Seraya, a Dubai-based proptech and hospitality startup, has secured $1.8 million in seed funding through a mix of equity and debt, bringing its total capital raised to $2.15 million. The round was led by a prominent Saudi family office and DLL, a German family office, with additional participation from strategic angel investors.
Fully Serviced Apartments
Founded in October 2024 by Pepijn Haima and Ibrahim Shami, Seraya offers design-led, fully serviced apartments for short-term stays, combining the consistency of a hotel with the warmth of a home. The company has been profitable since inception, operating with an average occupancy of 92% and maintaining a perfect 5.0 guest rating.
Seraya’s vertically integrated model sets it apart from traditional operators. The startup signs long-term leases (5+ years), renovates and furnishes spaces, and manages the guest experience end-to-end. It also designs and manufactures its own bespoke furniture locally, enabling speed, consistency, and cost efficiency.
Expand Its Portfolio
Currently adding one new apartment per week, Seraya plans to expand its portfolio to 50 units by the end of 2025. Upcoming launches include premium locations such as Palm Jumeirah, Dubai Creek, and villa communities. Its existing portfolio spans high-demand districts including Downtown Dubai, Business Bay, and Marina.
“Wellness is at the heart of what we do,” said Pepijn Haima, Co-Founder of Seraya. “Our apartments are designed for the modern traveller — from in-unit saunas to water filtration systems, every detail supports restorative travel. Guests should leave feeling better than when they came.”
High-Margin Model
Jakob Langen, Managing Director at DLL, added: “Seraya has built a distinctive, high-margin model in one of the most competitive hospitality markets in the world. By controlling the full value chain, from sourcing and design to operations, they’re well-positioned to lead a new generation of hospitality brands.”
The funding comes as Dubai’s short-term rental market continues rapid growth, expanding from 20,000 units in 2024 to an expected 30,000 in 2025, fueled by tourism, digital nomadism, and wellness-led travel.
“Dubai has been the perfect proving ground,” said Ibrahim Shami, Co-Founder of Seraya. “We’ve shown that we can build a brand that stands out in a highly competitive market, and we see strong potential for regional expansion in the near future.”
