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The Belgian hotel group YUST is accelerating its expansion with a successful capital round of five million euros. With this, YUST will embark on an international acquisition path with the acquisition of a hotel in Cologne and the transformation of a property in Utrecht. Significant investment is also being made in Belgium, with a new hotel in Brussels and a considerable expansion in Antwerp. If growth continues at the same pace, YUST expects to launch a new capital round by the end of 2026 or the beginning of 2027 to support further expansion. By 2035, the group aims for a portfolio of ten hotels, both in Belgium and abroad. YUST is thus stepping up from a Belgian challenger to a European hospitality player.
The expansion is based on an atypical business model with five revenue pillars combined in one building: hotel rooms, long-stay options, hostel rooms, a restaurant and bar, and events. This mix not only provides extra revenue potential and better risk diversification than traditional hotels, but also creates a total experience that goes beyond just an overnight stay. YUST succeeds in bringing together hotel guests, long-term stayers, local residents, and businesses into one community, with strong hospitality and event concepts that are locally rooted. 70 percent of the rooms are equipped with a kitchen, and the establishments in Antwerp and Liège achieve occupancy rates of 80 to 90 percent. This performance is on average 10 percent better than the market.
“With the current and planned capital injection, YUST aims to grow into a recognisable European flex-living brand in the coming years for stays ranging from one night to one year. For the next five years, we expect strong scaling: our revenue will grow from €10 million to €37 million and our EBITDA from €1.5 million to €4 million. At the same time, we want to expand from 200 to 600 rooms, with 400 rooms in the pipeline, and grow our team from 45 to approximately 100 FTEs,” says Louis Claes, CEO of YUST.
With Cologne and Utrecht, YUST is taking its first steps outside of Belgium. In Cologne, the group is taking over an existing hotel in a very central location with strong long-term potential. In Utrecht, a former office building is being transformed into a YUST establishment.
The choice of both cities is strategic. In both Cologne and Utrecht, the projects involve renovations, which limits the turnaround time to approximately eighteen months. This is considerably faster than a classic new-build project, which typically requires two and a half to three years. Both markets combine the economic dynamism and tourist appeal that YUST's hybrid concept demands. They are located close to the core Belgian market and, according to YUST, still offer considerable scope for additional lifestyle and flex-living concepts. Furthermore, both cities show strong growth potential: in Cologne, the number of hotel stays is increasing year on year, while Utrecht has seen a doubling of overnight stays in the past decade. Economically, both markets are also interesting, with hotel prices averaging 18 percent higher than in Antwerp, while the cost base remains comparable.
In addition to its international growth, YUST is also focusing on further expansion in its home market of Belgium. In Antwerp, the group is investing in a significant expansion of its existing site with an additional 27 units, whilst in Brussels, work is underway on a third Belgian location at the former Gesù convent site, adjacent to the Botanical Garden. The opening is scheduled for early 2028.
According to YUST, the capital city fits perfectly within the expansion strategy, thanks to the mix of international institutions, expats, business travellers, students, and young professionals.
“Brussels is an obvious market for us. It's the Belgian capital, an international hub, and a city where flexible accommodation options strongly match demand. Together with Antwerp, Liège, Utrecht, and Cologne, Brussels forms an important step towards a scalable network,” says Louis Claes.
Following its new investments in Cologne, Utrecht, Brussels and Liège, YUST is also looking at opportunities in Ghent and neighbouring countries France and Luxembourg. The group aims to grow selectively and focus on markets close to Belgium in order to maintain economies of scale.
“We are deliberately choosing to cluster our growth around Belgium, rather than having a scattered presence with isolated projects in distant cities. This keeps logistical costs manageable and allows us to consistently monitor quality and the YUST experience. That's why we are focusing on markets within a three-hour reach, so our team can remain closely involved. At the same time, we tailor our formula to each city: more hotel rooms in central, tourist locations like Utrecht, and more extended stay in secondary cities or peripheral locations, such as in Liège,” says Louis Claes.
The biggest challenge remains finding suitable buildings. YUST is looking for properties of sufficient scale with a minimum of 80 rooms, a hotel/co-living permit, and enough space to operate a restaurant and meeting facilities. According to the group, affordable opportunities are scarce in European cities, where competition with other international players is fierce.
YUST distinguishes itself through its combination of short and long stays, hostel rooms, hospitality, and a strong local community initiative with over 150 events per year, ranging from after-work drinks and brunches to rooftop cinemas. It aims to be more than just a place to sleep or another hotel restaurant: YUST is building a food concept that will grow into a fixture in the neighbourhood, where people gather and meet. This ambition is also reflected in the performance of its existing restaurants, Eppo in Antwerp (Gault&Millau 13/20) and Pépin in Liège (Gault&Millau 12.5/20 and awarded the HIP Wallonia Award in its first year).
Long-term residents and local neighbours ensure local anchoring, while hotel guests and solo travellers add extra dynamism and an international character. This creates a place with its own soul in every city, where living, working, and travelling come together seamlessly.
Sustainability is also part of that positioning. YUST achieved the Green Key certificate in 2024 and focuses on local partners, fewer single-use plastics, conscious interior design choices, and a strong plant-based offering. For large corporate clients, sustainability is increasingly becoming a strict requirement for bookings, while private guests, long-stayers, and local residents particularly value the authenticity and credibility of these choices. YUST aims to maintain and achieve these standards long-term, as an integral part of its DNA.
