The launch of MM: NT Berlin Lab has marked a pioneering move by Adina Hotels Europe, owned and operated by Australia’s International Hotel Group, TFE Hotels.
MM: NT Berlin Lab is an ever-evolving mini hotel laboratory operating in an ongoing beta mode. It gathers feedback from guests to redefine stays and enables TFE to reshape hospitality products in the future.
According to TFE Hotels’s CEO Antony Ritch, this approach has benefited the evolution of new brands and hospitality experiences. To bring MM: NT Berlin Lab to life, Adina Hotels in Europe has partnered with Häfele, Germany’s leading supplier of architectural hardware systems, furniture fittings, electronic access control and LED lighting.
The MM: NT Berlin Lab team is conducting a two-month experiment in which guests are invited to stay for free and provide real-time qualitative feedback on the hotel design, public spaces, and overall experience.
To tap into Gen Z and Millennial travellers, MM: NT Berlin Lab took to social media to recruit these first-in guests. The trial will see recruited guests test out six rooms, each with its unique design and essentials for today’s modern traveller – low-key, high-style spaces that mix thoughtful design with intelligent storage.
The Berlin Lab will operate with a self-serve model, providing easy-to-use in-room digital functions. A concierge web-based mobile app enhances the overall guest experience, run entirely on green energy.
“Our theory is that there’s a cohort of Gen Z and Millennial travellers in particular who are open to new ways of interacting with hotel services,” said Adina Europe’s Chief Executive Officer, Asli Kutlucan.
“We’re therefore using the lab to explore various hotel interfaces to see how we can adapt to changing behaviours and demands. Berlin is the ideal location for our beta hotel as it attracts the culturally curious and is a mecca for change-makers and creative minds.”
Adina’s Senior Director of Development, Adina Europe, Matthias Niemeyer, added that the lab focused on small ‘moments’ in time and had been developed in direct response to post-pandemic travellers’ changing travel, living, and working habits.
MM: NT Berlin Lab’s booking engine opened to guests who signed up through social channels in January 2024. One, two, and three-night stays within the testing period—across all room types from late March through May 2024—booked out within hours.
