Add.One has built a network of more than 1,500 partner influencers and celebrity endorsers, along with 1.8 million platform members and hundreds of thousands of transaction records.
These are the assets that give the WHO’s HOME team confidence. At the same time, an accommodation experience is a business that AI and robots cannot take over. The two come together in celebrity-inspired accommodation.
Max Lu explains four reasons for choosing Tokyo: its real-estate market has strong liquidity and value retention, its population density is high, and the city is relatively safe.
This gives WHO’s HOME an advantage over other accommodation operators. For short-term rentals, a major challenge is keeping nights booked.
KOL marketing is precisely Add.One’s strength. Max Lu and fellow co-founders Hsieh Ming-Yuan, Chu Huang-Wei, and Hu Chih-Wei therefore began by partnering with Nicole Hsiao.
They recreated corners of her Tianmu home in Tokyo, bringing over mattresses and lighting almost unchanged, and used her existing fan following to launch the property.
Within one month of opening bookings for the first property, about half a month of nights had been reserved. The celebrity connection also allows rates to be 30% to 50% higher than on typical booking platforms.
Read the full article：Business Next Interview: Add.One’s New Brand WHO’s HOME Turns Nicole Hsiao’s Home into a Tokyo Stay—What Is This Business Really Selling?