'The data could be a game changer': Janet Uttley on leading the STAA

The Short Term Accommodation Association (STAA) has announced that Janet Uttley will succeed Andy Fenner as Chief Executive. Janet brings a wealth of experience from across the tourism and attractions industry, most recently as Head of Industry Development at VisitEngland and VisitBritain. Host Planet sat down with her to find out what drew her to the role, her priorities during the first 90 days, and where she sees the biggest opportunities for the short-term rental sector.

Tell us about your background and how your experience will help you in your new role as Chief Executive of the STAA.

I love this industry. If there is one thing working in tourism gives you, it’s resilience – no two days are the same, and the opportunities, if you work at it, bring such enormous job satisfaction.

I’ve worked my way through local, regional, and national roles, building experiences and driving growth for strong brands, including Merlin Attractions, the Royal Horticultural Society, the Imperial War Museum, and Aspro Ocio. Most recently I was working at the national level for VisitEngland and VisitBritain, which is where I really connected with the short-term accommodation sector.

What strikes me most is the motivated, genuinely entrepreneurial spirit that exists here – the people who drive change. I’ve always been drawn to championing that kind of energy, and I can’t wait to do that in this role.

What also inspires me is the collaboration I’ve seen between larger operators. Yes, they’re competitive – but when the going gets tough, as we saw through Covid, this sector rallies together. They get in the driving seat of recovery rather than waiting for things to improve. I’d like to build on that, and to clearly demonstrate to the stakeholders who matter most why this is a sector worth understanding and, more importantly, supporting.

What was it about this opportunity that made you say yes?

I’ve been fortunate enough to work closely with Andy [Fenner] and Diane [Lloyd], and I’d like to build on the great work they’ve done. I’m also genuinely excited to move back into the commercial world, where you can truly move at pace – while still being at the heart of decision-making at government level. That combination is quite rare, and it’s one of the things that makes the STAA role so appealing.

What will your immediate priorities be in the first 90 days?

It’s really important to listen first and act later when you start a new role. That means understanding the successes and the aspirations – what is important to members, what works for stakeholders, and where our gaps are.

I’ll also have an amazing board with strong views that I’ll absolutely need to be guided by. No wallflowers, that’s for sure!

I’m also keen to stay on top of imminent change – registration schemes, tourism levies, any other legislation that might be on the horizon. And I’ll be looking for some quick wins early on, including building more support for the back office and raising our profile where we can.

How would you describe your leadership style and how will it shape the direction of the STAA?

Collaborative – that’s the word I’d use above all others. I build on great partnerships, and I’ll be moving the STAA in a positive, determined, and strategic direction. We need to shout loudly about the contribution this sector makes to the economy, and I want to be the person leading that charge.

Looking at the STAA today and the wider short-term rental industry, where do you see the biggest opportunity to make an impact?

The data. Ask anyone the size of the sector and they simply don’t have the facts – so wild assumptions get made. If we can get the facts straight and build a true, accurate picture of the contribution short-term rentals bring to the local areas they serve, that could be a game changer.

Nobody is disputing that short-term rentals matter. But without robust, credible data behind that claim, it’s much harder to win the arguments that need winning at government level. That’s where I want to focus energy.

How do you plan to collaborate with other associations, such as PASC UK and the ASSC?

I’m fortunate to have worked closely with a number of associations in and outside of the sector, and I look forward to continuing those relationships – including with Alistair [Handyside], Fiona [Campbell], and of course Eddy [Leviten] at the Tourism Alliance.

It’s a cliché, I know, but we are stronger together. We have to maintain and continue to build a positive narrative for this sector, and that means presenting a unified, credible voice to government and the public alike. I genuinely believe that when associations work in the same direction, we achieve far more than any one of us could alone.

About the Short Term Accommodation Association (STAA)

The STAA is the UK’s leading trade body for the short-term rental sector, representing property owners, managers, platforms, and ancillary businesses. It advocates on behalf of the sector with government, regulators, and other stakeholders, and works to ensure that short-term rentals are recognised for their contribution to local tourism economies, housing supply, and the wider visitor economy.

Key issues currently on the STAA’s agenda include the introduction of a short-term let registration scheme in England, potential tourism levies, and ongoing discussions around council tax and business rates for holiday let properties.

What Janet Uttley's appointment means for holiday let owners and investors

The appointment of an experienced national tourism figure to lead the STAA is a positive signal for the sector. Janet’s background bridging government bodies and commercial operators means she understands both the regulatory environment and the day-to-day realities of running a property business.

Her focus on data – building a credible, fact-based picture of the sector’s economic contribution – is particularly relevant. Better data means stronger arguments when it comes to opposing disproportionate regulation, shaping fair tax treatment, and making the case for continued investment in the sector.

For owners and investors, having a well-resourced, strategically led trade body in your corner matters. The coming years are likely to bring significant regulatory change, and the STAA’s ability to influence that change on behalf of its members will be crucial.

Frequently Asked Questions

Who is Janet Uttley? Janet Uttley is the new Chief Executive of the Short Term Accommodation Association (STAA), taking over from Andy Fenner. She was previously Head of Industry Development at VisitEngland and VisitBritain, and has held senior roles at Merlin Attractions, the Royal Horticultural Society, the Imperial War Museum, and Aspro Ocio.

What is the STAA? The Short Term Accommodation Association (STAA) is the leading UK trade body for the short-term rental sector. It represents holiday let owners, property managers, rental platforms, and related businesses, and advocates on their behalf with government and other stakeholders.

Who did Janet Uttley replace as STAA Chief Executive? Janet Uttley succeeds Andy Fenner as Chief Executive of the STAA.

What are Janet Uttley’s priorities as STAA Chief Executive? In her first 90 days, Janet plans to listen carefully to members and stakeholders, understand the STAA’s strengths and gaps, and monitor imminent regulatory changes including registration schemes and tourism levies. Longer term, she wants to focus on building better sector data to make a stronger economic case for short-term rentals, and on fostering collaboration across industry associations.

How will the STAA work with PASC UK and the ASSC? Janet Uttley has signalled her intention to continue and deepen collaboration with fellow sector associations including PASC UK and the ASSC, as well as the Tourism Alliance. She believes that a unified voice across the sector is essential for achieving positive outcomes in government discussions and regulatory proceedings.