on the reinvention of the hotel
Smart hostels are the latest accommodation gimmick to hit Europe, according to Arthur de Haast, Londonbased chairman of Hotels and Hospitality Group, Jones Lang LaSalle. Backed by a large US private equity firm, Generator Hostels has built smart accommodation in 10 European cities including Venice, Copenhagen and London. It sells “affordable luxury” rooms combined with unique social events in Europe’s coolest cities. Each guest scores a free tour, such as a city walking excursion through Copenhagen, a Murano Glass discovery tour in Venice or a whiskey and beer walking expedition through Dublin.
“Smart hostels are becoming very popular,” de Haast says. “What they do is find often quite rundown buildings, sometimes hotels or office buildings, and they smarten them up and make them into trendy and vibrant hostels.” Generator has a range of accommodation at very competitive price points per bed, but because they squeeze a lot of beds into the space, it’s profitable. The hostels will also have a very “vibey” bar and café space, plus free wi-fi. Rates start at ¤15 ($23) per person per night for a shared room at the Generator Hamburg. Rates climb to ¤49 per room for one or two people including a private bathroom. Hostels will open in Stockholm and Rome soon.
Story by: Lisa Allen Illustration by: Steven Moore