Universal Music's New Hotel Brand Banks on Trend in Live Tourism

It's been over a year since the Umusic Hotels chain launched its first property in Madrid. So Skift caught up with the brand’s president, Jordi Solé, to learn about the brand's strategy.

Umusic Hotels, the live-performance-themed brand created by Universal Music Group (UMG) and investor Dakia Entertainment Hospitality Group, is scoping out new hotels in Europe, the U.S., and Latin America. Solé said there was potential for 200 properties worldwide.

"UMG is the largest music company in the world," Solé said. "So there are many locations where we could bring a hotel and entertainment asset, and UMG would be willing to plug in and deliver the experience."

Exterior front view of the Umusic Hotels Teatro Albéniz. Source: Umusic Hotels. Madrid Hotels

Speaking from the hotel brand’s headquarters in Miami, Solé had just returned from a month of business trips to Europe, the east and west coasts of the U.S., and Latin America.

Umusic Hotels currently has one hotel in Madrid, Umusic Hotels Teatro Albéniz, open since September 2023, and a second property, also in Madrid, under renovation and due to open in 2027. 

Both Madrid hotels include restored historic theaters. Solé said that future projects will al