Welcome to
A new destination for people who appreciate the good stuff.
We think travel can be a force for good. We're uniting delicious, locally sourced food and supremely comfortable circular mattresses with an incredible design hotel experience. Our aim is to connect communities and inspire more conscious travel. A place where locals and travellers meet.
We’re commited to being a hotel that won’t treat the planet like a hotel.
Visit us from May 1st, 2024.
This is the hotel you've been waiting for.
Like you, we believe it’s possible to travel more mindfully, without sacrificing style. We’ve considered the impact of your stay, so you can relax, eat, sleep, work, and play knowing that we are measuring the footprint of your time in our hotel and helping us contribute to the local communities of the cities you’ve come to enjoy.
The early bird gets the room.
It pays to plan ahead! Book now for a 25% discount on rooms in Brussels and Rotterdam, exclusively for stays between May and August 2024. Prepay and save, but remember, it's non-refundable. Act fast, as this limited-time deal won't last!
We stand for something. Even when we're asleep.
We're on it
We’re consistently looking for amazing new alternatives that require zero compromise on your side in terms of quality and style. From the high-quality circular mattresses in your room to the 90% vegetarian menu in our restaurant.
We make everyone feel welcome
Our space is yours. A comfort zone for open-minded city visitors as much as locals. Our fun, inclusive events are inspired in collaboration with a variety of local experts.
We serve up local favourites
There’s no better way to get to know a city than through food. We’ve made it our mission to work with the best local heroes when it comes to tickling your taste buds.
City tripping, reimagined.
A new way to stay
We believe it’s possible to travel more mindfully without the hassle. That's why we're creating hotel stays that are considerate of your impact without compromising on quality and style.
Enjoy more, waste less
Hotel industry waste is a problem. We're collaborating with recycling companies, suppliers, and donation organisations to find creative solutions for reducing waste.
Our design
Our interior has been crafted around our Circular Program of Requirements. For example, the wood we use for our in-room furniture is from either FSC-certified managed forests or in the form of recycled woodchips used to make the base of our custom-made furniture.
Realising more biodiverse roofs
Before construction began in Rotterdam and Brussels, we conducted ecological surveys to best understand the birds, bees, and herbs that were most needed in our locations. Our roofs at these locations will be 70% covered in a mix of sedem moss, herbs, and a 5 meter square insect hotel.
70% locally sourced
70% of our food and beverage offerings are sourced from within 80 kilometres of our hotel locations in Brussels and Rotterdam.
The Good Floor
Approximately 50% of the floors in our social spaces are by The Good Floor and made of recycled plastics retrieved from local rivers and plant-based oils. Meanwhile, our public hallways are carpeted with Tarkett's Circular Collection tiles which are made of a 100% recyclable DESSO EcoBase backing, contain 100% ECONYL® regenerated nylon yarn, and are Cradle to Cradle® Silver Standard certified.
Where first?
Find your Usual.
We’re opening The Usual doors in three thriving cities – Rotterdam, Brussels, and Antwerp. Whether you’re a city tripper, business traveller, or digital nomad, our locations and relaxed atmosphere make each stay with us the perfect place to connect and explore.
Be you with us.
Reimagining hotels from the inside out
We’re a tight knit crew of action loving optimists. We’re also a really nice place to work. If you're kind, hardworking and conscientious – and enjoy taking care of others – get in touch with us. We need good people like you.