London’s calling - we’re opening in Knightsbridge


25 September 2023 – We’re excited to announce another new Bob W in London. Our latest opening in Knightsbridge is designed to showcase the ability to offer better value, premium stays over traditional providers.

We are well known for our advanced use of technology to deliver a superior guest experience, and this played a part in securing 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

Gulaid House Knightsbridge by Bob W is our latest London property, as we expand our reach with our 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. 

Gulaid Group Holding 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 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.

Gulaid House Knightsbridge by Bob W
Gulaid House Knightsbridge by Bob W

Our 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 minimal 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.”

Gulaid House Knightsbridge by Bob W is now open - book your stay here

About Bob W

Bob W is a tech-powered short-term rental operator that has built a reputation on elevating the hospitality experience by offering a smarter alternative to mainstream hotels and conventional short-term rentals. Sustainably operated, design-led apartments offer the consistent quality of a hotel alongside the utility and host-driven experience of a short-term rental.

Backed by Europe's top venture capitalists, family offices and entrepreneurs including ByFounders, IDC Ventures, Elevator Ventures, Verve VC, NREP, Tesi, Wolt co-founder Miki Kuusi and Supercell co-founder Ilkka Paananen, Bob W is building the technology to give every guest a local, contactless five-star experience at scale. Today, the tech company operates 35 aparthotel properties in nine European countries, with rapid expansion secured across the continent. Check out this 60-second intro video or visit the website for more.

We are actively expanding in the UK and select European markets, so if you have relevant properties in mind, our real estate team wants to hear from you at

For Bob W press pack, images, assets, and more visit

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