Hybrid hospitality has become one of the most defining shifts in the industry – and it’s only accelerating.
In recent years, we’ve seen a wave of accommodation brands reimagine their spaces to serve more than just overnight guests. These are places built for living, working, eating, socialising and connecting, all under one roof.
As guest expectations shift and operators seek more resilient, multi-revenue models, hybrids are proving to be one of the most innovative forces in hospitality. In this series, we’re exploring the trailblazing brands that are maximising revenue potential while reshaping the guest experience through flexibility, community, and clever design.
Next up, we’re heading to Belgium to spotlight the brands leading the hybrid charge. Here are 14 of the best hybrid hospitality brands in Belgium right now…
1. YUST
YUST is a hybrid hospitality concept offering a place to stay, eat, drink, work and connect – with short and long-term stays, rooftop bar, restaurant, coworking facilities and community-driven events.
The brand launched in Antwerp in 2019 with a mission to create vibrant spaces that blend the comfort of home with the energy of a creative community. Since then, it’s expanded to Liège, with each location designed to reflect the spirit of its local neighbourhood while maintaining a strong, recognisable brand identity.
Each property combines a mix of private rooms and stylish dorms (including female-only options). Shared spaces are thoughtfully designed and filled with art, greenery and industrial touches, while the food and drink offering is seasonal and locally sourced.
YUST attracts a mix of budget-conscious travellers, urban explorers, long-stay guests looking for flexible, design-led accommodation with a strong sense of community. Coworking areas sit alongside event spaces hosting everything from rooftop yoga to live music, making it as much a neighbourhood hub as it is a place to stay.
The brand is continuing to grow, with a third location confirmed to open in Brussels in 2027 – marking the next step in YUST’s expansion across Belgium.
2. JAM HOTELS
JAM is a design-forward hybrid hospitality brand, offering guests a place to sleep, socialise, work, and unwind, all in one creatively repurposed space.
The brand launched in Brussels in 2016, transforming a former art school in the Saint-Gilles district into a brutalist yet welcoming hospitality hub. Designed by Belgian artist Lionel Jadot, the hotel became known for its creative reuse of materials and laid-back, community-focused energy. Since then, Jam has expanded to Lisbon in 2023 and will open in Ghent later this year – a conversion of a historic military site into a 108-room lifestyle hotel.
At the Brussels flagship, 78 rooms range from compact doubles to the Giga-Room – an 18-bed shared space with bunk beds and shared bathrooms, designed for larger groups or budget-conscious travellers. Guests can relax at rooftop bar Perché, dine at pan-Asian restaurant Kaiju, or visit Atsukan, a Japanese-inspired spa complete with wooden soaking tubs and a sake bar.
JAM caters to a range of target guest segments including modern travellers, culture seekers and local creatives seeking more than just a place to sleep. With a focus on affordability, sustainability, and community engagement, the brand continues to redefine urban hospitality in Europe.
3. MIX
Few hotels offer quite as much under one roof as MIX – a bold, wellness-led lifestyle destination set inside one of Brussels’ most iconic modernist buildings. From hotel rooms and restaurants to a sprawling gym, spa, coworking spaces and rooftop bar, it goes beyond a place to stay. This hybrid concept is a place to plug in, work out, and wind down.
The brand launched in 2022 with the transformation of the former Royale Belge headquarters, a landmark building in the city’s Watermael-Boitsfort district. The site has been reimagined as a multifunctional space blending hospitality, fitness, food, and events.
Mix Brussels features 180 rooms and studios, alongside a 5,000m² gym and wellness centre that includes indoor and outdoor pools, a hammam, sauna, salt cave, and treatment rooms. Coworking facilities and event spaces are tailored to professionals and creatives, while the dining offering includes three restaurants (Timber, Joule and Romeo) and a rooftop bar with sweeping views.
What sets Mix apart further is the creativity of its curated packages – we love them! From wellness weekends to movement and meditation retreats, each package is tailored to modern, experience-led travellers who want more than just a room. These offers reinforce the brand’s alignment with a health-conscious, work-life balancing, design-savvy audience who see hotels not just as places to stay, but as spaces to reset, recharge and connect.
