The hybrid hospitality industry continues to develop at a rapid pace, with industry leaders expanding and new concepts being brought to market.
In this series, we’ll help you stay ahead of the curve as we look at the latest hybrid hospitality industry news that highlights the changing nature of how people stay, live, work and play – and offer our insights on what this means for the hospitality industry…
1. ZOKU SETS ITS SIGHTS ON LONDON
Exciting developments are underway as hybrid hospitality leader Zoku prepares to expand its portfolio into London. This expansion by the industry trailblazer is poised to make significant waves in the capital’s hospitality scene.
The move makes perfect sense from a strategic perspective – due to a drop in office space demand, there are big opportunities in the London real estate market with empty office buildings ready to be transformed into community hubs that are more in line with our new way of life post-pandemic.
On top of that, Londoners have embraced the ‘work from anywhere’ lifestyle and there are thriving creative, entrepreneurial and tech communities that Zoku can tap into. As well as business travellers and digital nomads, the company’s extended stay model will also appeal to the many hybrid workers that spend 2-3 days a week in the city and are seeking an experience that feels less traditional hotel and more ‘home-away-from-home’.
In preparation for this exciting venture, Zoku has welcomed Patrick Nelson, former executive VP of real estate at WeWork, to their growth and innovation team.
Find out more here.
2. NATIVE PLACES SET TO OPEN EIGHTH UK SITE IN LONDON’S FULHAM BROADWAY
News of another hybrid brand that is expanding its London portfolio, Native Places recently announced the launch of their fifth London site. Opening its doors in Fulham Broadway in 2025, the latest addition to the brand’s growing portfolio will comprise 41 studio, one bedroom and two-bedroom apartments. This follows the recent launch of Native King’s Wardrobe in London’s St Pauls earlier this year. It marks the eighth Native Places property in the UK, solidifying its position as a leader in the hybrid hospitality industry.
CEO Olivia Immesi said: “The future of aparthotels worldwide, and in particular in the UK, is significant with the demand for longer stays one of the fastest-growing sectors within the hospitality industry.”
“We are the obvious choice for those who want to live like a local within the community, and for digital nomads and business travellers seeking a hybrid set up.”
3. HABYT GOES HYBRID WITH THE INTRODUCTION OF ‘HABYT FLEX’
Habyt is one of the world’s leading flexible housing providers with properties already in 50 cities around the globe. Recently, the company introduced ‘Habyt Flex ’- a fresh approach to flexible living designed to evolve their offering in line with societal trends and the rapidly changing relationship between life, work and leisure.
As we mentioned in our most recent white paper – Hybrid Hospitality Unpacked: From concept to community building – whether it comes to long-term living arrangements or short-term trips, people are no longer just looking for a place to stay. Instead, they are seeking out options that can meet the demands of their changing lifestyles while providing an experience that allows them to feel connected to both place and people in their chosen destination.
Already making waves in Berlin, Singapore, and Hong Kong, Habyt Flex is gearing up for global expansion with plans to launch in cities including Madrid, Málaga, and Milan. For customers, the offer is an integrated lifestyle experience – complete with amenities such as gyms, wellness centres, and co-working spaces – as well as the opportunity to plug in to a community, with shared areas purpose-built to foster social interactions.
Luca Bovone, Founder and CEO of Habyt, believes that Habyt Flex represents a game-changing shift in the way we envision living spaces. By blending the experiences of travel and everyday living, Habyt Flex is leading the charge in adapting living spaces to meet the needs of modern life.
Read the full story here
4. THE STANDARD EXPANDS INTO EUROPE
International hybrid hospitality brand The Standard is expanding its presence in Europe with plans to open three new locations in Brussels, Lisbon, and Dublin in 2025.
These new openings signify a significant step in The Standard‘s growth strategy, extending its reach into key European markets.
Scheduled to open in Q1 2025, The Standard Brussels- which will be the brand’s first hotel in Belgium – forms part of the mixed-use ZIN redevelopment project in the Northern Quarter of the city.
Over in Lisbon, The Standard will open a 172-room mixed-use site in late 2025 located in a former naval hospital. The property will include a cafe, lounge, restaurant, rooftop cocktail bar, as well as an outdoor pool deck, terrace and spa.
We can’t wait to see how this industry leader will take its new host cities by storm – watch this space!
