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DNA Hotels is on a mission to become the #1 platform for people who care where they stay. We believe in authenticity, real experiences and true connection. Places that make people smile. Going beyond boutique, design and luxury.

DNA Hotels sits at the sweet spot of our three pillars: community, simplicity, direct bookings.


Rather than being a corporate business, DNA is a community of like minded souls. Those who appreciate things being a little different, who cherish individuality and authenticity. Like knows like. People who value a good design hotel as much as an organically grown family business. Big, bold and brutalist, but also small and charming. Community does not equal a number of followers on social media. It comes from the heart.


No frequent guest programs here, brand standards or paying to get on top of search results (or any SEO of that matter). No ‘the money is the list’ newsletters, Tik Tok video’s or any social media marketing efforts – it is only the owners of these businesses who are getting the better part. DNA Hotels is simply those places that matter for people who care where they stay.

Direct bookings

Bookings are made direct in the hotel’s booking engine. No connectivity, integrations, allocations, or channel management needed. Not even time needed. This saves the DNA Hotels member considerable costs, now paid to the likes of Booking and Expedia. Because in the end it is you who pays.

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