European expansion on hold for Miiro Hotels

According to the company’s CEO, Neena Gupta, speaking to Skift, no new openings are planned at least until the end of 2027, as management adopts a more cautious approach following the rapid expansion over the past two years.

The most recent addition to the brand’s portfolio is Miiro Spittelberg in Vienna, which opened on April 1, completing an ambitious investment plan that gave Miiro a presence of six properties in the European market in less than two years.

The chain’s portfolio now includes hotels in Paris, Barcelona, London, Gstaad, as well as two properties in Vienna.

According to management, Miiro’s seventh hotel is not expected to open before late 2027, with the company considering new destinations such as Hamburg and Prague. Choosing either city would mark the brand’s entry into a new country.

The slowdown strategy is interpreted by the market as a consolidation move, aimed at optimizing the performance of existing properties and strengthening brand recognition in key European hospitality markets.

Miiro operates under the broader tourism and hospitality investment arm of InterGlobe Enterprises, at a time when the lifestyle hotel sector continues to attract strong investor interest, particularly in mature urban destinations.