Timing Is Everything: The Changing Art of When to Book

Just last week, a client who’s been with us for over a decade called on a Saturday, hoping to arrive Monday, today. Forty-eight hours earlier, we could have placed them in a perfect apartment. By Friday afternoon, there was nothing left that matched their needs. In a market as seasonal and event-driven as ours, that’s how quickly the landscape shifts.

For owners, this shift in behaviour can be both a blessing and a curse. The blessing is that last-minute demand is strong — if your property is ready to be booked at a moment’s notice. The curse is that if you’re not constantly updating your calendar, adjusting prices, and keeping the listing fresh, you’ll miss the surge entirely.

And for guests, the “last-minute gamble” can be thrilling… right up until it isn’t. Wait too long, and your dream property is gone - replaced with whatever is still standing when the music stops.

If you’d like us to review your calendar strategy or suggest the best booking window for your trip, reply to this post — we’ll happily advise.

How Season Shapes the Clock

The time of year matters more than ever. For Cannes’ anchor events - MIPIM, Lions, Film Festival - the very best homes are spoken for nine to twelve months in advance. These aren’t just bookings; they’re strategic moves by people who know they’ll be in town and want certainty.

Book early enough and owners will often hold the entire event period for you, at a lower nightly rate than you’d ever get closer to the dates. It’s a win for both sides: guests get peace of mind, owners lock in revenue.

As the months pass and dates firm up, those “whole-period” deals vanish. Owners begin pricing each high-demand night individually, and daily rates rise. By the time you hit the final stretch, only two options remain: pick up a rare cancellation… or pay a premium for what’s left.

The Off-Season Illusion

Outside of the peaks, the game changes. In the shoulder months and low season, guests can afford to be more relaxed. Deals appear closer in, but choice narrows rapidly in the last 7–10 days.

For owners, this is when you need to be nimble — dropping minimum stays, adjusting prices, and making sure your photos and descriptions are sharp enough to catch a scrolling guest’s eye.

Why We’re Talking About This Now

Right now, we’re advising our owners to open their calendars through to the end of next summer. Many already have, which means next year’s Cannes Lions and summer holiday properties are appearing at this year’s rates. Those rates will only go one way: up.

If you know you’ll be in Cannes for a specific event, now is the time to secure the property — even if your exact dates aren’t yet locked in. Owners are often happy to hold the whole period, and you’ll be insulated from next year’s inevitable price hikes.

For owners, the message is just as clear: block your peak periods early. The right booking at today’s rate is better than an empty property at tomorrow’s.