The Wilder Townhouse, Dublin

What The Wilder Townhouse, Dublin does

The Wilder Townhouse is a 42-room, four-star boutique hotel operating from a Victorian red-brick townhouse at 22 Adelaide Road, Dublin 2, Ireland. The property was acquired in 2016 by owners Frankie and Josephine Whelehan and reopened in 2018 following a €9.5 million refurbishment of an 1839 building originally constructed as a residence for retired governesses. The accommodation portfolio spans six room types — from compact Shoebox rooms (12 sq m, from €280/night) to the flagship Lady Jane Suite (35+ sq m, from €498/night) — with nightly rates between approximately €280 and €498 depending on room type and booking channel.

The hotel's commercial offering extends beyond accommodation to include two on-site food and beverage venues (the Garden Room for breakfast and light bites, and the Gin & Tea Rooms residents' bar with a complimentary welcome G&T), plus curated paid experiences such as Private Shopping Tours and Dublin Orientation Tours developed in collaboration with local curator Grace Ann Fallon. Wedding packages (the 'Elegant Affair'), romantic 'Date Night' packages partnered with Suesey Street Restaurant, and multi-city 'Tale of Two Cities' packages with sister property The Montenotte in Cork further diversify revenue. Technology stack is standard hospitality: Smart Flatscreen TVs, 300MB WiFi, and a Bookassist booking engine with GDS connectivity (Amadeus DUBWIL, Sabre 549185, Galileo/Apollo F0779, Worldspan DUBWI).

Distribution is multi-channel: direct booking via the official website, plus featured listings across Small Luxury Hotels of the World, Ireland's Blue Book, Mr & Mrs Smith, and the Michelin Guide (following MICHELIN Key recognition in 2024 and 2025). The Wilder Townhouse operates as the Dublin flagship of The Chesway Collection — a family of three properties led by CEO Frits Potgieter and owned by the Whelehan family — alongside The Montenotte and The Woodland Suite Experience in Cork. The business model is direct-to-consumer hospitality with B2B trade reach via GDS, targeting leisure travelers, luxury guests, corporate/event attendees, and celebration occasions. The company is privately held with no institutional funding beyond the owners' €9.5 million personal investment.

Name

The Wilder Townhouse, Dublin

Website

https://thewilder.ie

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

The Wilder Townhouse is a 42-room Victorian boutique hotel in Dublin city centre serving leisure, luxury, corporate, and celebration guests through multi-channel distribution (direct, SLH, Ireland's Blue Book, Mr & Mrs Smith, Michelin Guide) under The Chesway Collection.

Ownership category

akta.pro rank

Product category

Boutique Hotel Accommodation

NAICS

Bed-and-Breakfast Inns (721191), Hotels (except Casino Hotels) and Motels (72111)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011)

akta.pro primary industry

Private House Hotels & Small Luxury Inns (THAGADAL)

akta.pro secondary industries

Boutique Inns (THAGAHAB), Heritage & Historic Boutique Hotels (THAGADAD), Historic Inns & Heritage B&Bs (THAGAHAC)

Keywords

• Boutique hotel accommodation
• Luxury hospitality services
• Curated travel experiences
• Wedding and event venues
• Bed and breakfast packages

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Room Nightly Revenue: Primary revenue from 42 individually designed guestrooms and suites offered at nightly rates ranging from approximately €280 to €498 per night depending on room type and package selected.
2. Food and Beverage: Revenue from breakfast service in Garden Room, light bites menu, and evening drinks in Gin & Tea Rooms. Includes catering for private events and weddings.
3. Special Packages and Experiences: Curated packages including Date Night (€351 for two), Tale of Two Cities (Dublin + Cork stay), and wedding packages. Also includes paid experiences such as private shopping tours (from €475) and Dublin orientation tours (from €475).

