Over the past few years, industry and investor interest in – and understanding of – hybrid hospitality concepts has grown exponentially.
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.
Here in the UK, the hybrid concept is exploding onto the scene. Here are 9 of the most exciting UK hybrid hospitality brand openings in 2024…
1. THE STORE, OXFORD | FEBRUARY 2024
Reimagined from an iconic department store in the heart of Oxford, The Store is a boutique hybrid hotel with a destination restaurant & café, rooftop bar, coworking space, spa and more.
Opening in February 2024, the 101-bed hotel – spread across two interconnected buildings – will offer both guests and locals a dynamic hub to stay, work, eat, drink and socialise. The multi-purpose ground-floor space will welcome remote workers to tackle their inbox over a coffee (or a cocktail), while the rooftop bar and terrace will play host to unique programming throughout the year.
The brand is being brought to market by Reef Group – Property Development and Investment Specialists – and EQ Group – a European hospitality group – both headquartered in London.
2. THE HOXTON, EDINBURGH | SUMMER 2024
The Hoxton’s dominant and fast paced expansion continues in 2024, with their first UK property outside of London landing in Edinburgh in the summer.
Edinburgh’s property will include three-bed ‘Hox homes’ which are three-bedroom self-contained apartments that offer guests full flexibility and long-stay accommodation — ideal for a city that sees huge peaks in long-stay demand for events such as Fringe Festival.
Before this, the pioneering hybrid hospitality brand will land in Vienna in March 2024.
3. THE OTHER HOUSE, LONDON | WINTER 2024
The Other House is blurring the lines between a traditional hotel, a serviced apartment and a private rental to create a residents club – otherwise known as ‘a house for as long as you are in town’.
After launching their first House in the Royal Borough of Kensington and Chelsea in 2022, the lifestyle brand has announced that their second property in Covent Garden will open in winter 2024. Guests are welcome to stay for the weekend or the year and can enjoy access to a private coworking space, weekly programming, high-quality F&B, a well-being studio and pool, 24/7 gym and more.
The hybrid brand remains tightlipped for now on further expansion plans beyond their second London site launch.
4. NATIVE PLACES, LONDON | JANUARY 2024
Lifestyle aparthotels brand Native Places is set to open their seventh property in the UK – and fourth in London – in January 2024.
Dedicated to connecting guests with the local communities they are situated in through original experiences and clever usage of communal space, Native creates vibrant hubs that are truly immersed in the neighbourhoods they are located in. Their sites offer both guests and locals the ultimate spot to stay, work, work out, eat and play.
The brand has announced ambitious growth plans, aiming to open five new hotels within the next year as part of its 2025 vision.
5. ART’OTEL LONDON HOXTON | MARCH 2024
Following the buzzing launch of art’otel London Battersea Power Station in December 2022, the brand is set to open their second site in the capital in March 2024 – art’otel London Hoxton.
In addition to several floors of workspace, the 340-room hotel will comprise a gym, spa and pool, art gallery, cinema, restaurants, bars and lounges.
Powered by hospitality real estate company PPHE Hotel Group, the art’otel brand is also located in prime cities across Europe including Berlin and Amsterdam. It is set to open in Rome in Summer 2024.
6. SIRCLE HOTELS, LONDON | MARCH 2024
Boutique hospitality group Sircle Collection will launch their brand new lifestyle brand – Sircle Hotels – this year with their debut landing in London.
The new brand will offer the ultimate spot for guests to stay, work, unwind and socalise, with the 81-bed hotel boasting The Cover members club, yoga studio and gym, outdoor botanical courtyard and Seven North restaurant by Israeli chef Eyal Shani. This marks the first London site for The Cover members’ club concept which provides a social space, bar and dedicated library for remote workers to reach inbox zero.
Sircle Hotels joins the Sircle Collection portfolio alongside Sir Hotels, Max Brown Hotels, Park Centraal Hotels, Aterre and private members’ club concept The Cover. The hospitality group has an exciting year ahead with multiple openings across Europe in 2024, including the second Sircle Hotel launching in Milan.
7. SOHO HOUSE, MANCHESTER | SUMMER 2024
Manchester’s booming accommodation scene is continuing to explode, with the infamous Soho House (and its sister brand Mollie’s) landing in the city in 2024.
The club will feature an exclusive members’ gym, steam room and sauna, fine dining restaurant and bar as well as an outdoor terrace and rooftop pool. The remaining floors of the building set to feature members’ events spaces and overnight bedrooms.
The Manchester opening will be the 13th UK Soho House club and fourth outside of London, following the group’s launch in Brighton last year.
8. MOLLIE’S MANCHESTER | SUMMER 2024
…and as we mentioned, after huge success in Oxfordshire and Bristol, motel, bar and diner concept Mollie’s will open its third site in Manchester – this marks the first city-centre location for the Soho House designed brand.
Opening in the former Granada TV Studios, 128-room Mollie’s Manchester will offer guests a range of multi-purpose social spaces to stay, work and relax in including a diner-style restaurant, large cocktail bar with live music and private event spaces, a lounge bar and deli, private workspace and an outdoor heated terrace.
The hotel will be spread across seven floors, with the top three floors of the building home to the new Manchester’s very own Soho House, swimming pool and club.
With significant investment secured, the brand aims to grow to 100 sites in the next 10 years. They have hired leisure property specialists Fleurets to support this expansion plan.
9. THE SOCIAL HUB, GLASGOW | FEBRUARY 2024
Hybrid hospitality pioneer The Social Hub are making their UK debut this year, with their first site opening in Glasgow in February 2024.
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.
A few of the key social hubs in their Glasgow building include a ground floor bar and cafe with a restaurant space on the roof offering views across the city centre and East End.
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 – including San Sebastian, Porto, Florence Belfiore, Rome, Lisbon and Turin – the hybrid hospitality brand’s total locations now amounts to 23 across Europe.
Thanks for reading – we hope you enjoyed learning more about 9 of the most exciting UK hybrid hospitality openings in 2024!
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