StayCo

‘Stay’ a While

Redefining Resort Management on Australia’s Gold Coast

In a hospitality industry dominated by global giants and corporate standardisation, StayCo has carved out a distinct niche by blending the best of both worlds: the warmth and familiarity of independent property management with the strength and structure of an integrated brand. Born from a vision to bring together individually managed strata properties into a cohesive, high-performing group, StayCo has transformed resort-style accommodation across the Gold Coast and beyond.

With a portfolio of beloved properties, a hands-on leadership team, and an unwavering focus on people, both guests and staff, StayCo is proving that genuine hospitality and strategic investment can go hand in hand.

Origins: From Individual Gems to a United Brand

StayCo’s story begins with a collection of properties that once operated independently, each with its own charm and challenges. These “little islands,” as the team describes them, were brought together under a single umbrella by Finexia, a listed finance company with a keen interest in active investments.

What began as a financial strategy quickly evolved into something far more personal.

“As we took on each property, we realised they all had life, personality, and loyal communities around them,” explains Cheree van Wijk, Group Sales and Revenue Manager. “Our vision shifted from simply managing investments to creating something cohesive, guest-focused, and lasting.”

With Melissa Pearson at the helm as General Manager, the StayCo team focused on the process of integrating operations, aligning values, and preserving what made each property unique, while building a unified brand with the ability to scale sustainably.

A Distinctive Portfolio of Properties

StayCo’s current portfolio includes a diverse collection of properties across the Gold Coast, each with its own personality and guest appeal:

• Artique in Surfers Paradise captures the vibrant energy of the city, offering a variety of vantage points of the beach or the city. With one, two and three bedroom apartments – or even a Penthouse for that extra special stay – it’s popular for couples, families, and international travellers. Artique’s Manager, Josh, has been in his role for 12 years and enjoys a fabulous relationship with the body corporate and owners.
• Belle Maison is one of the most established buildings in the area, a visually striking property known for its expansive grounds, oversized apartments, and longtime manager Geoff, who has cultivated strong relationships with owners and returning guests for more than two decades.
• South Pacific Plaza offers breathtaking beachfront views from nearly every apartment, with a loyal following thanks to longtime managers Sharon and Jim, whose warm, familiar presence is part of the experience. In the middle of Broadbeach and still absolute beachfront, you must book early to secure this gem.
• Bel Air on Broadbeach, one of the most iconic properties in the region, boasts three Mediterranean-inspired towers, expansive resort facilities, and a high-visibility location directly across from Pacific Fair Shopping Centre. With a dedicated team that includes valued staff who have been part of Bel Air for more than 10 years, the property continues to foster a warm, positive culture and drive strong growth in its holiday letting pool.
• Ocean Pacific Resort home to StayCo’s head office, delivers a boutique experience with stunning ocean views, modern design, and a perfect balance of location and luxury. Ocean Pacific is managed by the vibrant Jacki, who puts her heart and soul into managing the building and forging great relationships.

Across the portfolio, all properties offer one, two, and select three-bedroom apartments and penthouses, catering to both families, couples and groups.

“Our guests are loyal,” notes Pearson. “Many have been coming for years. They know the managers, they know the buildings – it feels like coming home.”

A Guest-Centric Approach

While each property appeals to a slightly different audience, StayCo’s guest profile generally spans two key groups: returning older couples and families. Surfers Paradise also draws younger travelers and international visitors, while proximity to the Gold Coast Convention Centre and The Star Gold Coast has opened new opportunities in the corporate segment.

What sets StayCo apart is its ability to tailor each guest experience without compromising consistency. From facilities to service standards, each property meets brand benchmarks while preserving its own charm.

In a surprise twist, the company has seen significant traction in corporate travel despite its family resort reputation. “It’s been a pleasant surprise,” van Wijk says. “Our properties are well-located and fully equipped, making them ideal for extended stays or business trips.”

The Business Model: Smart Investment, Personal Management

Formed in 2021, StayCo operates under an innovative ownership and investment model. Finexia established a fund to acquire and manage resort properties, giving StayCo the financial backing to grow strategically. Unlike many large hospitality groups, StayCo isn’t interested in a cookie-cutter rollout.

“We could have acquired 20 properties all at once,” says Pearson. “But instead, we focused on getting it right by streamlining processes, investing in technology, and maintaining the human touch.”

