I interned at an ‘Airbnb agency’ that was operating in a gray area of London’s regulations.
In brief: London has a 90-day limit on renting out any single property as a short-term rental within a 180-day period.
However, this rule is rarely enforced, allowing many property management companies to bypass it completely.
I discovered this firsthand while interning for an agency that raked in £20,000 a month in profit from managing 15 properties.
There are numerous agencies like this operating throughout the city (check out my full write-up in my newsletter for more details).
So, how do they sidestep the 90-day rule?
By employing a rather clever tactic—listing the same properties multiple times.
- They rename the property
- Change the address slightly to the neighboring location
- Use different photographs taken from various angles
And just like that, they get another 90 days of renting at Airbnb rates.
This practice is surprisingly easy to spot, yet I don’t understand how Airbnb can turn a blind eye, especially given today’s advanced AI technologies for image detection and pattern recognition.
My boss would misleadingly present multi-listing as a “tactical listing strategy” rather than an outright rule violation.
Unfortunately, when you’re making £4,000 a month from a property that could rent for £2,000, there’s little motivation for landlords, agencies, or Airbnb to adhere to a law that lacks enforcement.
So, what can be done?
The community in Barcelona successfully fought against short-term rentals, implementing a complete ban that put 10,000 properties back on the market.
As a reference point, there are about 117,000 short-term rentals in London (equating to one in every 32 residential properties).
Let’s see how this unfolds!
It’s shocking to hear about the extent of the exploitation happening under the guise of short-term rentals in London. The 90-day rule is clearly being undermined by these tactics, and it raises serious questions about the regulatory framework that’s meant to protect residents and support the housing market. Your firsthand experience sheds light on how easily agencies can manipulate the system for profit, all while potentially contributing to the housing crisis in the city.
As you pointed out, the lack of enforcement creates a loophole for landlords and agencies to profit at the expense of long-term renters and the community. It’s particularly frustrating to see a “tactical listing strategy” being pitched as a legitimate business practice when it’s just a way to skirt the law.
The comparison to Barcelona is interesting—an outright ban seems like a strong measure, but if it leads to more affordable housing availability, it may be worth considering. It might require a collective push from tenants, local governments, and housing advocates to create a similar impact in London.
Change might also come through increased public awareness and pressure on platforms like Airbnb to take more responsibility for their listings and verify compliance with local laws. Until then, it appears the fight against short-term rental exploitation will continue, but raising awareness like you are doing is a significant step toward sparking that conversation. Thanks for sharing your experience!