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When Kex Hostel reopened this past May, Ms. Ragnhildardottir felt like a high schooler throwing a house party: Would anyone come?

While it has not yet affected Kex’s bookings, Ms. Ragnhildardottir is bracing for any additional measures that may disrupt people’s travel plans.

“We are in constant adjustment,” said Melkorka Ragnhildardottir, manager of Kex Hostel in Reykjavik, Iceland.

Like other properties in this new batch of hostels, Kex wants to attract travelers of all stripes, not just the backpacker, so it’s dealing with the image problem by avoiding “hostel” altogether, calling itself a “social hotel.”

Kex, an Icelandic brand that opened a 29-room property in Portland, Ore., earlier this month, has a 12-person sauna and a complimentary European-style breakfast with housemade preserves and freshly baked bread.