Serviced Apartment by Stay&Co., a brand of Gold Tree Hospitality.
With a 360 degree rebranding, GTH aims to become one of the lead forces in the serviced apartments and aparthotel industries by catering to different traveler personas with tech-forward guest services. New property acquisitions place the GTH footprint in Lisbon, London, Dublin, Basel, Stuttgart, Sydney, and Melbourne.
NEW YORK – Gold Tree Hospitality (GTH), part of the next generation of hospitality companies, unveiled its new look, website, and future mobile app, combining its two distinct lifestyle brands under a new cohesive identity. The real estate development and hospitality firm acquires and manages a large scale portfolio of properties across Europe’s major cities under two brands – Stay&Co., design-minded and technology powered serviced apartments, and a new lifestyle aparthotel concept launching in 2023 with signature amenities from food & beverage offerings to laptop-friendly area, and a 2.0 wellness studio.
Founded in 2018 and co-founded by Golan Weiss and Moran Machtey, GTH aims to become a top player in the global lodging market through its technologically savvy accommodations and consistently high-caliber guest experience. Following an extensive five-year acquisition plan, GTH has continued expanding its global real estate portfolio this year by adding 420 units in London, Dublin, Lisbon, Stuttgart, and Basel. These units will be developed into GTH’s future aparthotel lifestyle brand. In parallel, GTH has executed a complete redesign of its 200 serviced apartments that operate under the Stay&Co. brand within London, Lisbon, Sydney, and Melbourne.
In the next 5-6 years, GTH aims to open over 10,000 aparthotel rooms and operate over 3,000 serviced apartments, mainly in Europe's largest cities. Since its creation, GTH has secured funding to support its growth targets and has invested in over 200 million euros of real estate developments and expansion activity. To help reach its goals, GTH has hired hospitality experts and real estate professionals, some of whom have performed similar roles for high-growth hospitality players like Selina, STAY, Go Native, and more.
The London-based firm is at the forefront of the ever-changing hospitality industry. By integrating modern technology into its business structure, GTH meets the needs of the tech-savvy generation of young professionals looking for an experiential stay, supporting greater flexibility, autonomy, and instant access to information. Each property will be powered by a guest-facing app offering personalized concierge and an on-demand platform for maintenance and self-service features. With simple self-booking and check-in, curated guides by local experts and tastemakers, private chef arrangements, pre-ordered groceries, and countless other options, Stay&Co. prides itself on genuinely personalizing the guest experience.
“The aparthotel and serviced apartments sectors are still in their infancy and are often outdated, non-technological, and non-experiential,” says GTH’s co-founder and CEO, Moran Machtey. “The new generation of travelers are independent-minded forward thinkers who pay attention to detail and look for a tailored and seamless guest experience. GTH aspires to make a huge impact on how this target audience consumes the short-to-medium term stay product.”
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