Dornoch

As of June 2026, Wick, Thurso, Inverness, Orkney have 952 active Airbnb and VRBO listings. This represents a 11% decrease from the previous year.

The average Airbnb or VRBO in Wick generates £18K per year. High-performing properties earn £37K/year, while low-performing properties earn £9K/year. The significant revenue gap suggests that market success is heavily skewed toward top-tier listings, even as overall supply contracts.

Airbnb and VRBO can be profitable in Wick. Average annual revenue is £18K with 39% occupancy. High-performing properties earn up to £37K/year. The variance in earnings indicates that while general market demand is modest, specific listing characteristics capture a disproportionate share of available revenue.

The average occupancy rate for Airbnbs and VRBOs in Wick is 39%. This occupancy level, combined with an average nightly rate of £150, results in a RevPAR (revenue per available room) of £32 per day.

4+ bedroom properties demonstrate the strongest performance in Wick, with annual revenue of £32K. These properties balance operating costs and rental demand most effectively in the Wick market. Property performance varies significantly by location, amenities, and management quality.

Short-term rental regulations vary by jurisdiction in the Wick area. Wick: Lenient. No specific STR regulations beyond standard business rates and planning permission if structural changes made. Minimal enforcement. Thurso: Lenient. No dedicated STR licensing system. Must comply with general business rates and safety standards. Light enforcement. Inverness: Moderate. Planning permission required for whole-property STRs since 2021. Business rates apply. Moderate enforcement through complaints. Orkney: Moderate. Planning permission needed for change of use to STR. Business rates and safety compliance required. Enforcement complaint-driven. Always verify current regulations with local authorities and obtain necessary permits before operating a short-term rental.

The Wick Airbnb and VRBO market is currently showing balanced conditions. Supply has declined 11% year-over-year, while RevPAR has decreased 23%. This indicates balanced supply-demand dynamics. This contraction suggests that the market is adjusting to lower demand levels, potentially stabilizing the competitive landscape despite the decline in individual property performance.

Launch around January, 2-3 months before peak summer season (April peaks). This pre-peak timing lets you build reviews when competition is 12% lower than peak months. Avoid launching during peak season when established listings dominate, or slow months (December-January) when gaining traction is harder.

The most common amenities in Wick listings include: Tv (90%), Kitchen (90%), Heating (82%), Washing Machine (79%), Private Yard (55%). Amenities that boost revenue the most include Hot Tub, Pets Allowed, Gym, with Hot Tub properties earning approximately 140% more (£65K/year vs £27K/year).

Monthly estimated revenue per listing in Wick over the last 12 months: May: £1K, June: £1K, July: £1K, August: £1K, September: £1K, October: £1K, November: £679, December: £692, January: £568, February: £553, March: £866, April: £1K. These figures are based on RevPAR (revenue per available room) multiplied by the number of days in each month.

The overall average nightly rate in Wick is £150, up 11% year-over-year. By property size: 1-bedroom properties average £118/night, 2-bedroom properties average £141/night, 3-bedroom properties average £173/night, 4+ bedroom properties average £300/night. Rates peak in August and are lowest in November.

Guests in Wick book an average of 40 days in advance, down 29% from last year. By property size: 1-bedroom: 41 days, 2-bedroom: 41 days, 3-bedroom: 40 days, 4+ bedroom: 36 days. Larger properties tend to have longer booking windows as guests plan group trips further ahead.

Over the past year, the Wick Airbnb and VRBO market has seen the following changes: supply declined 11%, revenue per listing decreased 23%, occupancy fell 11%, average nightly rates increased 11%, and lead time decreased 29%. These metrics reflect a shift toward shorter booking windows and more cautious consumer behavior amid broader revenue compression.

In Wick, Wednesday sees the highest booking demand while Sunday has the lowest. Nightly rates peak on Friday and are lowest on Monday.