This article is part of HN Thematics This article is part of HN Thematics

This interview features Niko Karstikko, the Co-Founder & Group CEO of Bob W, an innovative hospitality company blending the comfort and consistency of hotels with the authentic local experience and affordability of short-stay rentals, designed for modern, tech-savvy travelers who mix business and leisure stays. Founded in 2017-2018, Bob W operates in commercial properties under appropriate legal frameworks and emphasizes scalability, flexibility, and sustainability through technology – such as app-enabled self-service amenities, partnerships with local gyms and restaurants, and a tech stack for guest and operational services. Their average stay length is about 4 nights and they have expanded across 19 cities in 11 European countries

Niko describes how personal experience with travel and short-term rentals revealed major pain points in the industry: lack of standardization, trust issues, amateur operations, and inconsistent guest experiences. Bob W aims to resolve these issues by developing their own technology and brand standards, providing guests with reliable, autonomous hospitality and a trusted experience irrespective of city or property. They cater to a variety of segments, especially corporate and need-based travelers, and utilize data and automation for efficiency, customer service, and sustainability reporting.

Sustainability is a core brand pillar for Bob W, with initiatives like renewable energy, circular economy furniture, and transparent emissions reporting down to the apartment level. The company strives to be the “most honest player in hospitality,” pushing for industry-wide standardization of sustainability metrics. The tech stack not only lowers operational costs and resource usage but also enhances customer experience and allows the company to scale rapidly and profitably. Looking forward, Bob W plans further expansion in Europe and eventually globally, continuing to focus on tech innovation and diverse travel segments.

Introduction & Bob W concept

Origins, personal experience & founding story

Market fragmentation, standards, and positioning

Operations, segmentation, and business model

Technology, innovation, and process improvements

Sustainability as a brand pillar

Future expansion and company vision

Brand MarketingBrand | InsidersBrand | Insiders