UnderTheDoormat
UnderTheDoormat is a London-based luxury short-term rental property manager operating across nine destinations in the UK, France, and the USA, serving leisure travelers via direct bookings and property owners through a fully-managed hosting service with tiered offerings including a LUXE premium collection.
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What UnderTheDoormat does
UnderTheDoormat is a London-headquartered, privately-held company operating a luxury short-term rental property management business under the parent holding UTD Group. Founded in 2014 and registered as UnderTheDoormat Ltd (company number 13623627), the company curates and manages a portfolio of premium furnished apartments and houses for short-term stays, with operations spanning nine destinations across the United Kingdom (London, Manchester, Aberdeen, Birmingham, Cumbria), France (Paris, Dordogne), and the United States (Chicago, Colorado). The business operates a dual-sided model: a direct-to-consumer booking platform that allows guests to reserve properties via the company website, paired with a 'Let your home' homeowner acquisition channel that onboards property owners onto a fully-managed rental service covering listing, pricing, guest communication, cleaning, and maintenance.
The product portfolio is organized into two tiers. Standard properties carry nightly rates ranging from approximately £202 to £935, while the LUXE Homes tier represents the premium collection, with rates starting from £3,135 per night for the highest-quality finishes, service, and views. Properties are STAA/QiT inspected and accredited, and the company has accumulated industry recognition including the 2020 Travolution 'Best for Staying' award, 2020 Alto Vita Best Property Management Company EMEA, and 2021 Corporate Excellence Awards for Most Outstanding Luxury Accommodation Company UK. Inventory images and listings are hosted via the Hospiria distribution platform, which acts as a supplementary B2B distribution channel in addition to the direct website.
Revenue is generated through transaction and management fees charged on each booking, with property owners paying a commission or revenue share for the fully-managed service. Pricing follows a unit-based, pay-as-you-go model with no disclosed subscription or membership components. The customer base is split between individual leisure travelers and families (primary segment) seeking hotel-quality accommodation with home comforts, and property owners (secondary segment) seeking to monetize residential assets without operational burden. The company is privately held with no disclosed venture capital or private equity ownership beyond historical Crowdcube crowdfunding rounds and an institutional round in December 2023 led by Smedvig Capital with Second Century Ventures participation. The leadership team is led by founder and CEO Merilee Karr, with Gerard Beelaerts and Jonathan Wilkes as CFOs, Richard Bridger as COO, and functional heads across finance, technology, marketing, and corporate functions.
UnderTheDoormat firmographics
Firmographics- Name
- UnderTheDoormat
- Legal name
- UnderTheDoormat Ltd
- Website
- https://underthedoormat.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- UnderTheDoormat is a London-based luxury short-term rental property manager operating across nine destinations in the UK, France, and the USA, serving leisure travelers via direct bookings and property owners through a fully-managed hosting service with tiered offerings including a LUXE premium collection.
- Ownership category
- akta.pro rank
UnderTheDoormat industry classification
Industry- Product category
- Luxury Short-Term Rental & Property Management
- NAICS
- Consumer Goods Rental (5322)
- SIC
- Hotels, Rooming Houses, Camps & Other Lodging Places (7000)
- akta.pro primary industry
- Villas & Luxury Estates (THAMAAAC)
- akta.pro secondary industries
- Luxury & Estate Rentals (THAGANAF), Ultra-Luxury Villas & Estates (THAMAEAA)
Keywords
Where UnderTheDoormat is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
UnderTheDoormat business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Supply Chain, Technology or R&D
Revenue model
- Property Rental Transactions: UnderTheDoormat generates revenue by facilitating short-term property rentals. Property owners list their homes on the platform and pay a management fee or revenue share for the company's fully-managed service including listing, guest management, cleaning, and maintenance. The platform takes a commission or management fee from each booking transaction.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard properties with nightly rates ranging from approximately £202 to £935 per night |
| Unit Pricing | Pay-as-you-go | LUXE premium properties with nightly rates starting from approximately £3,135 per night |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
UnderTheDoormat product offering
Product offeringCore offering
UnderTheDoormat operates a curated portfolio of luxury short-term rental properties across nine destinations in the UK, France, and the USA, offering hotel-quality serviced accommodation for leisure and corporate travelers. The company also provides a fully-managed property hosting service for homeowners, handling listing, guest management, cleaning, and maintenance in exchange for a management fee or revenue share.
Product overview
UnderTheDoormat is a luxury short-term rental property management company operating a dual offering: standard premium vacation rentals across UK, France, and USA destinations, paired with the LUXE Homes premium tier for the highest-quality properties. The company also provides homeowner/property management services for hosts, including a fully managed service for property owners looking to list their homes. Properties span nine destinations: London, Manchester, Aberdeen, Birmingham, Cumbria (UK), Paris, Dordogne (France), and Chicago, Colorado (USA). The company holds STAA/QiT property inspection accreditation and has received multiple industry awards including Best Property Management Company EMEA 2020.