MIX attracts a community of design-conscious travellers, wellness enthusiasts, and remote workers looking for more than a typical hotel experience. As a standalone flagship for now, we believe it’s one of the most ambitious hybrid concepts in Belgium.
4. THE HOXTON
The Hoxton is a series of open-house hotels where you can sleep, eat, drink, work and socialise – with vibrant lobbies, destination restaurants and community-rooted programming that attract locals as much as guests.
The brand launched in 2006 with the conversion of a former car park in Shoreditch, and has since grown into an international collection spanning Europe and North America – with outposts in cities including Amsterdam, Paris, Barcelona, Brussels, New York, and Chicago. Each property reflects the spirit of its local neighbourhood, while still carrying The Hoxton’s unmistakable design DNA.
Rooms are cleverly designed, the shared spaces are cosy and eclectic, and the F&B offerings are always a major draw. Their lobbies have become go-to hangouts for freelancers, creatives, and business travellers alike. In Brussels, guests can also access Working From_, their dedicated coworking concept that blends flexibility with the brand’s signature hospitality feel.
The Hoxton is part of Ennismore, the lifestyle hospitality group that merged with Accor in 2022. With Florence having opened earlier this year and new locations in Edinburgh and Dublin set to launch in 2025, the brand continues to grow its global presence while staying true to its open-door, community-first ethos.
5. THE USUAL
The Usual is a hybrid hospitality brand designed for the conscious traveller – offering guests a place to stay, work, unwind and connect, with design-led rooms, a social lobby, coworking, a “mind gym,” and an emphasis on sustainability woven throughout the experience.
The brand’s first property opened in Rotterdam in April 2024, closely followed by the launch of its Brussels hotel in early Q2. With 72 rooms in a range of categories, the brand caters to city trippers, remote workers, and conscious travellers seeking an affordable, design-forward base with all the functionality of a modern hybrid stay.
At the heart of the property is The U Bar, a relaxed, open-all-day space serving drinks and aperitivo-style snacks. Coworking areas and meeting spaces sit alongside wellness zones that host yoga, meditation and mental fitness sessions – part of the hotel’s broader commitment to guest wellbeing and purposeful travel.
The Usual’s sustainability credentials are central to its brand ethos, with its hotels in both Brussels and Rotterdam powered entirely by renewable energy. From removing plastic waste via its partnership with CLEAR RIVERS to supporting clean water access through Made Blue, the brand is actively building a hospitality model rooted in impact. Add in regular collaborations with local makers and eco-conscious brands, and it’s clear The Usual is as much a platform for community and values as it is a place to stay.
With a third property set to open in Antwerp in 2025, the brand is actively expanding across Europe. Its development pipeline includes key cities across DACH, Iberia, Italy, the Nordics, and the UK & Ireland – with interest in both property acquisition and management agreements in major urban hubs like Berlin, Madrid, Milan, Copenhagen and London.
6. THE STANDARD
The Standard, Brussels is the first Belgian outpost from the international hybrid hospitality brand – offering 200 design-led rooms, extended-stay suites and creatively designed spaces to eat, drink, work, and connect in the city’s fast-developing Northern Quarter.
Opened in May 2025, the hotel forms part of the ambitious ZIN redevelopment project in Brussels’ former World Trade Centre complex. Spread across 28 floors, this is the first Standard property to offer extended-stay accommodation, with a mix of rooms and suites featuring kitchenettes, workspaces and living areas designed for longer visits.
Guests can expect a lively lobby bar and restaurant on the ground floor. Up on the 29th floor, Lila29 – Belgium’s highest rooftop restaurant – offers panoramic views across Brussels. The hotel also features a 24/7 gym, meeting spaces and a cultural programme designed to engage both locals and guests, true to The Standard’s brand DNA.
The Brussels launch marks the next phase in The Standard’s European expansion, with Lisbon now scheduled to open in spring 2026 and Dublin to follow in 2027. The brand is owned by Standard International Holdings, which also oversees The Peri Hotels, Bunkhouse Group, and The StandardX.
