Welcome to
The Usual

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 committed to being a hotel that won’t treat the planet like a hotel. 

Visit us from mid April.  

Brussels U Bar Restaurant Area

Meet, stay, eat & play.

Meet new friends in The U, our welcoming signature bar, over coffee or grab a drink with our favourite locals. Smash out a few hours of work in the Library, or get involved in one of our inspiring events in The Atelier. 

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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.

Guest enjoying a cocktail at the U Bar

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 until the end of 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.

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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.

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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.

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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.

Colorful Picnic Lunch with healthy, sustainable food uptions
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.

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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.

Planting seedlings on our green roofs
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.

Vegan Lunch Bowl Salad
70% locally sourced

70% of our food and beverage offerings are sourced from within 80 kilometres of our hotel locations in Brussels and Rotterdam.

Woman Passing through lobby with a sustainable floor made of recycled plastic
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.

Community gathering at our bar

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.

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