Could your place be our place?

We realise exciting, innovative hospitality concepts in urban hotspots across Europe.

Our promise

We believe that the world runs on respect; not simply for our guests, but for our partners, communities, and the environment. We operate in a way that is considerate of our impact and constantly strive to make a positive difference for our travelling guests and locals.  

We value authentic culture and are here to help world travellers connect to local people and places. We look for properties that are located in vibrant city centres, near accessible transport hubs and entertainment hotspots. 

Here's what we're looking for:


European Hotspots

We're opening doors in iconic European urban cities.


City Centre

We're always located in buzzing city centers accessible by public transport and surrounded by culture, business, retail, and residential properties.


Property Size

Our properties should have a minimum gross floor area of 2000 sqm with the possibility for 70-225 rooms.

Our current development areas:


We create a hybrid mix of different room types, ranging from single to quadruple rooms as well as long-stay studios, bunks, and pods.

Food & Drinks

Our signature U Bar is a welcoming, cosy place where locals and travellers meet, eat, work, and play. Beautifully designed spaces to try local flavours, even if we do say so ourselves.

Co-working & Meetings

Dedicated areas for locals and guests alike to work and get inspired, including separate meeting rooms with the latest high-tech equipment.


Always expect the unusual at The Usual. A gym not only for your body, but also for your mind. A tranquil spot in the city to experience classes such as yoga, breathwork, and meditation.

Great Partners

Our proud family of partners includes Joi Design, Bob Bouw Groep, Jansen Bouwontwikkeling, The Invisible Party, Affinity Group, Hotel Facility Concepts, EME Projects and Catalyst and is ever-growing.

Sustainable Certifications

Our newest buildings are forecasted to be BREAAM In-Use certified at Level Excellent by Q2, 2024. What's more, our Rotterdam location is slated to be one of the first hotels to receive an Outstanding Level accreditation in Europe. Operations will be further certified by ​​Green Key, a service proudly operated by the Foundation for Environmental Education, by Q2, 2024.

Want to know more?

The Usual Rotterdam comfy couches in the lobby

Could your property become the next The Usual?

Join our exciting new hotel chain venture! Seize the opportunity to be part of our success story. Let's connect today and shape the future of hospitality together. We look forward to hearing from you.

The Usual Rotterdam
The U Bar Brussels
The Usual Brussels
The Usual Rotterdam
The Usual Brussels
The Usual Rotterdam
The Usual Brussels
The Usual Rotterdam
The Usual Rotterdam
The Usual Rotterdam
The Usual Rotterdam
The Usual Brussels
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