From hybrid hotels and hostels to coliving and coworking spaces, concepts are continuing to merge as consumer behaviour changes faster than ever before.
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. Hotel chain CitizenM is ‘exploring’ sale of the brand
Hybrid hospitality leader CitizenM are reportedly exploring a potential sale of the business.
Spearheaded by founder Rattan Chadha, the Singaporean wealth fund GIC, and the Dutch pension provider APG, discussions are underway with advisory support from Morgan Stanley and Eastdil Secured.
A source familiar with the brand shared with the Financial Times that ‘deliberations were at an early stage and the company could also pursue the sale of a minority stake”.
The international brand CitizenM is renowned for its concept of ‘affordable luxury,’ characterised by innovative social spaces, design-led rooms and iPad-controlled facilities. The brand has expanded since its inception in 2008, now boasting 34 hotels in 20 cities across the globe.
The brand remains committed to its development pipeline with projects underway in Boston and Miami.
2. The Social Hub expands into the UK
Exciting news unfolds in Glasgow as Amsterdam-based The Social Hub, founded by entrepreneur Charlie MacGregor, prepares to open its inaugural UK hotel this month.
This marks the company’s 18th European property, adding to its impressive portfolio spanning Austria, France, Germany, Italy, the Netherlands, and Spain. Situated on Candleriggs Square in the Merchant City, the 494-room, 20,000 square-meter hub represents a £90 million investment by the group, boasting one of the city’s largest rooftop bars.
The Social Hub’s hybrid hospitality concept seamlessly integrates hotel accommodations, extended stay options, and student rooms, complemented by co-working spaces, meeting facilities, kitchens, restaurants, bars, and gyms. Additionally, the hub will host a variety of events and workshops for its members, fostering a community atmosphere. Formerly known as the Student Hotel, The Social Hub caters to a diverse array of travellers, students, business professionals, and locals.
CEO Charlie MacGregor expresses pride in launching the hub in his native country:
“As pioneers in the hybrid hospitality industry, I am excited to be back home and to see the impact our Glasgow Hub will bring to the community through our spaces and experiences, ones that blur the boundaries of traditional hospitality offerings through our relentless ambition to create a better society, together with all those who walk through our doors.”
Click here for a first look inside.
3. Hilton grows lifestyle portfolio with Sydell Group and Graduate Hotels acquisitions
In a bold move announced yesterday, hotel giant Hilton is expanding its footprint in the luxury lifestyle segment by acquiring Sydell Group – a group renowned for its design-focused hotels, notably the NoMad brand.
Under the agreement, Sydell retains control over NoMad’s design, branding, and management, while Hilton takes the reins on development, integrating the brand into its esteemed portfolio. This strategic partnership marks a significant step for both parties, with Hilton projecting the development of up to 100 NoMad properties globally, positioning it as a major player in the luxury lifestyle market.
Commenting on the news Chris Silcock, President of global Brands and Commercial Services, at Hilton, said: “Adding NoMad to our growing brand portfolio will create new offerings for guests seeking unique luxury experiences in some of the world’s most desirable locations.
“By pairing an already proven brand concept that’s ready for expansion with the power of Hilton’s commercial engine, we are accelerating our ability to drive growth in the luxury lifestyle segment.”
This move comes hot on the heels of last month’s announcement that Hilton has acquired Graduate Hotels from AJ Capital Partners in a deal worth $210 million, further bolstering its lifestyle portfolio.
Hilton will take over all rights to the Graduate brand worldwide including existing properties and those in the development pipeline (with upcoming locations including Austin, Dallas, and Princeton). While AJ Capital will retain ownership of over 35 operating and pipeline Graduate properties, the brand will integrate into Hilton’s esteemed lifestyle portfolio, joining renowned names such as Canopy by Hilton and Curio Collection by Hilton.
This dual acquisition – which follows a 16-year period with no brand acquisitions from Hilton – signals the group’s ambitious expansion strategy and reflects the need for big players to adapt in order to meet evolving consumer preferences in the luxury hospitality market.
