From one London home to a group
UnderTheDoormat Group helps institutional real estate owners unlock the full income potential of their residential assets. It started with a single home in 2014. Today it is three specialist brands, one connected group.
Unlocking property potential
We help institutional owners unlock the full income potential of their residential assets, through professionally managed flexible rentals, without compromising asset integrity or reputation.
Value unlocked
We turn residential assets into financial performance: reducing voids, improving NOI, and opening new revenue streams beyond traditional leases.
Intelligent by design
Every decision is informed by real operational data from thousands of managed stays, delivered through our own technology.
Trusted at scale
Proven, accredited and deployed across institutional portfolios, recognised across property, hospitality and technology.
Three specialist brands, one relationship
We are the only company to reach every part of the flexible rentals value chain, delivered as one relationship through three specialist brands.
The SaaS platform and expert services layer for teams who want to run more in-house, with our support behind them.
Visit HospiriaCounter-seasonal, high-value demand through channels most operators can’t reach alone.
Visit TrustedStaysSpecialists in short-term private home rentals in vibrant cities, guest-facing delivery for the top end of the market.
Visit VeeveTen years of UnderTheDoormat
A decade since Merilee Karr founded UnderTheDoormat in 2014, from a single London home to an award-winning group.
The first homes
From a single Richmond home to £1m in bookings and a seat at the industry table.
- Welcomed our first guests, 2014
- A dedicated insurance policy with XL Catlin
- Merilee Karr elected chair of the STAA
- Passed £1m of bookings
Building the platform
Global distribution, a new brand, and the launch of our own technology.
- Among the first listed on Expedia
- Launched the new UnderTheDoormat brand
- Launched Hospiria, our platform
- Marriott & Cadogan partnerships; £5m of bookings
Becoming a group
Recognition, new platforms, and the birth of UnderTheDoormat Group.
- JP Morgan Top 200 Female-Powered Businesses
- Launched the TrustedStays platform
- Partnership with Canary Wharf Group
- First government RFP, an £8bn market
Scaling globally
The Amadeus API went live, making TrustedStays the first platform able to sell homes on the GDS globally. Veeve merged into the Group, Manchester became the second UK city, and ten years was marked with 1,800 guests through the Paris Olympics.
- Amadeus GDS live, a global first
- Veeve merged into the Group
- Expanded to Manchester, our second UK city
- 1,800+ Paris Olympics guests, £2m GBV
- Hospiria and Alliants partnered on 1 LiVNG
- TrustedStays won Travolution’s Disruptor of the Year
Ten years, in pictures
Awards, launches and partnerships from a decade of building the Group.
Talk to the Group
Whether you own a portfolio, operate properties, or want to partner with us, we would love to hear from you.
Talk to our team →