Over 10 years of experience
in hotel property development and looking for new opportunities

The Usual Group builds and converts distinctive buildings into inspiring hospitality concepts located in urban hotspots

The Usual is a new European urban hotel concept with a strong ESG focus; comfortable rooms in central locations at affordable pricing with low-capex requirements. All assets are built and operated to high sustainability credentials with innovative green technology.

We are always on the lookout for new opportunities. Contact us.

Our Mission

The Usual Group creates welcoming city stays that benefit and empower all

What We Do

We realize exciting and innovative hospitality concepts in urban hotspots across Europe.

What We Offer

Comfortable stay at an affordable price

Genuine and approachable staff

Sustainable stay

Local collaborations

The management team in place at The Usual Group has a proven track record with a combined experience of 40 years. In 2010, the management team started and became the master franchisor and operator of a successful budget hotel platform in the Benelux. The platform grew to eleven hotels with presence in all major cities in the region. 

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The Crossroads Funds have invested in various real estate asset classes, combined with operating businesses that are asset-backed, such as light industrial, hotels, retail, and co-working platforms. Crossroads has an extensive background in growing multijurisdictional platforms across various asset classes, capital structures and unlocking value from complex situations. Since its inception in 2015, Crossroads has generated an exposure to approximately €1 billion of European real estate assets and more than 69 properties. Crossroads European Real Estate Fund II is a Luxemburg-based investment fund, partner and a capital provider of The Usual Group.