Selina, a hospitality and experiential brand targeting millennial and Gen Z travelers, has revealed plans to open five new properties in Chicago; Washington, DC; Guadalajara, Mexico; Jerusalem; and Paros, Greece by the end of the third quarter 2021. These new locations will add approximately 2,000 beds to Selina’s global network of living spaces for digital nomads and advance the company’s strategy to scale in large urban markets.
Selina’s experiential hospitality model has carved out a niche that focuses on hotel and co-working destinations that are developed specifically with millennial and Gen Z travelers in mind—a cohort that is estimated by Selina to spend approximately $350 billion per year on travel. The hospitality brand offers this new generation of travelers a full-service experience and a variety of accommodations at an attractive price point, enabling them to discover the world, stay productive and build meaningful connections.
“Continuing to build our footprint in urban cities represents a compelling growth opportunity for Selina as the vast majority of hotels in these markets don’t address the wants and needs of our target audience,” said Rafael Museri, cofounder/CEO, Selina. “Moreover, we have continued to recover from the restrictions on travel that occurred during the pandemic. With younger travelers showing clear desire to see the world after being stuck at home for a year, and a rising number of underutilized hotels globally, we recognize a clear opportunity to rapidly scale our offering. Opening these new locations will introduce Selina’s strong value proposition to thousands of potential customers and help grow our community of local talent and creators who spread our brand around the world.”
Selina’s new 600-bed Chicago property will be located at 100 E Chestnut St., and its first Washington, DC property will be located in the revitalized Union Market district and feature 372 beds. The new 346-bed Guadalajara destination will be situated at Av. Chapultepec, and mark Selina’s 10th property in Mexico. With the opening of its 70-bed Jerusalem Mountains and 545-bed Paros properties, Selina will operate four destinations in Israel and three in Greece. These openings follow Selina’s successful entry into other major urban markets such as Miami, New York, London and Lisbon, where the brand continues to resonate with travelers.
Since its inception, Selina has steadily grown its footprint across North, Central and South America, Europe and Israel by delivering a community-based offering with flexible work, learn and stay solutions to an expanding class of digital nomads. It has accomplished this by leveraging proprietary technology to identify underperforming hotels and transforming them into cultural hubs through partnerships with local artists and food and beverage providers, as well as introducing programming that promotes social experiences. The company’s expansion to urban markets as an add-on to its offering of remote, off-the-grid locations represents its desire to provide a diverse array of accommodations worldwide, as well as its recognition that millennials and Gen Z travelers are looking for authenticity in their travel experiences—no matter where they go.
As it continues to scale, Selina is seeking to define the future of accommodation and building a highly recognizable brand that resonates with its target customers. Selina expects to continue to benefit from the surge in remote working and the prioritization of health, wellness and experiences among millennial and Gen Z travelers, which are anticipated to become even more pronounced post-COVID-19.