The Usual: hospitality for the conscious traveller

There is a growing awareness around travel. Especially generations Y and Z seem to be concerned about the impact of long flights and mass tourism. The Usual responds to this with an innovative hospitality concept, where every detail has been thought through: from aesthetics and quality to sustainability and local connection. This hybrid hotel concept seamlessly blends comfort, design, well-being, awareness and fun and aims to let guests experience the city in a more responsible way. The first two locations will open their doors this year in Rotterdam and in Brussels.  

The Usual is a place where people find each other spontaneously and where ideas and inspiration are given free rein. They meet over a FairChain coffee, a tasty lunch or get to know like-minded people at events, live music, workshops and talks. The hotels offer the best local flavours by working closely with local entrepreneurs who also want to make an impact. It also offers the space to combine relaxation and work, with meeting rooms, coworking spaces and a mindgym for yoga, meditation, soundbath sessions and more where possible. 

The Usual aims to make a difference with sustainable choices so that every guest can relax and enjoy all that a city has to offer. It also aims to welcome the local community and send guests to visit their neighbours. 

The concept is also being rolled out in Europe, with easily accessible locations in city centres and close to hotspots. Once Rotterdam is launched, Brussels is in the pipeline. The doors of The Usual Brussels will open at 107 Adolphe Maxlaan in the second quarter of 2024. The hotel will offer 72 inspiring rooms with the U-bar on the ground floor. Here guests will enjoy local delicacies such as delicious breakfasts, local coffee, organic and gluten-free focaccias or a The Usual Cocktail. Even the hasty traveller, passer-by or neighbour will not be forgotten, as The Usual Brussels will have a smart takeaway window. 

While The Usual Brussels may be smaller than its Rotterdam counterpart, connection is key here too. Expect a lobby that doubles as a gallery, a book corner and a space to work in a social meeting area. At The Usual, they think of everything to make guests' stay as pleasant and inspiring as possible. "Brussels is a logical step for us in the expansion of our hotel concept. Local involvement is strong and there is a clear demand for alternatives for conscious travellers," says Aniek Ajanaku-Holland, Director of Brand Marketing. "The Usual Antwerp will follow in 2025."

The Usual works with a network of partners and products that carry the same values as the hotel. This is non-negotiable, which made the search for suitable partners long but successful. Auping's mattresses not only sleep well, they are also circular. Woodio's sinks and toilets are made of waterproof wood composite, whose production has a much lower environmental impact than new ceramic. The taps and showerheads in The Usual are expected to save up to 40 per cent water per guest compared to common options. 

The Usual likes to think in a connecting way and sees partners and suppliers as neighbours. The coffee farmers working with coffee supplier Moyee, the people receiving clean drinking water through the MadeBlue Foundation's water compensation programme... Indirectly, they, and all of us, are neighbours on the same planet.

Underlying The Usual is the idea that everything they do - whether in construction, day-to-day operations or the guest experience - is to generate as little negative impact on people and the environment as possible. The Usual's ambition is to challenge the hospitality industry with an all-encompassing Environmental, Social and Governance (ESG) focus. In renovations, they meet high environmental requirements and work towards sustainable standards in terms of insulation and energy supply. For example, the first two hotels in Rotterdam and Brussels are gasless and are striving for certificates from leading organisations, such as BREEAM In-use, Green Key and, in the future, B Corp.

Finally, the hotels will have at least partially green roofs, planted with a mix of herbs and sedum moss, an insect hotel and nests for birds and bats. Some of the flooring in the common areas is made of recycled plastic, including from waste from our rivers, and they are working hard to minimise their waste.And no, they are definitely not for the lucky few. Offering different accommodation types for different needs, for The Usual, hospitality and inclusivity go hand in hand.

The Usual was founded by a group of non-traditional hospitality experts with shared experience at citizenM, The Hoxton, Bunk Hotels and Sircle Collection. Together, they fully support a future-proof hotel concept that connects people and the environment. They do this by being transparent about their activities and their impact, as well as through the collaborations they set up. Social cohesion, inclusiveness and connection between guests and locals are the priority in building the hotel concept.