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Short-stay apartment operator Bob W has entered prime London, with its latest opening in Knightsbridge at Gulaid House.
The “expansive” townhouse sits in Beaufort Gardens, a quiet oasis directly off Knightsbridge and just a five-minute walk from Harrods and a 10-minute stroll from Hyde Park.
Providing accommodation to stay for days, weeks or months, Gulaid House Knightsbridge by Bob W has undergone a complete refurbishment, taking the building back to its shell, before restoring the property to the” highest standard”. Apartments range from deluxe studios to a grand apartment with four bedrooms.
Gulaid House Knightsbridge by Bob W is the operator’s latest London property. The building was acquired by Saudi-based real estate private equity partner Gulaid Group Holding and is being leased to Bob W as its chosen operator.
Gulaid Group Holding said it chose Bob W because the company is able to achieve higher revenues per available rental (revPAR) than traditional operators. The partnership is their first and will serve as a trial that it hopes to roll out at other high-value sites as it acquires them, first in London and then in Europe.
Each apartment includes a fully-fitted kitchen with some benefiting from terraces, balconies and views of the inner courtyard or the Beaufort Gardens.
Bob W added that guests at Gulaid House will enjoy a five-star, contactless service.
Bob W’s own tech platform and a suite of web apps provides a digital front desk experience that is backed by digital customer service and other fail safes.
Niko Karstikko, co-founder and CEO of Bob W, said: “It’s so exciting to be working with CIT to deliver a tech-led hospitality offering in a part of prime London that has not really seen this kind of thing before.
“A lot of our competitors in Knightsbridge are exceedingly traditional but times have changed and there’s a massive appetite for authentic, host-driven experiences that are better value and lighter touch. We know we’re going to make an impact in this prestigious neighbourhood, which will serve as proof that Bob W can add value for owners in any market.”
Nuh Gulaid, CEO of Gulaid Group Holding, which owns Gulaid House, said: “We wanted a development partner who could help us elevate the current short-term rental offering in Knightsbridge and provide a product worthy of its setting. There’s actually quite a number of low quality accommodation operators in Knightsbridge and it’s surprising the state that some of those buildings are in.
“There’s a temptation for owners not to invest in buildings just because they’re in prime locations. They don’t think they need to but there’s a growing refurbishment trend in Knightsbridge which will force owners to up their game.”
He added: “Bob W’s design credentials and tech-savvy, guest-centric hospitality approach deliver an experience that allows guests to live like a local and appreciate the surroundings to their fullest. We’re delighted to be working with them on this project and look forward to collaborating on other schemes.”
