How The Social Hub Uses Community to Thrive in Hospitality

The Social Hub is one of the most interesting stories in hospitality, from its founding as “The Student Hotel” in 2012 to its recent rebranding and €2.1 billion valuation in its most recent funding round.

As a pioneer in “hybrid hospitality” that has become so hot in recent years, I wanted to learn how they did it - so recently spoke with Frank Uffen, Managing Director of Community & Partnerships at The Social Hub, and wanted to share what I learned with you here.

Establish Community as an Executive Priority

Community management is an entry-level role in many companies, but not at The Social Hub. Frank's Managing Director-level role speaks volumes about the company’s approach to developing relationships. Community is part of our DNA, Frank told me, explaining their long-term commitment to building communities from the ground up. This mindset explains why they view general managers as 'mayors' of their locations, as they are responsible for creating a deeper, more integrated community experience for guests, visitors, and neighbors.

Takeaway: Hospitality leaders should embed community into their organizational DNA, viewing it not as a secondary feature but as a fundamental aspect of their business strategy.

Engage Diverse Stakeholders

Frank emphasizes the importance of engaging a range of stakeholders in community building, from policymakers to startup organizations. This engagement is crucial in creating experiences that enhance the lives of those you serve, helping them form valuable connections and achieve their goals. Frank's approach involves defining frameworks that maintain brand quality across locations while allowing for local adaptability.

Takeaway: Successful community building in hospitality involves actively engaging with diverse stakeholders and tailoring experiences to local contexts without compromising brand integrity.

Use Programming as a Catalyst

The Social Hub's community programs go beyond superficial social interactions. With over 16 locations and a large resident population, their approach is more like to managing an urban campus. Frank explained the wide range of programs they offer, from community morning coffees to sports activities and educational events, that are designed to complement the residents' lifestyles and interests.

Takeaway: Hospitality leaders should design community programs that are creative, compelling, and aligned with the interests and lifestyles of their guests and visitors.

Emphasize Inclusivity and Accessibility

A significant focus for Frank is inclusivity and accessibility in community building. Again and again, he came back to the importance of creating opportunities for those who might not have access due to financial constraints. Collaborations with educational institutions and organizations like Talent Garden exemplify The Social Hub's commitment to providing practical skills and lifelong learning opportunities within their communities.

Takeaway: Hospitality businesses should strive to make their communities inclusive and accessible, offering opportunities for learning and growth to all.

Leverage Technology As An Enabler

In a world heavily reliant on technology, Frank sees it as an enabler rather than a replacement for real-world interactions. The Social Hub uses technology to facilitate connections, wellbeing support, and community engagement. This approach ensures that technology enhances the guest experience without overshadowing the human element.

Takeaway: Use technology as a tool to enhance community building, focusing on creating meaningful, real-world interactions.

Drive Change through Education

Frank highlighted the transformative power of learning in community development. Initiatives like The Social Hub’s “Better Society” masterclass demonstrate how hospitality organizations can play a key role in societal change by providing skills, networks, and resources to those passionate about social causes.

Takeaway: Hospitality leaders should consider how they can facilitate learning and development within their communities to drive change and add value beyond traditional hospitality offerings.

Frank’s approach to leadership at The Social Hub offers inspiration for all hospitality leaders to reimagine the role of community in their businesses. By prioritizing community as a core strategic element, engaging with diverse stakeholders, creating meaningful programs, ensuring inclusivity, leveraging technology appropriately, and facilitating change through learning, hospitality leaders can build thriving communities that offer a competitive advantage in today's market.

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Josiah Mackenzie hosts the Hospitality Daily Podcast to help you stay informed and inspired each day by the most interesting people in hospitality.