As hybrid hospitality specialists, we have seen industry and investor interest in the concept grow exponentially over the past few years.
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.
So, what’s happening this year? Here are 8 of the most exciting European hybrid hospitality brand openings in 2024…
1. THE SOCIAL HUB | SPAIN, PORTUGAL, FRANCE, ITALY | THROUGHOUT 2024
Hybrid hospitality pioneer The Social Hub are continuing their rapid expansion across Europe, with new sites opening in Spain (San Sebastian), Portugal (Porto Bonjardim) and Italy (Florence Belfiore and Rome) throughout 2024 (plus their UK debut in Glasgow is landing in Spring!)
Creating buzzing hubs to learn, stay, work and play, the brand is more than simply a place to sleep with accommodation, co-working spaces, bars, restaurants, gyms and shops all under one roof. There are also extended stay options so guests can check-in for one night or up to one year.
In November 2023, The Social Hub (TSH) secured a €566 million refinancing facility with Aareal Bank and two participating lenders, one of which being Rabobank. When taking into consideration all properties opening in 2024 and 2025, the hybrid hospitality brand’s total locations now amounts to 23 across Europe.
2. AMISTAT HOSTELS | SPAIN | EARLY 2024
Same city, new site – Amistat Hostels is making their return to Barcelona this year, and we’re excited about it.
Currently located in Ibiza, Amistat is known for offering slick, safe and affordable accommodation for budget-conscious travelers who are seeking fun, friendly vibes.
We have been working with the brand for the past few years and we can’t wait to be a part of their expansion journey.
3. TRIBE HOTELS | GERMANY, ITALY, FRANCE AND LATVIA | 2024
TRIBE Hotels – part of the lifestyle hospitality group, Ennismore – is a series of contemporary hotels for a new breed of tech-savvy, luxury-loving travellers seeking affordability.
Creating design-led, budget-friendly accommodation (leaving behind the stuffy extras their guests don’t want), TRIBE is set to open in Germany, Italy, France and Latvia throughout 2024.
Targeting the modern citizen in a world where boundaries between work and play continue to blur, their spaces are ideally set up for remote workers.
TRIBE plans to open 45 properties worldwide within the next few years including Budapest, Belo Horizonte, Warsaw, Manchester, Bangkok and Singapore.
4. MM:MT | GERMANY | EARLY 2024
Brand new hybrid hospitality brand – MM:NT – will be launching their Berlin Lab this Spring.
All about conscious hospitality & creating solutions that are designed with the guest in mind, a select group of their target markets have been invited to stay in their Lab in exchange for feedback so that they can create the best hotel product possible. Their main hotel property is set to open at a later date.
Working to create a consciously crafted collection of authentic, non-fuss places to stay, MM:NT will be a place to sleep, work or play, to stay in, stay up or stay out – and we are really happy to be a part of this brand’s journey.
5. LOCKE HOTELS | PORTUGAL, FRANCE, DENMARK | THROUGHOUT 2024
Design-focused brand Locke Hotels is continuing its European expansion with sites openings in Lisbon, Paris and Copenhagen in 2024.
As a hybrid brand, Locke Hotels’ spaces go far beyond the typical hotel lobby. Some on-site highlights include flexible co-working spaces, microbreweries, yoga studios and rooftop cocktail bars. Each site also boasts a locally-inspired cultural programme of events and a team of in-the-know ‘House Hosts’ who are on hand to share their top tips for exploring the local area.
Owned by the edyn group, the pioneering hospitality brand currently has 15 properties across 9 cities in Europe.
6. JO&JOE | HUNGARY | LATE 2024
JO&JOE – an affordable hybrid hospitality concept which first opened their doors in 2017 – will launch in Budapest later this year.
Currently located in France, Vienna, Italy and Brazil, the brand has been designed to meet the needs and expectations of millennials and global explorers. The youthful hybrid-hostel company offers guests the ultimate space to stay, eat, drink, socialise and connect.
There are big plans for this brand, with launches in countries across the world in years to come including China, Mexico, New Zealand and more.
7. THE HOXTON | AUSTRIA | EARLY 2024
The Hoxton’s expansion continues in 2024, with sites opening in Vienna and Edinburgh this year.
Vienna’s property – a 196-bed site – will feature the brand’s signature social spaces including an open lobby and coffee bar, restaurant and rooftop bar. The site also has a basement speakeasy. Edinburgh’s will include three-bed ‘Hox homes’ which are three-bedroom self-contained apartments that offer guests full flexibility and long-stay accommodation.
Ennismore has confirmed plans to open 15 new venues this year (across their brand portfolio) as demand for its lifestyle offerings continues to thrive.
8. MAMA SHELTER | FRANCE | SUMMER 2024
Accor’s Mama Shelter continues to expand its already impressive portfolio with multiple property openings planned over the next few years.
The brand is set to bring its affordable hospitality and edgy style to Nice in Summer 2024 – their eleventh property to land in France. Mama Shelter is also travelling to the Middle East for the first time this year, opening a 197-room in Dubai.
Since its launch 15 years ago, this leading hybrid hospitality brand has grown to now operate 17 hotels across France and in cities including Los Angeles, Lisbon and Rome. Continuing with its global expansion in 2025 and beyond, Mama Shelter is set to open in Medellin, Casablanca, Zurich and more.
Thanks for reading – we hope you enjoyed learning more about 8 of the most exciting European hybrid hospitality openings in 2024!
Looking for marketing support for your hybrid hotel? Our specialist team are ready to help you – drop us a message to hello@staythenight.net.
Want to read further hybrid hospitality industry insights and interviews with leaders from global hybrid brands? Download our whitepaper – Hybrid Hospitality Unpacked: From concept to community building – here.
