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 has led to established hybrid hospitality brands expanding quickly as well as a significant rise in new hybrid concepts entering and dominating the market.
So, what’s happening in 2025? Here are 15 of the most exciting European hybrid hospitality openings in 2025…
1. LOCKE HOTELS, PARIS | 2025
Design-focused brand Locke Hotels is continuing its European expansion and saying ‘bonjour’ to Paris in 2025.
As a hybrid brand, Locke Hotels’ spaces go far beyond the typical hotel lobby and their 145-apartment Parisian site is no different. Some on-site highlights including a winter garden, a high-concept restaurant and bar set under a restored glass atrium, flexible co-working spaces and a coffee shop.
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 hybrid hospitality brand currently has 16 properties across 9 cities in Europe (not including the Paris site). Locke is also set to open their first property in Copenhagen soon.
2. THE STANDARD, BRUSSELS, LISBON & DUBLIN | 2025
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.
First to open will be The Standard Brussels in Q1 2025 – this is the brand’s debut site in Belgium and forms part of the mixed-use ZIN redevelopment project in the Northern Quarter of the city. The 200-bed hotel – which will be the first to mark The Standard’s extended stay offering – will feature a lobby restaurant and bar and up on the 29th floor there will be a rooftop garden and brasserie.
In Lisbon, The Standard will open a 172-room mixed-use site in late 2025 which will feature a cafe, lounge, restaurant, rooftop cocktail bar as well as an outdoor pool deck, terrace and spa.
And they aren’t stopping there – The Standard Dublin will provide a 200-room site in the Dublin Arch development which, true to brand standards, will offer both guests and locals design-conscious spaces to eat, drink, work, connect and relax.
These new openings signify a significant step in The Standard‘s growth strategy, extending its reach into key European markets. Standard International Holdings is the parent company of The Standard Hotels portfolio which owns The Standard, The Peri Hotels, Bunkhouse Group, and The StandardX brand.
3. ART’OTEL ROME PIAZZA SALLUSTIO | 2025
Art-inspired lifestyle brand art’otel is set to say ‘ciao’ to its first Italian property in Rome in early 2025.
Fusing history, fashion, food and, of course, art, the centrally located 99-room hotel will offer guests a range of luxurious amenities including a destination restaurant, bar and social space, an art gallery as well as premium leisure facilities.
Each art’otel is brought to life by a carefully-chosen Signature Artist and art’otel Rome is no different with the brand revealing that renowned Roman contemporary artist Pietro Ruffo’s art collection will bring to life the history of the Eternal City within the property.
art’otel’s commitment to offering vibrant, artistic spaces aligns with the desires of a modern, discerning clientele looking for more than just a place to sleep. The brand is owned by international hospitality and real estate company PPHE Hotel Group.
4. THE SOCIAL HUB, PORTO, ROME & FLORENCE BELFIORE | EARLY 2025
Hybrid hospitality pioneer The Social Hub is continuing their rapid expansion across Europe, opening in Porto, Rome and Florence Belfiore in 2025.
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.
Their Florence property – which will open its doors in February 2025 – is described as a ‘hidden oasis in the heart of the city’ and features landscaped rooftop gardens, a panoramic pool and a range of creative mixed-use social spaces.
Their Rome and Porto properties – which will both open in early 2025 – will offer guests a variety of signature spaces to connect, collaborate and create and will each feature a stunning rooftop bar and pool.
Amsterdam-based hospitality company The Social Hub was founded in 2012 and currently operates 23 sites including 18 hotels across cities such as Glasgow, Barcelona, Delft, Vienna, Berlin, Bologna and Rotterdam. The brand announced it has secured B Corp accreditation in October 2024.
5. JO&JOE, BUDAPEST | 2025
Affordable hostel-hybrid brand Jo&JOE has announced its plans to launch their next property in Budapest in 2025.
Located in the heart of the city’s vibrant party district, the 390-bed property will blend the grandeur of a hotel with the communal vibrancy of a hostel to create a social hub for anyone who embraces sharing, spontaneity and unique experiences.
Creating a dynamic space where locals and travellers converge, the property will offer a range of amenities including a restaurant, bar, rooftop area, courtyard garden and central community ‘zones’ which will host a variety of events, ranging from pop-up shops and art exhibitions to music nights.
Owned by Ennismore and Accor, Jo&JOE currently has 6 properties in 5 cities with 4 further sites in the pipeline.
6. BIKUBE, MONTPELIER | JULY 2025
French hybrid hospitality and coliving brand Bikube is set to launch its second property in 2025 in Montpelier, France.
Offering a range of short and long term accommodation options as well as a range of communal spaces including a rooftop terrace, coworking space and bar/restaurant, the brand offers the ultimate spaces to work, socialise, connect, eat, drink and call home.
Focused on collaborative living and community, Bikube designs its spaces for its guests to feel at home no matter whether they are staying for a few nights or a few months. Each guest is welcome to use the spaces as and when they wish throughout their stays.
Owned by VINCI Immobilier, Bikube has just launched in November 2024 with their debut property in Lyon. The brand has announced plans to launch in Paris in 2026.
7. MAMA SHELTER, ZURICH | MID 2025
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 Zurich in mid-2025. Mama Shelter is also travelling to Asia for the first time this year, opening a 110-room in Singapore.
Since its launch 15 years ago, this leading hybrid hospitality brand has grown to now operate 18 hotels across France and in cities including Los Angeles, Lisbon, London and Rome. Their first property in the Middle East will open in Dubai in December 2024. Beyond 2025, the brand will open its first property on the African continent in Cape Town.
