Bob W to debut in Northern Ireland with Belfast property

UK: Serviced apartment operator Bob W has signed a long-term lease with Z Development for a new build property in Belfast, its first in Northern Ireland.

The 84-key, new build will be located at 57 Dublin Road. It is due to open in Q2 2026.

It will feature a fitness centre, rooftop garden and ground floor third-party cafe. Each apartment will come furnished, offering fully-equipped kitchens and smart room technology.

Self-service check-in, a digital front desk and remote guest support will also feature in the Belfast property as part of Bob W’s tech-first approach.

“Entering Ireland is an important milestone for Bob W,” said Philip Grace, chief development officer of Bob W. “Belfast is a city with strong cultural identity, growing international appeal and a thriving business community. It fits perfectly with our strategy of launching in dynamic European cities where guests are looking for design-led, flexible accommodation in central locations.”

He continued: “A ground-up development like this allows us to embed sustainability, smart technology and operational efficiency from day one, delivering a seamless experience for modern travellers while creating long-term value for our partners.”

Highlights:

• Bob W has signed a long-term lease with Z Development for an 84-key new build serviced apartment property in Belfast, marking its first entry into Northern Ireland.
• The project includes a fitness centre, rooftop garden and ground-floor third-party cafe.
• Bob W’s tech-first approach incorporates self-service check-in, digital front desk and remote guest support.
• It is scheduled to open in Q2 2026.