Selina, a lifestyle and experiential hospitality brand targeting millennial and Gen Z travelers, achieved a record month in December with the opening of six new destinations and the soft launch of an additional six locations. This represents the highest-volume month of openings in the company’s history, at a pace of three per week.
Collectively, these new locations add more than 2,800 beds to Selina’s global network of hotels for remote workers and digital nomads and advance the brand’s global expansion, marking its entrance into the new markets of Uruguay, Australia and Thailand. Of the 12 locations, four are in Israel, three are in Brazil and the others are located in Panama, Argentina, Uruguay, Australia and Thailand.
Selina saw an acceleration of sales throughout fiscal year 2021, leading to an exceptionally strong fourth quarter, the company reports. As a result, it expects to exceed its 2021 revenue forecast of $93 million. December marked the most active month in the company’s history, culminating with New Year’s Eve celebrations in 18 countries across four continents, including a massive celebration in the Ramon crater deep in the Israeli desert, a multi-day music event on the beaches of Tulum, a New Cycle festival in Santa Teresa, a gourmet dinner in the Austrian Alps, a Discofobia x Selina party in the Sacred Valley of the Incas and a rooftop soiree in New York.
Selina leverages its proprietary technology to identify and renovate underperforming hotels in partnership with local real estate owners, who cover 90% of conversion costs, and artisans, who embed a local cultural influence, to create destinations that combine the comfort and style of a boutique hotel with coworking facilities and the social experiences of a retreat or festival, driving significant increases in revenue compared to a property’s prior operations. Selina used its proprietary technology to source all of its newly opened properties, creating a cost-efficient process that eliminated the need for intermediaries.
“Our strong performance in December is a testament to the strategic location, design and activation of our properties, which appeal to locals and domestic travelers as much as global visitors,” said Rafael Museri, cofounder/CEO, Selina. “This has allowed us to continue growing at a time when global travel has been substantially reduced. Simply put, our hotels are in the places locals and tourists alike want to visit, and they are activated with the exciting events, restaurants and other programming that support strong activity during high and low international travel seasons. We are uniquely in tune with the needs of Gen Z and millennial travelers, and we will continue to focus on implementing new products—such as co-living and other flexible travel products—that provide the experiences this cohort is seeking. We believe this strong momentum will lead to continued growth throughout 2022, powered by our tech-enabled infrastructure, engaging brand and authentic global community.”
The six newly opened properties:
Selina Punta del Este (Uruguay): Located on the beach in Punta del Este, Uruguay, Selina Punta del Este comprises 210 beds. The property features a pool bar with an open-air chiringuito atmosphere, an outpost of the Japanese Peruvian Fabric Sushi restaurant, a retail store selling signature merchandise, a wellness deck for yoga lessons and tea ceremonies, a coworking space and a rooftop with ocean views.
Selina Melbourne (Australia): Selina’s first Australian property is located in Melbourne, overlooking the Yarra River in the city’s central business district. The 181-bed hotel features a library, cinema room, common kitchen, basement bar and a coworking space.
Selina Foz do Iguaçu (Brazil): The 407-bed property (shown above) is located in a hub for culture and natural wonder at the heart of the city, close to Iguaçu Falls—the largest waterfall in the world. Foz is known for its multicultural diversity and is home to several religious monuments with the Chen Tien Buddhist temple, the Omar Ibn Al-Khatab Mosque and a number of Latin-inspired cathedrals.
Selina Venao River (Panama): The 154-bed property is surrounded by jungle views, Playa Venao and the Pacific Ocean’s year-round waves. The property features include an outdoor pool, vegan restaurant, cinema room, wellness area and library, as well as coworking space.
Selina Bonito (Brazil): The 190-bed property allows locals and travelers to flock to the streets to explore the beauty of this hidden gem. On-site features include a restaurant, coworking space, wellness studio and poolside bar.
Selina Salta (Argentina): Located on the Main St. of Balcarce, the 120-bed property features a wellness area, restaurant, coworking space and rooftop bar.
With these new openings, Selina’s hotel platform has grown to 144 open or secured properties across five continents including North and South America, Europe, the Middle East and Asia-Pacific, of which 90 are open and operating.