A Dubai-based hospitality startup just secured $1.8 million to transform how travellers experience short-term stays. Seraya, founded in October 2024, closed its seed funding round with backing from a Saudi family office and German family office DLL.
The fresh capital brings Seraya’s total funding to $2.15 million and fuels the company’s ambitious expansion plans across Dubai’s booming rental market.
Seraya Targets 50 Properties by Year-End
The startup plans to reach 50 properties by the end of 2025, up from its current portfolio spread across Dubai’s hottest neighborhoods. Seraya operates in Downtown Dubai, Business Bay, and Dubai Marina, with upcoming launches planned for Palm Jumeirah and Dubai Creek.
Co-founder Pepijn Haima says the company adds one new apartment to its portfolio every week. “We’re building something intentional. Our model gives us total control, from the materials we use to the experience we deliver.” Haima explains.
Full-Stack Hospitality Model Drives Success
Seraya doesn’t just manage properties, but controls every aspect of the guest experience. The company secures long-term leases of five years or more, then handles renovations, furnishing, and daily operations entirely in-house.
This approach delivers impressive results. Seraya maintains over 92% occupancy rates and boasts a perfect 5.0 guest rating. The startup has remained profitable since day one, a rare feat in the competitive hospitality space.
Jakob Langen, Managing Director at DLL, highlights the company’s strategic advantage: “Their ability to control the full value chain, from sourcing and design to operations, gives them a powerful advantage as they scale.”
Wellness Focus Sets Seraya Apart
The startup embeds wellness into every property design. Seraya installs saunas and water filtration systems in apartments, targeting travelers who prioritize health and restoration during their stays.
This wellness angle taps into the $9 trillion global wellness industry. Co-founder Ibrahim Shami notes: “Guests should leave feeling better than when they came. That’s the standard we build to.”
The company designs and manufactures its own furniture locally, ensuring consistent aesthetics while maintaining speed and quality control.
Dubai’s Short-Term Rental Boom Creates Opportunity
Dubai’s short-term rental market is exploding. The city’s inventory jumped from 20,000 units in 2024 to over 30,000 in 2025, driven by tourism growth, digital nomadism, and wellness-focused travel trends.
Seraya positions itself in the premium segment, offering an alternative to generic Airbnb listings and traditional hotel chains. The startup delivers guest-ready apartments in just 10 days from key handover, a speed that competitors struggle to match.
“Dubai has been the perfect proving ground. It’s one of the most competitive hospitality markets in the world, and we’ve shown we can build a brand that stands out.” says Shami.
Regional Expansion Plans Take Shape
The founders see strong potential for regional expansion beyond Dubai. Their vertically integrated model and proven systems create a template for scaling across the Middle East and beyond.
The funding mix of equity and debt provides flexibility for growth while maintaining founder control. Strategic angel investors joined the round alongside the lead family offices, bringing industry expertise to support Seraya’s expansion.
With tourism rebounding and remote work trends reshaping travel patterns, Seraya’s timing appears ideal for capturing market share in the premium short-stay segment.
