BOLD

Nadja: Welcome to BOLD, the showcase series where we meet the independent hoteliers who are rewriting the rules of hospitality. I'm your host, Nadja.

Today we are heading to the south coast of England to meet Andreas, the owner of SLEEP Eco Hotel in Worthing — a carbon-neutral, fully automated hotel that runs without a traditional front desk.

In this episode, we explore how Andreas turned a 1910 wash house into a cutting-edge hotel that blends technology, sustainability, and simplicity. We’ll talk about what it really takes to run a contactless property and how automation can elevate the guest experience.

Welcome, Andreas. It's so great to have you on BOLD. Let’s kick this off — tell me a little bit about SLEEP. What makes it so special? What inspired you?

Andreas: Hello. Thank you for having us. SLEEP was born out of 35 years of being in hospitality. It’s an idea that had been in my head for many years — about service and looking after guests — mostly from the restaurant industry.

We saw the changes in the economy, the world, and how running a hospitality business was becoming increasingly difficult. The best part of our job is our teams and staff, but they’re also the most expensive part, and that’s where we struggled the most.

We wanted to find a way to change that, but still ensure guests wouldn’t notice a difference. We wanted to remove people from the process without the customer feeling that we’d done so — not to be sneaky, but to ask: what do guests really want?

Especially in accommodation, we wanted to strip things back to the essentials — to understand what guests value most and what could be eliminated while still offering value for money. That’s how the idea started.

We also believe businesses should contribute to their communities, not just extract from them — which is why we felt it had to be as carbon-neutral as possible.

Nadja: It’s super interesting, and quite a challenge. People in hospitality are naturally drawn to human connection — to serve and create experiences. But there are creative ways to achieve that. What did you find to be the core of what guests really wanted?

Andreas: Great question. We looked at how hotels differ from restaurants. In restaurants, people visit for different occasions — McDonald’s for convenience, a fine-dining place for a celebration. But hotels seemed stuck in one model — the same check-in, the same format everywhere.

We also studied Airbnb and long-stay models. We realised hotels hadn’t really evolved in years. So we asked: what can we change? We’ve always been disruptors by nature, and we wanted to rethink the stay experience.

We conducted research through other hotels, media, and census data to understand why people travel. What stood out was that the check-in, key pickup, and reception process didn’t matter much. Guests cared about room comfort, quiet, location, and having everything they needed in the room.

We realised guests want a replication of their own bedroom — comfort, familiarity, and functionality. So we worked hard to design spaces that feel like home, adapting details to different markets and expectations.

That’s when we started eliminating human touchpoints — and eventually realised we could run a hotel with no on-site staff by using technology, AI, and automation.

Nadja: Tell me more about that. How does the guest journey look from start to finish?

Andreas: It began with a statement: can I run this business entirely from my phone, floating on a lilo in a pool?

That statement guided everyone — architects, engineers, and tech partners — toward a fully automated model. Even now, we sometimes struggle to make partners understand what “fully automated” means. There are no people on-site, and that mindset shift takes time.

But our challenge was to remove people while keeping the same level of service.

Guests find us online — through Booking.com or our own site — and from that moment, the guest journey begins. Our relationship starts as soon as they book, not at check-in.

We spent months crafting our welcome emails — over 600 edits — perfecting every word and space to make sure people actually read them. Many guests don’t like reading long instructions, so everything had to happen seamlessly.

We operate on a “two-touch” system: guests shouldn’t need more than two clicks to get into their room. They receive an email, scan their passport through RoomRaccoon’s check-in system, and then automatically get a unique digital code from RemoteLock that works only for their assigned doors.

We say, “If your code doesn’t work, you shouldn’t be in that room.” Guests can access the property instantly — no waiting, no queuing, and complete privacy.

Interestingly, many say it feels like having their own flat in town. Some regulars have stayed for nearly two years, and I’ve never met them in person — yet we know everything about their preferences.

We also added smart integrations: as soon as guests arrive and enter their code, the system recognises it and marks them as checked in.

We put enormous effort into preparation — much like a sports coach doing all the work before the game. Once guests arrive, everything must already be perfect. If we miss even a towel or toilet roll, we can’t fix it later — there’s no backstop.

