Tech-powered, guest-first: powering Charlie’s reimagined approach to hybrid hospitality

Charlie, founded in 2020 by hospitality innovators Allan Sztokfisz and Flávio Ghelfond, emerged from a bold vision: to reimagine accommodations by combining cutting-edge technology, seamless service, and thoughtfully designed spaces.

Unlike conventional hotels, Charlie offers fully furnished apartments with flexible lengths of stay, allowing guests to choose how long they stay (to travel or live) and what services they need – whether it’s housekeeping, breakfast, or concierge support. Their guest-first approach, paired with competitive pricing and comfort, makes Charlie a compelling alternative to traditional accommodations. 

With a portfolio of over 2,300 apartments across 60 buildings, today Charlie is rapidly expanding into new markets across Brazil. As it grows, the company continues to deliver on its vision of offering a tech-forward stay with all the comforts of home. 

With innovation in its DNA, Charlie develops many of its own tools and relies on its partnership with Cloudbeds to scale operations.

From booking to check-in, building access, and beyond, Charlie has meticulously designed every step of the guest journey to be effortless and intuitive. By integrating technology, the group ensures an experience that prioritizes both convenience and autonomy. 

“Our entire investment is aimed at ensuring that every step of the guest journey, from booking to post-stay, is extremely tech-driven…to guarantee that the guest experience is as perfect as possible,” says Flávio Guelfund, Co-Founder and CFO of Charlie.

A key example of this is Charlie’s fully digital check-in process. Guests complete their check-in before arrival with facial recognition data registered in advance. In buildings with this integration, guests can access their apartments without interacting with front desk staff, which allows fully residential buildings to operate with a completely frictionless system.

Charlie also developed its own booking engine in partnership with Cloudbeds to optimize direct bookings and facilitate a seamless reservation process. 

Outside technology, guest comfort remains a top priority. From thoughtfully designed furniture and high-quality linens to well-equipped kitchens, every Charlie apartment is crafted to combine the best of home and hotel.

Growth has always been central to Charlie’s vision, and achieving it at scale requires the right technology. Cloudbeds’ flexibility has been instrumental in enabling the group’s rapid expansion. 

“Without Cloudbeds’ full range of features, we wouldn’t be selling as effectively or exploring new business opportunities as we do today, thanks to the system’s many capabilities,” explains Flávio.

Beyond the feature set, Cloudbeds’ intuitive platform has made it easier for Charlie to train and upskill employees as the company scales. Having started with 20 employees, Charlie’s team has grown to over 200, each empowered by a system that is easy to onboard and navigate across multiple business functions. 

“Cloudbeds’ onboarding process is very simple and practical. It’s a very intuitive system, which makes it easier for new employees to learn. Our employees take care of more than one area, and they can learn about the different areas of the business without having to do extensive training. That’s why we chose Cloudbeds.” Flávio adds.

Another key factor in Charlie’s ability to scale efficiently has been the use of Cloudbeds’ open API to build proprietary systems tailored to their unique operational needs. By developing custom applications for post-distribution operations and housekeeping, Charlie’s developers team has been able to automate and optimize critical processes. 

For example, Charlie’s custom-built housekeeping system is fully integrated with Cloudbeds, allowing real-time synchronization of room statuses and notes. This level of automation has had a direct impact on the guest experience, enabling the team to offer early check-in to more than half of its guests.

Charlie’s tech stack

Flexkeeping — a hotel operations platform designed to help hoteliers automate and collaborate across housekeeping, maintenance and all operations teams.

Flyr — an AI-driven decision intelligence and business insights suite that empowers hospitality operators to make optimal commercial decisions in real time.

MyHotel — The Largest Guest Experience Software for Hotels in Latin America

With the operational ease that technology brings, Charlie’s team can focus on what truly matters—delivering exceptional guest experiences and driving continued growth. 

“Cloudbeds is the ideal tool for properties looking for simplicity and the ability to focus on what truly matters,” says Flávio. “All of Charlie’s teams use Cloudbeds. It’s the heart of our business.”

This focus has translated into remarkable achievements for Charlie. In just four years, they’ve surpassed one million nights sold, a testament to its scalable model. 

With innovation at its core, Charlie continues to redefine hospitality, proving that when technology and guest-centricity come together, growth follows.