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Roohm is a lifestyle hotel brand built on one simple belief: no two travelers stay the same. And that's exactly how it should be.
Traditional hotels still operate around fixed expectations of comfort and retreat. But for modern urban travelers that model no longer fits how they live, move or stay. Today’s city traveler wants to move through cities on their own terms. Blending work, rest and exploration into one fluid rhythm.
Roohm was build as a hybrid hospitality concept, that‘s less like a traditional hotel and more like an extension of its guests’ unique lifestyles. Roohm doesn’t promise old-fashioned luxury or escapism. It promises autonomy. A place that moves at the pace of the city and leaves room for guests to stay in their own, unpolished way.
The hospitality market is crowded with brands that promise to be different, yet feel identical. Roohm needed to stand out and build on something fitting to a new generation of urban travelers. Creating a brand that felt personal, flexible and relevant rather than leaning on traditional hotel stereotypes of luxury or escape.
Modern travelers value control over comfort, and authenticity over polish. They don’t want hotels to define the experience for them. They want spaces that adapt to their lifestyle. Places that feel real, human and flexible enough to support whatever their city trip brings them.
We positioned Roohm around the slogan ‘Stay your way’. A brand promise rooted in freedom, ease and personality.
This translated into a brand voice that speaks like a host, not a hotel. And into touchpoints that are centralised around adapting to the guest’s rhythm, rather than enforcing a vision of what a stay should look like or promoting idealised travel moments.
Roohm’s branding made the new hotel formula feel more fitting to the audience compared to other, already existing places to sleep. Making it a flexible homebase for people who wish to experience the city on their own terms.
