How to access new audiences and deliver improved yields

Corporate lets is the $156 billion opportunity that has proven incredibly difficult for individual B2R companies to access at any scale. Corporate stays, company relocations, and professionals are all markets that B2R operators want to reach and in the past each company tried to build its own relationships with local businesses which is both complex and hard to scale in a cost effective way. The UKAA has partnered with TrustedStays to create an industry solution bringing the industry together to access this market and provide our members with a channel for growth through a single platform.

Winning a government RFP, building into the Global Distribution System (GDS) and signing a deal with London and Partners all generate new opportunities for demand for your properties. By having the entire sector who meet industry standards accessible through a single industry umbrella , corporates and government can access the supply of accommodation they need for their employees in the systems they already use.

For B2R owners and operators, it can be part of your overall strategy to attract new clients to the development and deliver corporate tenants and professionals into your community. It can also provide flexible demand during absorption, voids and to better manage seasonality and demand fluctuations. Learn what it is, how it works, who you can partner with to deliver and how you can access these audiences for your developments.



Dave Butler, UKAA CEO

The UKAA is the trade body for everyone operating the Build To Rent sector. Dave joined as CEO in July 2018, with a brief to help grow the sector and our members businesses through a focus on sharing knowledge and highlighting best practice.  Under his leadership, the UKAA has more than doubled in size to 300 members, expanded the scope and range of activities and built a reputation for innovative and dynamic events. In January 2022, Dave was named in the EG’s  50 Most Influential in BTR. Dave is also currently a Non-Executive Director for Orbit Housing Association, and fa trustee of Smile Through Sport, a leading disability sports charity operating across the North- East.

Merilee Karr, Chair of STAA and CEO of TrustedStays

Merilee Karr is the Founder of TrustedStays – an award-winning industry platform for corporate and government stays backed by the UK Apartment Association (UKAA) and the Short-Term Accommodation Association (STAA). TrustedStays brings together property owners and operators of accredited accommodation under one umbrella providing a flexible rental booking platform with unique access to corporate and government bookings via the website and through the Global Distribution System (GDS). It is the first organisation across our industries to win a government RFP and to build into the GDS, opening up new opportunities for companies in our industries as well as the corporates who want to access this flexible, high-quality accommodation for their employees.

As the elected Chairman for the UK industry body, the Short-Term Accommodation Association, she is passionate about helping professionalize and grow the industry in the most responsible way. Merilee has worked with UK and EU governments on regulatory policies, is a regular industry expert the BBC and other media and has been recognized by JP Morgan’s Top Female Powered Companies and Estates Gazette, and the Business Woman of the Year in 2019.



John Severino, Country Manager, UK at GuestReady Group

John is the UK Country Manager for GuestReady, a leading proptech company in Europe and the Middle East. GuestReady helps owners manage their short and mid-term rentals on various online platforms. John oversees the market’s operations and business development. Originally from Toronto, Canada, John has over 10 years experience in sales, licensing, client management and brand development. He has worked in several industries including travel, tech and music, working for international companies like Universal Music Canada, where he spearheaded many of the market’s brand licensing projects. John is an alumnus of York University, Seneca College and OCAD University.

James Brown, Market Director at UnderTheDoormat

James Brown is an experienced Hospitality manager with over 10 years’ experience in everything from restaurants to 5 star Hotels. He has spent the past 3 years as the Operations Director for UnderTheDoormat London and is responsible for managing both the property owner and end to end guest experience for the UnderTheDoormat portfolio which includes individual private homeowners and business to business partner companies. He is passionate about sustainability and adhering to the highest industry standards, having led UnderTheDoormat to be the first company in the UK in our sector to be awarded Quality in Tourism accreditation. He is also a musician and enjoys listening and playing all kinds of music from classic rock ‘n roll to funk.


Freya Richard, Director of Operations and leasing at Vertus

Freya joined Canary Wharf Group in 2019 following seven years at Knight Franks’ Head office in London. Having started her career in Residential Leasehold Management working on portfolios such as Church Commissioners and The Wellcome Trust, Freya then moved over to set up a new department within the Residential division, focusing on management of Residential Portfolios in offshore Trust structures. During this time she set up all operational & Letting functions of the business including the implementation of centralised Lettings & Property Management systems, and then subsequently oversaw the growth of the department into the Build to Rent sector, Estates, and Distressed Portfolios working with clients such as Greystar, Kennedy Wilson, Essential Living, Urbanest & A2 Dominion. This included launch & lease ups of buildings such as Pinnacle Tower, Exchange Gardens, Nine Elms Point, & Camley Street.


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