Key Data
ASSC chief executive Fiona Campbell

Key Data becomes exclusive data partner for the ASSC

Scotland: Short-term rental data provider Key Data has become the exclusive data partner of the Scottish association for short-term let property managers. 

The partnership means that The Association of Scotland’s Self-Caterers — known as the ASSC — will be able to access Key Data’s Scottish market insights dashboard to see market and industry performance trends in real time.

Founded in 1978, the ASSC is the leading source of knowledge and advocacy in Scottish self-catering. With almost 1,700 members, the association supports the operation of tens of thousands of self-catering properties across Scotland, with the aim to empower members to provide unforgettable guest experiences.

All ASSC members can access Key Data’s business intelligence and benchmarking tools at a preferred rate. The tools include over 45 key performance indicators [KPIs], such as average daily rate [ADR], revenue per available rental (RevPAR), occupancy, booking window, and feeder market data.

These are the most important datasets that property managers around the world rely on to adjust their short-term rental business strategies.

Property managers have the option to seamlessly link their booking data with the Key Data Dashboard through their property management software [PMS], simplifying the process of assessing their own performance and comparing it to market benchmarks. Key Data collects and anonymises local market data, along with daily data scraping from prominent online travel agents [OTAs], guaranteeing the provision of extensive market insights.

The Scottish self-catering market has been the subject of stringent regulation this year, as all owners of pre-existing holiday lets in Scotland were required to obtain a licence to continue operating from 1 October. Analysis from the UK Short-Term Accommodation Association [STAA] in September revealed the extent to which homes across Scotland remain unbuilt, with the association claiming that the short-term rental industry had been scapegoated for the wider housing crisis.

Fiona Campbell, chief executive of the Association of Scotland’s Self-Caterers [ASSC], said: “The Association of Scotland’s Self-Caterers is absolutely delighted to work with Key Data as our exclusive data partner.

“Given the many regulatory challenges in Scotland, we are acutely aware of the importance of accurate and reliable data in policymaking.

“This exciting and innovative partnership will provide invaluable insights into the traditional self-catering sector, which benefits the Scottish economy to a tune of £1 billion, allowing us to inform the Scottish Government and local authorities to develop better regulation. It will also enable members to better navigate the market during challenging times and better inform their overall business strategies,” she added.

Sally Henry, VP of business development EMEA at Key Data, said: “We’re thrilled to announce our partnership with the ASSC.

“The Scottish short-term rental industry is experiencing a period of significant change with the introduction of new licensing requirements nationwide and the option for local councils to introduce short term let ‘control areas’. As a result, property managers are facing additional costs and regulatory hurdles.

“Scottish property managers will need to be more careful with their pricing, marketing and revenue management moving forward. Having insights for the Scottish market will help them make more informed decisions,” she added.

Earlier this year, Key Data also became the exclusive data partner for STAMA Greece and ASTRA [the Australian Short-Term Rental Accommodation Association].

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