For hospitality groups & brands

Make community a product your brand can scale.

Long-stay guests choose a brand for the people they'll meet, not the room. We help hotel groups and coliving and extended-stay brands design community as an operating model, including programming, spaces, staffing, and local partners, that runs across properties. We've built it from the ground up and handed it over: Lemon Bros in the Azores is now operated by Outsite.

Hotel groups · Coliving & extended-stay brands · Branded residences

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Lemon Bros coliving, São Miguel, Azores

Lemon Bros, São Miguel, Azores · 2023–2026, now run by Outsite

Community is in the deck. It isn't in the operating model.

Community that depends on one great manager isn't a product. It's a person.

  • You're launching or repositioning a long-stay, coliving, or lifestyle brand, and "community" is in the deck but not in the operating model
  • Community depends on one great manager per property, and it leaves when they do
  • Your common spaces and events are busy at launch and empty six months later
  • You need a partner who has built and run community-led properties, not just written about them

From a promise to an operating model

From: Community as a line in the brand deck
To: A defined program: formats, weekly rhythm, roles, and KPIs per property
From: Common spaces designed as lobby amenities
To: Spaces briefed for how long-stay guests actually work, cook, and meet
From: Each property improvising with whoever runs it
To: A playbook and training that new properties and new hires can run from day one

What we've built, run, and handed over

São Miguel, Azores

Designing a wellness and outdoor coliving built around the Azores

São Miguel, Azores · 2023–2026, now run by Outsite

Built and operate Lemon Bros, a coliving space designed around what the island offers: quality of life, outdoor activities, wellness, and local culture such as spearfishing and surfing. We also built a partnership network with local SMEs so guests spend with island businesses

Chiang Mai, Thailand

Building coliving and coworking infrastructure for international residents

Chiang Mai, Thailand · 2020–onwards

Built and operated Alt_ coliving and coworking spaces connecting international residents with Chiang Mai's local economy and community

Kanazawa, Japan

Piloting pop-up coliving as a pathway from short visits to longer stays

Kanazawa, Japan · 2025–onwards

Tested pop-up coliving and community programming as a low-capex way to convert short-term visitors into longer local stays before committing to permanent infrastructure

Three ways to start

Most groups start with a Community Audit of what's happening on the ground today. If you're launching a new brand, start with Community Design.

  1. Community Audit

    For brands that promise community and want to know what's actually happening at property level.

    We review your properties, guest data, common spaces, programming, and team roles, interview managers and long-stay guests, and benchmark against brands doing it well. Ends with a working session with your brand and operations leads and a prioritised plan.

    2–4 weeks · one or more properties

    Start here

  2. Community Design

    For groups launching or repositioning a long-stay, coliving, or lifestyle brand.

    We design the community model: guest profile, programming formats and calendar, briefs for common spaces, staff roles and hiring profiles, a local partner network, and the KPIs to run it by. Delivered as a playbook your teams can operate.

    8–12 weeks · brand-wide

  3. Pilot & Rollout

    For brands ready to put the model into a property and scale it.

    We launch the model in one flagship property with your team, measure it, adjust, then train managers and build the rollout kit for the rest of the portfolio.

    3–6 months · flagship, then portfolio

Not sure where you fit? That's what the first call is for.

“Community wasn't a marketing layer. It was the product. When the right people were in place, everything else followed: culture, retention, content, loyalty.”

Tess Gerdemann, Former Head of Community Resident Program at Selina

Questions hospitality groups ask us

We already have a brand agency. Why you?

Agencies design how community looks and sounds. We design how it runs: formats, staffing, spaces, partners, and KPIs, because we've operated community-led properties ourselves, from the Azores to Chiang Mai.

Do you design the spaces?

We write the brief: what each common space has to do for long-stay guests and how it's programmed. We work alongside your architects and interior designers, not instead of them.

Can one model work across different markets?

Yes. The playbook separates what's fixed brand-wide from what each property adapts locally, including its partner network. We've built community in Portugal, Thailand, and Japan.

How do you measure community?

We agree the KPIs during the Audit or Design phase, typically length of stay, repeat and referral bookings, programme participation, and guest spend with local partners.

Let's talk about your property, a city or a destination.

Book a free 30-minute call.