Mr & Mrs Smith
Mr & Mrs Smith is a UK-headquartered, curated direct-to-consumer booking platform offering access to over 2,400 boutique and luxury hotels and 208 villas across 100+ countries, serving couples, families, and affluent travelers. It monetizes through booking commissions, SilverSmith and GoldSmith membership subscriptions, and gift cards, and is being integrated into Hyatt's distribution and loyalty systems following its 2023 acquisition.
- Company typePrivate
- Founded2003
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Mr & Mrs Smith does
Mr & Mrs Smith is a curated direct-to-consumer booking platform for boutique and luxury hotels and private villas, founded in 2003 and headquartered in London (Smith Global Ltd), with operating presence in New York and a workforce of 11-50 employees. The platform offers access to over 2,400 hand-picked boutique and luxury hotels and 208 villas across more than 100 countries, with each property personally vetted through anonymous reviews by the company's tastemakers. Revenue is generated primarily through booking commissions on hotel and villa transactions priced between roughly $54 and $900+ per night, supplemented by recurring subscription revenue from SilverSmith and GoldSmith membership tiers offering benefits such as room upgrades, half-price offers, and cashback on stays, as well as one-time gift card sales (e-gift from $50, physical from $125) valid for 24 months. Distribution is anchored on the company's website and 24/7 Smith24 phone concierge, with a WordSmith editorial arm driving top-of-funnel demand through content marketing, SEO, email, and referral programs; the platform also operates themed collections (honeymoon, family, pet-friendly, spa, ski, safari, sustainability) to segment demand.
In June 2023, Hyatt Hotels Corporation announced its acquisition of Mr & Mrs Smith, providing access to Hyatt's global distribution, corporate channels, and World of Hyatt loyalty program. Integration is ongoing, with approximately 1,000 properties targeted for availability through Hyatt's booking systems by January 2025. The company is B Corporation certified and markets differentiated value through a best-price guarantee, complimentary Smith Extras on arrival, and curated editorial content. No public API, mobile app, or proprietary AI/ML capabilities are disclosed in the source material.
Mr & Mrs Smith firmographics
Firmographics- Name
- Mr & Mrs Smith
- Legal name
- Smith Global Ltd
- Website
- https://mrandmrssmith.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mr & Mrs Smith is a UK-headquartered, curated direct-to-consumer booking platform offering access to over 2,400 boutique and luxury hotels and 208 villas across 100+ countries, serving couples, families, and affluent travelers. It monetizes through booking commissions, SilverSmith and GoldSmith membership subscriptions, and gift cards, and is being integrated into Hyatt's distribution and loyalty systems following its 2023 acquisition.
- Ownership category
- akta.pro rank
Mr & Mrs Smith industry classification
Industry- Product category
- Boutique Hotel Booking & Luxury Travel Services
- NAICS
- Travel Agencies (561510), All Other Travel Arrangement and Reservation Services (561599)
- akta.pro primary industry
- Luxury Travel Agencies (THAKAFAA)
- akta.pro secondary industry
- Luxury & Premium Leisure Travel Agencies (THAKABAC)
Keywords
Where Mr & Mrs Smith is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Mr & Mrs Smith business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Marketing or Sales, Personnel, Operations, Technology or R&D, Others
Revenue model
- Hotel and Villa Booking Commission: Mr & Mrs Smith earns commissions on bookings made through their platform for boutique hotels and luxury villas worldwide. The platform charges transaction fees on completed bookings, with prices ranging from approximately $54 to $900+ per night depending on property and season.
- Membership Subscriptions (SilverSmith/GoldSmith): Tiered loyalty program offering exclusive benefits including room upgrades, half-price offers, money back on stays, dedicated travel concierge, and other premium perks. SilverSmith and GoldSmith memberships provide recurring subscription revenue.