7. YALO
Yalo Urban Boutique Hotel is a dynamic hospitality concept that seamlessly integrates accommodation, dining, events, and social spaces – offering guests a place to stay, work, connect and unwind in the heart of Ghent.
Opened in late 2021, Yalo transformed a former shopping centre into an urban retreat, featuring 92 meticulously designed rooms. Each room is equipped with slick amenities such as XL box spring beds, walk-in rain showers, Chromecast-enabled TVs, Nespresso machines, and vintage vinyl players – all tailored to today’s design-conscious traveller.
At the core of Yalo’s offering is its expansive 600 m² restaurant and bar which has been designed as a multifunctional hub where people can eat, work, connect and socialise throughout the day. The all-day menu, created by Chef Jasper Maatman, features seasonal dishes and sharing plates, complemented by a curated cocktail list. The rooftop bar – the only one in central Ghent – brings added appeal for both guests and locals looking for skyline views and a lively, sociable vibe.
Yalo is part of a growing wave of lifestyle hotels redefining hospitality in Europe’s second cities – delivering the kind of hybrid experience that modern travellers increasingly expect wherever they go.
8. LATROUPE
Latroupe is a boutique hostel-hybrid brand redefining affordable urban stays across Europe – combining hotel-level comfort with the sociability and spontaneity of a modern hostel experience.
Launched in 2021 by Azora’s hospitality fund, Latroupe operates properties in Brussels, Bilbao, Madrid, Dublin, and Barcelona, with a portfolio of over 1,600 beds. The brand’s model blends private and shared accommodations with lively communal spaces, all located in central neighbourhoods designed to appeal to solo travellers, groups and digital nomads alike.
Each Latroupe property is designed to foster connection and creativity. Guests can expect coworking lounges, in-house bars, and curated programming ranging from live music and DJ sets to cultural talks and local food tastings. The concept combines the sociability of a hostel with the comfort, style, and consistency of a boutique hotel – offering flexible, design-led stays that feel both social and considered.
Latroupe is actively expanding through acquisitions and management agreements, with a focus on transforming centrally located assets into lifestyle-driven hostels. Recent additions include the Le Berger and Jardin Secret hotels in Brussels, as well as Jacobs Inn in Dublin. The brand is targeting key gateway cities in France, Italy, the UK, and Spain as it scales its hybrid model across the continent.
9. MAH HOTEL
MAH Hotel is a design-led hospitality concept that combines accommodation, coworking, dining, and wellness under one roof in the heart of Saint-Ghislain.
Opened in 2021, MAH Hotel features 55 rooms and suites, each thoughtfully designed with contemporary aesthetics and comfort in mind. The hotel’s unique approach integrates various lifestyle elements, creating a dynamic environment designed for people who mix work with rest, connection, and creativity.
At the core of MAH Hotel’s offering is MAH.gran, a flexible coworking space equipped with 15 workstations, private offices, meeting rooms and a podcast studio. This space is designed to foster creativity and collaboration, providing professionals with a conducive environment to work and network. Complementing the workspaces is MAH.sense, the hotel’s restaurant that serves a variety of dishes made from locally sourced ingredients, and MAH.felise, a bar offering a selection of beverages in a relaxed setting.
With its integrated approach to work, wellness, and community, MAH Hotel is carving out a niche as one of Wallonia’s most forward-thinking lifestyle properties.
10. A-STAY
A-STAY Antwerp is a tech-forward, design-centric hospitality concept that offers guests a place to stay, work, and connect.
Opened in 2019, the hotel combines minimalist design with practical, self-directed features. Guests check in via touchscreen, access rooms with mobile keys and enjoy eco-conscious amenities in every room. The hotel is Green Key certified and operates with a clear focus on low-impact travel.
At the heart of the property is the ‘Playground’ – a multifunctional social hub that doubles as a coworking lounge, check-in area and casual hangout space. There’s also a fitness centre, self-service F&B and a chilled garden terrace, making it a convenient base for those who blend work and leisure on the go.
