In conversation with Martijn Dresen, General Manager, Hilton Amsterdam Airport Schiphol (Exclusive Interview)

How is the Hilton Schiphol Hotel positioned in Amsterdam’s luxury hotel sector? USPs, comp set

The Hilton Amsterdam Airport Schiphol is an upper upscale hotel. Conveniently located through a direct connection with one of Europe’s largest airports, the hotel boasts 433 contemporary rooms and large conference facilities. The hotel’s striking architecture is another feature which attracts guests.

Not just a visual delight, each element serves to create memorable moments for our guests as well as plays an important role in our energy conservation efforts, be it our dynamic exterior or the stunning 42-meter glass-roofed atrium. Our main competition would be with other international hotel chains around Schiphol, but our hotel has an advantage with it being comparatively new and strategically located.

What is the profile of your guest? Which are your key feed markets?

We typically see many business travellers during the week, with the weekend comprising of more leisure travelers. Key feeder markets for our guests include the US and UK.

To what extent do you also attract locals?

We do attract our share of locals, especially during meetings and events held in our outlets and spaces. One notable event we host is the GINius Afterwork party, which has drawn up to 300 guests to our atrium lobby for a convivial evening featuring live music and drinks. Thanks to our location, we are also a popular staycation choice for pet owners seeking refuge for their anxious companions over New Year’s Eve, when fireworks are relentlessly launched across the city. Notably, such displays are expressly prohibited in the Schiphol vicinity.

How important is the affiliation to Hilton ?

Our affiliation to Hilton is extremely important. Hilton’s distribution network is far reaching and our affiliation is a key driver in attracting customers to stay with us. As one of the most recognizable brands worldwide, guests can expect quality, reliability and a memorable experience when they book with us. Additionally, the hotel’s robust loyalty program – Hilton Honors – with over 200 million members worldwide also ensures a steady stream of repeat business.

Staffing has remained challenging in luxury hospitality worldwide. What has been your approach?

We employ a true focus on staff engagement and satisfaction. As a testament to our efforts, we’re honored to share that we’ve recently won the top spot in Best Workplaces Netherlands by Great Place To Work. Besides our focus on staff engagement and satisfaction, we actively organize career events in partnership with hotel schools to highlight opportunities that we have within our portfolio of hotels and recruit potential talent.

How do you motivate your staff?

We believe that constant recognition is important. As a whole, the hotel celebrates successes of teams and individuals. We also ensure that our staff know that support and a listening ear is available whenever they require support or would like to share feedback.

Tell us more about the F&B and wellness offerings of your hotel.

Bowery Restaurant is an inviting all-day dining concept that’s perfect for business lunches or casual dinners. Deriving its name from the Dutch word “bouwerij”, meaning “farm”, as well as a historic neighborhood in New York City now known for being a cultural melting pot, Bowery Restaurant takes guests on an epicurean journey inspired by the rich tapestry of Dutch heritage, reimagined through a cosmopolitan lens.

From classic Dutch comfort food to modern interpretations of timeless recipes, the restaurant’s menu celebrates a bounty of local, seasonal ingredients married with the global inspirations that reflect our diverse culinary team. In addition to the main dining area, Bowery Restaurant’s exclusive dining space – Vine Room – seats up to twelve guests and is the perfect option for those looking to host an executive luncheon or intimate dinner.

Located in the breathtaking 42-meter high glass roof atrium, Axis Lobby & Cocktail Bar is located at the heart of the hotel. Serving as a bustling café during the day, the space transforms into a cozy bar in the evening and specializes in a wide selection of gin and Dutch Jenevers.

For guests that need to unwind after their travels, our spa facilities including a whirlpool, sauna, and steam room, or they can choose to treat themselves to a massage by our spa partner – QoQo Retreat. Those that are looking to keep up their fitness routine will also be delighted to know that they can do so at leisure with our 24-hour fitness center.

How do you see the evolution of rates in Amsterdam?

I still see an opportunity for Amsterdam hotel operators to grow our rates. To do so, I believe we need to start offering more unique experiences in order to gain an edge over the competition. The Schiphol market is slightly from Amsterdam. It is lower-rated and therefore, compared to Amsterdam, still presents us with a steady growth opportunity in the coming years.

Is there a recipe on how to achieve the balance between desirability and value?

To strike a balance between desirability and value, we must deeply understand our guests, provide a unique and memorable experience, maintain competitive pricing, uphold exceptional quality, and consistently aim to exceed expectations. Clear and accessible communication channels are essential, as is actively seeking feedback and being prepared to adapt based on it. This is a continuous and evolving process.

Do you plan any novelties in 2025?

The hotel will be celebrating its tenth anniversary this year, and we have exciting guest engagement activities planned in honor of this milestone. On the operational side, we are continually seeking to enrich our offerings through new partnerships, while also improving our digital solutions to better align with the evolving needs and expectations of our guests.

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