HyperGuest & JAM Hotels

There's a certain kind of hotel that refuses to follow the rulebook. JAM Hotels is exactly that kind, and the same creative independence that defines their spaces shapes how they think about distribution.

A design-led collection across Brussels, Ghent, Lisbon, and Porto, JAM was built by engineers, designers, makers, and chefs who put it simply: "You can't break the rules because there are none."

In this mini-interview, we asked the JAM Hotels team about creative independence, multi-market growing pains, and why smarter distribution is the next frontier for bold hospitality brands.

Does JAM's independent spirit extend to how you manage distribution?

"At JAM Hotels, we’ve never believed in following the traditional hospitality rulebook. From our design and guest experience to the atmosphere in each property, the brand is built around creativity, flexibility, and authenticity. That same mindset absolutely extends to our commercial and distribution strategy. We want to connect with guests in a smarter and more direct way, while remaining agile and independent in how we bring our inventory to market. Rather than relying solely on legacy distribution models, we continuously look for partnerships and technology that give us more transparency, flexibility, and ownership over the guest relationship."

What's been the biggest friction point in keeping your distribution consistent and your direct channel competitive?

"As JAM continues to grow across different cities and destinations, one of the biggest challenges is maintaining a consistent distribution strategy while adapting to very different market dynamics and guest behaviors. Each property has its own identity, demand patterns, and customer mix, which makes balancing rate parity, inventory management, and direct booking competitiveness increasingly complex. At the same time, we want to ensure our direct channel remains attractive and efficient without becoming overly dependent on intermediaries. Finding the right balance between visibility, profitability, and control is a constant focus for us."

How does working with HyperGuest help you reclaim control over how your rooms are sold?

"Working with HyperGuest helps us simplify and modernize the way we distribute our rooms. The platform gives us more direct connectivity, better control over commercial relationships, and greater transparency across our distribution ecosystem. Instead of adding unnecessary layers between JAM Hotels and our partners, HyperGuest enables a more efficient and flexible approach that aligns with how we want to grow the brand. Ultimately, it supports our goal of reclaiming ownership over distribution while creating a healthier balance between direct business and third-party channels."

The Partnership

JAM Hotels doesn't do unnecessary layers, not in their interiors, and certainly not in their distribution stack. With four properties spanning Brussels, Ghent, Lisbon, and Porto, the challenge of maintaining rate parity and direct channel competitiveness across wildly different markets is real and growing. HyperGuest provides exactly what an independent, design-led group like JAM needs: direct-to-buyer connectivity, cleaner commercial relationships, and the transparency to make smart decisions at scale, without surrendering brand control to legacy intermediaries.

For hotels that have built their identity around independence, distribution should feel the same way.

Welcome to the HyperGuest family, JAM Hotels!