8. OKKO HOTELS, TROYES FRANCE | 2025
Urban lifestyle hotel group OKKO Hotels will continue its commitment to responsible hospitality, with the opening of a new property in Troyes, France.
The 106-room property will mark the group’s fifteenth hotel. This comes after the brand officially enshrined its mission-driven status in its legal statutes, legally committing itself to advancing environmental and societal issues.
Created by Olivier Devys, Okko Hotels’ ambition is to triple its presence and develop a portfolio of 40 hotels in France and Europe. To achieve this goal, the group announced its decision to venture into franchising.
9. LETOH LETOH, ROME, FLORENCE, VALENCIA & PORTO | THROUGHOUT 2025
Letoh Letoh – a Spanish hotel brand owned by hospitality operator Room00 – has announced an exciting array of openings throughout 2025 including Rome, Florence, Valencia and Porto.
The design conscious brand – which is currently open and operating in Madrid, Sevilla and San Sebastian – offers both guests and locals a place to stay, connect, eat, drink and explore from.
Room00 Group owns a variety of creative hybrid hospitality brands in Spain and Portugal. Most recently, they acquired TOC Hostels & Hotels with Dorsa Holding Group in a €20 million deal. This means Room00 now manages a total of 22 properties across Spain, Portugal, and Italy – with more set to be announced – strengthening its foothold in Europe’s hybrid hospitality sector.
10. TOC HOSTELS & SUITES, VALENCIA, SPAIN & PORTO | THROUGHOUT 2025
Boutique hostel-hybrid brand TOC Hostels & Suites – acquired in September 2024 by Room00 Group – will open in both Valencia and Porto in 2025.
Offering design-led, affordable accommodation to a variety of different guest segments as well as F&B amenities that welcome the local neighbourhood, TOC provides a welcoming and lively base for people to stay, work, relax and explore from.
As mentioned above, TOC was acquired by Room00 and Dorsa Holding Group in a €20 million deal in September 2024.
11. ROOM00 HOSTELS, LIBSON, PORTO & MALAGA | 2025
Room00 – a budget-friendly urban hostel chain with locations in cities across Iberia, including Madrid, Sevilla and Valencia – will be opening its doors for the second time in Lisbon and its debut properties in Malaga and Porto during 2025.
Priding itself on offering centrally located, bank balance friendly and community focused hubs in the heart of each of their destinations, Room00 offers budget-conscious travellers the ultimate spot to call home for a few days or weeks.
Room00 Hostels has six properties in operation, with three in Madrid and single options in Lisbon, Sevilla and Valencia, and its parent company – Room00 Group – also owns a coffee-shop brand, Syra Coffee.
12. ROOMSELECT, FLORENCE, VALENCIA, PORTO & LISBON | THROUGHOUT 2025
Boutique hotel brand roomselect will open in key cities in Spain, Italy and Portugal throughout 2025.
Opening in Florence, Valencia, Porto and Lisbon, the design-led eco-conscious brand – which is already operating in 6 cities – offers travellers spaces to stay, work, socialise, relax and discover the destination from.
The brand announced that it is also the first chain of hotels to be given the ‘zero emissions’ certificate by Unidas and MITECO.
As mentioned above, Room00 Group owns a variety of creative hybrid hospitality brands in Spain, Italy and Portugal including roomselect, LETOH LETOH, TOC Hostels & Suites and room00 hotels.
13. BOB W, STOCKHOLM, HELSINKI, TURKU & VIENNA | THROUGHOUT 2025
Tech-powered hospitality provider Bob W will launch 4 properties throughout 2025 including a seven-story property in Stockholm, a 67-unit serviced apartment building in Vienna and two properties in Helsinki and Turku.
Located in 17 European cities, Bob W’s locally designed, serviced apartments provide flexible, sustainable, tech-led accommodation to tourists, digital nomads and business travellers who are looking for the reliability of a hotel and the amenities and comfort of a real home where they can work, host and rest. All apartments are equipped with Bob W’s bespoke technology, including a digital front desk, self-service check-in and 24-hour remote customer service.
Named the world’s first international climate-neutral hospitality provider back in 2021, Bob W’s expansion plans are part of a larger strategy to repurpose commercial buildings and create new hospitality experiences.
14. NUMA, ROME, VENICE & FLORENCE | Q2 2025
NUMA Group has recently announced the addition of four new properties to its Italian portfolio and will open in Rome in Q2 2025. This follows the launch of a Florence property in Q4 2024, with works also ongoing for their Venice site.
The Berlin-based group is the leading European operator of a fully digitised hospitality platform and offers modern travellers innovative design apartments and boutique studios to stay, work, host and recharge.
2024 has been a big year for Numa, with the acquisition of UK hybrid hospitality brand Native Places in July 2024. The group has ambition expansion plans and currently successfully operates more than 8,000 units in European A-cities including Berlin, Munich, Rome, Milan, Madrid, Barcelona and Vienna.
15. A BY ADINA, VIENNA | 2025
TFE Hotels will debut its premium A by Adina brand in Vienna, Austria in 2025.
A by Adina will offer 108 premium apartments as well as a range of social spaces including a bar, cocktail lounge, wellness area, panoramic heated infinity pool and restaurant complete with a terrace overlooking the Danube River.
The brand is owned by Australia international hotel company TFE Hotels, a joint venture between TOGA Hotels and Singapore’s Far East Orchard Limited. The company own a range of hotel brands including Adina Apartment Hotels, Vibe Hotels, Quincy Hotels and its innovative hotel Lab, MM:NT.
Thanks for reading – we hope you enjoyed learning more about 15 of the most exciting European hybrid hospitality openings in 2025!
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