The Sidemen are building a themed hotel

The Future. The Sidemen are the first digital influencers to get the hotel treatment thanks to a new partnership with hospitality startup Ghsthotels. If the project finds willing customers, off-the-radar lodgings all over the world could get a fresh shot of interest by becoming branded experiences for Gen Z.

Curated haunt
You’ve heard of ghost kitchens, but the Sidemen are ushering in the “ghost hotel.”

• Tubefilter reports that the UK-based YouTube group, their management team Arcade Media, and startup Ghsthotels are partnering on the concept, with the Sidemen joining the first funding round.
• What is it exactly? Ghsthotels will operate in existing hotels and bring in “trademark Sidemen touches” and “offer customers personalized messages” from the team during their stay.
• The first themed hotel is set to launch next summer.

While the project may seem vague, the success of ghost kitchen (including the Sidemen’s own Sides brand) shows a hunger for branded experiences from digital influencers. Ghsthotels’ ambition is to launch a suite of hotels based around “entrepreneurs, creators, and personalities.”

And with a recent survey finding 72% of Gen Z wants to spend more money traveling now than they did before the pandemic, the Sidemen may be entering the hospitality business just as their fans need a place to stay.