Good Hotel

What Good Hotel does

Good Hotel is a privately held social business operating boutique hotels in London (a floating platform at Royal Victoria Dock), Antigua Guatemala (a repurposed UNESCO-protected mansion), and Guatemala City (Zona 4 creative district), with a permanent Amsterdam location announced as forthcoming. Founded by Marten Dresen in 2012 and structured under the Good Group holding company, the company operates as a non-dividend social business inspired by Nobel laureate Muhammad Yunus, reinvesting 100% of profits into educational and vocational training initiatives — specifically the Good Training Program for long-term unemployed locals and Niños de Guatemala schools serving 550+ children.

The portfolio combines repurposed physical assets with standardized hospitality design. The London floating platform — a decommissioned accommodation barge purchased derelict, renovated in an Amsterdam shipyard, and towed across the North Sea in 2016 after an aborted Rio Olympics plan — is the most distinctive asset, supported by an on-site water treatment plant in Antigua and local artisan partnerships across all locations. Each property offers minimalist Dutch-inspired rooms, locally-sourced amenities, on-site food and beverage (The Living Room in London, Bacán in Guatemala City, L'Osteria Saúl partnership in Antigua), and event spaces ranging from 8 to 120 guests in London.

The company monetizes through direct website and phone bookings, third-party online travel agencies, and dedicated corporate event sales, with flexible and prepaid non-refundable rate tiers. The Good Training Program has produced 300+ graduates with 70%+ placement rates at 12 months across Guatemala, Amsterdam, and London, while Niños de Guatemala operates two primary schools and one secondary school funded by Antigua margins. The parent Good Group also encompasses a property development arm (Good Property Development) and the Good Global Foundation, which channels non-Guatemalan profits to worldwide social causes under Education, Empowerment, and Entrepreneurship pillars.

Name

Good Hotel

Legal name

Good Hotel London Limited

Website

https://goodhotel.co

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

Good Hotel is a social business operating boutique hotels in London, Antigua Guatemala, and Guatemala City, reinvesting 100% of profits into hospitality training programs for the unemployed and education for disadvantaged children. It serves socially-conscious leisure travelers and corporate event clients through direct bookings and OTAs.

Ownership category

akta.pro rank

Product category

Boutique Hospitality / Social Business Hotels

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211), Hotels (except Casino Hotels) and Motels (721110)

SIC

Hotels & Motels (7011), Operators Of Nonresidential Buildings (6512)

akta.pro primary industry

Lifestyle & Social Hotels (THAGADAB)

akta.pro secondary industries

Historic & Heritage Full-Service Hotels (THAGAAAG), Urban & Downtown Full-Service Hotels (THAGAAAA), Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD), Sustainable Supply Chain & Procurement Platforms (Local Sourcing, Ethical Purchasing) (THAAANAJ), Sustainability/Green Certified Conference Hotels (THAGALAN)

Keywords

• Hotel accommodation services
• Social business hospitality
• Hospitality training programs
• Boutique hotel accommodations
• Event meeting spaces

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Others, Marketing or Sales, Infrastructure

Revenue model

1. Hotel Accommodation: Revenue from guest room bookings across London, Antigua, and Guatemala City properties. Rooms are designed for great sleep with minimalist Dutch-inspired interiors.
2. Food & Beverage: On-site restaurant and bar services at each location, including rooftop terraces in London, partner restaurants in Antigua (L'Osteria Saúl), and Bacan restaurant in Guatemala City.
3. Meeting & Event Spaces: Revenue from hosting meetings, conferences, private dining, and events in London, with multiple flexible spaces including rooftop terrace, meeting rooms, and communal areas.
4. Profit Reinvestment Model: As a social business, 100% of profits are reinvested: in Guatemala to Niños de Guatemala foundation for education, and outside Guatemala to Good Global Foundation supporting social causes worldwide.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Good Hotel operates socially responsible boutique hotels in London (a floating platform moored at Royal Victoria Dock), Antigua Guatemala (a repurposed UNESCO-protected mansion), and Guatemala City, with on-site food and beverage outlets, rooftop bars, and meeting/event spaces. Every stay supports the company's social business mission: 100% of profits are reinvested into the Ni\u00f1os de Guatemala education foundation and the Good Training Program that retrains long-term unemployed locals for hospitality careers.

