Bob W opens five new locations in London and Italy

Two of the locations are already open to guests, with the others becoming available for booking within a few days.

The digital-first hotel operator is opening five new properties in London, Rome and Florence. Two of the locations are already open to guests, with the others becoming available for booking within a few days.

Bob W is strengthening its European presence with the opening of five new locations in London, Rome and Florence. The new locations are Bob W London Hyde Park, Bob W London Kensington, Bob W Rome San Lorenzo, Bob W Rome Testaccio and Bob W Florence Santa Croce. Hyde Park (London) and Santa Croce (Florence) are already open, and the other three will be available to book by the end of the week. This expansion comprises 265 rooms across more than 8,000 square metres.

Bob W's highly technology-driven operating model, combined with a lean and flexible organisation, enables takeovers and openings in record time. In London, the Hyde Park location (with 102 rooms in the Bayswater district) opened just nine days after the lease was signed. It features contemporary rooms and a lobby café-lounge in close proximity to Paddington, Hyde Park, and Kensington Gardens. Nearby, Bob W London Kensington occupies a Victorian building, a short walk from the Natural History Museum, the Victoria & Albert Museum (V&A) and the Science Museum. It benefits from convenient connections via Gloucester Road and South Kensington Underground stations.

Bob W positions itself as a partner that can quickly stabilise assets without compromising on design or guest experience. In the UK, as in Italy, demand for flexible, business-oriented accommodation suitable for short and medium-term stays continues to exceed supply in urban centres. The operator prioritises rapid turnaround, operational efficiency from day one and a consistent guest experience to support long-term performance rather than one-off solutions.

“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”, explains Niko Karstikko, Co-founder and CEO of Bob W.  “That really matters to owners because every day a building sits empty, it loses revenue. 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”

In Florence, Santa Croce opened just 14 days after the lease was signed. It is located in a historic building on the banks of the Arno River, close to the Basilica of Santa Croce, the Piazza della Signoria and the Uffizi Gallery. In Rome, San Lorenzo offers one- to three-bedroom apartments in a vibrant neighbourhood close to the city centre. “Execution speed is critical in Italy”, says Renato Sciannimanico, Real Estate Director and Southern Europe & Italy Lead.”Owners want operators who can stabilise assets quickly while respecting the character of each neighbourhood. Bob W’s operating platform, combined with our local expertise, allows us to do exactly that.”

This strategy shows how hybrid models are positioned between traditional hotels and short-term rentals, alongside the digitalisation of the customer journey. Speed of execution and adaptability to local circumstances are becoming key factors in maximising the value of vacant buildings and responding to volatile demand. For travellers, the challenge lies in obtaining consistent standards from one city to another while enjoying convenient amenities and locations that are well integrated into each neighbourhood.