The growth of Airbnb — and likewise other platforms like Booking.com, VRBO and HomeAway for listing and renting short-term accommodation in private homes — has spawned an ecosystem of other businesses and services, from those who make money renting their homes, to cleaning companies that make properties “Airbnb-ready,” to those who help design listings that will get more clicks. Airbnb has seen some wild success so far, but it turns out that being a part of that ecosystem can be a lucrative business, too.
Today, Guesty — an Israeli startup that provides a suite of tools aimed at property managers that list on these platforms — is announcing that it has raised $35 million, money that it will use to fuel its growth, after seeing the number of properties managed in some 70 countries through its tech double to over 100,000 in the last year.
The company is not disclosing valuation with this round, which was led by Viola Growth with participation from Vertex Ventures, Journey Ventures, Kingfisher Investment Advisors, La Maison Compagnie d’Investissement, TLV Partners and Magma Ventures. But Amiad Soto, the CEO and co-founder, noted that it too has “more than doubled” since its last funding almost a year ago. PitchBook notes that round was around $90 million post-money, so this would put the current valuation at at least $180 million, likely more.
The idea for Guesty came about like many of the best startup ideas do: out of a personal need. In 2013, twin brothers Amiad and Koby were renting out their own apartments on Airbnb, and found themselves spending a lot of time doing the work needed to list and manage those properties.
Their first stab at a business was an all-in-one service to help hosts get their properties ready and subsequently tidied up for listings. “I was cleaning apartments, Koby was doing the business development, and my girlfriend was doing the laundry,” Soto told me in an interview. They quickly realised that this was never going to scale, “and also that our competitive advantage was building software. We are computer geeks.”
So the company quickly pivoted to building a platform that could provide all the tools that property managers — who work with individual property hosts/owners and had started emerging as key players as Airbnb itself scaled out — needed to juggle multiple listings. (That girlfriend is now his wife, so seems like they may have pivoted just in time.)
Guesty started as SuperHost and, like Airbnb, went through the Y Combinator accelerator. It eventually rebranded to Guesty, and it now provides tools in a dozen areas that touch property managers and the job they do: Channel Manager (“channel” being the platform where the property is being listed), Multi-Calendar, Unified Inbox, Automation Tools, Mobile Management App, Branded Website Task Management, Reporting Tools, Owners Portal, Payment Processing, Analytics, Open API, 24/7 Guest Communication.
The plan is to complement that in coming years with more “smart” tools: the company is introducing AI and machine learning elements that will help it suggest more services to users, and for managers to use to do their jobs better.
(One example of how this might work: If you have a property manager in New York City, and the city regulator changes something in the tax code for properties in Brooklyn, this will now be suggested through to managers whose properties are affected, and this can help with pricing modeling down the line if the manager, say, wanted to keep a specific margin on rentals.)
Perhaps because short-term property renting is a relatively new area of the accommodation and residential market, it’s fairly fragmented, and so Guesty is providing a clear move to consolidate and simplify some of that work.
“There are about 700 different services and other things that go into short-term property rentals,” Soto noted when I asked him about this. “It would take me hours to go through it all with you.”
And indeed, the market itself is much bigger than what Guesty is currently working with. Soto estimates there are around 7 million properties now collectively getting listed on these short-term letting platforms, speaking to the opportunity ahead.
Guesty very much got its start with Airbnb, and that helped it not only establish what property managers needed, but also to forge a close relationship with Airbnb at a time when it wasn’t yet building many bridges to third-party services. Soto said Guesty built its own private API to use with Airbnb, and subsequently helped inform how Airbnb eventually built an API that others could use.
It’s still a trusted partner in that regard. Now that Airbnb is moving into multi-dwelling arrangements — that is, rooms in hotels (which will now expand with its HotelTonight acquisition), plus multiple apartments in single buildings for big groups that might want to secure bookings at several places at once — it will very soon be launching a tool for these kinds of listings. Guesty has helped in the building of that, too.
Still, the opportunity for short-term lettings is bigger than Airbnb itself these days. Booking.com and its many subsidiary businesses have made a big move into this area, as have many other companies, and Guesty now handles bookings on a number of “channels.”
Soto said on average, the number of bookings on its platform that are listing on Airbnb is 60 percent, with some vacation spots seeing the percentage much lower, and some urban markets seeing a much higher penetration.
Equally, there are a ton of companies that have been building technology to ease the process of listing and managing properties on all these platforms, including Vacasa, Turnkey, Airsorted, Kigo and many more.
This might be one of those cases where being an early mover in identifying a market opportunity has worked in a startup’s favor. Guesty’s strong work with Airbnb has helped the startup build stronger ties with those companies that hope to compete with it and give Airbnb a run for its money: Booking.com, Soto notes, is a premier partner these days.
“Guesty was the first to recognize the potential of the property management market and has quickly become a category leader with its vertical-oriented, end-to-end approach,” said Natalie Refuah, partner at Viola Growth, in a statement.
“Technology and AI continue to disrupt the innovation stack, acting as a catalyst to the digitization of ‘traditional’ areas such as real estate and travel, Refuah added. “Guesty is leading the charge, fostering a more seamless experience for property managers while providing clear advantages to customers and ultimately, their guests. We believe that with its experienced and elite executive team, Guesty is fully equipped to modernize and revolutionize the property management ecosystem.” Refuah is also joining Guesty’s board of directors.
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