Introducing The Usual, a new hospitality concept for the conscious traveller where experiences turn into true connections

There is a growing consciousness around travel (think of flight-shame) and generations Y and Z in particular seem to be increasingly concerned about the impact it has. Is it actually possible to travel responsibly? The Usual is an innovative hospitality concept, where every detail has been carefully considered – with an eye for aesthetics, quality, and longevity. A hybrid design hotel, opening in Rotterdam and Brussels early next year, they believe they can offer people a more responsible way to experience new cities where comfort, design, wellbeing, awareness, and fun come together seamlessly.

Where locals & travellers meet


The Usual is a place where people find each other spontaneously, and ideas and inspiration flow freely. Guests can meet each other while enjoying a croissant and a FairChain coffee, a good daily dinner, or bond with like-minded people during events, music performances, workshops, and talks. The Usual offers the best local flavours by working closely with entrepreneurs from the area who also want to make an impact. All this while offering the perfect spaces for relaxation as well as work with a combination of meeting rooms, coworking spaces, and a mind gym where guests can enjoy yoga, meditation, sound bath sessions, and more. A European roll-out is planned, located in vibrant city centres, near accessible transport hubs and entertainment hotspots.  

The Usual supports guests by making sustainable choices for them, so that guests can relax and enjoy everything a new city has to offer. Their goal is to welcome locals to The Usual and connect guests with the best local experiences.

Rotterdam Make it Happen Graffiti

Building valuable connections 


The search for partners and products that share The Usual’s non-negotiable values was long, but ultimately successful.  
Auping mattresses don’t just sleep well, they are also circular. This means that the materials can be easily deconstructed and remade into new mattresses at the end of their lifespan. Woodio's washbasins and toilets consist of waterproof wood composite, the production of which has a much lower environmental impact than new ceramics. The taps and shower heads at The Usual are expected to save up to 40% of water consumed per guest compared to conventional options.  

The Usual is about connecting people. They see their partners and suppliers as their neighbours. Consider, for example, the coffee farmers who work with coffee supplier Moyee, or the people who receive clean drinking water through the MadeBlue Foundation's water compensation program. Indirectly, we are all neighbours on the same planet.  

Designing towards circularity


The idea behind The Usual is that everything they do – whether in construction, daily operation, or guest experience – has as little negative impact on people and the environment as possible.  The Usual’s ambition is to challenge the hospitality industry.   


The organisation distinguishes itself with a comprehensive ESG-focus (Environmental, Social and Governance), they continuously assess themselves. In the construction of their hotels, they meet high environmental requirements and work towards sustainable standards for insulation and energy supply. For example, the hotel in Rotterdam will be off the gas grid and they purchase certified energy from Dutch wind turbines. The Usual will verify its ambitions by becoming certified by notable organisations, including BREAAM In-use, Green Key and, in the future, B Corp.  

Finally, the hotels will have partially green roofs where possible, planted with a mix of herbs and sedum moss, as well as an insect hotel, and nests for birds and bats. Part of the flooring in the communal areas is made from recycled plastic, a portion of which was retrieved from local rivers, and they are working hard to keep their waste to a minimum. And no, their spaces are certainly not for just the lucky few. The Usual offers various accommodation types for different needs, ranging from Pods and Long-Stay Apartments and ‘The Usual’ hotel room. For The Usual, hospitality and inclusivity go in hand.

“Our goal is to prove that it is possible to travel in a more sustainable way, without compromising on a great experience,” says Joachim de Looij (CEO). “At The Usual we take care of our guests, so that they can focus on enjoying themselves and having fun.”

Hospitality as a force for good


The Usual was founded by a group of non-traditional hospitality experts with shared experience at citizenM, The Hoxton, Bunk Hotels, and Sircle Collection. They present a future-proof hotel concept that connects people and the environment. They do this by providing insight into the environmental impact of their activities and reducing them where possible. They also have an eye for social cohesion and connection between guests and locals. This is why The Usual prefer to call themselves sustainable, but that isn’t as easy anymore with all the new regulations in place (which they obviously applaud). Their dream is to never let all these big ambitions get in the way of fun and comfort. All so their guests can connect and stay connected with themselves, the city, and the rest of the world. 


The Usual Rotterdam is located at Westblaak 10 and will open end Q1 2024.


The Usual Brussels is located at Boulevard Adolphe Max 107 and will open start Q2 2024.


The Usual Antwerp will open in 2025.


The Usual aims to open its doors in all major European cities in the coming years.

Standard Room iwth visiting guest
Community gathering at our bar
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