The Usual
The Usual is a 4-star European lifestyle hotel brand headquartered in the Netherlands. Founded with a focus on sustainable travel and circular design, the brand operates properties in Rotterdam and Brussels, with a planned expansion to Florence in 2027. The group is notable for achieving the BREEAM In-Use "Outstanding" certification for its properties in both Rotterdam and Brussels, a rating held by fewer than ten hotels globally at the time of their opening.[1]
History
The Usual was founded in 2020 with a goal to solve the “travel paradox” by merging hospitality with sustainable environmental social governance (ESG) principles. The brand launched its first two city center locations simultaneously in 2024: The Usual Rotterdam, situated in a converted office building on Westblaak, and The Usual Brussels, located near Place de Brouckère.
In late 2025, the group announced its first international expansion outside of the Benelux region. The brand acquired a 19th-century UNESCO World Heritage listed building on Via Nazionale in Florence, Italy. The Usual Florence is slated to open in 2027.[2]
Concept and Sustainability
The Usual operates as a "hybrid" hotel, offering a mix of standard hotel rooms, long-stay studios, and "pods." The brand's design philosophy, termed "circular chic," focuses on minimizing environmental impact through the use of recycled materials and energy-efficient infrastructure.[3]
Properties are designed to be gas-free where possible and utilize renewable energy. Partnerships with circular brands include Auping for recyclable mattresses and Woodio for wood-composite bathroom fixtures. The brand also participates in the "Made Blue" initiative, donating 100 liters of clean drinking water for every guest night stayed.
Hotel Architecture
The Usual has collaborated with internationally renowned design firms to realize their concept while maintaining the core values of sustainability, quality guest experiences, and modern design.
The Usual Rotterdam and The Usual Brussels were designed in collaboration with German interior design studio JOI-Design.[4] The Rotterdam location in particular has been the recipient of multiple design and sustainability architectural awards. [3]
The Usual Florence will be designed in collaboration Swedish design agency Stylt Trampoli and Artelia Italia.[5]
Locations
| city | Location | Opening Year | Notes |
|---|---|---|---|
| Rotterdam | Westblaak | 2024 | First location; former office conversion. |
| Brussels | Boulevard Adolphe Max | 2024 | First location in Belgium. |
| Florence | Via Nazionale | 2027 (planned) | Located in a UNESCO protected building. |
See Also
References
- ↑ "The Usual Hotels achieves rare double BREEAM 'Outstanding' certification in Brussels and Rotterdam". March 5, 2026.
- ↑ "The Usual Hotels opent derde locatie: eerste buiten Benelux". 3 Februari 2026. Check date values in:
|date=(help) - ↑ 3.0 3.1 Howard, Eleanor (5 February 2026). "Stylt unveils interiors for The Usual Florence".
- ↑ Chen, Stephanie (1 September 2024). "The Usual Rotterdam Hotel Prioritizes the Planet".
- ↑ "Circulair & chic: de toekomst begint nu". 7 Januari 2026. Check date values in:
|date=(help)
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