Disruptive European urban hotel concept with a strong focus on ESG

Platform Roll-Out
The Usual
The Usual


The Usual Hotels is a design-led hotel concept with proprietary brand

Energy efficiency and reducing carbon impact are issues playing an increasingly important role for conscious travellers

Asset type
European Design Hotels
Pan European
The Usual

Investment Highlights

  • Proprietary brand focussed on efficiency and ESG
  • Sourcing distressed and / or undermanaged hotels for repositioning
  • Scalable business model with best-in-class management team
  • Management have a proven track record following the successful exit of easyHotel Benelux
The Usual


  • 4 hotels acquired to date in the Netherlands and Belgium
  • Hotel brand launch (theusual.com)
  • Active pipeline to expand the portfolio across Europe

The Usual
The Usual


Build consciously
  • Achieve BREEAM in-use Excellent or Outstanding and EU Taxonomy Compliance
  • Drive energy efficiency upgrades through replacing M&E and improving insulation
  • Design FF&E towards circularity principles
Minimise footprint
  • Minimise the carbon impact of the hotels by tracking scope 1-3 Greenhouse Gas emissions
  • Constantly assess energy saving opportunities and evaluate path to net zero
  • Introduce operational policies to minimise waste
Source responsibly
  • Identify low carbon alternatives during construction
  • Support local communities by prioritising local suppliers such as F&B provision
  • Wherever operationally possible, we target using renewable energy
Socially committed
  • Operator targets becoming B Corp certified
  • Engage with local charities and communities