Like every self-respecting CEO in Silicon Valley, the co-founder of Sonder, the latest travel startup to reach elusive unicorn status, is a dropout. Mr Francis Davidson was an economics and philosophy undergraduate at McGill University in Montreal when he started overseeing sublets for fellow students hoping to rent out their rooms over the summer. Eventually, he partnered with Mr Lucas Pellan to create a viable business and rack up $1m in annual revenue, after which hours in a lecture theatre can, understandably, lose their appeal.

It was a less than impressive travel experience in 2014 that gave birth to Sonder, his San Francisco-based business, which offers short-stay apartments combining the character of a rental with the consistency and cleanliness of a hotel. Five years on, and with the backing of California’s hottest venture capital firms, Mr Davidson’s billion-dollar brainchild is likely to be the envy of every aspiring starter-upper – and a growing threat to industry goliaths.

It’s perhaps predictable that Sonder has drawn comparisons with Airbnb, the original travel disruptor, which is now valued at a stonking $35bn. Nonetheless, it’s the hotel market that Mr Davidson has fixed his eye on. “The vision for the business is to be the most loved hospitality brand in the world,” he says. (In many markets, Sonders are licensed as hotels, which avoids the legal conundrums that have beset the other short-stay startup.) There’s certainly a gap in the market. The very best hotels, be they buzzy boutiques or grand old dames, boast high-quality amenities and top-notch service, but often have steep prices to match. Affordable chains, on the other hand, tend to offer drab and uninspiring identikit rooms, whether you’re staying in Marrakech or just off the motorway in a city.

Authenticity is the buzzword in travel now. It’s partly why travellers (never tourists) have flocked in their droves to Airbnb, hoping to live alongside the locals and do as the Romans do. Yet even the most intrepid adventurer could be forgiven for pining for those luxurious hotel add-ons – fluffy white towels, high-pressure power showers – that are hard to come by in a charming two-bed in the Old Town.

Mr Davidson and his team have set out to nail that sweet spot with kitted-out apartments (or Sonders) across North America and in London, Rome and Dublin. In each new location, a general manager who’s local to the area is appointed to scope out potential buildings in the most desirable neighbourhoods, while back in San Francisco, the creative team brainstorm design ideas that capture the spirit of the city.

“We don’t want our design to feel like a theme,” says Mr Davidson. “We don’t say, ‘Hey, you’re in London, therefore there are Union Jacks everywhere.’ However, we want for it to be coherent with the architecture and the neighbourhoods. So, for example, in Rome we often go to local flea markets to source art and work closely with building owners to see what existing design gems we can work with that allow us to maintain the character and history of the building. In contrast, murals are a huge part of the culture in Philadelphia, so we’ve partnered with local muralists there to create custom art installations in our units.”

Today, every startup worth its weight is also a tech company, whether it’s delivering takeaways or selling a shaving subscription, so it’s no surprise that Sonder has committed to giving the sleepy hotel industry a much needed reboot. “There’s technology at every layer of the business,” says Mr Davidson, from its warehouse management software, which allows it to source furniture and appliances from manufacturers and have them delivered efficiently, to super-speedy booking and one-click Wi-Fi connection. That doesn’t, however, mean the experience is devoid of a personal touch. It’s a hospitality exercise, after all, so expect thoughtful details such as mini bottles of olive oil in the kitchen – no need to over-purchase at the nearest Carrefour – and a 24-hour concierge on speed dial.

Now with a fresh injection of cash, the brand’s sleek apartments are sure to be popping up in prime locations around the globe. “It’s all about growth,” says Mr Davidson, “both in terms of expanding to new geographies and going deeper in our existing markets.  A year ago, we were at 2,200 units. We now have about 9,000, so the sheer amount of growth we’re seeing this year is pretty staggering.” With an upcoming launch in Los Angeles and properties in neighbourhoods as varied as Chicago’s Financial District and Miami Beach in Florida, it won’t be long before Sonder becomes the frequent flyer’s go-to for work, rest and play.

sonder.com