Short-Term Housing Solution "Coli" in Germany. A Brand Collaboration between "Westwing" and "Vonovia"

Abstract or Introduction

This paper is about the brand collaboration "Coli" between the home and living online platform "Westwing" that excels in providing their customers a "curated shoppable magazine" with German market leader of residential real estate Vonovia. In the German market, a white space is emerging in the short-term housing market, serving tenants who are looking for an uncomplicated, fast, and convenient solution to get a personalized and unique flat "home away from home". Coli are flats provided by Vonovia and furnished by Westwing. Vonovia enables this concept of simplicity, choice and personalization with its more than 500 000 flats in 400 German locations. A Coli flat can be easily booked via app or website: a two-door process, in which in the first step the location and basic design of already existing flats are selected, in the second step tenants can book aesthetic personalization and services, enables the customer to get a perfect individualized flat. Coli’s target market are business travelers who must go on a project-related month(s)-long business trips or temporary trainings. The privacy of living in a flat that feels like home massively increases the recreational factor of its users. With the slogan "a home that relocates with you", Coli's mission is to offer an ”all-inclusive-solution” for an aesthetic, personalized, interior-designed home to anyone looking for an apartment for a limited period, with convenience, quick booking process and a ready-to-move-in approach, while satisfying the demands and concerns that usually arise during a short-term move.