Mama Shelter in CEE

The brand represents a revolutionary concept for hotel design and services and is tailored to the needs of the millennial generation. In the sale, Cushman & Wakefield brought in the buyer in partnership with the hotel operator launching the concept on the Prague hospitality sector.

The Mama Shelter brand, which is 36 pct owned by Accor Hotels, is to open its seventh hotel. The brand targets Generation Y, which perceives established hospitality norms as being archaic and out-of-date. In view of millenials steadily growing purchasing power in the travel industry, hotel operators are being forced to completely rethink traditional standards.

“This new trend in hospitality has hit the most prestigious locations in the world over the last ten years. In order to keep Prague in the sights of the next generation, we’re bringing in brands that will shake up the uniformity of the Czech hospitality sector whilst helping Prague to stay at the forefront of the latest lifestyle trends in this field,” says David Nath, head of Central & Eastern European hospitality team at Cushman & Wakefield.

The opening of Pentahotels in Prague’s Karlín quarter was the first attempt to answer the question of how to attract millennials to hotels while facing a surge of online travel services such as Airbnb. Cushman & Wakefield brought the buyer, a Hong Kong investor, into the Czech market in 2012. The new owner repositioned the hotel and now operates it under the Pentahotels lifestyle brand. The recently opened NYX is also based on a similar concept. Mama Shelter is also following this trend with its creative atmosphere, bold design, informal approach and use of cutting-edge technology. In terms of price, the hotel aims to be seen as an affordable luxury, explained David Nath.

"We knew the Golden City was the perfect location for our seventh Mama Shelter because it's a vibrant destination filled with dreamers and explorers, which aligns perfectly with the Mama ethos," said Serge Trigano, the founder of the Mama Shelter brand.

The standout feature of the brand is its original design from interiors decorated by local artists to the informal staff dress code. Mama Shelter also promotes original and environmentally friendly products including shampoos and soaps as well as exquisite gastronomic extravaganzas. Throughout the Mama Shelter hotels extensive use is made of the latest technology with smart phones and Apple watches replacing room keys. The design of a Mama Shelter is centred around a large lounge, which usually includes a stage where local artists perform on a regular basis.