- Gift Cards: Sale of e-gift cards (from $50) and physical gift cards (from $125) for hotel and villa bookings. Gift cards are valid for 24 months from issue and can be used for bookings through the Mr & Mrs Smith platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard bookings without membership |
| Subscription | Annual | SilverSmith Membership |
| Subscription | Annual | GoldSmith Membership |
| Unit Pricing | One time/ perpetual license | E-Gift Cards |
| Unit Pricing | One time/ perpetual license | Physical Gift Cards |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Mr & Mrs Smith product offering
Product offeringCore offering
Mr & Mrs Smith operates a curated online travel club that aggregates over 2,400 hand-picked boutique and luxury hotels plus 200+ private villas across 100+ countries, allowing individual travelers to browse and book stays directly. Inventory is personally vetted and anonymously reviewed by the team, with complimentary Smith Extras, a best-price guarantee, 24/7 Smith24 concierge support, and tiered membership subscriptions (SilverSmith and GoldSmith) layered onto the core booking engine.
Product overview
Mr & Mrs Smith is a travel club and booking platform for boutique and luxury hotels and villas, offering access to over 2,400 properties across approximately 100 countries. The core offering consists of hotel and villa booking through a curated, personally vetted collection. The platform is structured around its hotel booking engine, villa rental marketplace, and curated collections (honeymoons, family hotels, spa, safari, city breaks, ski, sustainability). A membership program (GoldSmith and SilverSmith tiers) provides perks including room upgrades, exclusive discounts, and Smith Extras on arrival. Supplementary services include gift cards, a 24/7 travel concierge (Smith24), and an editorial arm (WordSmith). The company operates as a consumer-facing web platform without a documented public API.
Differentiator
Problem solved
Functional benefit
Brands
- GoldSmith Membership: Premium membership tier offering room upgrades, dedicated travel concierge, and exclusive benefits
- SilverSmith Membership
- Smith24
- Smith Extras
- Smith Collections
- Smith Travel Club
Products and services
- Luxury Hotels Booking Platform A curated online platform for browsing and booking over 2,400 hand-picked boutique and luxury hotels across 100+ countries, with member-exclusive deals and complimentary Smith Extras on arrival. Built for affluent individual travelers seeking non-generic luxury stays.
- Luxury Villas A collection of more than 200 private villas and hotel villas available for booking across global leisure destinations, targeted at families, couples, and luxury travelers seeking premium self-contained accommodation.
- Hotel Deals & Offers Curated time-limited and seasonal offers across the hotel collection, including Last-Minute Club discounts of 20-25% off stays of five or more nights, destination-specific deals, and member-only pricing on selected properties.
- Honeymoons A dedicated honeymoon booking hub featuring romantic hotel stays, minimoons, adventure honeymoons, beach honeymoons, and curated collections tailored for newlyweds.
- Family Hotels A collection of child-friendly luxury hotels and family villas offering free childcare, kids' clubs, nanny services, heated pools, and toddler-safe beaches for affluent families.
- Gift Cards & Vouchers Digital e-gift cards (from $50) and physical gift cards (from $125) redeemable for hotel and villa bookings. Valid for 24 months from purchase and usable across more than 2,200 properties.
- GoldSmith Membership Premium tier annual membership offering room upgrades, a dedicated travel concierge, exclusive enhanced Smith Extras, and priority access to new hotel additions for high-frequency luxury travelers.
- SilverSmith Membership Mid-tier annual membership offering half-price offers, cashback on every stay, and additional member benefits for repeat Mr & Mrs Smith bookers.
- Smith24 Travel Concierge 24/7 in-house travel specialist service available by phone (1 800 464 2040) that assists travelers with villa bookings, custom itineraries, and trip planning across the Smith collection.
Companies that use Mr & Mrs Smith
Customer profileSegments4 records
Ideal customer profiles4 records
Mr & Mrs Smith technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Mr & Mrs Smith partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
Mr & Mrs Smith competitors and assessment
Company assessmentOthers
- Aman Resorts: Ultra-luxury hotel brand with curated collection of intimate resorts. Not a direct booking competitor, but a comparable luxury hospitality curator serving affluent travelers with high-touch, non-mass-market positioning.
