Merilee Karr | Founder & CEO
UnderTheDoormat

Merilee Karr is the CEO and Founder of UnderTheDoormat Group – an award-winning prop-tech company, recognised by Deloitte as one of the fastest-growing tech companies in Europe and JP Morgan as one of the top Female Powered Businesses in the UK. 
 
UnderTheDoormat Group is a global hospitality and accommodation business operating at the intersection of property, travel and technology. The Group’s mission is to help every property fulfill its potential every day by being the leading partner for short-term rentals in institutional real estate globally.     UnderTheDoormat Group operates three distinct brands: Hospiria, an integrated SaaS PMS platform bringing pricing, distribution and performance together in one system of record. TrustedStays, an industry platform for accredited short-term rental accommodation with unique access to corporate bookings via the GDS. And Veeve, the leading high-end short-term rental brand delivering end-to-end service and exceptional guest experience. In 2026, Merilee further strengthened Veeve’s position in the London and Paris markets with the acquisition of over 200 luxury homes from onefinestay, cementing its presence as a leading company in Europe’s short-term rental segment.   Headquartered in London, UK, UnderTheDoormat Group supports residential asset owners, operators and partners globally with technology-led, service-backed short-term accommodation solutions.   As the founder of and former elected Chair of the UK industry body, the Short-Term Accommodation Association (STAA), she regularly speaks on behalf of the sector with UK and EU governments. She is an industry spokesperson on the BBC, Sky News, The Times, The Guardian, Which?, and Huffington Post and speaks at conferences globally including WTM, ITB, IHIF, Skift, VRMA, ShortStaySummit, OPRE, and many others. She has received awards from Estates Gazette, European Builtworld and Travolution.  Having spent the first 13 years of her career in global roles at Shell, Merilee is passionate about helping professionalise and grow this maturing industry, which now represents 20% of accommodation nights across Europe.*