In a bold move, Adina Hotels has launched an innovative hotel laboratory where guests have been recruited via social media, and where real-time feedback will be used to help redefine future stays.
Adina’s Director of Development, Matthias Niemeyer, said the MM:NT Berlin Lab - which is slated to open in February 2024 – was, at its core, an evolving “mini-hotel in beta mode” where guest feedback would be used to reshape the hotel rooms in the future.
To bring the lab to life, Adina has teamed up with leading global architectural hardware company, Häfele, to combine their core strengths in technology and hospitality and set new standards in space efficiency.
“The MM:NT lab is all about focusing on the small ‘moments’ in time and was developed in direct response to the changing travelling, living, and working habits of post-pandemic travellers,” Matthias said.
“Over the past 18 months, in collaboration with our Lab partner, Häfele, and designers, we have curated an ever-evolving collection of spaces for staying, working and playing,” he said. “And together, we are working to refine and finesse the lab’s three hotel room types - Little, Middle and Big – ahead of our opening in February 2024.”
Guests who stay at the Berlin Lab within the first two months will stay for free, provided they share real-time qualitative feedback.\
“During the initial two-month hotel experiment, our guests will give us real-time feedback, Matthias said.
“We can make mistakes, listen and learn, and rectify the design as we go.”
Niemeyer said he expects this innovative approach to hotel development to be extremely beneficial for the development of new brands and hospitality experiences and will assist in bringing them to market quicker than a traditional hotel build.
To tap into a generation of younger travellers, MM:NT took to social media to recruit hotel guests for the digital-first lab experience.
“In these early stages, it was critically important that we talked to future guests who resonated with our brand and our product offering and that we did it on the channels where they go for travel inspiration,” he said.
Whilst MM:NT’s social following is small but engaged, Niemeyer expects followers to gather momentum when the first guests stay, and as the first round of User Generated Content (UGC) starts to land early next year.
A web-based app is integral to the overall guest experience, whilst MM:NT’s digital concierge allows guests to self-service as they check in and check out. Behind the scenes, the room designs, small footprint, and thoughtful modular construction mean that MM:NT will deliver cost, space, and energy efficiency.
Ahead of the February trials, Adina’s development team are currently sourcing development partners and locations to help grow new hotels inspired by the lab
