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.

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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:

Rooms

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.

Mindgyms

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 Q3, 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 were further certified by Green Key, a service proudly operated by the Foundation for Environmental Education in 2024.

Rooms

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.

Mindgyms

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

Want to know more?

Our focus is on major European cities, including tourist destinations. Our properties will always be located in vibrant city centres accessible by public transport.

We specialize in the redevelopment of existing hotels that have been under-managed and under-invested, as well as conversions of obsolete office buildings. We can undertake developments and acquire turnkey projects.

We are looking to expand our footprint through value-add property acquisition and repositioning, as well as leases and management agreements.

What size property are we looking to buy? We are interested in a minimum gross floor area of 2000 sqm. This includes a required ground floor space for public use of more than 75 sqm and required space for storage and BOH of 150 sqm minimum. The location should fit 70-225 rooms with a minimum room size of 15 sqm net (target range of 17 - 22 sqm).

We are interested in properties in property acquisition and leases in:

DACH: Berlin, Hamburg, Munich, Cologne, Frankfurt, Vienna, Zurich
In Iberia: Madrid, Barcelona, Lisbon, Porto
In Italy: Milan, Rome, Florence, Venice
In the Nordics: Copenhagen, Stockholm, Oslo
In UK & Ireland: London, Dublin, Edinburgh, Manchester

We are also interested in mangement agreements in all major European gateway cities.

Please feel free to contact us at development@theusual.com. We look forward to hearing from you.

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.

Let's connect

Our Locations.

Brussels

Rotterdam

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