The Flex Goes Global with Help from Hostaway

At a glance

• Company: The Flex

• CEO: Raouf Yousfi (Forbes 30 Under 30, founder of Terra AI)

• COO: Michael Buggy

• Headquarters: London, United Kingdom

• Locations: London, Paris, Lisbon, Algiers

• Expanding into: Casablanca, Milan, Cairo

• Portfolio: 650+ tenants managed, targeting 1,000+ properties by 2027

• Rent paid to landlords: £5M+

• Key result: 400% year-over-year revenue growth for 3 consecutive years; expanded from 1 to 4 active cities

• Website: theflex.global

In just a few years, The Flex has transformed from a small London-based operator into a high-growth, cross-border short-term rental brand. With operations now in London, Paris, Lisbon, and Algiers, and launches underway in Casablanca, Milan, and Cairo, the team is building the infrastructure for Europe’s next great rental housing network — and Hostaway has been a core part of that journey.

From London Start-Up to International Expansion

The Flex began as a solution to a recurring problem: professionals spending months in hotel rooms with none of the comforts of home. With backgrounds in banking and consultancy, both co-founders had seen the need for flexible, well-managed apartments firsthand.

Starting with just a few units and a handful of corporate partnerships, The Flex has grown to manage over 650 tenants and pay out more than £5 million in rent to property owners. By 2027, the company aims to manage over 1,000 properties across major international hubs.

Today, The Flex operates in London, Paris, Lisbon, and Algiers, with launches planned this year for Casablanca, Milan, and Cairo — an ambitious growth trajectory supported by the tools and service Hostaway provides.

"We chose Hostaway because they weren’t just ticking boxes. They evolve fast, they actually listen, and they ship improvements. That matches our culture."

Raouf Yousfi, CEO of The Flex

A Growth Platform, Not Just a PMS

The Flex treats Hostaway not just as a property management system (PMS) and channel manager, but as a growth platform. “Our property management system isn’t just about today’s needs — it has to match the scale of our ambition,” says Raouf Yousfi, CEO of The Flex, Forbes 30 Under 30 and founder of Terra AI. “We chose Hostaway because they weren’t just ticking boxes. They evolve fast, they actually listen, and they ship improvements. That matches our culture.”

This approach has allowed The Flex to:

• Launch and manage operations across 4+ countries

• Automate communications for hundreds of guests monthly

• Synchronise listings and calendars across multiple booking channels

• Maintain localisation and compliance in each market with one system

Hostaway Features Driving Daily Efficiency

Among the most impactful features for The Flex team are:

• Automated guest messaging to streamline communication

• Integrated mailbox for multi-platform coordination

• Clean, easy-to-navigate calendar management

• And above all: 10/10 customer support

“Every time we’ve had a challenge — or some crazy new idea — the Hostaway team has been a phone call away,” says The Flex’s COO Michael Buggy. “We simply wouldn’t be where we are without them.”

Every time we’ve had a challenge — or some crazy new idea — the Hostaway team has been a phone call away. We simply wouldn’t be where we are without them.

Michael Buggy, COO at the Flex

Results That Speak

Since migrating to Hostaway, The Flex has seen:

• 400% YOY revenue growth for 3 consecutive years

• £5M+ in rent paid to landlords

• Expansion from 1 to 4 active cities (and growing)

• An ambitious target of 1,000+ properties under management by 2027

“Hostaway isn’t just a tool — it’s part of our operating model,” says Buggy. “It’s what allows us to focus on growing markets, building partnerships, and delivering a consistently great guest experience.”

Advice to New Hosts Going Global

For new property managers looking to expand beyond one city or country, Yousfi has clear advice:

“Don’t just think about managing listings. Think about how to build a system that manages complexity. Your tech stack is the foundation of your scale — and Hostaway gives you that foundation without overcomplicating it.”

As The Flex prepares to launch its next wave of cities — with Casablanca, Milan, and Cairo on the near-term roadmap — that foundation is more important than ever.

Discover your flexible stay in London, Paris, Algiers or Lisbon with The Flex.

Company details

• Name: The Flex

• Website: theflex.global

• Primary markets: London, Paris, Lisbon, Algiers (expanding to Casablanca, Milan, Cairo)

• Contact: Raouf Yousfi, CEO

FAQs

Why did The Flex choose Hostaway as it expanded internationally? 

The Flex chose Hostaway because, according to CEO Raouf Yousfi, the platform wasn't just "ticking boxes" on a features checklist; it evolved quickly, listened to feedback, and shipped improvements at a pace that matched The Flex's own culture. The Flex treats Hostaway as a growth platform built to match the scale of its international ambitions, not just a tool for day-to-day property management.

What results has The Flex achieved since migrating to Hostaway? 

Since migrating to Hostaway, The Flex has sustained 400% year-over-year revenue growth for 3 consecutive years, paid out more than £5 million in rent to property owners, and expanded from 1 to 4 active cities. The Flex is targeting more than 1,000 properties under management by 2027.

What Hostaway features does The Flex rely on most? 

The Flex's day-to-day operations lean on automated guest messaging, an integrated mailbox for multi-platform coordination, clean calendar management, a channel manager that synchronises listings across booking channels, all backed by what COO Michael Buggy calls "10/10 customer support." Hostaway also enables The Flex to maintain localisation and compliance in each market with one system.

How many cities does The Flex operate in, and where is it expanding next? 

The Flex currently manages accommodations across 4 cities, London, Paris, Lisbon, and Algiers, with launches planned for Casablanca, Milan, and Cairo. The company's long-term target is to manage more than 1,000 properties across major international hubs by 2027.

What is The Flex's advice for property managers expanding internationally? 

CEO Raouf Yousfi advises property managers going global to think beyond simply managing listings and instead build a system that can manage complexity, since a scalable tech stack is the foundation for international growth. He credits Hostaway with providing that foundation without adding unnecessary complexity.

Who leads The Flex, and what is the company's growth target? 

The Flex is led by CEO Raouf Yousfi, a Forbes 30 Under 30 honoree and founder of Terra AI, alongside COO Michael Buggy. The Flex is targeting more than 1,000 properties under management across major international hubs by 2027.