The New Era of Experiential European Hotels: From Prison Cells to Private Jets

In today’s experiential economy, European travelers are increasingly seeking accommodations that go beyond the traditional hotel experience. This shift is partly fueled by social media’s influence, with travelers hunting for unique, shareable moments that stand out in their feeds. Repurposed hotels – whether historically significant or architecturally distinctive – are answering this call by offering immersive cultural experiences that connect guests to local traditions and environments in unprecedented ways. As Daniel Charbonnier, co-founder of Null Stern and Zero Real Estate, explains, “Today’s travelers—regardless of generation—are looking for meaningful experiences where they feel seen, understood and valued.”

Perhaps the most extreme example of this trend is Switzerland’s Zero Real Estate, an evolution of the Null Stern concept. These accommodations feature nothing more than an open-air double bed with no walls or ceiling, situated in stunning Swiss landscapes from Alpine meadows to, surprisingly, near petrol stations. “The original Null Stern Hotel was in a nuclear bunker, underground with no view. This new version keeps the same essence, but this time we got rid of all the walls and the only thing left is you and your experience,” says Charbonnier. While amenities are basic – a bed, side tables, lamps, and access to nearby public bathrooms – each booking includes a “Modern Butler” from the local community who provides drinks, breakfast, and acts as a personal anchor in this deliberately minimal setting. Available primarily from spring to autumn (with nearby Alpine huts as backup in case of sudden weather changes), these rooms aren’t designed for luxury or even necessarily sleep, but rather for reflection on global issues and social changes. As Charbonnier poignantly notes, “When you strip everything away—walls, amenities, distractions—you’re left with the essentials. And when there’s nowhere to hide, every detail counts.”

In stark contrast to sleeping under the stars, Apple Camping in Pembrokeshire, Wales offers guests the chance to stay in a repurposed private jet with a colorful history. “It originally belonged to Howard Hughes, the famously eccentric billionaire, before passing through several hands, eventually ending up linked to organised crime groups,” reveals Jake McCarthy, the site’s founder. This 1970s aircraft has been thoughtfully transformed into a luxury accommodation while preserving its aviation character. The cockpit now serves as a gaming room complete with flight-themed games and an Xbox played from the original pilot seats. The main cabin features leather seats with walnut-inlaid tables, a lit-up bar with retro mirrors, and a king-sized bed in the dedicated bedroom area. McCarthy notes that repurposing the jet wasn’t without challenges: “Transport alone required significant planning and maneuvering. Then there’s the challenge of fitting plumbing, electricity, heating and insulation into something never designed to be lived in.” He observes a growing trend toward what he calls “meaningful novelty” – not just quirkiness for its own sake, but giving new life to objects that would otherwise go to waste while combining nature with unexpected elements.

High in the Swiss Alps, Hotel Chetzeron represents another approach to repurposed accommodations. This former cable car station sits at 2,112 meters in Crans-Montana, offering breathtaking panoramic views of the Rhone Valley, Mont-Blanc, and the Matterhorn. Sami Lamaa conceived the idea in 2003, envisioning “a sleek, contemporary establishment designed for 21st-century travelers, guests who have seen the world, experienced countless destinations, and now seek something truly unique and extraordinary,” according to marketing manager Serena Peyronnet. With only 16 rooms, the hotel maintains an intimate atmosphere while balancing refined design with the warmth of a mountain cabin. Guests enjoy ski-in/ski-out access in winter, a year-round heated outdoor pool with stunning views, and gourmet dining celebrating local ingredients. The hotel emphasizes sustainability through solar panels, eco-friendly technologies, and locally sourced materials. Converting the industrial station at high altitude presented considerable challenges, including construction during harsh winter conditions, adding insulation to facades, reinforcing walls for seismic stability, and creating new terraces and windows—all while preserving the building’s original character.

For urban adventurers, Amsterdam offers one of Europe’s most unusual accommodations: YAYS Amsterdam The Crane by Numa Stays. This 1957 harbor crane has been meticulously transformed into a luxury apartment featuring chic interiors by renowned Dutch designer Edward van Vliet. Despite its industrial origins, the crane apartment offers all modern comforts—air conditioning, private bathroom, TV, dishwasher, coffee machine, and even a balcony with breathtaking views of the IJ River. The renovation preserves historical elements, including a time capsule that offers glimpses into the crane’s working past, while the YAYS Insiders concierge service helps guests connect with authentic Amsterdam experiences beyond the typical tourist routes.

In Switzerland’s historic Lucerne, the Barabas Hotel offers perhaps the most thought-provoking stay of all—a night in a former prison. This 135-year-old building in Lucerne’s Old Town served as the city’s central prison until the late 1990s before its transformation into unique accommodation. “Today, guests can spend the night within the same walls, though in far greater comfort than the former inmates ever experienced,” explains Jeaninne, a hotel manager. “Our concept blends the authentic prison architecture—barred doors, heavy walls, narrow windows—with modern hospitality and contemporary comfort.” The hotel is named after artist Hugo Siegrist, who painted a mural in one of the cells during his 1975 imprisonment and signed it with his pseudonym “Barabas”—this artwork is now preserved in the common room. With 60 different “cells” ranging from singles to family rooms (some with private bathrooms, others shared), the property even includes a library filled with crime novels that doubles as a bookable room. Guests can enjoy local breakfast for an additional €12 or dine at the in-house Japanese izakaya restaurant. Like other repurposed buildings, the prison restoration faced significant challenges: “Strict heritage protection regulations must be respected, and integrating modern infrastructure like private bathrooms, Wi-Fi, or fire safety systems into thick prison walls is highly demanding,” Jeaninne notes. The key was finding balance—maintaining the authentic prison atmosphere while creating a genuinely comfortable, welcoming stay.

These extraordinary accommodations represent more than just novelty; they reflect a profound shift in what travelers value. As Charbonnier observes, “The tangible has become expected—what now differentiates is the intangible: how a place makes you feel, how connected you are to the environment, and how much you are empowered to shape your own experience.” Whether sleeping under the stars in Switzerland, in a former billionaire’s private jet in Wales, a converted cable car station in the Alps, a historic harbor crane in Amsterdam, or a prison cell in Lucerne, these repurposed hotels offer something increasingly precious in our digital age: authentic stories, meaningful connections to place and history, and experiences that cannot be replicated. In giving new life to structures that might otherwise be forgotten, these innovative hoteliers have created destinations that are themselves worth the journey.