Introducing Rove Travel, a luxury property management company born out of founder Jonah's quest to redefine the monthly rental experience. Launched in late 2021, Rove swiftly evolved to address the challenges faced by both renters and hosts, particularly in luxury markets like South Florida, Aspen, NYC, The Hamptons, and Scottsdale.
In this candid Q&A, Jonah shares insights on the evolution of luxury vacation rentals, the furnished rental landscape, and Rove's commitment to offering an authentic 'home away from home' experience. Explore how their collaboration with Minoan has elevated guest satisfaction and learn about Rove's nuanced approach to striking a balance between a consistent brand experience and tailoring each property to its unique location.
Q: Can you share the story of how Rove Travel came to be?
A: Rove was born out of my personal experiences and those of my team. Frustrated by inconsistent renting experiences and challenges as an Airbnb host, I embarked on creating a business centered on improved services. Drawing on my background in founding a venture-backed software business, Rove took off in late 2021. Our mission is clear: to establish a superior and trustworthy experience for monthly rentals.
Q: In your experience, how has the vacation rental landscape evolved, especially in luxury markets like Florida, Aspen, NYC, The Hamptons, and Scottsdale?
A: The luxury vacation rental market has evolved significantly, with increased demand for unique, high-quality properties in these locations as some of these have become very saturated markets. There's a growing trend towards properties that offer a blend of luxury and local flavor.
Q: In your experience, how has the furnished rental landscape evolved in NYC, especially in the luxury segment?
A: Medium and long-term furnished rentals historically were a very fragmented market with high fees, long application processes, and frustrating service.
Before Rove, finding a luxury month rental in New York City often required three months upfront payments for a two-month rental (one-month broker fee, one-month payment upfront, and one-month security deposit), along with extensive applications (background check, credit check, references, referrals etc.)
Changing demographic trends promoted by COVID, remote work, and the vibrancy of New York City have made the need for 1-12+ month luxury rentals more important than ever. Individuals and families need flexible rentals more than ever, whether meeting with co-workers for a month, temporary housing during a renovation or pipe burst, or splitting time between cities; Rove enables renting a luxury residence without friction.
Q: How does Rove Travel prioritize guest experience, and what steps do you take to ensure a memorable stay for your guests?
A: 24/7 concierge support, bespoke itineraries, and unique home amenities. Ensuring a memorable stay involves attention to detail in every aspect of the guest's experience.
Q: What is the #1 most important thing for vacation rental or furnished monthly rental properties to get right, in your opinion?
A: We believe the most important focus for any vacation or furnished monthly rental property is creating an authentic 'home away from home' experience. Every detail matters, from the intuitive layout of the space to the quality of linens. We believe that a guest's comfort, security, and the feeling of being cared for are central to their overall experience and our success.
Q: What products do your guests love the most?
A: Our guests frequently express their love for bespoke amenities, particularly workstations and premium toiletries. These items, often overlooked, significantly contribute to their comfort and the ability to use the space for work. It's these thoughtful touches that guests remember and share with others.
Q: What are your favorite Minoan brands?
A: OXO - the Rove team loves quality kitchen goods, and this is a fantastic brand to have in our homes! MOMA Design store - finding unique pieces that add comfort.
Q: In managing properties across diverse locations, what challenges and opportunities have you encountered, and how do you adapt to the unique demands of each market?
A: The primary challenge is often adapting to the unique cultural and market demands of each location while maintaining consistent quality and brand identity. This requires local knowledge and a flexible approach to property management.
Q: How do you strike a balance between offering a consistent brand experience and tailoring each property to its specific location and audience?
A: Rove's design-centric approach begins pre-property acquisition. We assess brand compatibility, required investments, and their alignment with underwriting as soon as a property enters our pipeline. This meticulous process filters out incompatible properties. We try to curate each specific property's decor and furniture to blend with the architecture and overall feel of the space. We bring consistency through color schemes, furniture styles, photography, and of course, the items and supplies that we offer our guests to use. (e.g. Nespresso coffee makers, comfortable workstations, and fully stocked kitchens)
Q: What trends or innovations do you see shaping the future of luxury vacation and monthly furnished rentals?
A: Higher interest rates have made the math behind purchasing a home at all price points more challenging. More people than ever want to experience or work in New York City without committing to a full-time residence and locking up their life savings. Over the next decade, more people will rent furnished rentals as it becomes as easy to find a 12-month furnished residence as booking an Uber.
Q: Can you share a specific success story or memorable experience related to a guest's stay at one of your properties?
A: Recently, a discerning guest stayed at one of our properties and fell in love with the mattress – so much so that they wanted to buy it for their own home. They reached out to ask about the mattress, and our collaboration with Minoan allowed us to easily provide details. Using our Minoan shoppable site, the guest was able to effortlessly find the exact mattress and make a purchase. We love being able to offer a seamless way for guests to bring the comfort of their stay into their own homes.
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