Glasgow businesswoman wins national franchise award after overcoming major challenges to rebuild property business
27-October-2026
Natalia Soler, who runs Pass the Keys Glasgow & Renfrewshire, has been recognised for her outstanding resilience, business achievements and commitment to delivering exceptional service to property owners and guests.
After more than a decade working in human resources for ScottishPower, Natalia left her corporate career in 2019 to pursue entrepreneurship. Drawing on previous experience in tourism and hospitality in the UK and Spain, she joined the Pass the Keys franchise network in 2020, launching a business managing short-term rental properties.
Her business quickly gained momentum as travel restrictions eased following the COVID-19 pandemic, with Glasgow's COP26 climate conference in 2021 helping drive demand for accommodation.
Within her first year, Natalia was managing around 35 properties, growing to approximately 50 by mid-2022. Her achievements earned her the title of Pass the Keys Franchise of the Year in 2022.
However, her success was soon threatened by the introduction of Scotland's short-term letting licensing regime and Glasgow City Council's interpretation of the new rules.
Many city-centre apartments with shared entrances could no longer qualify for licences, directly affecting around 45 of the 50 properties Natalia managed.
Rather than accepting defeat, she restructured her business, expanding into neighbouring council areas, focusing on properties that met licensing requirements and developing a mid-term accommodation offering for corporate clients and contractors.
She also worked closely with property owners to navigate the changing regulations and explore alternative opportunities.
At the same time, Natalia faced an enormous personal challenge, with her daughter undergoing treatment for leukaemia over two and a half years.
Despite these pressures, she remained determined to support her clients, maintain service standards and protect the business she had worked so hard to establish.
By 2025, Natalia's business had recovered and surpassed its previous performance, with a portfolio of 54 professionally managed properties.
Her achievements were recognised with four internal Pass the Keys awards in 2025, including Host Retention of the Year, Host Satisfaction of the Year and Most Improved Franchisee.
Commenting on her national award, Natalia said: "Winning a Great British Franchisee Award 2026 is such a proud moment for me. When I started Pass the Keys Glasgow six years ago, I never imagined just how rewarding, challenging and fulfilling the journey would be.
"I've put my heart into building a business that I'm proud of, supported by an incredible team and fantastic property owners who trust us with their homes.
"To receive this recognition means a great deal, and it's a wonderful reminder that hard work, determination and a genuine passion for what you do really can make a difference."
Central to Natalia's success has been her commitment to building lasting relationships with property owners rather than simply increasing the number of properties under management.
This approach helped her achieve an impressive 88% host retention rate in 2025, while guest reviews across her portfolio averaged 4.8 out of five stars.
Her business also supports Glasgow's visitor economy, working with local cleaning teams, tradespeople and maintenance providers while welcoming visitors attending conferences, concerts and sporting events.
As the business has grown, Natalia has developed a more strategic leadership role. In 2025, she appointed an Operations Manager, allowing her to focus on growth, client relationships and new opportunities.
She encourages colleagues to take responsibility, providing practical mentoring, clear guidance and a supportive working environment.
Natalia is also an active member of the wider Pass the Keys franchise network, sharing her experiences of navigating Scotland's regulatory changes and offering advice on diversification, pricing strategies and customer relationships.
Amy Boyon, Sales Director at Pass the Keys, praised Natalia's determination.
She said: “Everyone at Pass the Keys is so proud to see Natalia recognised at the Great British Franchisee Awards.
“Natalia turned one of the UK's toughest regulatory challenges into a £1 million business. Natalia's determination and the care she shows her hosts make her a real inspiration to our whole network, and we couldn't be prouder to see her win this award.”
The judges of the Great British Franchisee Awards were particularly impressed by Natalia's resilience, strategic leadership and ability to adapt to changing circumstances.
They commented: “Natalia is an exceptionally deserving winner of a Great British Franchisee Award, having demonstrated outstanding resilience, impressive business growth and exceptional strategic leadership.
“What particularly impressed the judges was Natalia's determination to turn adversity into opportunity. Faced with major regulatory changes that threatened much of her business, she responded with remarkable commercial insight, diversifying her services and building a stronger, more sustainable operation.
“Her achievements are all the more remarkable given the significant personal challenges she has faced. Her strength, determination and commitment to her team and customers are truly inspiring.”
Looking ahead, Natalia plans to strengthen relationships with property investors, expand her mid-term accommodation offering and develop partnerships with businesses requiring accommodation for employees.
Her Great British Franchisee Award recognises not only her business achievements but also the extraordinary resilience, adaptability and determination she has demonstrated in overcoming professional and personal challenges.