AJL Atelier

What AJL Atelier does

AJL Atelier is a boutique management consultancy specializing in the short-term rental (STR) and vacation rental industry, founded in 2018 and headquartered in Cham, Switzerland, operating under the legal entity AJL Consulting GmbH. The firm advises three distinct customer segments: property managers (operational optimization, growth strategy, and exit planning), technology and service providers (go-to-market refinement, market expansion, and exit support), and institutional investors (deal sourcing, due diligence, and M&A advisory). Core service lines include an 8-stage sell-side M&A advisory process for property managers, paid strategic consultation sessions with founder Simon Lehmann (30-minute at 250 CHF and 1-hour at 450 CHF booked through HubSpot), and multi-month enterprise mandates with retainer plus success-fee economics. The firm claims 350+ businesses served since 2018, €1.2B in deals advised, and engagement with 100+ PE and strategic acquirers.

The firm's underlying "product" is not proprietary software but rather a curated knowledge asset and relationship network. Its flagship research asset is the annual STR Industry Landscape, mapping 450+ companies across 22 subcategories, which functions as both thought leadership and lead generation. Distribution is anchored by the STR Global Unlocked podcast (38 episodes, 400+ industry guests, founding sponsors including PriceLabs, Breezeway, eviivo, and Pikl), the Compass blog, a heavy conference speaking circuit (VRMA, FLEX, ASSC, Short Stay Summit, Vacation Rental World Summit, Phocuswright), and direct HubSpot-integrated consultation booking. The team consists of 5 named core members supplemented by expert contractors, with delivery concentrated around founder Simon Lehmann, whose prior roles (Vacasa Europe co-founder, Phocuswright President, HomeAway board member, CEO of Interhome) are the primary source of the firm's network and brand equity. Strategic partners include Better Talent (recruitment and upskilling), Cambon Partners (M&A advisory), Raincatcher, Cleveland Research, and Rent Responsibly. The firm has no disclosed external funding rounds and remains founder-owned.

Name

AJL Atelier

Legal name

AJL Consulting GmbH

Website

https://ajlatelier.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

AJL Atelier is a boutique short-term rental consultancy advising property managers, technology providers, and institutional investors on operations, go-to-market strategy, and M&A, led by founder Simon Lehmann and supported by the annual STR Industry Landscape publication and STR Global Unlocked podcast.

Ownership category

akta.pro rank

Product category

Hospitality Consulting

NAICS

Management Consulting Services (54161), Management, Scientific, and Technical Consulting Services (5416)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

M&A Advisory (Buy-Side & Sell-Side) (BPAHAOAA)

akta.pro secondary industries

Sell-Side M&A Advisory (FSAEAGAA), Buy-Side M&A Advisory (FSAEAGAB)

Keywords

• Short-term rental consulting
• Vacation rental advisory
• Hospitality consulting services
• STR M&A advisory
• Property management consulting

Headquarters

HQ city

Zug

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Strategic Consulting Sessions: AJL Atelier offers paid consultation sessions of 30 minutes (250 CHF) and 1 hour (450 CHF), booked through a HubSpot-integrated calendar. These sessions provide direct access to Simon Lehmann's strategic expertise on short-term rental business challenges. Many clients use these as entry points, later converting to larger advisory mandates.
2. M&A Advisory for Property Managers: Full-service sell-side advisory for property management businesses, guiding clients through 8 stages: Preparation, Research, Contact, Discovery, Negotiation, Due Diligence, Closing, and Integration. AJL targets 40-200 global buyer candidates per engagement, generating 10-30 expressions of interest and 1-5 final offers. The firm earns a retainer fee plus a success fee tied to final sale price.
3. Investment & M&A Advisory for Institutional Investors: Advisory services for institutional investors and private equity seeking to enter or expand in the short-term rental market. AJL supports deal identification, due diligence, and strategic partnerships, with a track record of closing transactions with 100+ PEs and strategic acquirers, and €30+ billion in M&A deal value.
4. Technology Company Advisory & Exit Support: Advisory for technology and service providers in the STR space seeking to scale, find strategic buyers, or improve their market positioning. Includes market analysis, GTM strategy refinement, and exit process management (valuation, marketing, negotiation, due diligence).

