In an trade centered on facilities, cutting down might be shockingly revolutionary. Particularly once you take away virtually every little thing and get the fundamentals precisely proper.
In a latest episode of MattTalks, Halima Aziz, Head of Lodges at Criterion Hospitality, shared how Zedwell is redefining metropolis stays by means of adaptive reuse, windowless rooms and ultra-compact capsules. Constructed inside a few of London’s most underutilized actual property, Zedwell challenges long-held assumptions about what visitors want, and what they’re prepared to pay for.
No home windows, no drawback
Zedwell was born out of necessity. Criterion owned massive, complicated buildings – former arcades, automotive parks, leisure areas – that not labored for conventional tenants. Somewhat than forcing typical resort layouts into unsuitable constructions, the crew designed a model versatile sufficient to suit virtually wherever.
We’re a windowless-by-design idea,
Halima explains. We frequently name ourselves an adaptive reuse model.
Zedwell constructed itself from the bottom as much as match into a carpark, arcade or division retailer and make use of the belongings that had been roughly forgotten about.
The result’s what they name the “cocoon”: a compact, oak-lined resort room constructed for deep relaxation. No home windows, no TV, no litter. Simply full silence and a high-quality mattress.
What on the floor seems like a doubtlessly poor visitor expertise turns into, in observe, a much-needed escape from the world. Actually, Halima says, Visitors are virtually unaware of the truth that there’s no window inside.
An unapologetic method to the fundamentals
Zedwell’s philosophy hinges on one precept: hospitality, at its core, is about relaxation.
That focus drives each operational resolution. By stripping again non-essentials, like kettles and minibars, Zedwell reduces visible litter and lowers prices. That stated, rooms are deliberately over-specced the place it issues most. Take the doorways, for instance, which let zero mild in and borrow soundproofing mechanics from music studio doorways.
The method extends to housekeeping. Rooms are designed to be cleaned in lower than quarter-hour. Zedwell additionally shifted to an opt-in deep-clean mannequin moderately than counting on visitors to choose out. There are such a lot of issues that, as shoppers, you don’t discover and also you don’t want,
Halima notes.
For Zedwell, perfecting the fundamentals is an artwork. And it’s additionally what makes their enterprise mannequin commercially possible and scalable.
Expertise removes friction and provides transparency
Zedwell’s visitor journey is constructed round pace, readability and selection. Verify-in occurs through kiosks. Communication occurs through WhatsApp and the visitor portal. Add-ons like early check-in and late checkout are automated, non-compulsory and clearly priced.
By eradicating face-to-face upselling, the crew eliminated friction and embarrassment. As Matt observes, know-how permits visitors to say sure to comfort with out feeling awkward. The result’s higher uptake, happier visitors and extra income that straight funds operational enhancements, like paying housekeepers to prep rooms earlier.
We’re commercially unapologetic,
Halima explains. However our visitors must really feel like we’re not deceiving them. We’re actually open and sincere about who we’re and the expertise we ship.
Capsules for an untapped market
Zedwell’s newest evolution takes the idea even additional. Capsules by Zedwell shrink the cocoon all the way down to a single sq. meter, with shared washrooms and costs beginning as little as £30. The purpose isn’t to interchange accommodations or hostels, however to unlock completely new demand.
We wished to open up a brand new market,
Halima explains. The individuals who weren’t planning to remain in a resort that evening.
Capsules provide a compelling various to lengthy commutes residence from work, late-night journey or lacking out on experiences as a result of it’s essential catch the final practice residence. Particularly in dense, costly cities, this new idea affords entry at an reasonably priced worth level.
Much less resort, not much less hospitality
Zedwell’s success comes from questioning inherited requirements and designing round actual visitor conduct, not assumptions.
As Halima places it, Lodges that ship the fundamentals effectively fulfill the wants of a budget-conscious traveler with no need to go down the routes they used to.
In an trade usually tempted so as to add extra, Zedwell’s story is a reminder that innovation can simply as powerfully come from subtraction — and from having the boldness to construct precisely what an area, a metropolis and a visitor really want.
Watch the complete MattTalks episode to learn how Zedwell is ripping up the standard hospitality playbook and writing their very own.
About Mews
Mews is the working system for hospitality, unifying workflows throughout income, operations and the visitor journey so groups can automate the mundane and concentrate on memorable visitor experiences. The Mews platform spans PMS, POS, RMS, Housekeeping and Funds, serving to hoteliers transfer from property administration to revenue administration. Powering 15,000 clients throughout 85 international locations, the corporate was named Finest PMS (2024, 2025, 2026), Finest POS (2026) and listed among the many Finest Locations to Work in Lodge Tech for six years operating by Lodge Tech Report.
