They promised you "€5,000 in August, easy" for your Arenal apartment or your villa in Las Rotas. You opened Airbnb, saw sky-high prices, and thought: "That covers the community fees and half the property tax." Sure about that?
Here's the uncomfortable truth: what you see is price, not profit. And yes, in 2025 holiday rentals on the Costa Blanca remain strong... but honest numbers don't lie.
If August doesn't cover the year when you run the numbers, you're robbing yourself of both money and summer.
A classic scenario. You own a second home in Dénia or Jávea. The family is divided: "This year we'll enjoy the house," versus "Come on, August rents itself." Familiar, isn't it?
Two-bedroom apartment. You see €280 a night in nearby listings and get excited about 26 booked nights. You forget about commissions, cleaning costs, or the fact that you want the second half of August for yourself with the kids (meaning you break the calendar and lose entire weeks).
Townhouse near the beach. You think: "I'll rent out August and that's it." Then, on 15th August at 11:40 pm, you get a call about a broken air conditioning unit. Guests are upset, you're in another city, and your 4.9 rating drops to 4.3. The next booking... gone.
Meanwhile, your neighbour in Les Rotes rents June and September with 10-night stays, no drama, no stress. Coincidence? No. Strategy.
It's not the nightly rate. It's the toxic mix of optimism + hidden costs + broken calendars. Almost everyone falls here:
Overestimating occupancy and rates in mid-weeks, focusing only on peak August.
Underestimating costs: commissions (14–18%), management (15–25%), cleaning, laundry, amenities, utilities (AC at 21º all day), replacements, emergencies.
Ignoring the calendar: blocking "my 10 days" leaves dead gaps. Platforms penalise that.
Legal and tax: tourist licence (VT), municipal rules, liability insurance, guest registration, taxation (IRPF/IRNR). Fines and surprises don't appear in your spreadsheet, but they exist.
Emotional cost: late-night calls, reviews, angry neighbours, your partner asking, "Why do we even have this house?"
Picture this. 12th August, 38ºC, traffic jam on the Montgó, technician doesn't arrive, guests threaten to cancel. You're eating late at a beach bar, phone on fire-fighting mode. All for what? A net income that, when calculated properly, doesn't even cover the stress.
Another classic: you keep the best dates and rent out the rest in bits and pieces. The result: less income and more frustration. Week by week, your home loses emotional value and fails to deliver the income promised by the glossy photos.
There are two types of owners, and only one defines your summer:
The "Enjoyment Owner": the home is your private club. You rent what doesn't bother you. Goal: peace and maintenance covered.
The "Investor Owner": the home is an asset. The calendar is ruled by spreadsheets. Goal: net profit and listing reputation.
Once you choose your identity, decisions stop hurting. No more debates about "what a shame to lose August" or "what a pity not to rent." You decide with clear rules.
Marta, 2-bed apartment in the Arenal. 2024: €7,200 gross in August (high rates, good photos, solid copy). After commissions, management, cleaning, utilities, and a broken AC: net €3,180 before tax. In 2025, she chooses to block 10 days in June for herself and open all of August with minimum 7-night stays. Goal: €6,000 net for the whole summer, zero headaches. Did she achieve it? Yes, because she stopped gambling and started managing it as a business.
You picture this and breathe easier:
Block your dates intentionally (June and September), rent all of August or enjoy all of it, but no half measures.
Weekly rates and minimum stays that avoid pointless turnovers and increase your net.
Automated check-in, scheduled cleaning, emergency protocol with a local provider (not you).
Legal in order: VT licence, insurance, guest registration, and tax planned before publishing.
Money lands in your account while you dine peacefully in Les Rotes. Or on your terrace, because you chose to enjoy it. Both are valid, as long as the numbers add up.
Goal A (enjoyment): cover annual expenses and don't resent your home. Goal B (investment): maximise net and reputation. Golden rule:
Either rent all of August at market rates, or keep all of August. No half measures.
