Pass the Keys has expanded its short-term rental management network into Chester and the Wirral, launching a new franchise led by Sarah Cadwaladr, an experienced operator with more than a decade of business management and hospitality experience.
Cadwaladr previously spent ten years running a children's swimming franchise, growing the business before selling it. Her background also includes senior roles in corporate hospitality and account management with major brands including Manchester United and Selfridges.
The new operation targets a region that combines year-round city tourism with coastal leisure travel across the Wirral peninsula. Cheshire West and Chester recorded 32.9 million visitor days in 2024, supporting a visitor economy worth £2.48bn, according to Visit Cheshire. Chester's draw is broad, spanning its historic city centre, retail offer and events calendar, from racecourse fixtures to seasonal markets.
Pass the Keys' franchise model pairs local ownership with centralised technology, marketing and compliance support. The business manages more than 1,700 properties across 65-plus locations and achieved its highest-ever guest rating in March 2026, averaging 4.83 out of 5 across its entire portfolio.
"I'm excited to build a business with strong foundations and offer truly exceptional property management in a city with a lot of potential," said Cadwaladr. "Property owners are looking for a professional, reliable service that protects their assets and delivers consistent results. The Pass the Keys model provides the structure, technology, and support to achieve that, while still allowing a local, hands-on approach."
Alexander Lyakhotskiy, CEO and founder of Pass the Keys, said the Chester and Wirral market fitted the firm's focus on locations with sustained demand. "Expanding into Chester and the Wirral reflects our focus on markets with year-round demand and long-term potential," he said.
"Sarah brings a strong operational background and business acumen, as well as a clear understanding of how to build and manage a high-quality portfolio."
"Our model is designed to support partners like her with the tools and infrastructure needed to deliver consistent standards while growing responsibly. This launch strengthens our presence in the North West and reinforces our commitment to professionalising the UK's short-term rental sector."