Product overview

Good Hotel is a social business hotel brand operating four locations: a floating hotel in London docked at Royal Victoria Dock near the O2 and ExCeL; a repurposed mansion in Antigua, Guatemala; a hotel in Guatemala City's Zona 4 creative district; and a forthcoming permanent location in Amsterdam (following a 2015-2016 pop-up). The portfolio is structured around three interconnected layers: (1) Core Accommodations — minimalist, Dutch-design inspired rooms across London, Antigua, and Guatemala City, with room categories ranging from compact Good Rooms to corner waterfront Best Rooms; (2) Food & Beverage — three distinct F&B outlets: The Living Room in London, Bacán in Guatemala City, and a partnership with L'Osteria Saúl in Antigua; (3) Meeting & Events — meeting rooms and rooftop spaces in London with capacities from 8 to 120 guests. The social mission is operationalized through two distinct programs: the Good Training Program (hospitality retraining for the long-term unemployed, with over 300 graduates and 70%+ placement rates) funded across all properties, and Niños de Guatemala (education for disadvantaged children, housed in two primary schools and one secondary school serving 550+ children), funded specifically by Good Hotel Antigua margins. The parent Good Group also operates a property development arm (Good Property Development) and the Good Global Foundation for non-Guatemala profits. A 25-room extension of Antigua is planned for 2025.

Differentiator

Problem solved

Functional benefit

Brands

• Good Global Foundation: Charitable foundation that receives excess profits from Good Hotels outside Guatemala, supporting education, empowerment and entrepreneurship globally.
• Good Training Program
• Good Academy
• Local Suppliers Program

Products and services

• Good Hotel Accommodations Socially responsible hotel accommodations at locations in London (floating platform at Royal Victoria Dock), Antigua Guatemala (repurposed UNESCO-protected mansion), and Guatemala City. Rooms are minimalist Dutch-inspired with re-purposed materials, walk-in rain showers, and locally-made toiletries; categories include Good Rooms, Best Rooms, Patio Rooms, and Snooze Rooms. Target customers are socially-conscious travelers.
• The Living Room Restaurant (London) The all-day dining restaurant at Good Hotel London serving fresh, seasonal, vegetarian and vegan-friendly dishes. Open for breakfast (07:00-10:30 weekdays, 07:30-11:00 weekends), all-day menu 12:00-22:00, and bar until 23:00. Features a bar and rooftop terrace.
• Bac\u00e1n Restaurant (Guatemala City)

