon business mid-stays add weekday depth that pure coastal counties lack.
As of August 2026, Wiltshire averages £33,697 in annual revenue per listing with 57% occupancy and £161 ADR across 2,358 active listings. Cathedral cities, market towns, and Swindon fringe wards pull in different directions.
Model Salisbury, Marlborough, or Bradford On Avon separately before you rely on the county label.
Wiltshire Airbnb Market Map (August 2026)
Wiltshire Market Performance
Period: August 2025 - July 2026
Is Airbnb a Good Investment in Wiltshire?
YES. Wiltshire suits hosts who want heritage and Cotswolds-adjacent demand without Oxfordshire price tags, provided you buy in a proven town and confirm planning with Wiltshire Council.
Who tends to invest well
- Hosts targeting Salisbury cathedral weekends, Stonehenge coach spillover, or Cotswolds-edge villages with 81+ listings in Bradford On Avon.
- Operators who want dual demand: summer heritage tourists plus autumn walking weeks on the Wessex chalk downs.
- Buyers who compete on parking and honest drive times. Many guests day-trip to Bath and the Cotswolds from Wiltshire bases.
- Hosts who confirm lawful holiday use before exchange. Unitary Wiltshire still applies conservation-area tests in Marlborough and Lacock-area villages.
| Market | Avg revenue | Occupancy | Role |
|---|---|---|---|
| Wiltshire | £33,697 | 57% | Full-county heritage and downs mix |
| Salisbury | £29,995 | 64% | Cathedral city and Plain gateway |
| Somerset | £35,483 | 58% | Bath and Mendips neighbour |
| Oxfordshire | £40,952 | 59% | Higher county average; university draw |
| Dorset | £35,971 | 57% | Jurassic Coast summer weeks |
Planning note: Wiltshire Council handles all planning in the county. There is no separate Salisbury or Swindon borough layer for new applications.
Swindon wards hold the largest listing counts (158 in Central Swindon South) but lower nightly rates than Salisbury or Marlborough. Match asset to guest story and drive times, not raw inventory alone.
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How Often Will Your Airbnb Be Booked in Wiltshire?
View Demand Patterns →Occupancy rates directly impact your revenue potential. Understanding demand patterns helps you set realistic expectations and optimize your availability strategy.
The current average occupancy rate in Wiltshire is 57%, meaning properties are booked for about 209 nights per year. However, occupancy varies significantly based on property quality and management. Here's what you can expect:
Airbnb Occupancy Tiers in Wiltshire
Premium(Top 10%) | High-performing(Top 25%) | Average(Median) | Low-performing(Bottom 25%) |
|---|---|---|---|
| 91% | 74% | 51% | 23% |
*High desirability & optimized availability | *Good market fit & guest satisfaction | *Standard market performance | *Higher vacancy, optimization needed |
Seasonal Occupancy Patterns in Wiltshire
May, July
Highest demand and occupancy rates. Perfect for premium pricing strategies and maximizing revenue. Consider longer minimum stays and higher rates.
December, October
Moderate demand with balanced pricing opportunities. Good for attracting budget-conscious travelers while maintaining reasonable occupancy rates.
January, November
Lower demand requires competitive pricing and creative marketing. Focus on local events, extended stay discounts, and targeting specific traveler segments.
How Much Can You Earn with Airbnb in Wiltshire?
Calculate Earnings →One of the most common questions for potential Airbnb hosts in Wiltshire is about earning potential. Let's break down the revenue patterns and what you can realistically expect to earn.
Monthly Revenue Trends in Wiltshire
Best-in-class Airbnb properties (top 10%) in Wiltshire achieve around £44,258 annually, while strong performers (top 25%) earn at least £28,200. Typical properties generate about £16,484 per year, and entry-level listings (bottom 25%) see earnings near £6,068, often with room for optimization. Keep in mind, these are market averages—your actual earnings can be even higher depending on your property's location, bedrooms, guest capacity, and unique amenities.
Want to see how your listing could perform? Create a free account to unlock personalized analytics and explore exclusive insights in our app!
What Can You Learn from Top-Performing Airbnbs in Wiltshire?
View Top Performers →Studying successful properties provides valuable insights for your own Airbnb strategy. Here are the top-performing listings in Wiltshire and what makes them successful.
