From the Norfolk Coast to Higher Profits: How Winterton Cottages Boosted Revenue and Efficiency with Dynamic Pricing for Cottages

Customer type: Property Manager

Property type: Short-Term Rental

Region: Europe

Products: Dynamic Pricing, Market Dashboards

Number of listings: 26-100

PMS: SuperControl

Nestled along the golden sands and grassy dunes of Winterton-on-Sea, Winterton Cottages has grown into one of Norfolk’s most trusted independent holiday cottage agencies. From traditional thatched fisherman’s cottages to modern barn conversions and spacious countryside retreats, every property is hand-selected for comfort, warmth and character. The agency has been featured in The Guardian, The Times and Coast Magazine for its curated approach to coastal hospitality.

A defining feature of the brand is that most cottages are dog-friendly. This has become one of Winterton Cottages’ strongest value propositions, attracting repeat guests and creating loyalty.

“Our goal has always been to create holidays that feel like home. For many of our guests, that means bringing the dog too.”

Today, Winterton Cottages manages over 50 properties across Winterton-on-Sea, Hemsby, Somerton and nearby Norfolk villages. But the journey began far smaller.

One cottage that changed everything

In 2010, the founders bought their first cottage, Cleveland House, as an investment rather than a holiday let. After spending more time in the village, they realised there was growing demand for high-quality, self-catered coastal stays. From there, things progressed quickly.

• A second cottage followed in 2012
• Owners began approaching them for help managing bookings
• Word of mouth became a core growth driver

“We didn’t have a business plan. We simply delivered great results, and homeowners recommended us.”

What began as a single cottage soon became a local agency with a growing reputation.

Outgrowing spreadsheets and manual systems

As bookings increased, so did operational complexity. Winterton Cottages initially used spreadsheets and a basic property management tool (PIMS) to keep track of reservations, payments and availability. This setup quickly reached its limit. Managing multiple cottages meant managing guest communication, owner reporting, seasonal pricing, and calendar updates across multiple platforms.

When properties reached double digits, manual work became overwhelming.

“Once we grew to around 15 properties, we realised we needed automation if we were going to scale.”

This led to a pivotal decision: implementing SuperControl, a PMS designed specifically for cottage agencies.

SuperControl transformed operations

Switching to SuperControl modernised how the business worked. Instead of manual messaging and handwritten reports, the team could automate part of the guest journey and provide better transparency to owners.

SuperControl now handles:

• Automated guest communications
• Owner permissions and reporting
• Payment management and booking rules
• Performance dashboards

“SuperControl made us look and operate like a professional agency almost overnight.”

Yet, one core challenge remained: pricing.

Pricing challenges: too much manual work

Even with a PMS handling operations, pricing still required hours of manual effort every week. The team had to review seasonal demand, local events, competitor pricing and remaining availability. Every update meant adjusting pricing manually in the PMS for each cottage.

“Pricing one or two cottages manually is fine. Pricing fifty isn’t.”

It became clear that pricing needed automation too.

Testing dynamic pricing for cottages

In 2020, Winterton Cottages decided to test dynamic pricing on just one property to see whether an automated approach could improve results. The outcome was immediate and measurable.

“We tested dynamic pricing on one cottage and saw a 14 percent increase in rental income. That was the moment we knew we needed it across the portfolio.”

Following the trial, dynamic pricing was rolled out across more cottages. The agency started with another provider, but over time, switched to PriceLabs.

Why PriceLabs became the preferred pricing solution

Two factors convinced Winterton Cottages to move to PriceLabs: predictable flat-fee pricing per listing and intuitive dashboard controls. Percentage-based revenue pricing models were not sustainable for a growing agency. PriceLabs offered a scalable structure.

“For an agency, percentage-based pricing simply doesn’t work. PriceLabs’ flat fee makes growth predictable.”

• Base prices can be set per property
• Automation adjusts pricing based on market demand
• Pricing rules allow seasonal, weekend and event strategies

PriceLabs also gives Winterton Cottages complete control. They can rely on automation, or override individual prices when needed.

“I can let PriceLabs run automatically, or I can go in and fine-tune. It gives us flexibility without the workload.”

SuperControl + PriceLabs = automation from pricing to operations

Because Winterton Cottages already used SuperControl, integrating PriceLabs was quick and simple. Prices now flow automatically from PriceLabs into SuperControl without any manual updates.

• No more spreadsheets
• No more copying prices into multiple calendars
• No more monitoring competitor pricing daily

“I first heard about PriceLabs through SuperControl, so I knew the integration would be smooth. It just works.”

With pricing automated, the team now focuses on strategy, owner relationships and improving guest experience.

Results: higher revenue and hours saved every week

The improvements since adopting PriceLabs have been significant.

• First test resulted in a 14 percent increase in rental income
• Hours of weekly manual pricing have been eliminated
• Pricing consistency improved, especially during high-demand periods
• Better owner transparency and reporting

“Revenue has increased, but the biggest win has been time. Automation means we can focus on the business, not spreadsheets.”

Advice for other holiday cottage agencies

For agencies exploring dynamic pricing or considering whether automation is worth the investment, Winterton Cottages recommends taking a gradual and informed approach. Rather than trying to overhaul everything at once, start with a small number of properties and use the training resources available — both PriceLabs and SuperControl offer helpful onboarding, videos, and documentation.

Allow the data to guide decisions, review performance, and build confidence before rolling it out across your entire portfolio.

Key advice from Winterton Cottages:

• Start with a few listings and monitor performance
• Make use of training materials and onboarding support
• Let the results guide your strategy

“Once you understand how dynamic pricing works, the benefits become obvious. Trust the data and give technology room to work.”

A business built on local values, powered by automation

Winterton Cottages continues to grow with a balance of local hospitality and smart technology. With SuperControl driving operational efficiency and PriceLabs managing pricing and revenue strategy, the agency has more time to focus on what matters most: delivering exceptional guest experiences.

“Technology hasn’t changed who we are as a business. It has simply given us more time to do what we love.”

Discover how PriceLabs and SuperControl help vacation rental managers boost occupancy, increase revenue, and simplify daily operations — explore the full PriceLabs and SuperControl integration story here and more customer success stories.