London is a year-round destination, which makes it more resilient than seasonal markets. Demand peaks during summer (June to August) and around major events such as the London Marathon, New Year, and large concerts or sporting events at Wembley and the O2. December also performs strongly for leisure visits. January and February are typically the quietest months. Using a dynamic pricing tool allows nightly rates to adjust automatically with demand, capturing higher rates during peak periods without leaving occupancy gaps in slower months.