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Target millennials: Selina brings its Latin American flair to Berlin [Infographic]

by | Jul 8, 2019 | Chains

Selina’s Business & Development Manager Magnus Busch

Selina breaks into the German capital with a concept defying classic hotel standards to specifically target millennials

Originally from South America, hotel brand Selina is launching in Germany with two locations in Berlin which are geared towards millennials as the main target market.

Bringing a new concept to Germany’s capital

The Selina Berlin hotel with 100 rooms will open this summer at Olivaer Platz near the famous Ku’damm. Another 100-key hotel on the Torstraße in Berlin Mitte will follow by December.

To give both properties an individual touch, the design was created in collaboration with local architects, designers, craftsmen and artists.

“Classic hotel concepts no longer appeal to young, modern travellers. They are looking for alternative destinations where they feel comfortable. Selina has developed an alternative concept for the generation of digital natives and millennials which differs from the usual offerings,” says Selina’s Business & Development Manager Magnus Busch.

Leaving behind traditional price structures and star categories

One of Selina’s special features is that it can’t be categorized as a classic budget or luxury hotel.

Since digital nomads can be represented in all age and budget groups their needs and demands from a hotel vary greatly too.

A rigid concept like the star rating would find little favour with them since it does not represent their values and lifestyle.

Instead, individual accommodation styles are offered to accommodate personal resources and travellers’ needs. This includes multi-person and single rooms or luxury suites with more amenities.

Several more locations planned in Germany

“After the opening of the hotels in Berlin, Germany will quickly lead the way with other hotels. Currently, we are looking for suitable locations or ready-to-take hotels or real estate in cities including Berlin, Leipzig, Dresden, Hamburg, Frankfurt, Munich and the Black Forest. With 50 hotels operating under the brand right now, we plan to expand Selina to 400 locations worldwide by 2025,” explains Mr Busch.

Apart from the new Selina hotel, the TOPHOTELCONSTRUCTION online database has currently 32 upcoming hotels in Berlin registered:





Whether you’re a digital nomad, family on vacation, adventurous backpacker, or surfer looking for paradise, you’ve come to the right place.


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