International Demand Drives London’s Super-Prime Rental Market in 2025

American, Chinese & Israeli Tenants Lead London’s Luxury Lettings Market

New data has revealed that American, Chinese, and Israeli nationals now dominate the upper echelons of London’s rental scene.

Reporting a “notable influx” of American tenants, many linked to the entertainment industry, as Hollywood productions increasingly base themselves in and around the capital. With studios like Netflix, Amazon and Disney securing long-term contracts at UK production hubs, the presence of A-listers in London is becoming more visible—and so too is their impact on the property market.

Meanwhile, high-net-worth Chinese renters—once prominent in the sales market—are now taking a “wait and see” approach, favouring rentals over outright purchases. At the same time, recent geopolitical tensions have prompted a rise in demand from Israeli families, particularly in areas known for their privacy and proximity to international schools.

What Super-Prime Tenants Are Looking For

According to the data, homes commanding more than £10,000 per week are almost always expected to be fully furnished and move-in ready. American tenants, particularly those settling near St John’s Wood and the American School, prioritise modern amenities—especially air conditioning, which is increasingly considered essential.

Discretion and security are also key considerations. Gated homes with internal garages, private entrances and strong privacy credentials are in high demand, especially among celebrities and business figures seeking short-term residences during filming or relocations.

Location Trends: Where They’re Renting

• St John’s Wood & Hampstead: Favoured by Americans and Israelis alike, these leafy North London neighbourhoods combine space, prestige and excellent school options.
• Regent’s Park & Marylebone: Popular across all international demographics, thanks to their central location and high concentration of luxury homes.
• The Bishops Avenue: Often referred to as "Billionaires' Row," remains a magnet for high end renters. One standout property, Huxley House, is currently available to rent for £23,000 per week.

Cultural preferences also influence layout and features. Chinese tenants, for example, often seek properties with square dining rooms and traditional gas hobs, which align with principles of harmony and culinary tradition.

Renting as a Strategic Choice

While recent changes to tax treatment for non-domiciled residents have pushed some international investors out of the sales market, many are opting to rent instead. London’s stable legal framework, lifestyle appeal, and international connectivity still hold strong sway.

Outlook for the Remainder of 2025

Despite broader market challenges and regulatory changes, London remains a global beacon for ultra-high-net-worth individuals seeking lifestyle, education, and safety. With continued demand for turn-key luxury homes and a growing pipeline of discerning tenants, the city’s super-prime rental market is likely to remain robust.

At Winkworth, we continue to advise both landlords and tenants at the upper end of the market, offering tailored insight and a discreet service to support international moves and high-value lettings. Whether you’re looking to rent, let, or invest in Prime London, our teams are here to help.

Source: PrimeResi and Aston Chase