Antwerp Cityscape

Could your property become the next The Usual?

We realize exciting and innovative eco-conscious hospitality concepts in urban hotspots across Europe.

What we 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. 

What we are looking for


European Hopspots

The Usual opens in iconic European tourist cities or European cities with a population of 500,000+ Residents.


City Centre

We are always located in buzzing city centers accessible by public transport and surrounded by culture, business, residential, and retail.


Property Size

Buildings should have a minimum gross floor area of 2.500 sqm with the possibility of 80-150 rooms.

Our current development areas


We create a hybrid mix of different room types, ranging from single to quadruple rooms, long-stay studios, bunks and pods.

Food & Drinks

Our signature U bar is a welcoming and cosy place where locals and travellers meet, eat, work and play. Beautifully designed spaces to try organic local flavours.

Co-working & Meetings

Dedicated areas to work and get inspired, including separate meeting rooms with the latest high-tech equipment.


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

Including Joi Design, Bob Bouw Groep, Jansen Bouwontwikkeling, The Invisible Party, Affinity Group, Hotel Facility Concepts, EME Projects and Catalyst amoung others.

Sustainable Certifications

Our buildings will all be BREAAM In-Use certified at Level Excellent. Our operations will be further sustainably certified by ​​The Green Key.

Get to know our Acquisitions team

Lance Chief Acquisition Officer
Lance Benjes
Acquisition Specialist

Michiel Development Head Portrait
Michiel Wentges
Chief Development Officer

Luka, Acquisition Analyst/Project Controller
Luka Bazelmans
Acquisition Analyst/ Project Controller

Want to know more?

The Usual's Standard bedroom

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.

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