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Sophie Jones is Managing Director of We Stay, which manages a collection of design-led short-let homes across the Cotswolds and rural England. She built the business on referral before formalising its approach around proprietary market analysis, and established its in-house Design Studio, which repositions properties ahead of launch. She is a vocal advocate for professionalising the UK short-let sector.
Before We Stay, Jones spent over a decade in property lettings and lifestyle management, working with agencies including Kaye & Carey and Aylesford and later running her own concierge and virtual assistance businesses. She has led We Stay since 2019, growing its portfolio to around 100 homes across the Cotswolds, rural England and Prime Central London. Under her direction, the company has built its performance around proprietary occupancy data, reporting 66% average occupancy in 2025 against a market average of 40%, and its Design Studio, which the company says lifts revenue by around 40% on properties it repositions before launch.
