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In September, an outpost of Selina will open in Miami's Little Havana neighborhood at 1450 SW Seventh Ave., the site of the former Tower Hotel. The hospitality company, which already operates 24 locations throughout Latin America and the Caribbean, is like a travelers' hostel that comes with coworking space and a cool tour guide, designed for today's globetrotting, Instagram-happy laptop junkies.
Accommodations at each site cover a range of price points. In San Jose, Costa Rica, for instance, travelers can rent a bed in a 10-person dorm room for $10, or get a private room with a double bed for about $90. Surfing and yoga are part of the offerings. Other trendy destinations include Bocas del Toro, Panama; Playa del Carmen, Mexico; and Banos, Ecuador.
Company execs in April announced that they had raised $95M in Series B funding from Abraaj Group and WeWork founder Adam Neumann. They hope to renovate old properties — which they can do nimbly, in three to four months, they say — and offer like-minded travelers a campus-style feel.
“Miami was the perfect location for Selina’s U.S. expansion because of the city’s energy and flavor, its rich history, mix of cultures, the list goes on,” Selina Head of Business Development Steven Ohayon said in a statement. “There’s the sand and surf that Selina guests know and love, but also a huge art scene, a growing wellness community and endless things to do. Tourism in Miami is booming, and we’re excited to host travelers and show them a holistic look at the city.”
Following the Miami launch, Selina intends to open other locations in New York and L.A. as well as Portugal, Poland, Israel, Greece, Hungary, Spain and the U.K. The company is targeting 1,500 to 2,000 beds in Miami over the next two years. Each location will collaborate with local artists.
Prior to its Little Havana hotel opening, Selina will build a presence in the Wynwood neighborhood with a retail store called Selena Brawlers, designed to look like a hotel lobby. In collaboration with local retailer Brothers and Brawlers, it will sell eyewear, motorcycles, décor and products designed by Selina’s creative director, Oz Zechovoy, and have free WiFi and coworking space.
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