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The Student Hotel Group Appoints The Honey Partnership as International AOR

Fast-growing hybrid hotel group, The Student Hotel, has appointed The Honey Partnership as its international communications agency for B2B and consumer PR.

The Student Hotel is a pioneer of high-quality co-living and co-working where students, leisure and business travelers connect and inspire each other. The group, which includes the Melon District brand, currently offers state-of-the-art accommodation in eight properties across six cities in The Netherlands, Spain and France.

New properties are under development and this week it announced the 10th Student Hotel property in Maastricht, which will open in September 2017.  The first Italian location will open in Florence in the summer of 2017, closely followed by Bologna and Berlin.

The Student Hotel’s ambition is to expand and strengthen its hybrid accommodation platform with 40 properties by 2020.

The Student Hotel seeks out and develops dormant and unloved buildings that, once renovated, bring economic and social benefits to their neighborhoods.  Each property is open to the community and encourages people who live and work in the hotel, or in the neighborhood, to use its space and facilities.

Honey will report to chief marketing officer and head of brand, Dylan Ingham, who is based at the group’s HQ in Amsterdam. Honey will work with Ingham to create a centralized approach to messaging, launches, events, seasonal and tactical campaigns.

One of Honey’s first priorities is to build and manage an international network of agencies that will deliver the communications strategy and handle issue or crisis management.

Ingham said: “Honey’s track record in travel, tourism and international business communications will help us achieve our goal of a coordinated and centralised strategy that supports the group’s rapid expansion.”

Mark Terry-Lush, partner and managing director of The Honey Partnership, adds: “The Student Hotel is an exciting and disruptive hybrid work-life concept. Honey will help build the brand’s reputation as a pioneer and leader within the co-living and co-working movement.”

The Honey Partnership is a marketing services agency that delivers communications consultancy, performance marketing and engagement services to help build the next generation of superbrands.

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