Welcome to
The Usual

A new destination for people who appreciate the good stuff.

We think travel can be a force for good – uniting locally sourced organic food and super comfortable circular bedding with inclusive design hotel experiences. Our aim is to connect communities and inspire conscious travel. A place where locals and travellers meet.

We’re the world’s first hotel that won’t treat the planet like a hotel.

And we’re glad you’re here.  

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 favorite locals. Smash out a few hours of work in the Library, or get involved in one of our inspiring events in The Atelier. 

Standard Room iwth visiting guest

The sustainable design 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 every aspect of your stay, so you can relax, eat, sleep, work, and play knowing it’s adding something positive to the cities you’ve come to enjoy.

We think we should stand for something. Even when we're asleep.

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We always choose consciously

We’re always looking for amazing eco-friendly alternatives that require zero compromise on your side. From the high-quality bedding in your room to the thoughtful menu in our restaurant.

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We make everyone feel welcome

We’re a home away from home for open-minded guests and locals alike. Our inclusive events programming draws inspiration and collaboration from a variety of local experts.

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We serve it up, local-style

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 with our 100% organic dishes.

City tripping, reimagined

Traveller at the train station
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 put human beings and environmental impact first, whilst keeping the premium experience factor high for all to enjoy.

Array of delicious organic salads
Enjoy more, waste less

We’re tackling hotel industry waste – from the food on our tables to the mattresses on our beds. Of course, we will be single-use plastic free. One better, our operational departments will be entirely waste-free.

Voedseltuin Kale in Urban Garden
Local environments come first.

For us, building sustainably began before construction. We conducted ecological surveys to best understand the birds, bees and herbs that were most needed in our locations before designing our green roofs.

the good floor
Building a regenerative future

We build circularly from walking in the door to getting that good night's sleep. Our circular floor is made from recycled plastic retrieved from our local rivers while our Dutch-made mattresses are fully circular.

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Our conscious design

Our interior is based on our circular program of requirements and made from sustainable and biobased materials. The wood we use is from managed forests that have FSC certifications, and the base of our custom-made furniture is from recycled woodchips.

Organic local famer harvesting pumpkin
We source responsibly

Responsible sourcing: More than 70% of our food and beverage products come from local suppliers and 100% of our goods is organic.

Where first?
Find your usual.

We’re kicking off The Usual in three thriving cities– Rotterdam, Brussels, and Antwerp. Whether you’re a city tripper, business traveler or digital nomad, our locations and relaxed atmosphere make every one of our Usuals 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, here to make travel a force for good. 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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