We are operators who consult. Not consultants who observe.

RockSTR runs hospitality assets. That is where the advice comes from, and it is the only reason it works.

We built the system for ourselves first.

RockSTR did not start as a consultancy. It started because we bought and operated properties, and discovered that what independent hospitality assets lack is not capital, location or ambition. It is infrastructure.

Pricing without a system. Costs without a baseline. Operations without a standard. Reporting that arrives too late to act on. None of it is exotic, and all of it is the difference between a property that works and one that merely trades.

We built that infrastructure for ourselves. Today the RockSTR group operates 45 units and more than 150 rooms across 5 countries in Europe and Southeast Asia, in its seventh year of operating through separate companies in Europe and Indonesia, including RockSTR Germany, which runs a coastal portfolio on the German North Sea. Those properties are the reason our advice works: nothing reaches a client that has not first survived our own P&L.

This advisory practice is run from Bali by Rock Short Term Rental PT PMA, an Indonesian company based in the region our clients operate in. We work in the same labour market, the same OTA mix and the same seasonality you do, rather than flying in for a week and invoicing from Frankfurt.

It also means we know what an owner actually feels when a consultant proposes something. We have been on that side of the table with our own money.

Five rules we work by.

01A baseline before a recommendation. Every engagement starts with KPIs signed by both sides.
02Installed, not delivered. A deliverable counts once it is running 90 days later.
03The whole P&L, always. Revenue advice that ignores cost structure is half an answer.
04The owner keeps the asset. Always. Ownership, control and equity stay where they are.
05Operator-tested. We recommend only what we run ourselves.

The RockSTR Performance Framework.

Published, because with no client case studies yet, method transparency is the honest form of proof, and it is verifiable in a way testimonials are not.

Layer 1 · DiagnoseA [X]-point examination across revenue, cost, operations, technology and reporting. Structured, scored, and identical for every asset so results are comparable.
Layer 2 · Baseline[24] months of data rebuilt into a comparable structure, period- and seasonality-adjusted, signed by both sides before any work begins. Everything afterwards is measured against it.
Layer 3 · QuantifyThe profit gap model: what the asset should produce given market, product and positioning, decomposed into rate, occupancy, mix, cost and operational drivers.
Layer 4 · InstallA 90-day cadence sequenced by return per unit of effort. Each item has a cost, an owner and a date. Fees are tied to systems being live, not documents delivered.
Layer 5 · MonitorWeekly operating pack, monthly owner report against baseline with variance decomposed, quarterly strategic review. When numbers drift, the owner hears it from us first.

Independence is a structure, not a promise.

You keep the asset.We work inside the business, but ownership, management control and equity stay entirely with you. There is no management agreement to sign and nothing of yours changes hands. That is the premise of the firm, not a concession.
You are the only party who pays us.Every technology recommendation is funded by your fee alone, which is the only condition under which the recommendation is worth reading.
Software is bought in your name.We select it, implement it and hand you contracts you own outright.
Every claim carries a source.Real case studies, named testimonials, sourced figures. Anything still awaiting verification stays visibly in brackets until it is confirmed.
You can leave whenever you like.Engagements run with [30] days’ notice on both sides, free of minimum terms and exit penalties.

Proof, before promises.

We publish our method, our portfolio and our reporting artefacts. Client case studies follow the first engagements, published with real names and permission.

Profit Gap Report

The audit deliverable. One number, every driver behind it, ranked.

Owner Dashboard

[10–12] metrics against baseline. Readable in 90 seconds on a phone.

Cost Waterfall

Where every dollar of revenue goes, and where flow-through leaks.

SOP Library

Written for the people who use them: short, visual, in their language.

An underpriced nine-room guesthouse, rebuilt into 2.6× the revenue.

A fifteen-year-old guesthouse in Seseh had run for years as a cash, monthly let to local workers — sound structure, thin listings, no dynamic pricing. We took it over as operator, repositioned it to digital nomads and long-stay travellers, fixed the building, rebuilt the listings and ran it on a professional stack. Same cost base; profit more than doubled.

€16k → €42k

Annual revenue · 2.6× (4-yr avg)

70% → 80%

Occupancy

3.8 → 4.83

Airbnb rating (of 5)

Seseh guesthouse pool and garden before: bare concrete wall, dry lawn

Seseh guesthouse pool and garden after: rice-terrace mural, planted garden

Former bedroom used as a makeshift lounge, before

This is a property RockSTR operates itself, not a client engagement — which is exactly the point: the pricing logic, cost models and SOPs we install are the ones we run on our own P&L. Client case studies publish from Q1 2027, named and with permission. Until then we would rather be judged on the method and the portfolio than on anything we cannot yet show you.

See the Performance Audit →

The people who will actually work on your asset.

No junior teams. No offshore analysts you never meet. If you engage RockSTR, these are the people in the room.

Hauke Frerichs

Founder & Chief Executive

Built and runs the RockSTR operating portfolio across Europe and Southeast Asia. Background in finance and dealmaking; works on ownership economics, acquisitions, expansion and the commercial structure of engagements.

Works on: Owner Consulting · Expansion · Investment review

Mariia Heinen

Director, Revenue & Owner Advisory

Leads revenue optimization, performance monitoring and owner reporting. Writes on hospitality profitability, revenue management and operating technology for owners and investors across Asia and Europe.

Works on: Revenue · Monitoring · Owner education

The principals do the work themselves. On any engagement, these are the people in the room.

Before you ask.

How big is RockSTR?

Small, deliberately. The principals do the work themselves, and the people you meet on the first call are the people who stay on the engagement. Our operating business gives us scale where scale matters: properties, systems and data. The advisory work stays senior-led, where judgement matters.

Where are you actually based?

This practice is run from Canggu, Bali, by Rock Short Term Rental PT PMA, an Indonesian company. We are in the region, in the same time zone as most of our clients, and we can be on a property in Bali, Java or Lombok within a day. Work in Thailand, Vietnam and the Philippines is run from here; European engagements are served through the group’s German operation.

You also manage holiday rentals in Germany. Doesn’t that make you a rental agency?

It makes us operators, which is the point. The two are legally separate companies. Rock Short Term Rental GmbH runs a portfolio of hospitality units in Germany day to day. That business is where the pricing logic, cost models and SOPs we install were built and tested. Consulting firms that have never carried an operating P&L are guessing; we are not. Your engagement here is with the Indonesian entity, and it is advisory only, and your property stays under your control throughout.

What are your credentials?

Between the principals: years of live operating experience across [7] locations, revenue management practice on a real portfolio, and the finance background to rebuild a P&L properly. We would rather be judged on the method, which is published in full on this page.

Who will actually work on my asset?

The people on this page. We name them because a firm that will not tell you who does the work is telling you something.

What are your terms?

One fixed fee, for the audit, quoted before you commit and credited back against our first performance fee. Everything after that is paid from what the asset earns, on a structure agreed in writing before work starts. Engagements run with [30] days’ notice on both sides, free of minimum terms and exit penalties, and the equity, the management and the vendor relationships all stay with you.

Talk to the people who run the properties.

A 20-minute consultation with a principal, not a salesperson. We ask about the asset, the numbers and what has already been tried.

A straight conversation about your property, free of charge, and an honest answer on whether we are the right firm for it.

Book a Consultation →

Not ready to talk? Send us the numbers instead →