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels6 records

Core offering

The Wilder Townhouse operates a 42-room boutique hotel from a restored Victorian red-brick townhouse on Adelaide Road, Dublin 2, offering individually designed guestrooms and suites, breakfast and light bites in the Garden Room, an exclusive residents' Gin & Tea Rooms bar with complimentary welcome G&T, and curated Dublin experiences including private shopping and orientation tours. The property also offers wedding packages, special-offer packages such as Date Night in Dublin and Tale of Two Cities (combined Dublin–Cork stay), and bed-and-breakfast direct-booking rates.

Product overview

The Wilder Townhouse is a 42-bedroom, 4-star boutique hotel in Dublin operating as a single-property hospitality brand. The accommodation portfolio includes six distinct room types ranging from compact Shoebox rooms (12 sq m) to signature suites (35+ sq m), with the Lady Jane Suite serving as the flagship offering. The property features two primary dining venues: the Garden Room for breakfast service and light bites, and the Gin & Tea Rooms as an exclusive residents' bar offering complimentary welcome G&T. The hotel also offers curated guest experiences including private shopping tours and Dublin orientation tours developed in collaboration with local expert Grace Ann Fallon. Special packages encompass romantic escapes (Date Night), multi-city stays (Tale of Two Cities combining with sister property The Montenotte Cork), and wedding services. The property is independently owned and operated under The Chesway Collection umbrella.

Differentiator

Problem solved

Functional benefit

Products and services

• Shoebox Room Compact 12 sq m room overlooking Adelaide Road, ideal for solo travellers or shorter stays, featuring a comfortable bed and basic amenities for a snug city base; from €280 per night.
• Small Double Room Cosy 14–16 sq m guestroom with plush 5' king-size bed beneath a velvet headboard, bold fabrics, and playful touches; from €280 per night including turndown service with chocolate and poetry booklet.
• Popular Double Room Spacious 17–22 sq m bedroom with a 5' king-size bed (twin option), velvet headboards, patterned cushions, walk-in rainfall shower, and Ortigia amenities; from €280 per night bed and breakfast.
• Townhouse Deluxe Room Spacious 20–24 sq m room with king or twin beds, rich fabrics, air conditioning, Smart TV, rainfall shower, Nespresso machine, mini fridge, and nightly turndown with poem booklet; from €280 per night.
• Townhouse Suite Generous studio-style suite over 35 sq m with elegant Victorian elements, lofty ceilings, tall sash windows, original fireplaces, 6' super king bed, and relaxed seating area with sofa and armchairs; from €428 per night with breakfast.
• Lady Jane Suite Signature 35+ sq m suite (approx 377 sq ft) combining Victorian foundations with modern, playful interiors and striking artwork, featuring super king bed, bath with overhead shower, Ortigia toiletries, complimentary G&T welcome, and evening turndown; from €498 per night with breakfast.
• Garden Room Dining Light-filled dining space at the heart of the townhouse serving Irish-provenance breakfast and light bites, including fresh fruit, yoghurt, pastries, house-baked breads (including signature Guinness soda bread), and cooked breakfast options; available to hotel guests and private events.
• Gin & Tea Rooms Bar Exclusive residents-only bar offering a complimentary G&T welcome to all guests, evening cocktails, soft lighting, candlelit tables, and plush leather seating for intimate evening drinks.
• Bespoke Private Shopping Tour

