The July Group: Unveiling a new era of ‘low-key luxury’ with European expansion

ByAndrea Thompson

June 17, 2024

The hospitality firm CityID is rebranding to The July Group, preparing for a bold expansion of its innovative hotel series, The July Hotels, throughout Europe.

With its roots in Amsterdam, The July Hotels provides a luxurious apartment-hotel experience, boasting a discreetly lavish style.

Guests will be treated to a warm, residential ambiance with thoughtful personal touches like handwritten welcome notes, a self-service bar, complimentary bicycles, and in-room cookbooks. Additional services such as laundry, grocery delivery, floral arrangements, and babysitting are also at guests’ disposal.

The rebranding initiative aligns with The July Group’s strategic plan to invest over €1 billion in expanding its network. This expansion will introduce their distinctive hospitality concept to three new European cities: London, Dublin, and Lisbon.

Alexander Goad, CEO of The July Group, stated that consolidating the company’s varied locations under one brand represents a logical step forward. Although there is an emotional attachment to the individual names of each hotel, with six existing sites and additional ones planned each year, establishing a unified brand identity is crucial. Goad emphasizes that despite the unified branding, every hotel will maintain its distinctive personality and uphold the fundamental values that their customers value.

The London venture, dubbed The July – London, marks the company’s first foray outside its home country and is scheduled to open in mid-2025.  Situated in Victoria’s bustling district. This venue aims to be a versatile space where guests and locals alike can socialise or seek solitude.