And Can Installing A Sauna Increase Bookings and Rental Income?

With more holiday lets entering the market each year, standing out has never been more important. Attractive interiors and professional photography are now expected by guests, meaning hosts need to offer something more than a well-furnished property to justify higher nightly rates.

One of the fastest-growing trends in UK tourism is wellness travel. According to the Global Wellness Institute, wellness tourism is projected to become a $1.4 trillion global market by 2027, as more travellers seek experiences that promote relaxation, recovery and wellbeing.

For Airbnb hosts, this presents an opportunity.

An outdoor sauna isn't simply another amenity—it can become one of the property's biggest selling points, helping differentiate your listing in a competitive market.

But is it a worthwhile investment?

Can a Sauna Increase Airbnb Bookings?

While no feature can guarantee additional bookings, a sauna can make your listing significantly more competitive.

When guests browse Airbnb, they're often comparing dozens of similar properties. A private outdoor sauna immediately creates a point of difference, particularly when paired with professional photography and thoughtful landscaping.

A sauna can also improve your listing by:

• Creating stronger first impressions.
• Encouraging guests to save your property.
• Making your accommodation more memorable.
• Generating more photographs for social media.
• Giving guests another reason to leave positive reviews.

For many guests, booking decisions are increasingly based on the experience a property offers rather than simply the number of bedrooms.

Can You Charge More Per Night?

Premium amenities often allow holiday lets to position themselves above comparable properties.

While there is no fixed amount that every host can charge, accommodation offering distinctive features such as private saunas, hot tubs or outdoor wellness areas can often justify higher nightly rates than similar properties without those facilities.

Guests are increasingly willing to pay for experiences they cannot easily recreate at home.

Rather than competing purely on price, a sauna allows you to compete on quality and uniqueness.

A Sauna Can Help Reduce Seasonality

One of the advantages of an outdoor sauna is that it appeals throughout the year.

Unlike outdoor swimming pools, which are largely seasonal in the UK, a sauna often becomes even more desirable during autumn and winter.

For holiday lets in rural locations, coastal destinations and national parks, colder weather can actually enhance the guest experience. Returning from a countryside walk or coastal hike before relaxing in a warm sauna creates exactly the type of memorable stay many travellers are looking for.

This year-round appeal can help maintain demand outside the traditional summer season.

Which Holiday Lets Benefit Most?

Almost any holiday property can benefit from an outdoor sauna, but it is particularly well suited to:

• Luxury cottages.
• Woodland cabins.
• Glamping sites.
• Shepherd's huts.
• Lakeside lodges.
• Boutique holiday parks.
• Contemporary holiday homes.
• Rural retreats.

These properties already attract guests seeking relaxation and a connection with nature, making a sauna a natural extension of the overall experience.

Which Type of Sauna Is Best for an Airbnb?

Choosing the right sauna is just as important as deciding whether to install one.

For holiday accommodation, reliability, ease of use and low maintenance should be priorities.

Cube Saunas

Cube saunas have become increasingly popular for premium holiday accommodation because they maximise internal space, accommodate traditional tiered benches and often feature panoramic glazing that photographs exceptionally well.

Their contemporary appearance also complements modern holiday properties and landscaped gardens.

Barrel Saunas

Barrel saunas remain an excellent choice for hosts looking for a compact, efficient and visually distinctive building.

Their curved profile creates an instantly recognisable Scandinavian aesthetic while making efficient use of smaller outdoor spaces.

The right choice depends on your property, available space and the type of guest experience you want to create.

Think Beyond the Sauna

The highest-performing wellness properties rarely rely on a single feature.

Many hosts now create complete outdoor wellness spaces incorporating:

• Cold plunge pools.
• Outdoor showers.
• Fire pits.
• Covered seating areas.
• Pergolas.
• Outdoor kitchens.
• Landscaped lighting.

A sauna often becomes the centrepiece that brings the entire outdoor space together.

Running Costs

Running costs are often lower than many hosts expect.

A modern electric sauna typically consumes most of its electricity while heating up before the thermostat cycles the heater on and off to maintain the selected temperature.

Choosing a well-insulated sauna and an appropriately sized heater helps minimise ongoing energy costs while providing guests with a consistent experience.

If your property already benefits from solar panels or battery storage, running costs can often be reduced even further.

Guest Safety and Maintenance

Holiday let owners should choose a sauna that is straightforward for guests to operate and simple to maintain.

Look for models that offer:

• Easy-to-use digital controls.
• Reliable electric heaters.
• Durable timber construction.
• High-quality insulation.
• Clear operating instructions.

Routine maintenance is generally limited to cleaning the interior, inspecting the heater and replacing sauna stones when required.

Professional installation is always recommended to ensure electrical safety and compliance.

Marketing Your Airbnb Sauna

If you install a sauna, make it one of the headline features of your listing.

Professional photography should include:

• Exterior garden views.
• The sauna interior.
• Evening lighting.
• Views through panoramic windows.
• Any accompanying cold plunge or relaxation area.

Keywords such as private sauna, wellness retreat, spa-inspired garden, Nordic escape and luxury holiday let can also help communicate the experience your property offers.

Encouraging guests to mention the sauna in their reviews can further strengthen your listing over time.

Is the Investment Worth It?

No single feature guarantees higher occupancy or increased revenue.

Location, presentation, pricing and guest reviews will always remain the biggest drivers of success.

However, a sauna can strengthen your property's competitive position by helping you:

• Differentiate your listing.
• Justify premium pricing.
• Improve year-round appeal.
• Create memorable guest experiences.
• Generate stronger photography.
• Encourage positive reviews.
• Build repeat bookings.

At Ice Cold Spice, we've seen growing interest from Airbnb hosts, boutique holiday lets and luxury accommodation providers looking to create outdoor wellness spaces that offer guests something genuinely different.

Final Thoughts

As wellness tourism continues to grow, guests are increasingly looking for accommodation that offers more than simply a place to stay. They want memorable experiences that help them relax, recharge and escape everyday life.

An outdoor sauna can become one of the most valuable features of a holiday let, helping distinguish your property from competing listings while enhancing its appeal throughout the year.

While every investment should be assessed against your property's location, target market and budget, a well-designed sauna has the potential to become far more than another amenity. It can become one of the reasons guests choose your property, recommend it to others and return for future stays.