Direct peers
- Design Hotels: Curated collection of 300+ independent design-focused boutique hotels, now part of Marriott. Comparable curated boutique positioning with member properties and similar traveler demographic.
- Small Luxury Hotels of the World (SLH): Consortium and booking platform of 500+ independent luxury hotels worldwide. Directly competes in the curated luxury boutique hotel space with similar target customers and curated inventory model.
- Kiwi Collection: Curated luxury hotel collection and booking platform focusing on handpicked 5-star boutique properties. Closely comparable curation and booking model for luxury travelers.
- Tablet Hotels: Curated boutique and luxury hotel booking platform, originally independent and now integrated into MICHELIN Guide. Directly comparable as a hotel curator targeting boutique travelers with vetted inventory.
- Leading Hotels of the World: Largest curated luxury hotel collection with 400+ independent luxury properties globally. Competes directly in the curated luxury booking space targeting affluent independent-minded travelers.
- Relais & Châteaux: Association of 580+ independently owned luxury hotels and restaurants. Comparable curation of unique luxury properties with focus on authentic, non-chain hospitality experiences.
Emerging players
- Plum Guide: Curated luxury vacation rental platform with 'home critics' vetting properties. Comparable curation methodology applied to the villa/private accommodation segment.
Broad incumbents
- Booking.com: Largest OTA globally with massive inventory including boutique hotels. Competes indirectly through breadth and SEO dominance, though lacks Smith-style curation focus.
- Expedia: Major OTA with broad luxury and boutique hotel coverage. Competes indirectly via scale, though lacks the curated, vetted boutique positioning that defines Mr & Mrs Smith.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Mr & Mrs Smith social profiles
Digital presenceMr & Mrs Smith compliance and trust
Trust signalCompliance1 record
Mr & Mrs Smith financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mr & Mrs Smith leadership team
Management profileNumber of profiles
Profiles3 records
Mr & Mrs Smith subsidiaries and ownership
Company hierarchySubsidiaries1 record
Mr & Mrs Smith funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mr & Mrs Smith 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 Mr & Mrs Smith
What does Mr & Mrs Smith do?
Mr & Mrs Smith operates a curated online travel club that aggregates over 2,400 hand-picked boutique and luxury hotels plus 200+ private villas across 100+ countries, allowing individual travelers to browse and book stays directly. Inventory is personally vetted and anonymously reviewed by the team, with complimentary Smith Extras, a best-price guarantee, 24/7 Smith24 concierge support, and tiered membership subscriptions (SilverSmith and GoldSmith) layered onto the core booking engine.
Is Mr & Mrs Smith a public or private company?
Mr & Mrs Smith is a private company. It is classified as corporate owned and is currently operating.
When was Mr & Mrs Smith founded?
Mr & Mrs Smith was founded in 2003. It employs 11 to 50 people.
Where is Mr & Mrs Smith based?
Mr & Mrs Smith is headquartered in New York, United States, in the North America region.
How does Mr & Mrs Smith make money?
Three revenue lines are on record. Hotel and Villa Booking Commission is the primary driver. The others are membership Subscriptions (SilverSmith/GoldSmith) and gift Cards.
Who are Mr & Mrs Smith's main competitors?
Aman Resorts is listed as an others. Direct peers are Design Hotels, Small Luxury Hotels of the World (SLH), Kiwi Collection, Tablet Hotels, Leading Hotels of the World and Relais & Châteaux. Plum Guide is listed as an emerging player. Broad incumbents are Booking.com and Expedia.
Does Mr & Mrs Smith have an API?
No public API is recorded for Mr & Mrs Smith.
What industry is Mr & Mrs Smith in?
Mr & Mrs Smith's product category is Boutique Hotel Booking & Luxury Travel Services. Its primary akta.pro industry code is THAKAFAA, Luxury Travel Agencies, with a secondary code of THAKABAC, Luxury & Premium Leisure Travel Agencies. Its NAICS code is 561510.