Quantifiable outcome

• MICHELIN Key retained for second consecutive year (2025)
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• The MontenottecoreStrategic or Co-development Partner · 1 January 2025Sister property in Cork forming The Chesway Collection with The Wilder Townhouse. Combined 'Tale of Two Cities' package offers guests a two-city Irish experience with overnight stay at each property. Both are members of Small Luxury Hotels of the World. The collection is led by owners Frankie and Jo Whelehan with CEO Frits Potgieter.
• Grace Ann Fallon / @dublinmusecoreStrategic or Co-development Partner · 1 January 2025Collaboration with local curator and travel designer to offer bespoke guest experiences including Private Shopping Tours and Dublin Orientation Tours. Grace Ann Fallon is Director of Fallon Murphy Hospitality & Tourism Consultants, providing insider access to independent boutiques, Irish designers, and hidden gems beyond typical tourist attractions.
• Suesey Street RestaurantminorGTM or Marketing Partner · 1 January 2025Partner restaurant for Date Night package offering two-course dinner for two as part of the overnight stay package. Located close to The Wilder Townhouse, offering modern Irish dishes in a relaxed setting.
• Small Luxury Hotels of the WorldcoreGTM or Marketing Partner · 1 January 2025Global collection of independent luxury hotels. The Wilder Townhouse is one of only three Irish properties featured, along with sister property The Montenotte. Provides distribution, marketing exposure, and booking platform access to luxury traveler audience.
• Ireland's Blue BookcoreGTM or Marketing Partner · 1 January 2025Curated collection of distinctive Irish hospitality properties. The Wilder Townhouse accepts Blue Book vouchers and benefits from marketing exposure to the collection's audience of discerning travelers.
• Mr & Mrs SmithminorChannel Partner/ Reseller/ Distributor · 1 January 2025Luxury hotel booking platform providing additional distribution channel and exposure to Mr & Mrs Smith's global audience of travelers seeking distinctive properties.
• The Chesway CollectioncoreStrategic or Co-development Partner · 1 January 2025Parent collection connecting three distinctive hospitality experiences: The Wilder Townhouse (Dublin), The Montenotte (Cork), and The Woodland Suite Experience (Cork). Reflects long-term vision of owners Frankie and Jo Whelehan. Recognized as a Great Place to Work. Led by CEO Frits Potgieter.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Regional players

• Adare Manor: Ireland's premier luxury heritage hotel and resort in County Limerick, comparable on the heritage luxury axis and Irish luxury positioning but operating as a destination resort at significantly larger scale.
• Powerscourt Hotel: Luxury 5-star resort hotel in County Wicklow outside Dublin, comparable in heritage positioning and SLH-style luxury but operating outside Dublin city as a resort destination rather than urban boutique.

Direct peers

• The Westbury Hotel: Boutique luxury Dublin hotel off Grafton Street competing for the same luxury leisure and corporate traveler with comparable rates, central location, and design-led positioning.
• Number 31: Small Georgian townhouse guesthouse in Dublin with comparable boutique heritage character, individually designed rooms, and intimate luxury positioning in the Georgian Dublin market.
• The Fitzwilliam Hotel: Five-star design-led boutique hotel on St. Stephen's Green, in immediate proximity to The Wilder. Competes directly for luxury leisure and corporate guests with similar rates and premium positioning.
• The Merrion Hotel: Leading 5-star luxury Dublin hotel in Georgian buildings near government buildings, offering comparable heritage character, individually designed rooms, and premium leisure/corporate rates. Direct competitive overlap for the luxury Dublin traveler.
• The Montenotte Hotel: Sister property in Cork under The Chesway Collection, offering boutique luxury accommodation with comparable character-driven positioning, SLH listing, and multi-property package integration ('Tale of Two Cities').
• The Dylan Hotel Dublin: Boutique 5-star hotel in a former Victorian building in Dublin's Ballsbridge area, offering comparable heritage architecture, intimate scale, design-forward interiors, and luxury leisure/corporate positioning.
• The Marker Hotel: Leading-edge design hotel in the Grand Canal Dock area of Dublin, member of The Leading Hotels of the World, competing for design-conscious luxury travelers and corporate events.

Broad incumbents

• The Shelbourne Hotel: Iconic 5-star Dublin landmark hotel on St. Stephen's Green competing for heritage luxury travelers and corporate events, but operating at significantly larger scale under Marriott's Autograph Collection.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCz40tOQLUeHyvi6MMceURKw
• Facebookfacebook.com/TheWilder.ie
• LinkedInlinkedin.com/company/the-wilder-townhouse-dublin
• Instagraminstagram.com/thewilderdublin
• TikToktiktok.com/@thewildertownhouse

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Wilder Townhouse, Dublin