Read the full story here.
5. PPHE REPORTS RECORD REVENUE AND PROFITS AHEAD OF LONDON HYBRID HOTEL LAUNCH
PPHE Hotel Group recently reported an impressive financial performance for 2023, with revenue climbing 26% to 414.6 million pounds and EBITDA up by 35.5%.
The international hospitality real estate company – whose portfolio includes the art’otel and Park Plaza brands – has demonstrated resilience in a tough economic environment resulting in a year of sustained growth and profitability. These results provide an optimistic outlook for the hospitality industry, showing the sector’s capacity for recovery and growth in the face of global economic challenges.
Looking forward, PPHE is actively expanding with over £300 million invested in new projects. The company’s largest current construction project is the highly anticipated London art’otel Hoxton – a 26-storey mixed-use scheme comprising 357 rooms, an art gallery showcasing two original Banksy artworks, 5,900m² of office space, destination restaurants, a bar, leisure facilities and events space. This project is expected to be completed and open in April 2024.
Read the full report here.
6. SUSTAINABILITY AND WELLNESS TRENDS GAIN MOMENTUM
If you’re looking for hospitality trends that have flourished over the last couple of years, you’d be hard pushed to ignore the rise of sustainability and wellness as key booking considerations for today’s guests.
In a recent article for Premier Hospitality International, Kaitlyn Skov – founder of concept development studio, STUDIO SKOV – noted that wellness is now seen as a fundamental aspect of the guest experience and brand identity. This is evident in the expansion of luxury wellness brands like Six Senses and the emergence of new concepts like SIRO in Dubai and Basq House in Byron Bay.
Similarly, Kaitlyn emphasises that sustainability is gaining importance among consumers with many now prioritising eco-conscious travel. This has led to the development of premium resorts focused on nature, conservation, and indigenous culture. Kaitlyn said “With wellbeing and ESG foundations becoming ingrained as key consumer priorities, sustainability is transitioning from a box to check into an ethos to embed at the core of forward-looking hospitality brands”.
The article also looks at new openings in the US hospitality scene and key markets to keep an eye on this year.
7. MIXED-USE DEVELOPER AND OPERATOR SECURES THREE NEW LONDON SITES
Coliving developer and operator Re:shape – under the leadership of founders Jermaine Browne and Charlie Gayner – has acquired three new London sites in Woolwich, Bethnal Green, and Watford.
These exciting acquisitions form part of an ambitious plan to develop a pipeline aiming for around 2,000 beds. Re:shape is actively seeking an institutional investor to forward-fund the construction of these schemes, which currently total a gross development value (GDV) of approximately £885 million.
Their strategy addresses the fragmented nature of the coliving sector, aiming to create scalable platforms that can attract significant capital investments. This approach not only positions Re:shape as a pioneer in developing mixed-use living solutions but also contributes to alleviating London’s housing crisis by offering more affordable living options compared to new-build BTR (Build to Rent) projects.
The developer and operator – which was founded in 2020 – teamed with private equity firm Crosstree to convert a Citadines aparthotel in Wembley into a 300-bed coliving scheme operated under Re:shape’s ARK brand. We have been ARK’s marketing partner since the summer of 2021, coming on board as the Wembley site was getting set to launch.
In further exciting news, ARK has also recently taken over the management of the 705-bed former Collective coliving scheme in Canary Wharf, which was acquired by Crosstree for £190 million in 2022.
Read the full story here.
8. NYC HOTEL INDUSTRY SEES A BOOST AMID AIRBNB CRACKDOWN
For New York City, the passage of Local Law 18 saw a significant crackdown on home rentals of less than 30 days. With these stricter regulations imposed on short-term rental platforms such as Airbnb, tourists are turning back to hotels for their accommodation needs.
Unsurprisingly, this has resulted in a windfall for the hotel industry in NYC. The city enjoyed the highest December occupancy of any top 25 market in the US at 86.6%, according to Smith Travel Research. As a result, hotels are experiencing higher occupancy rates and increased revenue, with some properties reporting double-digit growth in bookings.
For hybrid hotels and aparthotels in particular, tighter regulations on short-term rental platforms poses an opportunity to increase bookings from guests who would have previously opted for an Airbnb apartment.
Read the full story here.
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