Pass the Keys, a holiday-let franchise company managing over 1,700 properties across 65+ locations in the UK and Spain, has announced a strategic transition to a management franchise model. The shift aims to empower short-term rental (STR) entrepreneurs to grow their businesses more efficiently by focusing on leadership and scaling rather than day-to-day service delivery.

A new approach to franchising

Unlike the traditional owner-operator model, where franchisees handle frontline tasks such as guest communication, cleaning coordination, and maintenance planning, the new system allows franchisees to act as owner-managers. They will focus on:

• Recruiting and leading local teams
• Overseeing financial performance
• Driving business development

Meanwhile, staff will manage daily operational responsibilities, supported by Pass the Keys’ centralised systems.

Franchisees will gain access to Pass the Keys’ proprietary property management technology, including pricing optimisation tools, AI-powered guest communications, and robust compliance frameworks. Centralised support for marketing, training, and regulatory oversight will help standardise service delivery while maintaining local responsiveness.

This model addresses industry challenges such as seasonality and out-of-hours guest needs, reducing stress for franchisees by leveraging AI tools and predictive systems to handle peak-season demands.

The management franchise model also gives franchisees the opportunity to build equitable, sellable assets, thanks to standardised systems that increase the attractiveness and long-term value of their businesses. Training programmes will support franchisees in transitioning from operators to professional owner-managers.

Benefits for property owners

For landlords and homeowners, the change means a continued hands-off experience backed by local professional teams and national brand support. Benefits include:

• Professional, reliable operations
• Transparent revenue and compliance reporting
• Standardised guest experiences with safety checks and brand-level quality control

By introducing this model, Pass the Keys contributes to the professionalisation of the short-term rental industry in the UK and Spain. Key outcomes include greater transparency, more efficient local operations, and a consistent, trustworthy guest experience.

Alexander Lyakhotskiy, CEO of Pass the Keys, said, “As the short-term rental industry matures, we’re evolving our model to meet the needs of both property owners and local partners. Our shift to a management franchise model empowers local partners to grow real, scalable businesses, with the backing of our national brand, powerful technology, and proven systems. This shift enables our franchisees to build higher-value local businesses. At the same time, property owners continue to benefit from a truly hands-off experience, with consistent, professional service delivered by trained teams on the ground.”

The transition underscores the growing focus on sustainable scaling and professional standards in short-term rentals, positioning franchisees and property owners for long-term success in an increasingly competitive market.