The pet-friendly short-term rental segment has grown faster than almost any other guest category over the past five years. According to AirDNA's 2025 traveller research, listings tagged as pet-friendly command an average rate premium of 8-15% in comparable markets, and they enjoy materially higher occupancy in shoulder seasons because pet owners book mid-week stays and longer trips than the average traveller.
But a lot of hosts try pet-friendly bookings, lose money on them, and pull the option. The losses are not because the segment is unprofitable. They happen because hosts skip the operational discipline that makes the segment work: clear pricing, proper deposits, cleaning protocols built for the segment, and marketing copy that attracts the right pet owners while filtering the wrong ones.
The Real Cost of Allowing Pets
Be honest about the marginal cost of each pet booking before you set pricing. The realistic incremental cost per stay (in addition to your standard turnover cost):
- Extra cleaning time: 30-60 minutes for thorough vacuuming, lint-rolling soft furnishings, and sanitising hard surfaces. At £15/hour, £8-£15.
- Specialised cleaning supplies: Pet-safe enzymatic cleaners, lint rollers, fur-removal pet brush. Per-stay cost: £2-£5.
- Wear and tear allowance: Floors, sofas, and beds wear faster with pets. Even with the best behavioural pets, plan an annual replacement cycle ~30% shorter than non-pet properties.
- Occasional damage: Realistically 1 in 30 pet bookings results in damage that exceeds normal cleaning. Average cost when it happens: £40-£200.
All in, the marginal cost per pet stay is typically £15-£35 plus a portfolio-level wear allowance. If your pet supplement is below this, you are losing money. If it is above and you have priced sensibly, you are capturing the premium.
How to Price the Pet Supplement
Three pricing models work, and the right one depends on your property type and guest profile:
Flat per-stay fee (£25-£50)
Best for short stays of 1-4 nights. Easy to communicate, easy to enforce, and travellers find it acceptable when framed as a cleaning surcharge rather than a fine.
Per-pet, per-stay fee (£15-£30 per pet)
Best for properties with strict pet limits where additional pets meaningfully increase risk and cleaning. Communicate that you charge per pet, and require guests to declare the number at booking.
Per-night supplement (£8-£15 per night)
Best for longer stays of 7+ nights and luxury properties. The supplement looks small per-night but captures real value for week-long stays. Especially common in pet-positive holiday cottage markets.
Whatever model you pick, make the supplement non-refundable and disclose it before booking. The worst-case scenario is a guest who arrives with a pet they did not declare, expecting the standard rate.
Deposits: The Right Amount and the Right Wording
For pet bookings, an additional refundable damage deposit of £100-£200 is standard practice in the UK and Europe. Some hosts go higher (£300+) for properties with new flooring or expensive soft furnishings.
The wording matters more than the amount. The deposit clause should:
- Explicitly cover damage caused by the pet (chewed furniture, urine stains, scratches, deep cleaning beyond standard turnover)
- State that the deposit is in addition to the booking total and the pet supplement
- Specify the timeframe for return after checkout (typically 7-14 days, after the cleaner reports any issues)
- Reference photographic evidence as the basis for any deductions
Most disputes arise from vague wording, not from genuine disagreement about damage. Tighten the language and most disputes evaporate.
Cleaning Protocols Built for Pets
Standard turnover cleaning is not adequate for pet bookings. The post-pet checklist should include:
- Vacuum all carpets and rugs twice — pet hair embeds deeply
- Lint-roll soft furnishings (sofas, cushions, bedrunners), including the underside of cushions
- Sanitise hard floors with a pet-safe disinfectant
- Inspect under furniture, behind doors, and in corners for fur accumulation
- Check for and treat any urine or accident stains with an enzymatic cleaner (not just deodoriser — actual enzymes that break down the stain)
- Inspect outdoor areas (gardens, balconies) for waste
- Photograph the property in cleaned state for your records
If your cleaning workflow supports pet-specific checklists, build a separate template for pet turnovers and have your cleaner attach photos to confirm completion. The photo trail is invaluable for both quality control and dispute defence.
Marketing That Attracts the Right Pet Owners
Generic "pet-friendly" listings attract everyone — including the bad actors. Specific pet-positive marketing attracts experienced, considerate pet owners who self-select.
What works:
- Photos of pets in the property. A photo of a happy dog on the rug signals that you genuinely welcome pets. Stock photos of generic dogs on couches signal the opposite.
- Specific pet amenities mentioned. Dog bowls, towels, a pet bed, fenced garden, easy access to walking routes. Detail signals investment.
- Clear rules upfront. "Up to two well-behaved dogs welcome. Pets must not be left unattended on furniture or beds." This signals you are organised, not naive.
- Local pet info. Nearest dog-friendly pub, off-leash walking area, vet open weekends, pet-friendly cafes. This sends the message that you understand the segment.
What to avoid: vague catch-alls like "small pets considered" (this attracts haggling), and emoji-heavy listings ("🐶 PETS WELCOME 🐾") that scream amateur.
Managing the Booking Funnel
Capture pet details before confirming the booking, not after. Your booking flow or message templates should ask:
- How many pets, what species, what breed
- Approximate weight or size
- Will the pet be left unattended at any point during the stay
- Any history of issues at previous accommodations
This filters most problem bookings before they become problem stays. Honest guests answer honestly. Dishonest guests usually skip the booking rather than fabricate.
Bottom Line
Pet-friendly bookings are one of the highest-ROI product changes available to short-term rental hosts. The premium is real, the segment is loyal, and the off-peak demand fills calendar gaps that other guests will not. The upside only materialises when you do the operational work — pricing the supplement correctly, taking proper deposits, running pet-specific cleaning, and marketing to the right pet owners.
For broader pricing strategy beyond peak/off-peak, see our guide to seasonal pricing strategies. For the operational guardrails on screening guests in any segment, our guest screening framework applies directly.