Switzerland is the latest destination to join Room Mate Hotels’ expanding European footprint, as the Spanish boutique brand launches its first property in Geneva—signaling a calculated move into the continent’s high-end hospitality market. This strategic entry reflects Room Mate’s broader ambition to grow in affluent, design-conscious city centers across Europe. Backed by strong financial growth, new ownership, and a robust refurbishment program, the Geneva debut positions Room Mate to tap into Switzerland’s premium tourism sector while reinforcing its identity as a stylish, guest-centric alternative in the luxury hotel landscape.
In a major milestone for the Spanish hospitality sector, Room Mate Hotels has officially stepped into the Swiss market with the acquisition of its first property in Geneva. This move aligns with the brand’s broader strategic roadmap to reinforce its presence across Europe and comes at a time of impressive revenue growth and international portfolio expansion.
A Landmark Entry into Switzerland
Room Mate Hotels is making its debut in Switzerland with the acquisition of the 104-room Hotel Marmont in Geneva. Situated close to the elegant Rue du Rhône and within moments of the serene Lake Geneva waterfront, the hotel is scheduled to undergo an extensive transformation. Following its transformation, the hotel will relaunch under the Room Mate brand in early 2026. This move marks a major geographic expansion for the group, which has traditionally concentrated its portfolio in Southern and Western European cities.
The Geneva hotel is expected to serve as a springboard for additional Swiss investments and expansions, showcasing the brand’s confidence in Switzerland’s tourism resilience and luxury market demand.
Strengthening the Brand with European Expansion
Room Mate’s entrance into Geneva closely follows its major announcement of adding twelve new hotels in Valencia, Spain, signaling an aggressive expansion strategy targeting sought-after urban destinations. This rapid growth underscores the brand’s commitment to strengthening its footprint in dynamic city markets. By 2025, Room Mate’s collection encompasses 33 hotels situated in 15 major urban destinations across six European nations, with flagship locations in thriving cities such as Madrid, Barcelona, Amsterdam, Florence, and London. in six European countries, including key metropolitan centers like Madrid, Barcelona, Amsterdam, Florence, and London.
Among the latest additions to Room Mate’s expanding portfolio are the upscale Palazzo Dei Fiori in Venice and the stylish Lime Tree Hotel located in London’s prestigious Belgravia neighborhood. Further strengthening its Italian presence, the brand is preparing to unveil Room Mate Mia—its second hotel in Rome. Looking ahead, upcoming projects in Paris and Sicily are already in development, reinforcing Room Mate’s momentum in the luxury hospitality market and extending its visibility across Europe’s most iconic travel destinations.
Financials Reflect Robust Growth
Room Mate’s growth trajectory is underpinned by solid financial performance. In 2024, the group reported revenues of €128.5 million, representing a robust 23% year-over-year increase. Its normalized EBITDA reached €28.3 million, highlighting enhanced operational efficiency and consistently high occupancy levels across its expanding portfolio.
Looking ahead, the group projects revenues to exceed €150 million in 2025. This bullish forecast is grounded in both the rapid pace of new signings and the strong performance of existing assets. Notably, Room Mate’s hotels in Spain and Italy — especially in Madrid, Barcelona, Valencia, and Malaga — have shown high occupancy rates, contributing significantly to the group’s financial upturn.
Capital Investment and Ownership Shift
The current wave of expansion and refurbishment is largely the result of a change in Room Mate’s ownership structure in 2022. New shareholders acquired the business, ushering in a fresh era of strategic growth underpinned by stronger financial support. This change has enabled Room Mate to launch a large-scale capital investment program aimed at modernizing its existing properties and acquiring new flagship locations.
In 2024 alone, major refurbishments were completed at several key locations. The 285-room Room Mate Aitana in Amsterdam was overhauled to enhance its appeal among leisure and business travelers alike. In Florence, Room Mate Luca and Room Mate Isabella both received design updates, while the Room Mate Leo in Granada also underwent substantial enhancements.
These upgrades are consistent with the brand’s mission to blend stylish interior design with a homelike atmosphere — a core identity that differentiates Room Mate from conventional hotel chains.
Strategic Partnerships Fueling Expansion
To support its growth, Room Mate has partnered with a number of Europe’s most influential institutional landlords and real estate investors. Collaborations with Axa Real Estate, BNP Paribas, Generali, Grosvenor, Investire SGR, and Prelios SGR have provided the brand with access to premium urban real estate opportunities.
These alliances not only enable Room Mate to tap into high-value markets but also facilitate long-term leasing and co-investment strategies, helping the group scale without overextending financially. The company’s asset-light business model remains central to its scalability and resilience across different market conditions.
Hotel Design and Guest Experience Philosophy
At the heart of Room Mate’s success lies its unique approach to hospitality. Eschewing the impersonal nature of many global chains, Room Mate positions its properties as “hotels that feel like home.” Design plays a critical role in achieving this ambiance, with every hotel featuring interiors that reflect the character of its location — often infused with vibrant, contemporary aesthetics.
This design-forward philosophy appeals to a broad demographic of travelers, from digital nomads to urban explorers and business professionals. Room Mate’s properties tend to attract guests seeking a mix of comfort, creativity, and cultural immersion — a combination increasingly in demand in the post-pandemic travel landscape.
Impressive Visitor Metrics and Market Performance
Room Mate’s rising acclaim within the hospitality sector is reinforced by impressive guest data. Throughout 2024, Room Mate welcomed over 1.22 million travelers across its properties, with guests averaging 2.5 nights per stay across the network. The group achieved an occupancy rate surpassing 86%, significantly outperforming industry benchmarks and reflecting strong customer loyalty and consistent repeat business.
In 2024, Italy and Spain emerged as Room Mate’s top-performing regions, delivering the highest returns across its portfolio. Hotels in destinations such as Madrid, Barcelona, Valencia, and Malaga delivered standout results, driven by a surge in domestic tourism and the return of international travelers. As Room Mate prepares to unveil its Geneva property in early 2026, the company expects it to emerge as a valuable addition to its portfolio of high-performing European assets.
Switzerland marks a pivotal milestone for Room Mate Hotels as it enters Geneva’s upscale market, aligning with the brand’s strategy to expand into Europe’s luxury hospitality scene. Backed by rising revenues and a robust investment plan, the move reflects Room Mate’s ambition to grow in high-end, design-focused destinations.
Looking Ahead: Room Mate’s 2025 Vision
As 2025 approaches, Room Mate is positioned to reinforce its reputation as one of Europe’s most forward-thinking boutique hotel brands. With a strategy focused on tapping into both established and up-and-coming urban destinations, the group continues to push design innovation while maintaining its asset-light business model. This approach reflects its ambition not just to expand, but to reshape the concept of modern lifestyle hospitality in an increasingly competitive market.
Room Mate’s upcoming launches in Rome, Paris, Sicily, and its highly anticipated rebranding of the Geneva property will serve as bellwethers for the company’s success in the years to come.
Room Mate Hotels’ strategic expansion into Geneva marks more than just a new city on its map — it symbolizes the group’s bold ambitions to become a defining force in European hospitality. With a rapidly growing portfolio, strong investor backing, and a design-forward philosophy that places the guest experience at its core, Room Mate is not just growing — it’s thriving. Travelers and investors alike would be wise to keep a close eye on its next moves in 2025 and beyond.
Hôtel Marmont
Rue du Prince 5
Genève, 1204
Switzerland
+41 22 577 69 40
