Selina Enters DC Market With New Hotel Aimed at Younger Travelers
Selina, a hospitality brand targeting millennial and Gen Z travelers, is adding five new properties to its global portfolio, including locations in Washington, D.C.; Chicago, Guadalajara, Mexico; Jerusalem; and Paros, Greece.
In D.C., the company signed a long-term lease at 1309 5th Street NE in the revitalized Union Market district and will feature 372 beds once the renovation of the building is complete.
“The landlord is doing the hard conversion, and Selina is managing the soft refurbishment, which is also being funded by the landlord,” Rafael Museri, Selina’s CEO, told Commercial Observer.
Selina’s new 600-bed Chicago property will be located at 100 East Chestnut Street.
Overall, the five new locations will add nearly 2,000 beds to Selina’s global network and advance the company’s strategy to scale in large urban markets.
“As the eighth-most visited city in the U.S., Washington, D.C., is representative of a broader shift we are making from the remote, off-the-grid locations where we started into more urban markets,” Museri said. “This shift corresponds with the travel preferences of our target audience — which is primarily made up of millennials and Gen Z travelers — who are looking for diverse travel options and authentic experiences everywhere they go.”
According to Museri, D.C. is a highly desirable travel destination, but it can be cost-prohibitive to visit, creating a barrier to entry for many younger travelers. That’s why Selina will offer a more attractive price point.
“The Union Market location puts our guests right at the heart of one of D.C.’s most vibrant destinations, giving them easy access to shopping, entertainment, restaurants and nightlife, while remaining close to the historical sights and monuments the city is famous for,” he said.
The D.C. hotel is aiming to open by the end of Q3 2021.