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0:00
Welcome to this talk featuring The Social Hub case to help us explore hotels and community strategies. My name is Jan Huizing. I'm a lecturer in strategy and a researcher in City Hospitality at Hotelschool The Hague, the Netherlands.
0:21
In today's hospitality landscape, hotels are more than places to sleep. They are increasingly recognized as social infrastructures. Spaces that can foster interaction, collaboration, and societal value. This talk explores The Social Hub as a case. We examine how a hybrid hospitality brand integrates community engagement into its core business model. It builds on trends and developments, such as regenerative urban tourism and community building, aiming for longer-term value and responsible growth. Let's begin with the case.
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We will look into the profile of The Social Hub, its community engagement strategies, related trends and themes, and then conclude with takeaways and reflection.
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The Social Hub, formerly known as The Student Hotel, began in Rotterdam, in the Netherlands, in 2012, originally focused on student housing. Its founder, Charlie McGregor, envisioned a better experience for students, a space that combined safety, vibrancy, and opportunity. Over time, the brand expanded and diversified. In 2022, it rebranded as The Social Hub, reflecting a broader mission to create a connected, inclusive, and impact-driven community. Today, The Social Hub operates over 25 properties across Europe, blending hotel rooms, student accommodation, co-working spaces, food and beverage outlets, and event venues under one unified hospitality concept. It is purposely positioned as a hub for the next generation of changemakers, including students, remote workers, professionals, creatives, and local residents.

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The Social Hub, hotels and community strategies

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