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The brand has its own reservations system and booking engine with 55 % of bookings direct in 2022 ( the other 45 % through OTAs ). In addition , since 100 % of guests use the app to check-in , they are “ captured ” by Bob W and tend to book direct the next time .
By becoming a member of Bob W ’ s Inner Circle loyalty program , guests automatically receive a 10 % discount on Bob W ’ s best available rates . With more nights booked , the discount rises to a maximum of 15 %. Inner Circle members also enjoy other offers and benefits , such as welcome treats on arrival . The average length of stay is six nights .
Karstikko intends to keep Bob W 100 % asset light . He has partnered with multiple real estate players and sees tremendous opportunity across Europe and in North America and elsewhere ( he went to college in South Carolina and lived in the U . S . for years .) It is very simple and inexpensive
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Bob W is a tech-driven , app-based hospitality company , but its rooms are still high on taste and design .
for Bob W to expand , said Karstikko , because the only employees it needs are the operations manager , a junior position , and a regional general manager in a new country or area .
The company has done three M & A deals and is open to more , with Karstikko calling that strategy “ a very successful track for us .” In 2022 , Bob
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W acquired Estonia ’ s largest short-stay serviced apartment operator , Estonishing Stay Apartments , and Finland ’ s KOTI Hotel . A year later , Bob W made its entry into the German market with the acquisition of Charly Hospitality .
While Bob W is operationally profitable in all of its markets , he said , it is looking for capital ,
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but on its own terms .
Ultimately , said Karstikko , Bob W is about solving the problems of an industry that is ripe for rethinking its entire business model . “ Things have been standardized in a certain way for so long ,” he said . “ It ’ s time to ask questions like is a front desk necessary or do we have to change the sheets every day ?”
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Bob W guests have access to a kitchen . |
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20 hotelsmag . com October 2023 |