4. TRIBE sets its sights on Poland
Ennismore’s TRIBE Hotels is continuing its expansion journey in Europe, with plans to launch its first hotel in Poland.
The 168-room site – set to debut in 202 – is positioned in the heart of Kraków on Worcella Street, near key landmarks such as the Kraków Główny railway station and the Galeria Krakowska shopping centre. The hotel promises to be an ideal base for exploring the city.
TRIBE Kraków Stare Miasto will epitomise the brand’s ethos of delivering ‘more for less,’ catering to discerning travellers seeking stylish design at affordable prices.
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 over 40 properties worldwide within the next few years including Budapest, Belo Horizonte, Bangkok and Singapore.
5. 25hours Hotels to open second hotel in Copenhagen
Another day, another hybrid brand announced further expansion plans – this time, 25hours Hotels have shared they will be launching their second site in Copenhagen this summer.
Hotel Paper Island – located on an island in the famous Copenhagen harbour – will officially open in July later this year. The hotel will consist of 128 rooms, high-quality food and beverage options, a rooftop oasis and a variety of vibrant communal spaces for guests and locals to relax and connect.
The brand will also be opening in Sydney this year as well as Trieste and Porto will in 2026. According to current plans, hotels in Budapest, Trojena and Saudi Arabia are also in the early stages of development.
6. Capsule hotel brand CityHub to launch a fourth site in Iceland
Urban capsule hotel brand CityHub has announced the upcoming launch of its fourth property in Iceland this summer.
The development of CityHub Reykjavik – situated in the heart of the capital city’s downtown – marks a significant milestone in the brand’s growth trajectory .With a focus on sustainability, the property is housed within a repurposed building and boasts 89 Hubs, four accessible rooms, a communal social area and more.
With a digital first stance, the brand’s mission is to optimise travel for the next generation, who – according to CityHub – expect a ‘secure, inclusive and personalised experience in a central location’.
All guests are provided with a touch-point wristband that operates as both a room key and a charging card for on-property purchases (this includes allowing guests to become their own bartender with one tap of their band!). Guests also have around-the-clock access to local savvy CityHosts through their own branded app.
The urban hotel currently has successful sites in Amsterdam, Copenhagen, and Rotterdam.
7. Art’otel London Hoxton set to open its doors this month
Anticipation is building as the long-awaited Art’otel London Hoxton hotel gets set to open its doors on the 24th of April, marking a significant milestone for the contemporary lifestyle brand under the ownership of PPHE Hotel Group.
Nearly a decade in the making, the 357-bedroom new-build hotel has been eagerly awaited since it was first granted planning permission in 2010, with initial launch plans set for 2012. Spearheaded by General Manager Axel Krueger, the hotel joins its predecessor, Art’otel London Battersea, as the second of its kind in the UK.
Boasting two original Banksy pieces and a 135-square-metre art gallery showcasing local and emerging artists, the hotel promises a culturally immersive experience for guests. Amenities such as an all-day café, lounge, cocktail bar, leisure facilities, and a skyline gym on the 26th floor, further enrich the guest experience. The group have also teased upcoming announcements regarding a destination restaurant on the 25th floor and a 300-capacity events space, promising even more excitement in the months to come!
8. Founder and co-CEO of Ennismore believes Indian market is ready for lifestyle hotels
Founder and co-CEO of Ennismore, Sharan Pasricha, forecasts a promising future for the hospitality landscape in India, emphasising the potential for significant opportunities within the market.
Pasricha – who was speaking at the Skift India Summit 2024 – shared his excitement over the potential for the emergence of innovative lifestyle brands tailored to the country’s dynamic middle class and entrepreneurial spirit.
Ennismore already has a solid presence in Europe, Asia, the Americas, and the Middle East but are yet to venture into the Indian hotel market. But Pasricha was quick to mention how fast this could change – hinting at imminent development and potential signings this year in cities like Mumbai, Delhi, and Goa.