Quantifiable outcome

• 300+ employees trained with 70%+ job placement rate 12 months after graduation
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Newham Workplace and Borough Council of NewhamcoreStrategic or Co-development Partner · 1 January 2017Partnership with London Borough of Newham to run the Good Training Program, training approximately 60 local residents per year out of unemployment for careers in hospitality. The program includes 1 month classroom study and 3 months paid internship.
• Good Global FoundationcoreStrategic or Co-development Partner · 1 January 2016When guests stay at any Good Hotel outside Guatemala, excess profits go to the Good Global Foundation (GGF), which supports social causes worldwide. GGF is built on three pillars: Education, Empowerment, and Entrepreneurship. A membership model was planned for 2020 allowing anyone to participate in the Good movement.
• Niños de GuatemalacoreStrategic or Co-development Partner · 1 January 2007Founded in 2007 by Marten Dresen (Good Hotel founder), Niños de Guatemala builds and operates schools in rural Guatemalan communities. When guests stay at Good Hotel Antigua, all operational margin goes to this foundation. The foundation operates two primary schools (Nuestro Futuro in Ciudad Vieja, El Porvenir in San Lorenzo el Cubo) and a secondary school, educating over 550 children.
• Lucy / Tierra & LavaminorStrategic or Co-development PartnerLocal artisan who creates organic toiletries for Good Hotel. Lucy developed a tropical fragrance made in her home in the mountains of Antigua using nature's finest ingredients. The entire amenity line is produced by Lucy.
• Juan Jose (Tile Factory)minorStrategic or Co-development PartnerFamily-run tile factory where every tile is handmade using manual work and wooden molds. All tiles for Good Hotel Antigua were produced by this artisan workshop.
• Jorge (Ironwork Workshop)minorStrategic or Co-development PartnerFamily ironwork business that constructed all iron items for Good Hotel Antigua including towel racks, following designs from Good Hotel's creative team.
• Saúl / L'Osteria AntiguacoreStrategic or Co-development PartnerPartner restaurant operated by Emilio Mendez and family, serving Mediterranean-inspired dishes for Good Hotel Antigua guests. Located two minutes from the hotel. Saúl also provides breakfast service for hotel guests with advance booking.
• Nicolas Sonilla / Bacan RestaurantcoreStrategic or Co-development PartnerOperates 'Bacan' bar and restaurant in The Living Room on the 7th floor of Good Hotel Guatemala City. Chef Nicolas Sonilla creates all-day creative, produce-driven dishes combining explosive Guatemalan flavors with South-American heritage.
• Belu (Water Bottles)minorStrategic or Co-development PartnerCharitable brand providing recycled-glass water bottles for Good Hotel London. Supports communities by working with unique and talented local players.
• Makenna (Toiletries)minorStrategic or Co-development PartnerGuatemalan brand producing organic toiletries for Good Hotel Antigua. Used in bathrooms alongside fluffy towels.

Scale indicators8 records

Recent moves7 records

Expansion highlights4 records

Emerging players

• Generator Hostels: Design-led hostel and hybrid accommodation brand in European cities. Comparable in repurposed/adaptive asset strategy and youth/social-brand positioning, though serving a budget traveler segment.
• Freehand Hotels: Hybrid hostel/hotel brand with strong design and social programming in major US and UK cities. Comparable in combining social atmosphere, design differentiation, and price-conscious positioning.
• Selina: Lifestyle/hostel hybrid brand originally targeting digital nomads and impact-minded travelers in Latin America and beyond. Comparable social-mission-leaning positioning and emerging-market exposure, though Selina's model is hostel-led versus Good Hotel's full-service.

Direct peers

• Room Mate Hotels: Boutique urban hotel chain with designer-led interiors in city-center locations. Comparable to Good Hotel as a small, design-driven European lifestyle brand with multiple properties.
• Mama Shelter: Lifestyle hotel brand known for bold design, social spaces, and personality-driven properties in secondary urban locations. Comparable to Good Hotel as a design-forward boutique brand with strong social atmosphere and restaurant-led F&B programming.
• 25hours Hotels: Design-driven boutique hotel brand with quirky storytelling, neighborhood integration, and strong F&B. Comparable to Good Hotel as a lifestyle brand that adapts each property to local character while maintaining a consistent identity.
• Ace Hotel: Boutique lifestyle hotel chain known for repurposed historic buildings, cultural programming, and strong design identity. Comparable to Good Hotel through its use of architecturally distinctive properties and community/mission-oriented positioning.
• citizenM: Lifestyle/affordable-luxury hotel brand operating compact, design-led properties in major global cities. Highly comparable direct competitor because both target design-conscious travelers via direct booking with a strong brand identity, though citizenM is significantly larger and more standardized.
• The Hoxton: Open-lobby lifestyle hotel brand operating in city hubs, with strong food & beverage and events. Comparable positioning to Good Hotel as a lifestyle boutique brand mixing workspaces, restaurant/bar venues, and design-led rooms for younger travelers.

Broad incumbents

• Soho House: Premium lifestyle hospitality and members' club operator with global footprint. Comparable in lifestyle/mission branding but materially larger and more upscale, with a membership layer Good Hotel does not offer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/goodhotellondon
• Facebookfacebook.com/goodhotellondon
• LinkedInlinkedin.com/company/goodhotelgroup
• Instagraminstagram.com/goodhotel.co

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Good Hotel