Serviced apartment operator Bob W is expanding its European footprint with the opening of five new properties across the UK and Italy.
This includes two properties in London – in Bayswater and Kensington – as well as a further two in Rome, in the San Lorenzo and Testaccio areas, and a new property in Florence Santa Croce.
The Finland-based company said its properties in London’s Bayswater district and Florence Santa Croce are now open and welcoming guests, while the remaining properties will be available for bookings “by the end of the week”.
Bob W London Hyde Park (in Bayswater) opened nine days after the lease was signed, the company said. The 102-room property is located close to Paddington station and features a coffee bar and lobby lounge. Nearby, Bob W London Kensington is housed in a Victorian property with "strong" transport links via Gloucester Road and South Kensington stations.
Bob W Florence Santa Croce, which opened 14 days after the lease was signed, is housed in a historic riverside building along the Arno. Bob W Rome San Lorenzo, meanwhile, comprises one, two and three-bedroom apartments all furnished with kitchens. Bob W Rome Testaccio, described as a boutique property, offers "spacious" rooms with terraces.
Combined, these openings add 265 rooms to Bob W’s European portfolio and follow its recent expansion throughout Germany. The company employs a “digital-first” service model, with self check-in and 24/7 remote guest support.
Niko Karstikko, co-founder and CEO of Bob W, said: “By combining a digital-first operating platform with a light, flexible staffing model, we’re able to take over and open properties in record time.
“Our focus is on getting these hospitality properties live quickly, operating efficiently from day one, and delivering a consistent guest experience that supports long-term performance rather than short-term fixes.”
The serviced apartment brand, which was founded in 2018, currently has properties in 19 cities across Europe, including 11 locations across London, as well as properties in Helsinki, Copenhagen, Amsterdam, Stockholm, Oslo, Madrid, Milan and Athens.