Yurbban Hospitality Group, a global hotel operator with roots in Barcelona, Spain, is marking a decade of Yurbban Hotels with a bold lexpansion, adding Lennox Hotel Miami Beach to its growing portfolio. With a 50 percent growth in 2024 compared to 2023 and projected revenues exceeding €50 million ($52 million) in 2025, the company reinforces its position in the hospitality sector.
To celebrate the 10th anniversary of its premium hotel brand, Yurbban Hotels introduces the innovative Room 10 concept, further solidifying its commitment to innovation and operational excellence.
In 2024, Yurbban Hospitality Group exceeded its revenue targets, achieving a turnover of more than €40 million – a 50% increase from 2023 – driven by strong performance in the Iberion region and the strategic expansion in the United States.
Looking ahead to 2025, the group projects revenues of €50.9 million, fueled by continued North American expansion and a growing portfolio in Spain. Currently managing 1,600 rooms, Yurbban aims to reach 10,000 managed rooms by 2035.
Committed to sustained growth, Yurbban Hospitality Group continues to focus on operating hotel assets across the Iberian region and the U.S., with a strategic emphasis on major Spanish cities, expansion into Portugal, and strengthening its presence in Miami and Florida, where it is reinforcing its expansion team.
The addition of Lennox Hotel Miami Beach reinforces Yurbban Hospitality Group’s commitment to the North American market, where it already manages five properties in Miami Beach, including Uma House by Yurbban, Crest Hotel & Suites, Casa Boutique Hotel, and Aqua Hotel.
Housed in the historic former Peter Miller Hotel, Lennox Hotel Miami Beach seamlessly blends Art Deco charm with modern sophistication. Its 118 rooms preserve the building’s architectural heritage while offering contemporary comforts.
Just steps from the beach and the Miami Beach Convention Center, the hotel consists of four interconnected buildings centered around a serene courtyard with a Mediterranean-style pool. Enhancing its guest experience, the hotel’s Amalia restaurant elevates Mediterranean cuisine with an innovative menu that fuses traditional flavors with modern culinary creativity.
“With strategic additions like Lennox Hotel Miami Beach, we strengthen our position to become a leader in the lifestyle hospitality segment. Guided by our own brands, which define the unique assets we seek, we are proactively expanding our footprint across the Iberian region and the U.S., reinforcing our presence in these key markets,” says Héctor García, CDO of Yurbban Hospitality Group.
Now, as Yurbban Hotels celebrates its 10th anniversary, the brand marks this milestone with the launch of Room 10, an innovative concept designed to redefine the guest experience.
“Our evolution over the past decade reaffirms our commitment to managing hotels that seamlessly blend lifestyle experiences with operation excellence. Each year has been an opportunity for learning, innovating and connecting–with our guests, collaborators, and the communities we serve. This anniversary is not just a celebration of how far we’ve come, but a reflection of our vision for the future,” says Oriol Serra, CEO of Yurbban Hospitality Group.
Designed to seamlessly adapt to different moods throughout the day, Room 10 features a curated selection of amenities designed to elevate the guest experience, including:
- Coco-Mattress – Crafted from natural fibers for optimal comfort and restful sleeps
- Smart Mirror – Transforms the room into a private gym, integrating wellness into the stay
- La Marzocco Coffee Machine & Three Marks Coffee – Delivers a premium specialty coffee experience
- Curated Literary Selection by Terranova – Showcasing a handpicked collection of independent books
- Scens Beauty Amenities – A luxurious line of vegan and organic cosmetics for a mindful stay
Exclusively available at Yurbban Passage, Room 10 embodies the brand’s evolution and its dedication to a hospitality experience that prioritizes personalization, comfort, and wellbeing.
Formerly known as Smart Rooms Company, the operator group was founded by Oriol Serra in collaboration with the Catalan family office Sogaman. The group manages a diverse portfolio of innovative accommodation concepts, including hotels, tourist apartments, co-living spaces, and student residences across key cities in Spain such as Barcelona, Madrid, Seville, and San Sebastián. In the U.S. the group operates the five hotels in Miami Beach and also oversees co-living properties in Latin America, specifically in Colombia.
Photo: The Lennox Miami Beach (Yurbban Hospitality Group)