We take you inside the visionary world of Onera, a $22 million luxury treehouse resort brand redefining upscale, experiential stays. In this interview, we dive deep into the story of Ben Wolff, co-founder of Onera and Oasi, a leader in the modern hospitality industry. From his early days in short-term rentals to developing landscape hotels, Ben shares the strategy, funding, and operational playbook behind his success.
From Short-Term Rentals to a Multi-Million Dollar Resort Business
Like many entrepreneurs, Ben’s journey began with hustle and opportunity. In 2014, he entered the short-term rental space, leasing apartments and subletting them on platforms like Airbnb. Through lease arbitrage, Ben scaled quickly, managing 200 properties across the U.S. and Mexico by 2019.
“We focused on cherry-picking outlier properties in urban markets. Higher bedroom counts—four to six bedrooms—performed exceptionally well due to high demand and limited supply,” Ben explains. His strategy combined:
- Upfront partnerships with landlords
- Optimized property listings on OTAs like Airbnb and VRBO
- A scalable offshore team managing guest communications 24/7
This cash flow business provided the foundation—and valuable operational experience—that Ben later leveraged into Onera’s development.
The Pivot: COVID and the Birth of Onera
The pandemic hit Ben’s urban short-term rental business hard, but it became a blessing in disguise. With cities empty and demand surging for outdoor escapes, Ben saw a gap in the market for unique, upscale accommodations.
“I realized people wanted frictionless luxury stays in nature—something beyond mid-tier glamping,” Ben says. Inspired by his travels, Ben envisioned Onera as a landscape hotel: boutique properties seamlessly integrated into the environment with amenities like private hot tubs, modern kitchens, and panoramic floor-to-ceiling windows.
The first project? Onera Fredericksburg, an 8-unit, $4 million development on 6.5 acres in Texas Hill Country.
Funding the First Project: How It Came Together
Financing the inaugural Onera development involved leveraging Ben’s cash flow business and trusted relationships:
- Equity Raise: $1 million from friends, family, and former clients who had worked with Ben’s STR company
- Debt Financing: $2 million from a local bank, with personal guarantees and collateral from the existing business
- Initial Investment: Ben and his partner contributed ~$200K
“We had pretty tax returns and solid operating experience, which helped secure the loan,” Ben notes.
This mix of credibility, proven cash flow, and strategic partnerships enabled the team to break ground on their first landscape hotel.
Expanding to Onera Wimberley: Scaling a $22 Million Resort
After proving the Onera model in Fredericksburg, Ben set his sights on Wimberley, Texas—a popular destination known for its wineries and Hill Country charm. Onera Wimberley is a 28-unit, $22 million landscape hotel spread across 20 acres.
Key Project Highlights:
- Land Cost: $1.5 million
- Construction Budget: $16 million
- Water Infrastructure: ~$500K for wells, storage tanks, and fire suppression systems
- Timeline: Single-phase development, completed with a fixed-fee, collaborative general contractor approach
“We focused on building fewer, better units,” Ben says. The result? Unique, elevated structures that command 3-4x the revenue of standard cabins.
The Power of Unique Stays: Driving Revenue and Occupancy
Ben’s strategy prioritizes experience and design over sheer volume. At Onera, units feature:
- Elevated “treehouse” designs
- Seamless indoor-outdoor integration
- Upscale amenities like hot tubs, high-end kitchens, and designer interiors
Cost per Unit: Ranges from $250K to $500K, with premium units driving significantly higher revenue.
“We’ve seen that building something unique and inspiring can outperform traditional accommodations by 3-4x in ADR (Average Daily Rate),” Ben emphasizes.
Operations: Balancing Remote Management with On-Site Excellence
While guests enjoy seamless, remote check-in, Onera maintains a robust on-site team:
- General Manager (GM) and Assistant GM
- Operations and Maintenance Leads
- Full-time Cleaners
A remote team in the Philippines handles guest communications 24/7, ensuring rapid response times under 2 minutes. This hybrid model balances operational efficiency with exceptional guest service.
Marketing Strategy: Driving Direct Bookings Through Social Media
One of Onera’s competitive edges is its marketing prowess, powered by Awasi, Ben’s hospitality services firm. The team focuses on organic growth through:
- High-quality content creation (photos, videos)
- Influencer collaborations
- Instagram and direct website bookings
Investment in social media ranges from $5K to $9K per month, generating:
- 80%+ direct bookings
- Higher ADRs compared to OTAs like Booking.com or Expedia
“Guests who find us through social media are less price-sensitive and often book premium dates,” Ben notes.
Lessons Learned: Prefab vs. Site-Built
In Onera’s earlier projects, Ben experimented with prefabricated units from overseas. While the concept seemed cost-effective, challenges with quality, delays, and retrofitting led to costly setbacks.
Key Takeaway: For future projects, Ben plans to work with reputable North American manufacturers or opt for high-quality site-built construction, ensuring better control and seamless execution.
What’s Next for Onera?
Onera is expanding its Fredericksburg property with a $15 million investment, adding 23 new keys on an adjacent 6.5-acre site. Future developments may include phased projects on larger properties (100+ acres), offering more opportunities for unique, secluded stays.
Takeaways for Aspiring Developers
- Start with Cash Flow: Build a profitable business that gives you credibility and capital.
- Focus on Unique Experiences: Fewer, better units drive premium revenue.
- Leverage Strong Partnerships: From trusted investors to collaborative contractors, relationships matter.
- Master Operations Early: Combine on-site teams with scalable remote management.
- Invest in Direct Bookings: Social media and content marketing can significantly boost ROI.