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 technology platform.
Trusted at scale
Proven, accredited and recognised by institutional owners and industry leaders across property, hospitality and technology.
One connected group, supporting every part of the value chain
UnderTheDoormat Group brings together specialist capabilities across fully managed operations, technology, distribution, and guest experience, giving institutional property owners a single partner that adapts to the scale, ambition, and operational needs of their portfolio. Built on over 15 years of experience in the short-term and flexible rental market, our specialist brands deliver each part of that solution.
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 VeeveOver a decade of UnderTheDoormat Group
In 2024 we marked ten years since Merilee Karr founded UnderTheDoormat. Here is how the Group has grown since that first home in Richmond.
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 STAA
- Passed £1m of bookings
Building the platform
Global distribution, a new brand, and the launch of our own technology.
- Among the first listed globally on Expedia
- Marriott & Cadogan partnerships
- Launched our platform Hospiria
- Achieved £5m of bookings
Becoming a group
Recognition, new platforms, and the launch of UnderTheDoormat Group.
- JP Morgan Top 200 Female-Powered Businesses
- Launched the TrustedStays platform
- Partnerships with Canary Wharf Group, Amadeus, Visit Oman
- First government RFP, accessing 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 expanded internationally.
- Amadeus GDS live, a global first
- Veeve, founded in 2011, 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
Our story, 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, let’s talk about what we can unlock together.
Talk to our team →