Differentiator
Problem solved
Functional benefit
Brands
- LUXE homes: Premium tier of luxury properties featuring the highest quality finishes, service, and views in the company's portfolio.
Products and services
- Standard Short-Term Rentals
Companies that use UnderTheDoormat
Customer profileSegments2 records
Ideal customer profiles3 records
UnderTheDoormat technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
UnderTheDoormat partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights4 records
UnderTheDoormat competitors and assessment
Company assessmentDirect peers
- OneFineStay: London-headquartered luxury and high-end serviced short-term rental operator offering handpicked, hotel-grade homes across major global cities. Directly comparable on curated luxury positioning, target guest, and managed-supply model in overlapping geographies.
- Plum Guide: London-based vacation rental marketplace that vets each home against a 150-point quality test before listing. Closely comparable on the 'curated, verified luxury' wedge, target traveller persona and tiered pricing structure.
- GuestReady: Short-term rental management company operating across the UK, France and other European cities, offering fully managed services to hosts. Comparable on dual-sided model, geographic overlap (UK and France), and B2B host-acquisition motion.
- Vacasa: Largest US vacation rental management company offering fully managed hosting across thousands of properties. Comparable on the asset-light, fee-based property management model, though broader mass-market rather than purely luxury.
- Sykes Holiday Cottages: UK-focused holiday rental agency with a large curated portfolio of self-catering properties. Comparable on UK geographic overlap and curated short-term rental marketplace model, though skews more family/value than luxury.
Emerging players
- Sonder: Tech-enabled apartment-style accommodation operator offering design-led, hotel-grade short stays in urban locations. Comparable on the 'home-comfort meets hotel-quality' positioning and tech-driven guest experience.
- AltoVita: Corporate housing and serviced apartment marketplace that previously recognised UnderTheDoormat as a property partner. Comparable as a curated accommodation platform serving corporate and extended-stay demand in overlapping geographies.
Broad incumbents
- Airbnb Luxe: Luxury tier of Airbnb offering vetted high-end homes with dedicated trip designers. The dominant broad incumbent competing directly for the same luxury short-term rental guest, with materially larger supply and marketing reach.
- Vrbo: Expedia-owned vacation rental marketplace with a large whole-home inventory. Comparable as a broad incumbent in the short-term rental category, especially relevant where UnderTheDoormat's properties are listed via Hospiria.
Others
- Hospiria: Corporate housing distribution platform that lists UnderTheDoormat inventory. Not a direct competitor but a strategic distribution partner and ecosystem participant relevant to the company's go-to-market in the corporate segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
UnderTheDoormat social profiles
Digital presenceUnderTheDoormat financial estimates
Financial estimateRevenue estimate
Valuation estimate
UnderTheDoormat leadership team
Management profileNumber of profiles
Profiles8 records
UnderTheDoormat funding detail
Funding detailFunding overview
Funding rounds9 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
UnderTheDoormat M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about UnderTheDoormat
What does UnderTheDoormat do?
UnderTheDoormat operates a curated portfolio of luxury short-term rental properties across nine destinations in the UK, France, and the USA, offering hotel-quality serviced accommodation for leisure and corporate travelers. The company also provides a fully-managed property hosting service for homeowners, handling listing, guest management, cleaning, and maintenance in exchange for a management fee or revenue share.
Is UnderTheDoormat a public or private company?
UnderTheDoormat is a private company. It is classified as venture growth investor backed and is currently operating.
When was UnderTheDoormat founded?
UnderTheDoormat was founded in 2014. It employs 11 to 50 people.
Where is UnderTheDoormat based?
UnderTheDoormat is headquartered in London, United Kingdom, in the Europe region.
How does UnderTheDoormat make money?
One revenue line is on record: property Rental Transactions.
Who are UnderTheDoormat's main competitors?
Direct peers on record are OneFineStay, Plum Guide, GuestReady, Vacasa and Sykes Holiday Cottages. Emerging players are Sonder and AltoVita. Broad incumbents are Airbnb Luxe and Vrbo. Hospiria is listed as an others.
Does UnderTheDoormat have an API?
No public API is recorded for UnderTheDoormat.
What industry is UnderTheDoormat in?
UnderTheDoormat's product category is Luxury Short-Term Rental & Property Management. Its primary akta.pro industry code is THAMAAAC, Villas & Luxury Estates, with a secondary code of THAGANAF, Luxury & Estate Rentals. Its NAICS code is 5322 and its SIC code is 7000.