Wiltshire Market Analysis
Heritage and coach-tourism guests
Stonehenge, Old Sarum, and Salisbury Cathedral drive coach parties and independent heritage tourists who book cathedral-city B&Bs and nearby cottage clusters in Wilton and Downton. Properties with secure parking for day-trip cars to Avebury and Lacock film-location villages hold occupancy on shoulder weekends when pure beach markets empty.
Cotswolds-edge and market-town weekenders
Bradford On Avon, Malmesbury, and Marlborough attract couples from London and Bristol for food-pub weekends and antique fairs. Canal-side cottages in Bradford and high-street apartments in Marlborough command premium nightly rates when marketed with honest Bath and Cotswolds drive times.
Military, aviation, and Swindon mid-stays
Salisbury Plain garrisons, MOD contractor rotations, and Swindon office mid-stays fill weekday calendars in Amesbury-area villages and selected Swindon parishes. These guests prioritise Wi-Fi, parking, and flexible check-in over postcard views. Underwrite them separately from Lacock cottage tourism.
What Are the Airbnb Regulations in Wiltshire?
Understanding local regulations is crucial for operating a successful Airbnb. Let's examine the compliance landscape and what you need to know about licensing requirements in Wiltshire.
Current Regulatory Status
No properties have proper licensing in this market, indicating minimal regulatory enforcement.
Wiltshire Council is the unitary planning authority for the whole county, including former Salisbury and North Wiltshire districts. Holiday-let change of use is decided case-by-case. Verify lawful status before purchase.
| Host profile | Typical planning path | Tax and compliance |
|---|---|---|
| Home sharer / occasional let | May fall within permitted development if criteria met | Council tax unless business-rates tests met |
| Dedicated holiday cottage | Often needs explicit permission in conservation areas | 140+ days available and 70+ days let may trigger business rates |
| Professional portfolio operator | Lawful Development Certificate recommended when deeds unclear | Register for national STR scheme when live; commercial waste where required |
Use Wiltshire planning applications and the Planning Portal before first booking. Track GOV.UK registration guidance and GOV.UK self-catering rules. Meet fire, gas, electrical, and EPC standards. Declare income to HMRC.
What Should You Charge for Your Airbnb in Wiltshire?
Smart Pricing Tools →Pricing is one of the most critical decisions for Airbnb success. Let's analyze the current pricing landscape and help you understand what rates you can realistically charge.
The current average daily rate in Wiltshire is £161 per night. However, pricing varies significantly based on property quality and location. Here's what different property tiers typically charge:
Airbnb Pricing Tiers in Wiltshire
Premium(Top 10%) | High-performing(Top 25%) | Average(Median) | Budget(Bottom 25%) |
|---|---|---|---|
| £256per night | £155per night | £108per night | £67per night |
*Top locations, big properties, premium amenities | *Good property management, highly rated | *Standard market performance | *Basic properties, less desirable locations |
Is It Profitable to Start an Airbnb in Wiltshire?
Investment Analysis →Understanding the profitability potential is crucial for any Airbnb investment decision. Let's analyze the revenue performance and profit margins in the Wiltshire market to help you make informed financial decisions.
Revenue Performance
Profitability Factors
Which Areas in Wiltshire Are Most Profitable for Airbnb?
Explore All Areas →Wiltshire spans 200+ civil parishes. Revenue spreads from Swindon commuter wards to cathedral-city cores and downs villages.
Cathedral and Plain cluster
Salisbury: 127 listings averaging £29,995 at 64% occupancy. The county’s heritage anchor and default research starting point.
Avebury: 23 listings at £32,874. Stone-circle tourism with quieter nights than Salisbury centre.
Marlborough: 22 listings earning £27,814. High-street market town with Savernake Forest access.
Cotswolds fringe and west Wiltshire
Bradford On Avon: 81 listings at £27,836. Canal and weaver’s-cottage charm on the Bath edge.
Malmesbury: 39 listings at £34,841. Abbey-town weekends with lower churn than Swindon.
Box: 64 listings averaging £52,123. Cotswolds gateway with railway links toward Bath.
Swindon and north Wiltshire volume
Central Swindon South: 158 listings at £20,471. Business mid-stays and event weekends with lower nightly rates than heritage towns.
Chippenham: 38 listings earning £33,229. M4 corridor base for Bath and Bristol day trips.
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