Chester, 27 April, 2026 — Pass the Keys has launched a new Chester and the Wirral franchise, expanding its professional short-term rental management services in the region and marking a significant investment in the local holiday let market.
The new operation is led by Sarah Cadwaladr, an experienced franchise operator and hospitality professional with more than a decade of business management experience.
Cadwaladr joins Pass the Keys following a decade running a separate franchise, successfully growing a children’s swimming business before ultimately selling it. Her background also includes senior roles in corporate hospitality and account management, having worked with major brands including Manchester United and Selfridges.
The launch represents a strategic expansion into a region that combines year-round city demand with coastal leisure travel across the Wirral peninsula. Chester and the wider borough continue to show strong tourism appeal, with Cheshire West and Chester recording 32.9 million visitor days in 2024 and a visitor economy worth £2.48 billion (data from Visit Cheshire). Chester’s popularity is driven by its historic city centre, retail offering, and vibrant events calendar, from racecourse fixtures to seasonal markets.
Pass the Keys’ franchise model combines local ownership with centralised technology, marketing, and compliance support, enabling partners to scale sustainably and offer best-in-class guest experiences.
In March 2026, Pass the Keys achieved its highest guest rating on record, averaging 4.83/5 across its entire portfolio of over 1,700 properties across 65+ locations.
Sarah Cadwaladr, Owner of Pass the Keys Chester and the Wirral, said:
“I’m excited to build a business with strong foundations and offer truly exceptional property management in a city with a lot of potential. 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:
“Expanding into Chester and the Wirral reflects our focus on markets with year-round demand and long-term potential. 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.”
Interested property owners in Chester and the Wirral can find more information here.
About Pass the Keys
Pass the Keys is the UK’s leading franchise holiday let management company, offering a full-service solution for homeowners and landlords who want to earn more on their properties. Founded in 2015, the company manages more than 1,700 properties in over 65 towns and cities across the UK and Spain through a growing network of local franchise partners. Pass the Keys combines proprietary technology with expert, hands-off management — from dynamic pricing and guest communication to cleaning and 24/7 support. The result is hassle-free hosting and consistently high guest satisfaction. Guests on Trustpilot rate Pass the Keys 4.8/5 for its excellent communication, high-quality properties, and exceptional cleanliness. For more, visit http://passthekeys.com
