The landlord insurer analysed British and global Google search data for flat and house tenancy enquiries across 1,000 UK

London’s rental market is showing signs of recovery among domestic tenants, though international appeal has declined sharply, according to new research from specialist insurer Hiscox.

The landlord insurer analysed British and global Google search data for flat and house tenancy enquiries across 1,000 UK locations, identifying areas that have seen the biggest rise in searches and could represent emerging opportunities for landlords.

Hiscox compared searches for “flats to rent in (location)” and “houses to rent in (location)” over the last two years to reveal where appetite has grown among British and international tenants seeking UK rental properties.

After an unstable period since the pandemic, London remains the UK’s biggest rental hub and has experienced a notable increase in interest, indicating demand still exists in the capital. British tenants made 45,000 more search enquiries for houses to rent in London, representing a 13% rise. Demand for flats in the capital also rose 4%, equivalent to 20,000 additional enquiries.

However, demand dropped 21% among international property seekers. Search enquiries by international flat hunters declined 7% for London, translating to 59,000 fewer searches. House hunters dropped 21%, which meant 50,400 fewer searches.

Cities occupied the top three trending positions almost across the board, and flat and house trends mostly mirrored each other between British and international tenants.

As the rental market continues to shift, staying attuned to tenant demand is crucial for landlords aiming to make smart, future-focused decisions, said Michael Dear, landlord insurance product lead at Hiscox. Our analysis highlights how lifestyle changes, remote work, and even social media trends are driving where people want to live.

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, he continued. 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.