A-STAY Antwerp was the first opening under BESIX STAY, a joint venture between A-STAR Group and BESIX Group. The brand has bold plans to scale globally, with 7,000 smart studios in the pipeline across 35 cities.
11. NUMA
NUMA is a digital-first hospitality brand offering fully equipped, design-led apartments and studios for short and mid-term stays – combining the autonomy of short-term rentals with the quality and consistency of a hotel.
Founded in Berlin, NUMA has expanded across Europe including a growing presence in Belgium. In Brussels, NUMA operates NUMA Lief and NUMA Bloom, both centrally located and designed with calming interiors and functional amenities that support both work and rest.
In Antwerp, the brand now operates YAYS Antwerp Opera by NUMA – a 94-unit property on Frankrijklei – following NUMA’s 2023 acquisition of the YAYS aparthotel brand. The apartments reflect local Art Nouveau influences and cater to design-conscious travellers looking for a flexible, self-contained stay.
All NUMA properties feature contactless check-in, digital concierge support and seamless self-service features, catering to modern travellers who prioritise autonomy and efficiency.
Currently operating in 36 cities across 15 countries with close to 9,000 units signed, NUMA plans to scale to 15,000 live units over the next four years.
12. JILL HOTEL
Jill Hotel is one of the new 2025 hybrid hospitality kids on the block, offering guests a place to stay, work, connect and unwind with thoughtfully designed rooms, coworking spaces, and wellness facilities.
Opened in January 2025 following a full renovation in Brussels, its 55 stylish rooms are designed for travellers who mix work, rest, and city exploration.
At the core of Jill’s offering is its double-height lobby – a vibrant social hub that flows into a bar, lush courtyard garden and restaurant. Coworking spaces and meeting rooms are available onsite, with a gym set to open in late 2025, making it a flexible space for remote workers and urban explorers alike.
Jill Hotel is owned by Fierce Enterprise NV, with no further expansion plans announced to date. For now, it’s a single-site brand making its mark – offering a sharp, lifestyle-led alternative in Brussels’ evolving hybrid hospitality scene.
13. 9HOTEL SABLON
9Hotel Sablon is a boutique hotel that blends artful design with modern amenities, offering guests a place to stay, work, relax, and connect in Brussels’ Sablon district.
Designed by Castel Veciana Arquitectura, the hotel features 34 rooms and suites that evoke the ambiance of an art collector’s residence. The property’s design emphasises contemporary elegance and comfort, creating a serene environment for guests.
Guests can take advantage of the hotel’s coworking space, which provides a slick yet functional area to catch up on emails or jump on a call. For relaxation, the wellness area includes a heated indoor pool, Finnish sauna and whirlpool, offering a tranquil retreat after a hectic day.
As part of the 9Hotel Collection, which operates properties across Europe, 9Hotel Sablon exemplifies the brand’s focus on integrating design, comfort, and functionality to meet the needs of modern travellers.
14. MEININGER HOTELS
MEININGER is a hostel-hybrid brand offering affordable, design-conscious stays in major European cities – with flexible room types, social spaces, and practical amenities geared towards modern budget travellers.
Founded in Berlin in 1999, the brand now operates 36 properties across Europe, in cities including Amsterdam, Milan, Vienna, and Brussels. MEININGER typically converts existing buildings into functional, characterful hostels that prioritise location, convenience and value.
Each property offers a mix of dorms, private and family rooms, alongside guest kitchens, laundry facilities, lounges and game areas. The Brussels City Centre site – located in a former brewery on the canal – is a certified carbon-neutral building and one of the brand’s most recognisable properties.
With expansion plans underway in cities like Edinburgh and Barcelona, MEININGER is continuing to scale a model that works for solo travellers, families, school groups, and value-driven urban explorers.
Thanks for reading – we hope you enjoyed learning more about 14 of the best hybrid hospitality brands in Belgium!
Looking for marketing support for your hybrid hotel or hostel? Our specialist team are ready to help you – drop us a message to hello@staythenight.net.
Want to read further hybrid hospitality industry insights and interviews with leaders from global hybrid brands? Download our whitepaper – Hybrid Hospitality Unpacked: From concept to community building – here.
