Spark Growth Ventures reposted this
Did you see the Selina news coming? Hearing about the insolvency of a key player in your space is never welcome, but at the same time, the news did not come as a surprise. Here is my perspective on their journey: Selina’s lodging product was never designed for the specific needs of digital nomads and remote workers. About 10 years ago, they launched as a hostel in Bocas del Toro, one of the most popular backpacker towns in LATAM, and managed to build an amazing hostel product in a highly-fragmented market. Selina did a great job executing their strategy of taking over run-down hostels and refreshing them with nominal CapEx. They capitalized on the WeWork fever of that era, marketing coworking spaces inside their hostels and selling this shiny ‘new’ product to investors. A “growth at all costs” mindset and post-Covid growth enabled them to go public in October 2022 - with a $1.2 billion valuation. On top of going public at a high point in private company valuations, they did this through a SPAC merger - and like many SPACs of that era, Selina faced liquidity challenges after initial enthusiasm wore off. From my perspective, Selina’s challenges were three-fold: Despite marketing “co-living packages”, Selina's lodging format was never designed for the needs of remote workers. Most of their bedroom accommodations are dormitory-style, attracted leisure travelers and became known for their parties. With an average length of stay of 3 nights, Selina was always a short-term backpacker product, not a coliving community for digital nomads. Remote workers want a calm environment, private rooms and long-term pricing, making it easy to stay for longer and “live anywhere”. The second issue is the same that WeWork faced: they used a long-term lease strategy, focusing on growth at all costs instead of unit economics. Combine that with extensive overheads, including headquarters in NYC and London, and you end up with quite an expensive business to run. The third issue is their bloated valuation: A $1.2 billion valuation did not seem crazy in the “Unicorn era”, but now that investors are focused once again on profitability and efficiency (not just rapid growth), the numbers don’t add up anymore. Most travel/real estate companies (Inspirato, Sonder, Vacasa) who did a SPAC have been having the same issues. The pandemic didn’t help Selina stabilize either, and this year’s slowdown in travel was likely their fall from grace. I really thought Selina's management would pull off a turnaround. Their founding team and brand were strong. They had an amazing network of properties, and during the pandemic made a savvy acquisition of Remote Year. What’s next for Selina? Like WeWork and OYO, the brand may well survive under a new corporate structure with a focus on tighter operations and improved unit economics. What are your thoughts?