Helsinki-based hospitality operator Bob W to make Belfast debut in new serviced apartment scheme
The Helsinki-based tech driven-hospitality group Bob W has signed up for a new serviced apartment scheme in Belfast following the collapse of its former North American operator Sonder.The 84-unit apartment building on Dublin Road is being developed by Belfast-based Z Property, with finance from Assetz Capital.NASDAQ-listed global hospitality company Sonder was originally announced as the operator in late 2024, after pulling the plug on a £20 million aparthotel project in Belfast city centre.But the San Francisco-based group, which had managed 9,000 short-term rental and boutique hotel units across 40 cities, filed for chapter seven bankruptcy in the US in November.It followed Marriott’s decision to abruptly end its licensing agreement with the company.Work on the Dublin Road apartment scheme, which features 84 units, is nearing completion. Z Property has now secured Finland’s Bob W as a replacement, signing a long-term lease to make its Northern Ireland debut.It’s due to open as Bob W Belfast City Centre in the second quarter of 2026.The site includes an in-house gym, rooftop garden and an externally managed café at ground level.The project is nearing completion, with a coffee operator being sought by Z Property.It marks Bob W’s second project on the island following an agreement to operate a new 143-unit aparthotel in Dublin.A subsidiary of Red Rock Developments secured planning permission for the scheme next to Donnybrook Stadium in December 2025.Bob W said the new Belfast apartments will include fully equipped kitchens and smart room technology.“Entering Ireland is an important milestone for Bob W,” said the group’s chief development officer Philip Grace.“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.“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.”The Helsinki group, which now manage 7,000 units in Europe, said its part of an accelerated expansion across the continent.The Belfast scheme has been built on the site of the now demolished Kitsch restaurant and Emerald Chinese takeaway on the Dublin Road.Z Property, which was set up by Scott Kennedy in 2021, bought the site in 2022.Mr Kennedy, who was previously a project manager with McAleer and Rushe, is involved with a number of residential schemes.He is also behind the proposals to restore the former Glens Hotel in Cushendall.Z Property plan to revive the vacant hotel with 39 bedrooms, a 200-capacity function room and spa facilities.Meanwhile, work is now advancing on Lotus Property’s aparthotel scheme in the HMRC’s former Belfast headquarters on Wellington Place.Following Sonder’s withdrawal, Lotus has now secured an agreement with the Dublin-based Stay City for its first northern venture, which will be known as The Well.
