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Upturn AI SWOT - About
SOND 
Sonder Holdings Inc (SOND)
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Upturn Advisory Summary
08/28/2025: SOND (1-star) is currently NOT-A-BUY. Pass it for now.
Upturn Star Rating
Not Recommended Performance
These Stocks/ETFs, based on Upturn Advisory, consistently fall short of market performance, signaling caution before investing.
Number of Analysts
1 Analysts rated it
Very few follow this stock; limited insights, higher-risk early investing.
1 Year Target Price $4
1 Year Target Price $4
| 0 | Strong Buy |
| 0 | Buy |
| 1 | Hold |
| 0 | Sell |
| 0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit -78.1% | Avg. Invested days 13 | Today’s Advisory PASS |
Upturn Star Rating | Upturn Advisory Performance  1.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 08/28/2025 |
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 23.86M USD | Price to earnings Ratio - | 1Y Target Price 4 |
Price to earnings Ratio - | 1Y Target Price 4 | ||
Volume (30-day avg) 1 | Beta 1.85 | 52 Weeks Range 1.47 - 7.05 | Updated Date 08/29/2025 |
52 Weeks Range 1.47 - 7.05 | Updated Date 08/29/2025 | ||
Dividends yield (FY) - | Basic EPS (TTM) -20.96 |
Analyzing Revenue: Products, Geography and Growth
Revenue by Geography
Geography revenue - Year on Year
Earnings Date
Report Date - | When - | Estimate - | Actual - |
Profitability
Profit Margin -37.93% | Operating Margin (TTM) -52.25% |
Management Effectiveness
Return on Assets (TTM) -8.49% | Return on Equity (TTM) -1369.07% |
Valuation
Trailing PE - | Forward PE - | Enterprise Value 1303450206 | Price to Sales(TTM) 0.04 |
Enterprise Value 1303450206 | Price to Sales(TTM) 0.04 | ||
Enterprise Value to Revenue 2.15 | Enterprise Value to EBITDA 13.16 | Shares Outstanding 12757400 | Shares Floating 11671005 |
Shares Outstanding 12757400 | Shares Floating 11671005 | ||
Percent Insiders 10.35 | Percent Institutions 87.8 |
Upturn AI SWOT
Sonder Holdings Inc
Company Overview
History and Background
Sonder Holdings Inc. was founded in 2012 in Montreal, Canada. It aimed to offer a blend of hotel and home rental experiences by operating and managing stylish apartments and hotel rooms. The company expanded rapidly, securing funding and entering various markets globally.
Core Business Areas
- Lodging Operations: Sonder leases or manages properties and offers them as short-term rentals. This includes apartments, hotel rooms, and entire buildings. Sonder focuses on design, technology, and customer service.
Leadership and Structure
Key executives include Francis Davidson (CEO and Co-Founder). The organizational structure is hierarchical with functional departments such as operations, finance, marketing, and technology.
Top Products and Market Share
Key Offerings
- Apartments and Hotel Rooms: Sonder offers fully furnished apartments and hotel rooms in various locations. Sonder focuses on a tech-enabled experience and design aesthetic. Competitors include Airbnb (ABNB), Vrbo (part of Expedia Group EXPE), and traditional hotel chains (HLT, MAR). Market share is relatively small compared to major players.
Market Dynamics
Industry Overview
The short-term rental market is experiencing significant growth but also increased regulation and competition. Demand for alternative accommodations is rising, driven by travelers seeking unique experiences and flexible options.
Positioning
Sonder positions itself as a tech-driven alternative to traditional hotels, emphasizing design, consistency, and convenience. Its competitive advantage lies in its branded experience and centralized management system.
Total Addressable Market (TAM)
The TAM for short-term rentals is estimated to be in the hundreds of billions of dollars. Sonder is positioned to capture a portion of this market through its expansion and branding efforts.
Upturn SWOT Analysis
Strengths
- Tech-enabled platform
- Branded experience
- Centralized management system
- Design-focused properties
Weaknesses
- High operating costs
- Negative profitability
- Dependence on leases
- Inconsistent customer experiences
Opportunities
- Expansion into new markets
- Strategic partnerships
- Increased demand for alternative accommodations
- Technological innovation
Threats
- Increased competition
- Economic downturn
- Regulatory changes
- Negative publicity or safety incidents
Competitors and Market Share
Key Competitors
- ABNB
- EXPE
- HLT
- MAR
Competitive Landscape
Sonder faces intense competition from established players with greater resources and brand recognition. Its tech-enabled platform is a key differentiator, but its lack of profitability is a major disadvantage.
Growth Trajectory and Initiatives
Historical Growth: Sonder experienced rapid growth in its early years, driven by aggressive expansion. However, growth has slowed due to profitability concerns.
Future Projections: Analyst projections are mixed, with some anticipating a turnaround in profitability and others remaining skeptical.
Recent Initiatives: Recent initiatives include cost-cutting measures, streamlining operations, and focusing on profitability.
Summary
Sonder is a tech-driven short-term rental company facing significant challenges. While its innovative approach and branded experience are strengths, it struggles with profitability and intense competition. The company's future hinges on its ability to streamline operations, control costs, and achieve sustainable growth. Its weak balance sheet and cash flow require careful monitoring.
Peer Comparison
Sources and Disclaimers
Data Sources:
- SEC Filings
- Company Website
- Market Research Reports
- Analyst Estimates
Disclaimers:
This analysis is for informational purposes only and should not be considered financial advice. Financial data is subject to change. Market share data is based on estimates.
AI Summarization is directionally correct and might not be accurate.
Summarized information shown could be a few years old and not current.
Fundamental Rating based on AI could be based on old data.
AI-generated summaries may have inaccuracies (hallucinations). Please verify the information before taking action.
About Sonder Holdings Inc
Exchange NASDAQ | Headquaters San Francisco, CA, United States | ||
IPO Launch date 2021-03-15 | Chairman of the Board & Interim CEO Ms. Janice L. Sears | ||
Sector Consumer Cyclical | Industry Lodging | Full time employees 1421 | Website https://www.sonder.com |
Full time employees 1421 | Website https://www.sonder.com | ||
Sonder Holdings Inc. engages in designing apartments and intimate boutique hotels for travelers in the United States, Europe, the Middle East, the United Arab Emirates, and internationally. It operates and manages properties comprising 1-, 2-, and 3+ bedroom; and studio furnished apartments, as well as 1-bedroom hotel rooms for leisure travelers and families, digital nomads, and business travelers; and operates its app Sonder.com. The company is headquartered in San Francisco, California.
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