Hybrid hotels: the future of the industry?

Hybrid hotels are a relatively new concept in the hotel industry that combines traditional hotel services with elements of other types of accommodation, such as hostels, 'co-living spaces' or even office spaces. These hotels focus on providing a flexible experience for guests, who can be both tourists and business travellers.

YUST is a fine example of the emergence of these hybrid hotel groups at home and abroad. Hotelvak exchanged dashing thoughts on this with founder and initiator Louis Claes: "YUST is the result of the thesis that allowed me to successfully complete my studies. The core idea of this thesis was to launch a new concept within the real estate sector. After an extensive round of consultations - mainly through conversations with property developers and hoteliers - I came to the conclusion that a combination of flat rental and hotel rooms could develop into an important future-oriented concept for the overnight accommodation sector."

This approach can create higher returns, according to Louis: "By combining short-term rentals - via hotel rooms - and long-term rentals - via flats or 'long stay' - you can attract two diverse customer groups as an operator and then (re)commit them to your project."

"Similar initiatives in the hotel sector usually serve hotel rooms and flats as separated products offered in different places. The rather unique nature of the YUST project is that most of the living and overnight spaces can be rented out as either flats or hotel rooms. And that's where we make a difference!"

YUST's approach and accompanying service appear to be even broader in scope. Broadly speaking, this project is part of a rapidly growing wave of new-type hybrid hotels, combining several diverse functions under one roof. Louis describes YUST as a total concept in which five basic functions are creatively combined, more specifically the rental as a hotel room, the rental as a flat, the rental of stylish - but youth hostel-inspired - group rooms for up to eight people, the restaurant and finally the meeting rooms.

Some of the rooms here could be described as small flats, with areas ranging from 35 to 55 square metres. The restaurant next to the bar was recently launched as a separate brand under the new name Eppo, with more emphasis than ever on local food products.

YUST's very first hotel nestled in an atmospheric former warehouse, which was raised by several new-build floors. This building, in the Antwerp borough of Berchem, was once an assembly factory of bakelite telephone sets, owned by the company Alcatel. "The doors of YUST Antwerp swung open around March 2019," Louis continues. "With an offer of no less than a hundred rooms. Here, as with so many other modern hotel groups, we deliberately chose not to go for a star rating. But I estimate the service value at something like three and a half stars."

The central living space consists of the wide lobby, which, as a kind of spacious seating area, was mainly lined with seats, cushions, loose carpets and books, partly in striking circular support elements. In a sense, this is an extension of the living spaces in the rooms.

 ZEa rather striking element inside YUST hotels are the animated meeting rooms. Louis: "Some 50 per cent of the revenue from those rooms comes from pure rentals. The rest is realised by organising diverse and community-oriented MICE (Meetings, Incentives, Conventions and Exhibitions/Events) activities in-house, as well as leisure events ranging from wine tastings to lively speaking events with keynote speakers. To manage all this, we have hired a dedicated events manager."

YUST Liege opened its doors in May 2022, close to the high-speed train station Liege-Guillemins, and is a fine example of the fact that this hotel group mainly targets emerging neighbourhoods. "In addition to the growing business and airport dynamics, this city will also continue to revive in the coming years after the end of the long tramways," concludes an ambitious Louis Claes.

In 2026, YUST Brussels is planned, near the famous Botanique. And abroad, the first target is a branch in the Dutch city of Utrecht.