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

AJL Atelier is a boutique consultancy providing strategic advisory services exclusively to the short-term rental industry, serving property managers, technology providers, and institutional investors. The firm delivers paid consultation sessions, operational optimization and growth strategy for property managers, GTM refinement and exit support for STR technology vendors, and M&A advisory plus due diligence for institutional investors. It also produces the annual STR Industry Landscape research publication and operates the STR Global Unlocked podcast as a thought-leadership platform.

Product overview

AJL Atelier is a specialized consultancy firm offering advisory services across three core segments: Property Managers (operational optimization, growth strategy, and exit planning), Technology & Service Providers (market expansion, product positioning, and go-to-market strategy), and Institutional Investors (M&A advisory, market entry, and investment analysis). The firm also produces the annual STR Industry Landscape publication mapping 450+ technology companies, operates the STR Global Unlocked podcast, and offers direct strategic consultation sessions with Founder & CEO Simon Lehmann. Additionally, AJL Atelier maintains a strategic partnership with Better Talent for STR-specific hiring and upskilling solutions.

Differentiator

Problem solved

Functional benefit

Products and services

• Property Manager Advisory Services Strategic consulting for short-term rental property managers to optimize operations, increase profit margins, attract more guests, and prepare for business sale or acquisition. Includes operational audits, process mapping workshops, technology adoption consulting, and an 8-stage M&A sell-side process (Preparation through Integration) targeting 40-200 global buyer candidates per engagement. For property management companies seeking to grow or exit.
• Technology Provider Advisory Services Consulting for technology and service providers in the STR industry to expand their customer base, refine their go-to-market strategy, enhance their product offerings, and execute exits. Includes access to AJL's property manager and investor network, market analysis, and exit process management (valuation, marketing, negotiation, due diligence). For STR tech vendors including PMS, channel managers, revenue management, guest experience, trust & safety, and check-in technology companies.
• Institutional Investor Advisory Services M&A advisory and investment consulting for institutional investors and private equity firms entering or expanding in the short-term rental market. Includes market analysis, target identification, due diligence support, deal structuring, risk assessment, and access to AJL's network of 100+ PE and strategic acquirers, backed by a track record of €30+ billion in closed M&A transactions.
• Strategic Consultation Sessions Direct paid access to Founder & CEO Simon Lehmann for targeted questions, urgent decisions, complex multi-topic conversations, or detailed strategic analysis. Available in 30-minute (250 CHF) and 1-hour (450 CHF) formats. Booked via HubSpot-integrated calendar with the option to share context or upload documents in advance. Often used as entry point to larger advisory mandates.
• STR Industry Landscape Annual proprietary industry mapping publication covering 450+ technology providers clustered in 22 subcategories, including property managers, PMS vendors, channel managers, revenue management solutions, guest experience providers, and trust & safety platforms. Serves as both a market intelligence asset and a lead generation resource for AJL Atelier.
• STR Global Unlocked Podcast Industry thought-leadership podcast hosted by Simon Lehmann featuring interviews with STR operators, investors, and innovators. Covers topics including AI adoption in STR, M&A and consolidation, distribution strategies, hospitality operations, regulation, and growth strategies. Available on YouTube, Spotify, and Apple Podcasts; functions as the firm's primary inbound demand generation channel.

