Miiro Hotels is a fresh lifestyle hotel brand making waves across Europe. Backed by InterGlobe Enterprises UK—the powerhouse behind IndiGo Airlines—Miiro Hotels is rapidly expanding in top travel destinations.
Last year, new Miiro Hotels opened their doors in Paris and Barcelona, two of Europe’s most popular cities for visitors. This year, a new location launched in London, adding to their growing presence.
The company’s growth took off quickly by acquiring the established K+K Hotels brand, offering immediate access to prime European markets.
Experience the vibrant Miiro Borneta in Barcelona!
Discover local flavors, creative cocktails, and unforgettable evenings at MWR LIFE:olta Bar.
Ready for your next getaway?
Book your vacation at Miiro Borneta and immerse yourself in Barcelona’s energy and style!
A Guest Room with Terrace at La Borneta, Miiro’s Hotel in Barcelona
The brand name «Miiro» comes from the Latin word for «I wonder.» The addition of a second «i» is intentional, encouraging guests to pause and «savor the moment.»
Before choosing the name, executives considered over 200 options to find one that aligned with the brand’s vision.
InterGlobe aims to diversify its operations beyond India, and expanding in Europe is a key part of this strategy. Neena Gupta, CEO of Miiro Hotels and executive director of group strategy and international hospitality at InterGlobe, has been instrumental in leading the brand. She was recently awarded the «Up-and-Coming Hotelier Award» at an industry event.
Miiro Templeton Garden in London
But, is Europe already too saturated with boutique hotel brands? Charanjit Singh, a hospitality expert and executive of WB Hotels & Resorts, doesn’t think so although he says there are both opportunities and challenges for new entrants.
He says that while occupancy and room revenue rates can vary wildly in Europe, the major capitals and large cities (exactly where Miiro is opening most hotels) are “defying global averages.”
Latest openings
The lobby lounge of Le Grand Hôtel Cayré in Paris
Many of the properties are in historic buildings like Le Grand Hôtel Cayré, once known as the Hôtel Cayré, which has hosted some of Paris’ top visiting artists, writers and philosophers.
Barcelona’s Hotel Borneta was the second property to open in the portfolio across from one of the city’s famed parks, La Ciutadella. Its rooftop terrace has a cocktail bar, menu, plunge pool and panoramic views of the city.
Miiro opened its first Swiss hotel in Gstaad, The Mansard, which will stay open year-round, is the only hotel that is not part of the K+K brand. It is in a prime location overlooking the ski town’s main street and close to popular art boutiques and restaurants.
Miiro Templeton Garden in London
Templeton Garden in London is another that has opened in a former K+K property (and also in a neighborhood known for being home to legendary writers like Agatha Christie, Beatrix Potter and Alfred Hitchcock). This literary theme weaves its way throughout the property, which has a large garden surrounded by tall trees and flowers where guests can enjoy ordering from the restaurant and bar’s menu.
Currently, there are four properties in the portfolio with two more in Vienna on the way by next year. Potential destinations for new hotels include Florence, Madrid, Milan, Hamburg and Budapest.
The lobby of the new Gstaad, Switzerland hotel
Projections for hospitality are expected to grow from $4.7 trillion to $5.8 trillion by 2027, notes Singh. He also notes that part of the growth is from “mid‑to‑high‑income millennials and Gen Z, who seek smaller, eco-conscious, and culturally rooted stays.”
According to Reuters, this growth for boutique brands is particularly key in cities like Barcelona where regulators are pushing back against short-term rentals like Airbnb amid local protests and “steering tourists toward higher-end, more controlled hospitality offerings.”
Doing some things differently
The library at Miiro London, Templeton Garden
This differentiation is where Singh believes brands like Miiro can most stand out, saying “in crowded boutique markets, differentiation in design, community integration, and service innovation is vital.”
The building’s history and neighborhood storytelling can help drive demand, despite boutique hotels growing in number. Singh says Miiro can call upon its parent company’s “airline and tour experience to drive cross‑border guests” and success.
Every Miiro property has a “refresh room” that is open to guests to freshen up, even without an available room being ready yet. While these are common in numerous resorts in tropical destinations, many city hotels do not often carve out the real estate for something that does not earn a nightly rate. The Refresh Room concept allows early arrivals or late departures to have access to a changing room, shower and bathroom (that is separate from the gym or spa) while they wait for their room to be ready or a late-evening departure.
Volta is the dining room at Miiro Borneta in Barcelona.
Many of their restaurants also give the chef “carte blanche” to prepare tasting menus that are different day to day based on what is fresh or has been sourced locally. This is nothing new, but when the menu changes each day and you don’t know what to expect, as it does at Hotel Borneta in Barcelona, it raises the bar.
Miiro hotels also have small libraries or reading rooms where travelers (and locals) can relax with a book from a regional author. And in the rooms themselves, things are different. Special collaborations with local artists or journalists have added a lot of regional influence to the rooms.
Le Suite du Collectionneur at Miiro’s Paris hotel
For example, Le Suite du Collectionneur at Miiro’s Paris hotel is an immersive, art-filled suite complete with custom furnishings and art pieces chosen by a local artist and available for purchase. In London’s Templeton Garden hotel, Vogue columnist Raven Smith curated the hotel’s eclectic library that represents many of the famous authors that lived in the neighborhood.
Art talks, guided walks and weekly wine tastings are standard at many hotels. These are part of what Singh calls best practices for boutique hotels to seek community engagement.
In a trend that many design-focused hotels now follow, all have public spaces that are open to non-guests to come in and work on a laptop or hold a small meeting. It’s part of Miiro’s focus to integrate more closely with the community.
The library lounge and cafe, open to the public, of Miiro Borneta in Barcelona
While the hotel brand does not have a formal loyalty program, it is studying one. For now, it has “Dots,” which is what it calls a “community of curious travelers, creative locals, and cultural insiders” that can benefit from future-stay and dining discounts plus early-access invitations to new openings and insider events.
Selective locations and differentiation are key to success for boutique hotels, adds Singh, and the appetite for this type of hotel, especially in cities where home sharing is becoming more difficulty, continues to grow.
ForbesYotelpad Goes Global With First Hotel In Europe And Sets Sights On AsiaForbes15 Places In Spain You Don’t Want To Skip Out OnForbes5 Ways Andaz Celebrates Youthful Luxury Through Individuality And Local Culture
