Garnett Station launches Stayterra to scale luxury vacation rentals

US: Private equity firm Garnett Station Partners has launched Stayterra, a new vacation rental management collection aimed at delivering high-end property management services and guest experiences across the US.​

The new brand brings together a portfolio of established regional players, including Prime Vacations—a Florida-based operator managing over 1,000 properties across destinations such as Anna Maria Island, Siesta Key, Lido Key, and Sarasota.​

Stayterra is led by CEO Mary Lynn Clark, former president of Wyndham Vacation Rentals and a senior executive at Marriott Vacations Worldwide and The Ritz-Carlton Destination Club. Clark stated that the company would focus on combining premium service with local expertise to create a differentiated offering in the short-term rental market.​

Clark said: “We are focused on building a hospitality-first platform rooted in exceptional service, memorable guest experiences, and long-standing community relationships.”​

The launch reflects a wider trend of consolidation and professionalisation in the US short-term rental sector, as investors seek to scale management operations and deliver consistent standards across fragmented markets.​

Rafi Haramati, principal at Garnett Station, said: “We believe Stayterra is well positioned to become a category leader, and we’re excited to partner with Prime Vacations and its team to build on this vision.”​

Garnett Station Partners manages over $3.5 billion in assets and has investments across hospitality, consumer brands, and franchised businesses.​