Selina rebranded as Socialtel, with New Owner Investing $50M to Revamp Hospitality and Coworking

Selina, the global hospitality group known for combining accommodation and coworking spaces for digital nomads, has rebranded as Socialtel following its acquisition by Collective Hospitality, the owner of the Socialtel brand.

SocialTel already operates 22 locations around the world, serving digital nomads, mainly in South East Asia and in South America.

Prior to this transition, Selina had established a substantial presence in the hospitality sector, operating 118 properties across more than 20 countries, mixing it with coworking services. However, the company faced financial challenges, including significant losses and liquidity issues, leading to insolvency proceedings. Collective Hospitality will close 60 of the remaining Selina locations, and will only keep 40.

Gary Murray, CEO of Collective Hospitality, has outlined a comprehensive strategy to revitalize Selina following its acquisition. Central to this plan is a substantial $50 million reinvestment aimed at enhancing the hotel guest experiences and boosting occupancy rates across Selina’s properties. The leadership overhaul aims to inject fresh perspectives and innovative approaches to reenergize the brand and align it more closely with the evolving preferences of millennial and Gen Z travelers, says the company.

A new team is tasked with implementing strategic changes to Selina’s business model and operations, focusing on driving revenue from rooms, food and beverage services, and tour operations.

The brand’s coworking spaces shall  better serve local professionals in the communities where Socialtel operates. This approach reflects a commitment to fostering local engagement and creating dynamic environments that cater to both travelers and residents. ​

Collective Hospitality is a prominent player in the lifestyle and experiential travel sectors, with a portfolio that includes numerous properties catering to millennial and Gen Z travelers.