The Matcha Club: How Third Spaces Are Redefining Hospitality

On February 2nd, we hosted an innovative event at Fika Coffee Co., our co-brand and social space at Minimalist Hotels in Panjim. In collaboration with Innr Circle, we curated an evening that blended music, matcha, local pop-ups, and community engagement—marking the inaugural edition of The Matcha Club Party.

What began as a night of house music and curated workshops transformed into a deeper exploration of the potential of third spaces within hospitality—demonstrating how these environments can thrive when infused with culture, intention, and community focus.

From Café to Cultural Connector

Fika Coffee Co. has always aspired to be more than just a coffee shop. Reflecting the ethos of Minimalist Hotels, it's designed as a "third space"—a setting that is neither home nor work but a place for individuals to gather, linger, and engage. Events like The Matcha Club exemplify this vision.

Throughout the evening, guests experienced a harmonious blend of activities: a matcha-making workshop, curated DJ sets, independent brand pop-ups, and even friendly games of beer pong. The atmosphere was casual, conversational, and, most importantly, community-driven.

Why Third Spaces Matter More Than Ever

Today's travelers seek more than just amenities; they desire experiences that are personal, social, and culturally enriching. This trend is particularly evident among younger generations, who view lifestyle-oriented hotels as extensions of their own identities.

A study by Eventbrite indicates that 78% of millennials prefer to spend money on experiences over material goods, emphasizing the growing value placed on unique engagements.

According to a report by TravelPerk, 65% of Gen Z travelers plan to increase their spending on leisure travel, highlighting their commitment to investing in meaningful experiences.

Research from Condor Ferries reveals that 48% of Gen Z value brands that don't classify their products as male or female, indicating a preference for inclusive and value-aligned brands.

These statistics underscore the importance of creating spaces that are not only well-designed but also thoughtfully programmed with opportunities for discovery, expression, and connection throughout the guest journey.

Hospitality in the Age of Culture

Subcultures are no longer peripheral—they are at the forefront of contemporary discourse. From independent music nights to wellness rituals and pop-up retail, the ways people gather and connect are evolving. Increasingly, these interactions are taking place in cafés, hotel courtyards, and rooftops.

At Minimalist Hotels, we recognize our role not just as hosts to these moments but as active participants in shaping them. By providing creators and communities with meaningful platforms, we offer guests more avenues to engage beyond the conventional.

What’s Next?

The Matcha Club was the first of many culture-driven experiences we plan to curate across our properties—each designed to be thoughtful, inclusive, and deeply connected to the local context.

Whether through music, design, food, or wellness, we believe hospitality should mirror the energy of its surroundings. This approach means moving away from standardized experiences and towards creating spaces that resonate with the individuals within them.

For us, this represents the future of hospitality: Not merely facilitating check-ins and check-outs but fostering genuine connections.