the Direct company journey
About the company

Solving the lodging technology problem

Co-founders Wes Smithe and Chad O’Farrell serendipitously met through a mutual friend in early 2015, while working in Chicago. Convinced by the recent advances in web technology and the dissatisfaction among professional lodging suppliers, they set out two years later to build Direct, a modern & robust enterprise property and reservation management system for short-term rental operations, distribution, and accounting.


the year Direct launched as a modern, all-in-one Property Management System (PMS) designed specifically for the short-term rental industry.


founders with two winding paths that converged before a huge problem was unearthed.


successful businesses created within the short-term rental space led to the launch of Direct.


years of using technology in the rental management space and running businesses with SaaS technology.

Our co-founder story

Multiple short-term rental businesses, a decade of experience

Prior to meeting, Wes co-founded a marketplace that consolidated professionally managed vacation rental inventory called Vaystays, a spinoff of another niche vacation rental marketplace he helped launch with his previous partners in the late 2000’s called GamedayHousing.

While successfully leading hotel & resort business development efforts at Groupon Getaways, Chad witnessed first-hand the impact alternative lodging was making in the travel space, and he quickly decided to make the leap into the startup world joining Wes at Vaystays.

After growing the B2C marketplace in one year to over 40,000 professionally managed units worldwide, over 300 suppliers, and millions in bookings, they identified a major industry problem: in order to manage and monetize short-term rental inventory, 10+ outdated, disconnected, and costly software tools were required.

B2B enterprise platform

We realized vacation rental managers and hotel operators shared similar needs and faced the same frustrating issues with 10+ outdated tools for managing their properties.

More revenue, less effort

For property management businesses to successfully grow & monetize short-term rental inventory, the industry needed to move forward.

Ready to take part in the lodging technology revolution?

Create your account in minutes as the first step in taking your business to the next level. You'll get a risk-free, 14-day trial. Get in touch with our sales team to request a demo.

Straightforward pricing

Choose between variable or fixed fees for licensing, and don't worry about any hidden fees.

Looking for enterprise

If you manage 1k+ units, transact high booking volume, or have a unique business model, let's chat.