Indicative ranges for August 2025 (per night):
Dénia – Les Marines (2-bed): €180–260
Jávea – Arenal (2-bed): €220–320
Villas 3–4 bedrooms with pool (Dénia/Jávea): €380–900
Reasonable occupancy in August, well managed: 75–90% with minimum 7-night stays.
Platform commissions (OTAs): 14–18% of gross.
Management (if outsourced): 15–25% of gross.
Cleaning + laundry: €90–200 per turnover, depending on size.
Utilities (electricity/water/AC): €7–18 per night.
Replacements and amenities: 2–4% of income.
Maintenance/emergencies: provision €150–300 in summer.
Property tax, community fees, insurance (monthly pro-rata).
Tax: IRPF/IRNR on profit; deductions vary by profile and services. Consult your advisor.
Legal: VT licence, liability insurance, municipal rules, guest registration.
Net profit = Gross income – (Commissions + Management + Cleaning + Utilities + Replacements + Maintenance + Pro-rata) – Taxes
Assume 26 nights at €230 = €5,980 gross.
OTA 15%: €897
Management 18%: €1,076
Cleaning 4 turnovers: €400 + laundry €120
Utilities: 26 x €8 = €208
Replacements/amenities (3%): €179
Pro-rata tax + community + insurance (August): €138
Unexpected: €150
Total costs: €3,168. Profit before tax: €2,812. Tax (19% est.): €534. Final net: €2,278.
The painful question: would you give up your own August for €2,300? If it works for you, fine. If not, block August for yourself and rent June/September with less stress and better margins per occupied night.
26 nights at €550 = €14,300 gross.
OTA 15%: €2,145
Management 18%: €2,574
Cleaning 5 turnovers: €900 + laundry €300
Utilities + pool/garden: €468 + €200
Replacements (3%): €429
Pro-rata tax/insurance: €133
Unexpected AC repair: €250
Total costs: €7,399. Profit before tax: €6,901. Tax (19%): €1,311. Final net: €5,590.
This could "cover the year." But beware: if you slice August, drop occupancy to 70%, or multiply turnovers, that net vanishes.
7N Rule: minimum 7-night stays in August. Fewer turnovers, higher net.
Clean calendar: either keep all of August or rent it all. Gaps kill profit.
Weekly rates: fix high and mid-season weekly prices. Adjust every Monday based on data, not nerves.
Reliable providers: cleaning, maintenance, emergencies with SLAs. Don't improvise.
Legal first: VT licence, insurance, community rules. Publishing without this is playing Russian roulette.
Tax planned: decide if you declare as tourist rental without services (no VAT) or hotel-like with services (possible VAT). It's defined by operations, not wishful thinking.
Holiday rentals in Dénia and Jávea are micro-market driven: Les Marines, Les Rotes, Arenal, Cala Blanca, Portitxol... Generic copy or random photos won't cut it. What works is positioning, dynamic pricing, and flawless operations.
At La Naya Real Estate, we work with owners seeking profitability without the stress. We're hyper-local in Dénia and Jávea, multilingual, and focused on real marketing (photos, video, YouTube, ads) to attract qualified guests. We coordinate holiday rental management in Dénia and Jávea with trusted partners, aligning legal and tax matters with advisors who speak clearly.
Translation: you choose your goal (live vs rent in summer); we provide the plan so the numbers rule and the experience is worth it.
Stop fighting with "maybe." The "I might make €6,000" dream is smoke if you don't run the numbers. Your home deserves better: peace or profit, but chosen by you, not inertia.
What do we propose?
Free summer net calculator: we'll do it in a 20-minute call with your real data (location, m², capacity, photos, history).
Calendar plan: smart blocks, minimum stays, and pricing strategy for August, June, and September.
Legal and tax checklist to publish without surprises in the Valencian Community.
Email us at hello@lanayarealestate.com, call us at +34 685 56 22 71, or visit our office at C/ Diana 7, Dénia. If you prefer, book here: lanayarealestate.com.
In 2025, summer isn't negotiated—it's designed. Either you live it fully, or you rent it well. Both options win if you decide by the numbers. Which will you choose?
Find your perfect Property