The Social Hub

Written by

Sophie Morrow

Published in

Entrepreneurs
Meet Charlie MacGregor, the driving force behind The Social Hub. In this interview, we explore his visionary philosophy and its unique approach to hybrid hospitality, creating inspiring spaces for human connection and growth.

The Social Hub’s Journey and Future. An exclusive interview with Charlie MacGregor, CEO and Founder of The Social Hub, by Sophie Marrow for Sublime Magazine.

Sublime: You founded The Social Hub with a unique vision of hybrid hospitality. Why, and what was the inspiration behind your business?

Charlie MacGregor: When I was living in London, I purchased some flats and transformed them into smaller apartments. My enthusiasm for creating these wonderful homes made me realise that I wanted to offer people spaces where they could be happy and thrive. This epiphany sparked a profound change in me. While visiting the Netherlands, I discovered there was a four-year wait for student accommodation due to significant planning bottlenecks. It became clear to me that students deserved better options. Instead of pursuing the conventional student living route, I envisioned developing a hotel that would provide much greater flexibility and community-focused experiences, resulting in a more sustainable financial model.

S: You’ve mentioned that disruption is in your genes, being raised in an entrepreneurial family. Can you share a specific experience or lesson from your upbringing that has significantly shaped your approach to business?

CM: In Scotland, my father worked in the purpose-built student accommodation sector, and I would often go into work with him, which gave me an early taste of things. I started out helping with small tasks like organising keys and arranging furniture. I didn’t go to university and started working on building sites at age 17, getting a very hands-on introduction to the sector.

S: Who do you admire?

CM: I recently had lunch with Rutger Bregman, the author of one of my favourite books, “Humankind.” His philosophy of believing that all human beings are inherently good is an inspiration to me in all of my personal and professional activities.

S: Your most recent Social Hub is based in San Sebastián. What inspired you to choose this location, and what unique qualities make it stand out?

CM: San Sebastián, in the heart of the Basque region, is a very special city, and the opening marked another important step in our expansion and social impact strategy in Iberia. After the warm welcome in Barcelona and Madrid and recognition of our unique qualities, having built closely-knit communities there, our objective was and still is, to continue to grow and engage with our guests in the region, providing them with an unrivaled experience that is tailored to their needs. Whether it’s staying for an overnight leisure visit or a full student semester, working from our hubs, participating in our extensive community-focused experiences, or simply enjoying our dining facilities with loved ones. Ultimately, our purpose is to create a better society through spaces and initiatives that facilitate meaningful connections and a strong community.

S: How do you ensure a seamless and enjoyable experience for guests at The Social Hub San Sebastián, given its diverse range of services and accommodations?

CM: We ensure a seamless experience in San Sebastián the same way we do in all our hubs. I lead a wonderful collection of changemakers who are committed to ensuring that we provide guests with the best possible experience, however long they are staying with us and for whatever reason. All our hotels have stylish designs, comfortable rooms, and are in central locations. We are more than just a hotel, but a community hub to make memories, co-work, and everything in between.

S: What strategies do you use to foster a sense of community among such a diverse group of people, from students to business travellers?

CM: We may cater to a diverse group of people, but they all share The Social Hub’s common purpose, which is: “Together, we create a better society.” Our hotels have boundary-blurring spaces like the lobby, restaurants, and bars, allowing guests to mix and mingle with locals, tourists, students, and entrepreneurs shaping their own adventures.

S: Your work with Movement on the Ground focuses on transforming refugee camps into campuses. How do you balance your time and energy between The Social Hub and your humanitarian efforts, and what motivates you to continue this challenging work?

CM: Since the conception of Movement on the Ground (MOTG) in 2015, I have committed myself and my network to helping the current crisis. Life is busy, but I am hugely committed to MOTG and it is a major passion of mine. I work with a team of like-minded individuals determined to bring change to the humanitarian field; ultimately, we want to help pave the way for people on the move to integrate into their future society. People that are forced to flee should be seen for their potential, enrichment, and what they can provide to make a better society. Just like any other community, we want the residents to have a place to meet each other, to have education, health care, nutritious daily meals, sports facilities, and a centre for arts and music. In many ways, MOTG underpins the ethos of The Social Hub, and as a corporate partner, team members of The Social Hub can spend a week volunteering on the island of Lesvos.

S: With the hospitality industry constantly changing, how do you see the future of community-based hospitality evolving?

CM: The future of community-based hospitality is bright. People are always going to look for inspiring spaces to explore their purpose, collaborate, and connect with like-minded individuals. At The Social Hub, we have 23 hubs in eight European countries at the moment, five of which are under development. Our ambitious growth goal is to increase the number of hotels in these countries (and beyond) to build more density and better economies of scale.

S: What advice would you give to your younger self?

CM: Never lose sight of your values, ensure your work fulfills both your mind and spirit, no matter what field you’re in. Never give up, be prepared to adapt and be flexible…learn at every moment and keep smiling.

thesocialhub.co


About The Social Hub
Driven by a purpose to create a better society, The Social Hub is a pioneer in the hybrid hospitality industry, offering spaces where guests from all walks of life can learn, stay, work, and play. With hotels located across Europe’s most dynamic cities, The Social Hub connects and creates a unique community of travellers, students, business professionals, neighbours, and more. Founded in 2012, The Social Hub is headquartered in Amsterdam and employs more than 1,000 people. The Social Hub’s portfolio includes 23 locations, with 17 hotels and over 10,000 rooms currently operating in cities like Amsterdam (two hubs), Barcelona, Berlin, Bologna, Delft, Eindhoven, Florence, Groningen, Maastricht, Madrid, Paris, Rotterdam, San Sebastián, The Hague, Toulouse, and Vienna. Six hubs are in development, with openings in 2024 in Glasgow, Porto, and Florence Belfiore, and in 2025 in Rome, with Lisbon and Turin planned for the future.

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eco travelentrepreneursFoodhospitalityHotelresponsable travel

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