By centralising operations while empowering on-site managers with autonomy, StayCo offers the best of both worlds: efficiency and empathy.

Each property manager is deeply involved in daily operations and supported by a collaborative leadership structure. “Everyone in our corporate office has resort experience,” van Wijk notes. “We know what it’s like on the ground, and that makes a huge difference in how we support our teams.”

Building Culture, Retaining Talent

With a team of more than 100 employees across Brisbane and the Gold Coast, StayCo emphasises culture above all. Staff retention is high, internal relationships are strong, and collaboration extends across properties.

“We really are like a family,” says Pearson. “If someone’s down a staff member, another manager jumps in to help. Everyone supports each other.”

That supportive ethos has created a sought-after work environment. “People are now approaching us to ask if we’re hiring,” she adds. “That says a lot about what we’ve built.”

Training is ongoing and hands-on. StayCo ensures that every manager understands not only their own responsibilities, but the broader business goals, particularly through initiatives like training in bookkeeping, budget forecasting, dynamic pricing and facilities management.

Technology and Innovation

StayCo’s growth is underpinned by a commitment to digital innovation. Early on, the team made several major system changes – including a migration to Resly, a cloud-based property management system, and Xero for accounting. These shifts enabled greater visibility, control, and alignment across the portfolio.

“Switching five properties over to a new PMS was no small feat,” van Wijk admits. “But it was worth it. Now we have AI tools, better guest communications, and payment gateways that streamline everything.”

Another key investment was the creation of a central reservations and marketing hub, removing the burden of phone bookings from on-site staff and allowing more focused service delivery at the front desk.

“We can now train reservations staff specifically for that role by boosting conversions and enhancing guest service,” says van Wijk. “And at the same time, our front desk teams can focus on what matters: connecting with guests face-to-face.”

Built entirely from the ground up, StayCo’s marketing and revenue management team now delivers all campaigns, digital strategy, and pricing decisions internally. This hands-on approach ensures agility, stronger brand consistency, and the ability to respond quickly to market shifts without relying on external agencies.

StayCo also leverages market intelligence tools like STR and Lighthouse, enabling the revenue team to track industry benchmarks, monitor competitor pricing, and make informed, dynamic pricing decisions without relying solely on automated third-party platforms.

“We use data daily,” she adds. “But it’s still people making the decisions. That’s how we stay agile and accountable.”

Looking Ahead: Growth and Refurbishment

Having fine-tuned its operations, StayCo is now ready to resume expansion. With strong financial support from Finexia and clear performance benchmarks across the group, the company plans to acquire two to three new management rights over the next two years—starting with the Gold Coast and potentially expanding into other compatible regions.

To drive this next phase, StayCo has just appointed a Business Development Manager and a dedicated Head of Acquisitions and Facilities Management, strengthening the company’s capability in both growth and the caretaking/building management side of the business.

“We’re back in acquisition mode,” confirms Pearson. “We’re looking carefully at opportunities that fit our brand and operations.”

Alongside expansion, a major refurbishment initiative is underway. StayCo is actively supporting apartment owners with upgrade recommendations and is also exploring opportunities to purchase and refurbish units independently, enhancing the quality of available inventory and guest satisfaction.

“It can be hard to get 50 individual owners to refurbish units on the same timeline,” explains van Wijk. “By investing ourselves, we can help raise the overall standard and guest experience.”

A Human-First Brand in a Competitive Market

Perhaps the most powerful differentiator for StayCo is its people-first philosophy. Despite being a relatively new company operating within a structured investment model, the team remains grounded in values of service, care, and connection.

“We’re not a big corporate chain,” says Pearson. “We’re a tight-knit, owner-focused company that understands what it takes to manage and grow resort properties without losing their soul.”

From personalised marketing strategies to direct engagement with unit owners, StayCo’s team works tirelessly to ensure that every stakeholder from the guest, manager, owner, and investor, feels informed and valued.

“Hospitality is about connection,” van Wijk concludes. “With the right systems in place, we can focus on what really matters; building relationships, creating memorable stays, and growing a brand that people want to be a part of.”

At a Glance

Who: StayCo

What: A leading hospitality management company with strong brand recognition, and welcoming innovation at its heart

Where: Gold Coast, Australia

Website: www.stayco.com.au

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