Emphasising the importance of localisation and genuine connection with local communities, Pasricha also reiterated Ennismore’s commitment to delivering exceptional design and top-tier hospitality experiences.
9. a&o to commit €500 million in next phase of growth
European hostel group a&o is making bold strides in the hospitality sector as they commit €500 million towards expanding its portfolio of city-centre properties.
Founder and CEO Oliver Winter envisions further growth opportunities through strategic conversions of office and retail spaces in urban hubs, emphasising flexibility in their approach to property acquisition: “Whether lease or ownership, new build or conversion, our property expansion covers a wide variety of property types. We are flexible, and we want to grow.”
With 6.1 million overnight stays recorded in 2023, a&o is celebrating its most successful year yet driven by a surge in guest numbers and revenue growth to €217 million. The company also hopes to become Europe’s first net-zero hostel chain by 2025.
With an operating portfolio spanning 38 hostels across nine European countries, a&o has set its sights on expansion, targeting key cities such as London, Paris, Rome, and Amsterdam.
10. VALO Hotel & Work named leading hotel in Finland at World Travel Honours
In recognition of its innovative approach to hybrid hospitality, Helsinki’s VALO Hotel & Work was once again named the Leading Hotel in Finland at the prestigious World Travel Honours last week in Berlin. This accolade reinforces VALO’s influential role in shaping the future of hybrid hospitality in Finland.
Since opening in Helsinki in 2020, VALO Hotel & Work has been pioneering the hybrid hospitality space with its modern, multi-purpose concept that caters to the evolving needs of today’s travellers.
Minna Hurme, the head of design at VALO was recently invited to London’s ‘Hotel Interior Exhibition’ – for a panel titled, ‘Nomadland: How can hotels prepare for the future of work?’ – where there was significant interest in the dual-use concept. She elaborated on the unique design challenges and triumphs in creating spaces that seamlessly cater to both leisure guests and working professionals, stating, “VALO’s dual-use hotel/workspaces diverge significantly from traditional design typologies, particularly in terms of hotel rooms. They harmonize the functional and aesthetic demands of two distinct customer bases.”
Find out more here.
11. Wyndham expands portfolio with extended stay and short-term rental hybrid
Wyndham Hotels & Resorts has expanded its portfolio with the launch of its 25th brand – WaterWalk Extended Stay by Wyndham – announced earlier this week.
Founded in Wichita in 2014, WaterWalk’s model blurs the lines between extended-stay hotel rooms and short-term rentals, with properties offering about 60% of their spaces for longer stays and 40% for shorter rentals.
The concept combines the comfort of apartment living with the luxury of hotel services, providing one- to three-bedroom units, complete with high-end amenities like full-sized kitchens, in-unit laundry, and communal spaces.
Chip Ohlsson, Chief Development Officer at Wyndham, said: “In the last year, guest demand for the extended stay segment reached record highs, which has been underscored by demand from owners and developers looking for new opportunities to partner with Wyndham. Our vision is to offer the industry’s most robust portfolio of extended stay brands and the addition of WaterWalk marks an important step in that direction—helping ensure we have an offering in every segment, for every owner and for every guest.”
With WaterWalk, Wyndham strategically positions itself in the hybrid hospitality space, with this model catering to a diverse audience from digital nomads to business travellers seeking a “home-away-from-home” experience.
12. Bristol City Council approves student and co-living accommodation scheme
Bristol City Council has unanimously approved plans for a mixed-use co-living scheme by Greystar and Student Roost, that’s set to replace the current Rupert Street Car Park.
The project will introduce a blend of coliving and student accommodation – with 249 coliving studio flats, green space roof terraces and a shared sky lounge that caters to both recent university graduates and workers. They will also offer 20% of those beds at discounted rates. Additionally, 328 student beds and a dedicated student sky lounge will enhance the resident experience for those who are still in full-time education.
Amenities will include a gym, a well-being studio, cinemas, and recording studios, all helping to facilitate a community atmosphere, and opportunities for work, study, and socialisation.
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