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Property management specialist GuestReady has launched The Fitzroy by GuestReady, a luxury boutique accommodation in London.
This 15-unit property marks the company’s first dedicated multi-unit serviced accommodation in the UK, leveraging GuestReady’s hospitality management model.
Housed in a historic Georgian building, the property was previously a traditional hotel but has been redesigned to suit the short-term rental model while retaining its architectural “elegance”.
The Fitzroy’s units are available for booking on GuestReady, VRBO, Airbnb and Booking.com, ensuring reach across both short-term let and traditional hotel booking markets.
By leveraging its tech-driven approach, GuestReady has reduced on-site staffing needs while increasing the room count, allowing for competitive pricing below traditional hotel rates. Check-in and all guest interactions are handled remotely.
Previous communal areas, such as the reception, were repurposed as additional lettable areas, increasing the yield potential of this multi-unit investment.
GuestReady has successfully implemented this model in numerous sites in Portugal and is now expanding rapidly in the UK, with new serviced accommodation buildings launching soon in Liverpool and London.
John Severino, GuestReady UK’s managing director, said: “Today’s travellers value convenience and simplicity in their accommodation choices. We’ve all had those stays where you arrive late, leave early and walk past unused amenities like an empty bar or breakfast restaurant.
“By focusing exclusively on the units, we’re able to offer an attractive solution that meets the needs of everyday guests. This model also pleases our building owners as it reduces operational complexity, cuts costs and increases yields.”
The success of this model has also been reinforced by GuestReady’s partnership with Starcity Properties, the building’s owner.
Efe Ozturk from Starcity Properties said: “GuestReady’s expertise was invaluable during our development. Their consultative approach helped us transition smoothly from construction to operations, and their guidance on the building’s setup was excellent. Their professional management continues to deliver strong results, making them the perfect partner for this project.”
