Selina rebrands as Socialtel following acquisition and $50M overhaul
Selina, the hospitality brand known for catering to digital nomads and backpackers, has officially rebranded as Socialtel after being acquired by Collective Hospitality in August 2024. The move comes in the wake of Selina’s financial troubles, which led to insolvency earlier last year.
Under its new ownership, the company is undergoing a $50 million transformation aimed at updating and repositioning its network of properties. The rebrand includes the relaunch of 29 former Selina locations across South and Central America, with plans to open 15–20 new properties in countries such as Brazil and Panama in early 2025.
Socialtel is being framed as a hybrid hospitality model—offering the communal feel of hostels alongside more upscale amenities typically associated with mid-range hotels. The new concept is designed to appeal not only to its traditional base of young travelers but also to families and other travel segments, marking a shift in strategy to broaden its audience.
According to Collective Hospitality CEO Gary Murray, the expansion across Latin America is part of a broader effort to connect regional travel routes and provide consistent offerings across key backpacking corridors.
“The backpacking trails of Central and South America serve as vibrant pathways connecting SEA and LATAM, offering unmatched adventure, culture, and discovery. We are excited to announce that 15 to 20 pipeline properties are set to launch in Latin American countries such as Brazil, Panama, and more during the first quarter of 2025.”
Mario Fernando, VP of Experience & Marketing at Collective Hospitality, noted that Socialtel will offer two types of experiences: city-based hubs focused on social energy, and nature-focused properties aimed at quieter stays.
“This duality lets us cater to diverse traveler needs while fostering a sense of community through surf camps, nomadic lifestyles, and adventures.”
The rebrand represents a significant shift for the company as it attempts to recover from financial instability and reestablish itself in a rapidly evolving travel landscape.
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