The brand, well known for its advanced use of technology to deliver a superior guest experience, has secured the luxurious 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 in style 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, expanding the reach of its pioneering approach to 21st century hospitality. 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.
Each apartment includes a fully-fitted kitchen with some benefiting from terraces, balconies and views of the inner courtyard or the quiet enclave of Beaufort Gardens. The design, finish and fully-digitised guest experience set this accommodation apart from local competitors, many of which suffer from dated furnishings, layouts and finishes. Guests at Gulaid House will enjoy a five-star, contactless service, bringing together the branded consistency, quality and scale of hotels with the practicalities of short-term rentals.
Bob W’s own tech platform and a suite of web apps provides a seamless digital front desk experience that is backed by robust digital customer service and other fail safes, so guests always feel looked after. Super-early check-in or late check-outs can be instantly and automatically guaranteed based on live availability. The in-app, chat-based perfect host ‘Bob W’ has been designed to be attentive enough that guests feel like they’re receiving the best customer service with a human touch, even though there are no staff on site. Bob W’s local ‘marketplace’ also connects guests to local cafes, gyms and facilities.
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, added: “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. 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.”
Tags: Niko Karstikko, Bob W, Nuh Gulaid, Gulaid House
