Completed October 2019

Property transformed to meet the expectations of today's business and leisure travellers

This property is in a prime location adjacent to Utrecht Central Station and Jaarbeurs exhibition centre, in the heart of the business district of Utrecht; the Netherlands’s fourth largest city.

The city attracts a high percentage of corporate guests as well as leisure travellers exploring the city’s many attractions, including its medieval old town, canals, monuments and university.

The city itself is undergoing a vast re-development programme to upgrade its infrastructure and offering.

In 2018 we unveiled our investment plans to reposition this hotel to offer enhanced, modernised services to inspire our guests and to meet the demands of today’s traveller. The interior design of the property focused on Utrecht’s rich history and takes inspiration from the Manifesto of De Stijl, a Dutch artistic movement founded by Piet Mondrian and Theo van Doesburg.

This extensive repositioning transformed both the interior and facilities at the property. We redesigned the majority of rooms and installed new bathrooms, upgraded all public areas and introduced a new restaurant area. In addition, we extended the property to house a new fitness centre.

We also created state of the art meeting and conferencing facilities. The hotel is now home to a private event space which can host up to 75 delegates on the ground floor, adjacent to the newly designed restaurant and bar area, making it an ideal location for hosting product launches, workshops, celebrations and dinners. Located on the top floor there are ten meeting rooms, each offering an enhanced technology experience, with a new foyer which has been designed to maximise natural daylight and has stunning views across Utrecht.

Our total investment to reposition the property was £6 million. Following relaunch, the Guest Rating Score for the final quarter of the year was 86.5%.

  • 120
    Fully air conditioned guestrooms

  • A new fully renovated 24/7 upscale Fitness area

  • Ideally located near Utrecht Central Station in the heart of the business centre

Further reading:

Repositioning complete case studies