“While London remains a key hub for British renters, rising interest in cities like Cardiff and Birmingham points to growing opportunities in regional centres, which is likely driven by regeneration efforts and relative affordability”
– Michael Dear – Hiscox
Specialist insurer, Hiscox compared Google searches for “flats to rent in [location]” and “houses to rent in [location]” over the past two years to determine where interest has grown among British and international tenants seeking a UK rental property.
London shows signs of a rental comeback, but not internationally
After a volatile few years following the pandemic, London remains the UK’s largest rental hub and has seen a notable rise in interest, suggesting demand persists.
There were 45,000 more search enquiries for houses to rent in London among British tenants, up 13%. Demand for flats in London also grew by 4%, equating to 20,000 additional searches.
However, demand from international tenants has declined. Searches for flats dropped by 7%, representing 59,000 fewer enquiries, while searches for houses fell 21%, translating to 50,400 fewer searches.
Cities dominate, but towns are making gains
Cities claimed the top three trending positions in most cases, with flat and house trends largely mirroring each other for British and international tenants. Bolton in Greater Manchester was the only town to secure the top spot among predominantly urban locations.
International flat seekers showed the largest increase in Bristol, with 28,000 additional searches, up 101%, followed by Oxford with 5,700 more searches (28%) and Leeds with 5,000 (41%).
British flat seekers saw London lead with 20,000 extra searches (4%), while Birmingham and Edinburgh followed with increases of 6,600 (5%) and 4,100 (2%) respectively.
In the house rental market, international demand was highest in Bolton, which recorded 6,900 extra searches (77%), followed by Oxford at 5,700 (25%) and Leeds at 5,600 (33%). British tenants were most interested in London, where searches rose by 45,000 (13%), with Cardiff next at 9,900 (16%) and Birmingham at 4,900 (2%).
When examining the top 15 trending locations, towns became more competitive. Cities accounted for 80% of British flat-seekers’ wish lists but only 40% for house-hunters. Among international tenants, flat-hunters were split, with cities making up 53% of trending locations and 60% for house-hunters.
Trending towns included Brackley in Northamptonshire, Houghton-le-Spring in Tyne and Wear, Warrington in Cheshire, and Tamworth in Staffordshire.
Coastal appeal remains strong
While city living showed signs of revival, the UK coastline continued to attract attention, particularly among British house hunters. More than half (53%) of the top 15 trending locations were on or near the coast, including Houghton-le-Spring, Troon, Skegness, Whitby, Brixham, Chester, Clacton-on-Sea, and Truro.
Among flat hunters, coastal locations were less prominent, accounting for just two entries (13%): Clacton-on-Sea and Exeter. International tenants showed lower coastal interest, ranging from 12-27% of the top 15 locations.
“As the rental market continues to shift, staying attuned to tenant demand is crucial for landlords aiming to make smart, future-focused decisions. Our analysis highlights how lifestyle changes, remote work, and even social media trends are driving where people want to live,” explained Michael Dear, landlord insurance product lead.
“While London remains a key hub for British renters, rising interest in cities like Cardiff and Birmingham points to growing opportunities in regional centres, which is likely driven by regeneration efforts and relative affordability. We’re also seeing signs that international renters may be widening their search beyond the capital, with increasing demand in towns and smaller cities that may offer more space and better value for families.”
He added, “For landlords, these emerging patterns can help inform everything from location choices to property type. Whether you’re new to buy-to-let or expanding your portfolio, understanding where demand is building is vital to minimising void periods and futureproofing your investment.
“That’s why we’re excited to introduce our new landlord insurance cover, designed to provide comprehensive protection for everything from loss of rent to legal disputes.”