When guests enter, the room “wakes up”: the heating adjusts to ambient temperature, lights and TVs activate, and everything is ready. Sometimes we even adjust the heating remotely while welcoming them via message — and they love that personal touch.

We monitor sound levels in each room through sensors, not to intrude but to ensure comfort. If it gets too noisy, an automatic message politely asks guests to adjust — avoiding awkward face-to-face encounters.

Nadja: Preparation really is key — thinking ahead about what each guest might want. It’s impressive how you’ve built a model that runs entirely on anticipation and design.

When you first opened, though, there must have been surprises. How did guests react initially?

Andreas: At first, we oversimplified things. We assumed guests would immediately understand that no staff were on-site. Of course, they didn’t — and many arrived expecting a reception desk.

We quickly realised we needed clearer communication. Our guests’ journey begins the moment they book — not when they arrive — so the pre-arrival messaging became critical.

We had a few hiccups: people calling us confused about how to check in. But the great thing about tech is that we could instantly send them their code and get them inside.

Interestingly, many guests now say, “I thought I’d hate this, but I love it.” They realise they don’t miss reception lines or key cards. They ask themselves: why did we ever need those things?

Even older guests have embraced it. We often reach out to our more senior travelers to see how they found the process, and many tell us they’re proud of themselves — that they’ve mastered technology and even show their grandchildren. It’s empowering for them.

We now get calls from hotels worldwide asking how we did it. At least three other UK hotels have replicated our model with our help.

Nadja: That’s fantastic — and it shows how forward-thinking you are. You really took the time to understand what guests value most.

Andreas: Yes, and you made a great point earlier. Traditional hospitality often compensates for imperfections through charm or personality. Our model doesn’t allow that. Everything has to be right before arrival.

We focus all our energy on that first impression — that “wow” when guests open the door. If something isn’t perfect, we fix it immediately. We redecorate constantly — sometimes weekly — and reinvest what we save on staffing into upgrades.

We want every guest to feel like they’re the first to ever stay in that room. That’s our standard. And it works — guests often say, “It feels brand new,” even two years in.

Nadja: That’s so special. Many hotels wouldn’t repaint or refurnish for years, but you’ve made that part of your process. I love that idea — guests want to feel like the first ones in the room.

Andreas: Exactly. It’s part of the experience. The room does the talking — the attention to detail, the comfort, the cleanliness. That’s what matters.

We’ve saved thousands on traditional roles like reception and porters, and every penny goes back into the property. It’s why our reviews are so strong.

Nadja: It’s such a clear vision. What advice would you give other hoteliers?

Andreas: I think hotels must reconsider their models. With rising wage costs and staffing shortages, it’s unsustainable to rely on traditional service structures.

Younger travelers, especially, don’t expect or want constant interaction. They value autonomy. So focus on guest experience, not service.

We also collaborate with local businesses — beach saunas, restaurants, the pier — to design the full guest journey. We see ourselves as “architects of the stay.” Guests come for more than a bed; they come for an experience of place.

We even provide a “PillowTalk” 24-hour helpline — locals who know the area and can guide guests to the best spots. That’s hospitality in a different form.

Nadja: I completely agree. Staff shortages make it even harder to maintain traditional service levels. Your model really solves that challenge.

Andreas: Yes, and what’s great is that when we do add a personal touch — a small gesture, a custom setup — guests are blown away because they don’t expect it. It’s pure hospitality, in a new form.

Consistency is key. With no staff variations, we can guarantee every stay feels the same high quality.

Our bookings are up 126% year over year. While others are struggling, our occupancy keeps growing. I think that says a lot.

Nadja: It certainly does. You’re proving that automation and care aren’t opposites. You’ve made them work together.

Andreas: Thank you. I think the secret is managing expectations and overdelivering quietly — not through flashiness, but through reliability.

We track every detail — even how long each mattress has been used — and replace it well before it wears out. Guests don’t need to know that, but they feel it.

That’s hospitality to me — anticipating comfort before it’s requested.

Nadja: Beautifully said. Thank you, Andreas, for sharing your story and your vision. It’s inspiring, practical, and truly bold.

Andreas: Thank you, Nadja. Have a great day.