STR Global Unlocked with Simon Lehmann: Unfiltered knowledge for the short term rental industry
The short-term rental industry is evolving fast, and Simon Lehmann isn’t afraid to say what others won’t.
STR Global Unlocked is where property managers, STR tech founders, vacation rental investors, and hospitality leaders get real about the business. Each episode breaks down what’s working, what’s broken, and what’s coming next: property management operations, direct bookings, vacation rental software, pricing strategies, mergers and acquisitions in real estate, professional host challenges, and the future of automation, AI, and tech stacks.
Hosted by Simon Lehmann, CEO of AJL Atelier and one of the most trusted voices in the global STR space, the show delivers unfiltered conversations with the people shaping the industry. Simon has decades of experience in vacation rentals, travel tech, and hospitality, including leadership roles at Vacasa Europe, PhocusWright and HomeAway.
If you’re scaling a property management company, building short-term rental technology, investing in vacation rentals, or entering this fast-moving market, this podcast is your seat at the table.
STR Global Unlocked with Simon Lehmann: Unfiltered knowledge for the short term rental industry
003: Why Has Nobody Built a Truly Global STR Operator? Inside the Real Challenges of Scale with Forge Group, Casago, and MadeComfy
Every major player in short-term rentals has chased the idea of building a truly global operator. None have cracked it.
In this panel, Simon Lehmann brings together three leaders shaping the next phase of professionalization: Graham Donoghue (Forge Group, UK), Steve Schwab (Casago, US), and Quirin Schwaighofer (MadeComfy, Australia). Together they break down what it really takes to scale across borders and why local expertise still defines success.
This episode goes beyond theory. You’ll hear how operators balance growth with cultural nuance, how investors think about scale, and why the future of short-term rentals depends on blending technology with human judgment.
In this conversation, we discuss:
- Why no operator has cracked the code for a global STR brand and what makes each market uniquely difficult.
- How Casago’s decentralized franchise model builds community-level trust while scaling across the Americas.
- The MadeComfy playbook for partnering with real estate agents to grow fast and stay capital-light.
- How Forge Group uses technology, AI, and long-term planning to drive operational excellence through 2030.
- What private equity and strategic investors really measure when defining “value creation” in the STR sector.
- Why the next generation of operators will need both AI-driven systems and human talent to stay competitive.
Learn more about our guests:
- Connect with Graham Donoghue on LinkedIn [linkedin.com/in/grahamdonoghue] to learn more about Forge Holiday Group [forgeholidays.com].
- Connect with Steve Schwab on LinkedIn [linkedin.com/in/sschwab] to learn more about Casago [casago.com].
- Connect with Quirin Schwaighofer on LinkedIn [linkedin.com/in/quirin-schwaighofer] to learn more about MadeComfy [madecomfy.com.au].
Resources
- AJL Atelier – Global STR Consulting [https://www.ajlatelier.com]. Led by our host Simon Lehmann, AJL Atelier is a boutique advisory firm helping professional hosts, property managers, and investors succeed in the short-term rental industry.
- Connect with Simon Lehmann on LinkedIn [https://www.linkedin.com/in/simon-lehmann-8375753b/]
Stay connected:
- Apple Podcasts: https://podcasts.apple.com/us/podcast/str-global-unlocked-with-simon-lehmann-unfiltered/id1842946960
- Spotify: https://open.spotify.com/show/3kke4wOx0tNv0duq9MMWtO
- Youtube: https://www.youtube.com/playlist?list=PLWVkmUOkmhSHcFjzi28AhaQNR98vaG65O
- Website: https://www.ajlatelier.com/podcasts
- Newsletter: https://str-global-unlocked.beehiiv.com/