Bob W Enters Northern Ireland with New-Build Belfast Property

• Tech-powered hospitality operator signs long-term lease for 84-unit ground-up development in Belfast city centre

• Bob W Belfast City Centre to open in summer 2026, strengthening UK and Ireland presence

Helsinki – Bob W, the tech-powered hospitality operator, has signed a long-term lease with Z Development for a newly built 84-unit serviced apartment property in Belfast, marking its debut in Northern Ireland.

The ground-up development at 57 Dublin Road will open as Bob W Belfast City Centre in Q2 2026. The 3,742 sqm building (4,173 sqm total room area) comprises 84 large, fully furnished apartments and represents Bob W’s first asset in Ireland, further strengthening its growing presence across the UK and Europe.

Located in the heart of Belfast, within walking distance of City Hall, Victoria Square, Queen’s University and the Linen Quarter, the property offers strong public transport connectivity via nearby Belfast Grand Central Station, with rail and bus links across Northern Ireland and direct connections to Dublin. Both George Best Belfast City Airport and Belfast International Airport are easily accessible. 

The purpose-built scheme will feature an in-house gym, rooftop garden and an externally managed café at ground level, creating an activated mixed-use environment for guests and the local community. Apartments will include fully equipped kitchens and smart room technology, supported by Bob W’s digital front desk, seamless self-service check-in and 24/7 remote guest support via the Bob W app.

Entering Ireland is an important milestone for 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.

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.

Philip Grace, Chief Development Officer at Bob W

The deal underlines Bob W’s continued ability to secure high-quality assets in prime urban locations as it accelerates its European expansion. The company has a portfolio of 7,000+ units across major cities in Europe and the UK, with additional openings planned throughout 2026 and beyond.

Z Development partnered with Bob W to deliver a future-facing hospitality asset aligned with evolving traveller expectations. The long-term lease structure reflects confidence in the strength of the Belfast market and the resilience of professionally operated serviced apartments.

Bob W continues to seek long-term lease and management agreements across the UK and Europe, with a particular focus on central, well-connected urban locations.

About Bob W

Bob W is an award-winning tech-powered hospitality operator offering a slicker alternative to mainstream hotels and traditional short-term rentals. Our design-centric, full-service aparthotels and hotels combine the consistent quality and aesthetics of a lifestyle hotel with the flexibility, hosted experience, and amenities of a short-term rental. Sustainably operated and thoughtfully designed, Bob W’s properties are made for the modern traveler who expects both style and substance.

Backed by institutional investors and world-class entrepreneurs, Bob W has built technology to deliver an authentic 5-star hospitality experience at scale while leading the world’s transition to sustainable travel. With a portfolio of 100+ assets and 7,000+ apartment units and hotel rooms, Bob W delights leisure and business travellers in cities across Europe and the UK.

For more information and bookings, visit www.bobw.co