003: Why Has Nobody Built a Truly Global STR Operator? Inside the Real Challenges of Scale with Forge Group, Casago, and MadeComfy

STR Global Unlocked with Simon Lehmann: Unfiltered knowledge for the short term rental industry

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/