Quantifiable outcome

• Helped 350+ businesses grow since 2018
• +4 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Better TalentcoreStrategic or Co-development Partner · 18 April 2023AJL Atelier announced a strategic partnership with Better Talent in April 2023 for short-term rental hiring and upskilling. The partnership enables AJL to offer clients access to Better Talent's recruitment and talent development services specifically designed for the STR industry, complementing AJL's operational and strategic advisory services.
• Cambon PartnerscoreStrategic or Co-development PartnerCambon Partners is listed as a key strategic partner on AJL Atelier's website. The two firms collaborated on an article responding to waves of short-term rental financial transactions, combining Cambon's M&A advisory expertise with AJL's STR industry knowledge.
• RaincatcherminorStrategic or Co-development PartnerRaincatcher is listed as a partner on AJL Atelier's website. AJL collaborated with Raincatcher on a joint article 'Building an Exit-Ready Business - Tips & Lessons from Raincatcher & AJL Atelier' (March 2023), combining property management expertise with exit readiness consulting.
• Cleveland ResearchminorStrategic or Co-development PartnerCleveland Research is listed as a partner on AJL Atelier's website, providing research and market intelligence support to complement AJL's advisory services.
• Rent ResponsiblyminorStrategic or Co-development PartnerRent Responsibly is listed as a partner on AJL Atelier's website. The partnership likely focuses on industry standards, trust, and compliance within the short-term rental ecosystem.
• European Holiday Home Association (EHHA)minorStrategic or Co-development PartnerEHHA is listed as a partner on AJL Atelier's website. The European Holiday Home Association represents holiday home operators across Europe, and the partnership provides AJL with regulatory and industry advocacy connections in the European market.
• PriceLabscoreGTM or Marketing PartnerPriceLabs is a Founding Sponsor of the STR Global Unlocked podcast. PriceLabs brings automated pricing and market intelligence to property managers at scale. The sponsorship provides podcast funding while allowing PriceLabs visibility among AJL's audience of STR operators and investors.
• BreezewaycoreGTM or Marketing PartnerBreezeway is a Founding Sponsor of the STR Global Unlocked podcast. Breezeway brings operational workflows, service execution, and standards together for hospitality operators. The sponsorship provides podcast funding and brand visibility among AJL's industry audience.
• eviivocoreGTM or Marketing Partnereviivo is a Founding Sponsor of the STR Global Unlocked podcast. eviivo Suite offers booking management, payments, automation, and OTA connectivity for 28,000 accommodation providers. The sponsorship positions eviivo prominently in the STR Global Unlocked ecosystem.
• PiklminorGTM or Marketing PartnerPikl is a Founding Sponsor of the STR Global Unlocked podcast. Pikl provides insurance-enabled flexible cancellation and new revenue models for short-term rental operators, targeting AJL's audience of STR professionals.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cambon Partners: Paris-based M&A advisory boutique specializing in travel, hospitality, and tech. Listed as a core strategic partner of AJL Atelier and co-authored content on STR transactions - operates in a directly comparable advisory niche with overlapping target clients.
• Raincatcher: M&A advisory firm focused on helping small-to-mid-market businesses (including STR property managers) prepare for and execute exits. Formal partner of AJL Atelier and co-authored content on building exit-ready businesses - directly overlaps in sell-side STR mandates.
• Cleveland Research: Independent equity research firm producing institutional-grade research on travel, leisure, and STR-exposed names including Airbnb, Booking, Expedia. Listed as a strategic partner of AJL - comparable in providing data-driven intelligence on STR public and private markets.
• HVS Global Hospitality Services: Long-standing global hospitality consulting firm providing valuations, feasibility studies, and M&A advisory for hotels and lodging. Comparable to AJL in providing specialist consulting and transaction advisory for the lodging ecosystem, including short-term rental exposures.
• STR (a CoStar Group company): Global hospitality data and benchmarking provider (now part of CoStar). Comparable to AJL in serving STR and lodging operators/investors with market intelligence, performance benchmarking, and analytical research - a more data/benchmarking-focused counterpart to AJL's advisory model.

Broad incumbents

• Phocuswright: Travel industry research and events firm (where AJL founder Simon Lehmann served as President). Comparable to AJL in producing research and events for the travel/STR ecosystem, but operates at a broader industry-wide scale with research subscriptions and major conferences.
• Skift: Travel industry media, research, and advisory platform covering hospitality, OTAs, and short-term rentals. Comparable in serving the broader travel/STR ecosystem with research, news, and consulting, though at a more generalist media-research level rather than transaction-focused.
• Newmark Group: Global commercial real estate advisory firm with a hospitality practice that advises on hotel and lodging transactions. Comparable in advising institutional investors on hospitality/STR investment opportunities, though from a much larger diversified real-estate brokerage base.

Emerging players

• AirDNA: Short-term rental data and analytics provider offering market intelligence, occupancy, and ADR data. Adjacent peer that overlaps with AJL's STR Industry Landscape intelligence product, but focused specifically on data products rather than advisory services.
• Key Data: Data and dashboarding platform for vacation rental and hotel operators. Comparable in providing STR market intelligence, but focused on a software/analytics product rather than AJL's advisory model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@AJLAtelier
• LinkedInlinkedin.com/company/ajl-conulting-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AJL Atelier