Our next chapter

Hotel brand The July launches - signalling a new vision ahead of ambitious European expansion.

City ID Group will rebrand as The July Group, reflecting the Group’s main new hotel collection, The July Hotels.

The July Hotels is a series of premium life-centred apartment-hotels currently based in Amsterdam, welcoming you to have “your stay, your way”. City ID’s Boat&Co and Twenty Eight will be renamed The July - Boat & Co and The July - Twenty Eight and sit in The July brand portfolio. To illustrate its difference to the other hotels on the platform, ID Aparthotel will be renamed ID Aparthotel by the July.

The brand launch is in step with the Group’s wider acquisition and growth strategy, which is seeing them invest more than 1 billion Euros to increase their apartment-hotel network, and take their concept European across three new sites in the coming years - London, Dublin and Lisbon.

Bringing all our locations under one brand name is the logical next step in our development. Although we are very much attached to the individual names of our current hotels, we are by now on six locations and growing further with multiple additional locations each year. It feels great to bring everything we do under one brand without losing the individuality of our hotels and the DNA of our organisation. We stay who we are, creating great places, strongly focused on what our guests value so much about us.
Alexander Goad, Chief Executive Officer, The July Group

Future Sites

The July - London will see their first overseas acquisition become a reality with the creation of a hybrid apartment-hotel in the heart of Victoria. The July - London will create a space for guests, foodies, locals and neighbouring businesses to hang out, or hide out in.

The July - Dublin will be located on the corner of Capel Street and Little Strand Street, and draw on the city’s rich architectural heritage, introducing a historically inspired and impactful building with a fresh identity.

A historic palace in Southern Europe, in Lisbon, is the fifth site in the pipeline, with The July drawn to the blend and appeal of culture, cuisine, great beaches and lush nature. The hotel jewel in Lisbon will be the central interior garden featuring a full-length swimming pool together with an open-plan restaurant.

Brand Ethos

The July brand is characterised by a human touch, warmth and flexibility, inviting every guest to enjoy their own unique stay. The brand captures the essence of the changing nature of work, life and all that lies in between, designing spaces that allow guests to move easily between both. Whether dipping into a city for 24 hours or relocating for a month or longer, The July seamlessly blends short and long stays. It’s a calm city hideout, where life unfolds behind closed doors, in a corner of Amsterdam to call your own.

Apartment living creates a greater connection to neighbourhood community life, so stays at The July can be lived like a local, enjoying flexibility, freedom and that Friday morning fitness class. It’s a place where guests can find their flow and switch from work to play in the blink of a G&T. It’s a space where neighbours host dinner parties in one apartment, and guests enjoy a birthday cake in another. Your stay, your way.
Evi-anne Knijnenburg, Creative Brand Manager, The July Group

Guests can enjoy the best of both worlds at The July with apartment-hotels that feature fully equipped kitchens, but also offer a full hotel experience, giving the space to live and the service to clean up after. The brand speaks of a low-key luxury with that added sparkle – massages can be enjoyed in the comfort of the apartments, a soak in a sauna can be experienced, and local wine shared with new friends in the lobby. Personal welcome notes, honesty bar, a bike to use, recipe books in apartments are just some of the home from home touches sprinkled throughout stays, with elevated extras such as a laundry, grocery, flower and childcare service also available.

The Brand Name

Capturing the essence of the best month of the year, The July offers an authentic home experience for capital city stays. Talking of the inspiration behind the brand name:

The month of July is the perfect mix of work and play, where everything seems doable. There’s a buzz and energy to it. You’ve found your flow - able to effortlessly balance rest and adventure, me-time and connecting time. You’re writing new chapters of your story and living in the moment. We want every guest to feel that July energy and excitement at every location around the world.
Evi-anne Knijnenburg, Creative Brand Manager, The July Group


The interiors pay homage to each location’s unique heritage - creating beautifully curated spaces, inspired by local stories. Every location is different and in-sync with its surroundings.

The colour palette of The July is inspired by the hotels’ interiors: warm, soft, humble and welcoming, yet elevated and sophisticated. Just like The July. Interiors pay homage to each location’s unique heritage - creating beautifully designed spaces, inspired by local stories.

The July - bringing a homely experience to metropolitan city stays. Giving every guest the flexibility to enjoy their stay, their way

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