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. NUMA Group acquires UK-based Native Places
Hospitality company NUMA Group has acquired UK aparthotel and serviced apartments brand Native Places.
This acquisition marks NUMA’s entry into the UK market and expands its portfolio of hybrid hospitality offerings. Native Places is known for its stylish apartments that combine the comforts of home with the services of a hotel, making it a perfect fit for NUMA’s growth strategy in Europe.
Commenting on the news, Christian Gaiser, CEO and co-founder of NUMA Group, said: “We are thrilled to announce our partnership with Native Places and their team. We aim to establish a leading position in the UK’s premier cities, with London being the number one European hospitality market.
“Thanks to Native Places, we will gain access to a very strong brand recognised by leisure and business travellers. This collaboration marks another significant step forward in NUMA’s ambition to expand across Europe and secure a dominant foothold in the UK market.”
The deal will give Berlin-based NUMA another 800 units in London, Manchester, Edinburgh and Glasgow, and increases its total portfolio in Europe to more than 7,300 units.
This is the latest acquisition by NUMA, which acquired another European serviced apartment operator YAYS from Proprium Capital Partners in November 2023.
2. The Social Hub unveils next-generation room design
Hybrid hospitality giant – The Social Hub – has launched its next-generation room design which is set to debut at The Social Hub Amsterdam property in July and will later be rolled out across its European portfolio.
This is part of the hybrid hospitality leader’s strategy to elevate its offering as it continues to grow its footprint across Europe. It’s an interesting move for the brand as they continue to diversity their products and expand their target markets to those seeking premium design as well as community and connection.
The brand continues to grow rapidly, launching their first property in the UK earlier this year and with plans to open in Rome, Porto Bonjardim and Florence Belfiore in 2025.
3. CityHub achieves B Corp certification
Tech-savvy hybrid hotel brand CityHub has achieved B Corp certification, awarded by non-profit organisation B Lab.
Its hotels – in Amsterdam, Copenhagen and Rotterdam (and with Reykjavik set to launch this September) – have been repurposed from vacant buildings, cutting down the emissions and community disruption associated with the construction of a new building.
This has meant CityHub has been able to reduce the CO2 emissions of its travellers, with ‘each guest’s carbon footprint 89% lower than it would be in a traditional hotel in Europe’.
Sem Schuurkes, founder of CityHub, said: “Achieving B Corp certification is a major milestone for CityHub and is testament to the values that have been built into the way we work and operate from the very beginning. It reflects our deep and ongoing commitment to ethical, sustainable, and community-driven business practices.
CityHub joins a global community of more than 8,000 B Corps across 160 industries and 101 countries.
4. Sircle Collection makes UK debut with new London Sir Hotel
Luxury boutique hotel brand Sircle Collection is making its UK debut with the opening of a new Sir Hotel in Shoreditch, London in Q3 this year.
The launch of this site – Sir Devonshire Square – signifies Sircle Collection’s strategic expansion into the UK market, aiming to attract both leisure and business travellers looking for high-end, personalised experiences.
The hotel will feature 81 rooms, multiple food and beverage outlets, The Cover private members’ club, a gym, a yoga studio and spacious public area.
Sircle Collection’s broader portfolio includes Sir Hotels, Max Brown Hotels, Park Centraal Hotels and Aterre. Sir Hotels currently operates properties in Amsterdam, Barcelona, Ibiza, and Berlin, with Prague and additional European locations planned for 2024.
5. Generator launches latest property, Berlin Alexanderplatz
Leading hybrid brand Generator Hostels has launched a new property in Berlin, marking its fourth location in Germany.
The Generator Berlin Alexanderplatz features 695 beds across 132 guest rooms, catering to both individual and group travellers as well as a variety of unique shared spaces to connect, socialise, work and relax.
This move marks Generator’s first third-party management deal in Europe signed with Schroders Capital.
Generator has been owned by Queensgate Investments since 2017, which has built the hostel portfolio, and added in a second brand, Freehand Hotels in the USA. Today, the combined business has a presence in 12 European cities, and five US locations.
We have been working with Generator since 2021 and it’s super exciting to see a hospitality leader like this go from strength to strength.
6. The Hoxton expands into Scandinavia
The Hoxton’s expansion continues as Ennismore – alongside developers AB Invest and Møller Eiendom – announce plans to debut in Scandinavia in 2027.
Located in the city’s government quarter, The Hoxton Oslo will feature 144 rooms, meeting and events space The Apartment, and three food and beverage outlets including an all-day dining venue, a restaurant and a cocktail bar.
This marks the first property under Ennismore to open in Norway. It also follows on from what will have been an incredibly expansive period for The Hoxton as they get set to hit their target of seven openings across Europe in the past two years.
We recently visited one of their latest openings – The Hoxton Vienna – and it’s safe to say the brand simply never disappoints when it comes to high quality design, F&B and hybrid social spaces.
7. Kabannas acquires Hayweight House in Edinburgh with RoundShield Funding
New kid on the hybrid hospitality block Kabannas has acquired Hayweight House in Edinburgh, marking its fourth acquisition in just nine months.
Backed by funding from RoundShield Partners, the acquisition underscores Kabannas’ aggressive expansion strategy in Europe. The company is targeting more than €100m worth of acquisitions focused on micro accommodation assets across Europe. The guest experience is at the forefront of Kabannas’ vision, offering high-quality yet affordable accommodation across Europe, with a focus on social connectivity.
Focusing specifically on The Hayweight House, the property will be transformed into a hybrid hotel offering a mix of room and bed products across five floors, aiming to cater to the European budget travel market.
We are super excited to see Kabannas’ plans come to life, with details published that they are looking to expand its hybrid hospitality brand across 15 locations in key gateway and cultural capital cities. One to watch!
8. STILE by Kasa launches in Los Angeles
Global investment company AJU CONTINUUM – specialising in real estate, branding and technology – has partnered with Kasa Living to reopen the former Ace Hotel Downtown Los Angeles as STILE.
STILE Downtown Los Angeles by Kasa offers 182 guest rooms, social, meeting and event spaces, a rooftop splash pool and lounge and a 1600 seat theatre for live entertainment.
STILE has been designed to ‘merge a sense of community, inspirational aesthetics and authentic local experiences with all the domestic comforts one expects from home’.
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