Over the past few years, industry and investor interest in – and understanding of – hybrid hospitality concepts has grown exponentially.
Demand from both investors and consumers post-pandemic has led to established hybrid hospitality brands expand quickly as well as a significant rise in new hybrid concepts entering the market.
From the bright lights of Paris to the sophisticated streets of Milan, here are 10 of the most exciting European hybrid hospitality brand openings in 2023…
10 of the most exciting European hybrid hospitality brand openings in 2023:
1. MM:NT, BERLIN – SPRING 2023
New kid on the block MM:NT is getting set to launch its first property in Berlin this spring – and we’re excited about it.
The brand new hybrid hospitality brand is all about conscious hospitality & creating solutions that are designed with the guest in mind – so much so that they are currently inviting people to trial their rooms so that they can create the best hotel product possible for their target segments.
Working to create a consciously crafted collection of authentic, non-fuss places to stay, we are really looking forward to following their journey in 2023 and beyond.
2. THE HOXTON, BRUSSELS & AMSTERDAM [SPRING 2023], EDINBURGH & BERLIN [SUMMER 2023, VIENNA [LATE 2023]
The Hoxton’s exciting and fast paced expansion continues in 2023 with debuts announced in Brussels, Berlin, Edinburgh and Vienna as well as a second property in Amsterdam.
Edinburgh’s property will include three-bed ‘Hox homes’ which are three-bedroom self-contained apartments that offer guests full flexibility and long-stay accommodation — ideal for a city that sees huge peaks in long-stay demand for events such as Fringe Festival.
The pioneering hybrid hospitality brand has also already announced plans to make its Irish debut in Dublin in early 2024.
3. 21 HOUSE OF STORIES, MILAN NAVIGLI | MAY 2023
After the success of 21 House of Stories’ debut, owners Alessandro and Mauro Benetton have announced their second property opening in Spring in the Navigli district of Milan.
Bringing their idea of innovative hospitality to the neighbourhood, 21 House of Stories will offer a community-led space for travellers, creatives and locals to stay, socialise, dine, work and connect.
We love seeing new hybrid hospitality brands come to market and succeed and are really looking forward to follow this brand’s journey.
4. LYVINN, FRANKFURT | Q1 2023
Speaking of new hybrid brands, the first LyvInn property is getting set to open its doors in the first quarter of 2023.
This brand new hybrid hospitality concept blends the features of a budget lifestyle hotel with that of a hostel to give young people the opportunity to live, work and travel safely and affordably.
Capitalising on the remote work revolution and the growing demand for flexible living and working spaces, LyvInn is designed to cater to it’s customers through many stages of their lifetime cycle – from school and university students through to young professionals and families.
The brand is expected to announce further expansion plans soon.
5. ZOKU PARIS | MARCH 2023
Following on from their incredible success in Amsterdam, Copenhagen and Vienna, hybrid hospitality trailblazers Zoku is landing in Paris this Spring.
Spearheading the ‘work from anywhere’ revolution, Zoku ‘facilitates living and working internationally for the growing population of globetrotting professionals, remote workers, and digital nomads’.
Its first French location is located in the 17th district of Paris within the Stream Building mixed-use program which is being developed in ‘co-promotion with Hines France and in co-investment with Assurances du Crédit Mutuel’.
Focusing on mixing synergies, the building has been designed as a modern hub that brings together all the activities of urban life under one roof.
6. MAMA SHELTER, DIJON, RENNES (AND DUBAI) | 2023
Accor’s Mama Shelter continues to expand its already impressive portfolio with six property openings planned over the next two years.
The brand is set to bring its affordable hospitality and edgy style to two destinations in France in 2023 – the first being Rennes in March (which will be home to the first ever Mama Skin Spa) followed by Dijon in June.
Mama Shelter is also travelling to the Middle East for the first time this year, opening a 197-room in Dubai in late 2023.
This leading hybrid hospitality brand has also announced plans to open in Colombia, Nice and Zurich in 2024.
7. CITIZENM PARIS, TEXAS AND MIAMI | THROUGHOUT 2023
Hybrid hospitality leader citizenM has announced it will open three new hotels in 2023, including its debut in Austin, Texas a second location in Miami and a fourth location in Paris.
The new hotels will include the brand’s infamous social-first communal spaces, societyM meeting rooms and both US properties will boast a rooftop pool and bar area.
For 2024 and beyond, citizenM is adding a number of impressive properties and locations to its portfolio including a debut in Rome and Dublin, its fifth hotel in London (a fifth location), second in Boston and its third in both Miami and Washington DC.
8. ROOM2 BELFAST | SPRING 2023
Real estate investor and developer Lamington Group has announced plans to open a new room2 hometel in Belfast in Spring 2023.
The 175-room property offers guests the comforts and flexibilities of home with the amenities of a boutique hotel. Facilities include a cafe restaurant, workspace and meeting room facilities, gym, bar and social lounge space.
Room2 currently has three locations in Southampton, Hammersmith and Chiswick – the latter became the world’s first fully whole life net zero hotel when it opened in December 2021. The group has announced plans to open three new net zero hometels in York, Glasgow and Manchester in 2024, 2025 and 2026 respectively.
9. VIRGIN HOTELS, GLASGOW | SPRING 2023
Following its debut in Edinburgh, Virgin Hotels will open its second property in Glasgow in March 2023.
The 242-bed hotel boasts a range of high-quality facilities for both guests and locals to enjoy including flagship restaurant Commons Club; laid-back bar Rocks; Highyard, a unique space for coworking, eating and entertaining and Funny Library Coffee Shop for chilling out and socialising.
10. HOTEL AURORE, PARIS
The ‘1 Hotels’ eco-luxury hotel group is making their European debut in 2023 with Hotel Aurore.
As the latest spot in the city to stay, eat, drink, work and play, the 140-room hotel will offer a café overlooking the Claude-Lévi-Strauss promenade, a restaurant-bar with panoramic views, a fitness centre, spa and the “Nuage Café”, a coworking café.
Within the property, a second building will be home to the 179-bed Slo Living Hostel. The two buildings will be connected by an impressive 28-metre-high planted walkway.
Looking for marketing support for your hybrid hospitality brand? We are currently accepting applications for early 2023 so click here to get in touch and let’s chat about how our team can support you this year and beyond…
