The planet is our muse. We design for her.

Where less looks, tastes, and feels better.

Our north star is to be a fully circular operation. So we design our places and spaces with two very important clients in mind - people and the planet. Every detail is aimed at minimising emissions for the places we love to explore while maximising the enjoyment of every visitor we welcome through our greener doors.

The Usual Room
The Usual Room
The Usual Room

The how to our why

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Better buildings

When scouting for properties, we’re guided by BREEAM in-Use: An assessment of the sustainable potential for existing buildings. Our first home in Brussels holds an excellent certificate. The standard we hope to achieve or better for all our hotels.

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Great collaborations

Our big purpose energy acts as a magnet for collaborators with mutual values and ambitions. From personnel to partners - we invest in lasting relationships with those intent on making a positive difference for our communities and planet.

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Positive moonshot

By measuring our impact across every aspect of our operations we know exactly where we can make big wins. Like running on renewable energy. And finding future proof collaborators such as our laundry partners. Those who want to go as hard and fast to a positive footprint as we do.

The Usual good stuff

By measuring our impact across every aspect of our operations we know exactly where we can make big wins. Like running on renewable energy. And finding future proof collaborators such as our laundry partners. Those who want to go as hard and fast to a positive footprint as we do.

Zero single-use plastic

Banned at The Usual: single use plastic. Refillables work wonders instead. We’re not plastic free. Instead we invest in the innovative kind that will decompose or can be reused. Our landfill diverting pride and joy? Communal floors - beautiful from the plastic reclaimed from urban rivers.

Styled for low impact

We collaborate with designers who believe there is nothing more iconic than a super low footprint. Our rooms are styled with beautiful renewable materials and made with end-of-life reuse in mind

Regional and seasonal menus

The heroes of our food and drink menus? Lots of local veggies and plant-based choices that taste beyond great while keeping impact low.

1-1 clean water donations

We measure our water consumption and match it one-for-one as a donation to water scarce countries. We’ve done the sums and project around ten million liters for our Rotterdam hotel. Enough clean water for 10,000 school age kids for a year.

Sustainability deserves a big small print

We heart community

Close collaboration with our communities is at the heart of our concept. Aside from partnerships for our own operations, we invest in local initiatives that align with our objective of giving back to the places you find us in. From culture to sport; we seek partners and NGOs with mutual ambitions and purpose. Got a great plan? We would love to hear from you.

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