UK: Property management company GuestReady has introduced ‘The Fitzroy by GuestReady’, a luxury boutique serviced accommodation in the centre of London.
The 15-unit property marks the company’s first dedicated multi-unit serviced accommodation in the UK.
Housed in a historic Georgian building, the property was previously a traditional hotel and has been redesigned to suit the short-term rental model. GuestReady has reduced on-site staffing while increasing the room count.
Check-in and all guest interactions are handled remotely, and previous communal areas such as the reception have been repurposed as additional lettable areas.
The Fitzroy’s units are available for booking on GuestReady, Vrbo, Airbnb and Booking.com.
John Severino, GuestReady UK managing director, said: “Today’s travellers value convenience and simplicity in their accommodation choices. We’ve all had those stays where you arrive late, leave early and walk past unused amenities like an empty bar or breakfast restaurant.
“By focusing exclusively on the units, we’re able to offer an attractive solution that meets the needs of everyday guests. This model also pleases our building owners as it reduces operational complexity, cuts costs and increases yields,” he added.
Efe Ozturk from Starcity Properties, which owns The Fitzroy by GuestReady, said: “GuestReady’s expertise was invaluable during our development. Their consultative approach helped us transition smoothly from construction to operations, and their guidance on the building’s setup was excellent.
“Their professional management continues to deliver strong results, making them the perfect partner for this project,” added Ozturk.
GuestReady is actively seeking new partnerships with property developers and investors. So far, the company manages a similar model in Portugal and will continue its expansion in the UK with further serviced accommodation buildings in London and Liverpool.
Founded in 2016, GuestReady operates in more than 50 cities worldwide, including London, Paris, Lisbon and Dubai. The company manages boutique accommodations, short- and mid-term rentals, and is expanding its $2 billion-plus portfolio with an increasing number of larger, multi-unit projects.
