YUST operates a mixed-use hospitality model that blends short-stay hotel rooms, extended-stay accommodations (about 70% of rooms include kitchens), hostel rooms, on-site restaurants and bars, and a regular events program (over 150 events per year). Its existing locations in Antwerpen and Luik report occupancies of 80–90%, roughly 10% above market performance, and the group emphasizes strong local food concepts (Eppo in Antwerpen and Pépin in Luik) as part of community anchoring. The company achieved Green Key certification in 2024 and emphasizes sustainability measures, local partnerships and plant-based offerings. YUST is scaling through renovations and acquisitions—preferring faster-turnaround renovation projects to new builds—and plans immediate projects in Cologne and Utrecht plus expansion in Antwerpen and a Brussels opening planned for Q1 2028. Management targets growth to ten hotels by 2035 and expects to expand its room count from 200 to 600 while increasing revenue and EBITDA substantially as noted in its projections. The brand emphasizes selective geographic clustering near Belgium to maintain quality, operational involvement, and cost control while adapting its room mix to each city’s profile.

Total raised

$6M

Funding rounds

1

Latest round

Equity

Latest activity

May 2026