How is the Pillows Hotel positioned in Amsterdam’s luxury hotel sector? Describe your USPs and comp set.
Pillows Hotel Maurits at the Park is nestled on the historic spice route, right next to the Worldmuseum—a true hidden gem. Our location, near the Muiderpoort where Napoleon made his grand entrance into Amsterdam in 1811, offers a fascinating connection to the past.
At Pillows, we offer more than just a 5-star stay; we deliver a deeply personal and boutique experience. Between the tranquil Oosterpark and the picturesque canal, guests enjoy the best of both worlds—quick access to Amsterdam’s lively city centre with its world-renowned attractions, alongside the serenity of our park-side setting. Every detail, from our signature Pillows beds to curated art and timeless design, is thoughtfully crafted to create a space that feels both luxurious and inviting. What matters most is how each guest feels and connects with their experience, shaping everything we do.
In the competitive arena of luxury hospitality, we are proud to stand alongside esteemed names like The Dylan, De L’Europe, The Pulitzer, and Conservatorium Hotel. Yet, our boutique ambiance and tailored approach continue to set us apart.
What is the profile of your guest? Which are your key feed markets?
Our guests are discerning travellers who seek meaningful, high-quality experiences. They include professionals, creatives, families, solo adventurers, and business executives.
- Business travellers appreciate the balance we provide—a peaceful haven with seamless amenities for both productivity and relaxation.
- Families enjoy the proximity to Oosterpark, a lush green space offering playgrounds for children, a basketball court, and ample room for outdoor activities. For a fun and educational outing, Artis Zoo is just a short stroll away, providing an unforgettable experience for children and adults alike. Our connecting room options ensure comfort and convenience for guests traveling with children.
- Solo travellers value the safety and tranquillity of our location in a residential area, offering a serene retreat after exploring the city. Being just minutes away from the city centre, they can effortlessly immerse themselves in Amsterdam’s vibrant culture and attractions before returning to the comfort and calm of our hotel. The availability of our Urban Spa, private sauna, and 24/7 access to the guest-only Living makes it an ideal choice for solo guests seeking relaxation and self-care during their travels.
Our key feed markets include The Netherlands, North America, the United Kingdom, Belgium, and Germany. Each market brings unique expectations, and we are dedicated to exceeding them by offering personalized service and meaningful experiences.
Tell us more about the Pillows Hotels.
Pillows Hotels is a collection of six boutique properties in the Netherlands and Belgium, celebrated for understated luxury, a passion for art, and impeccable service. You feel, see, and taste the attention to the smallest details in everything we do. At Pillows Hotels, our guests stay in monumental properties where elegant design blends seamlessly with a residential feel and genuine service.
This ethos is fully realised at Pillows Hotel Maurits at the Park in Amsterdam, where we elevate these values through thoughtful design, impeccable service, and a team that embodies our culture. Our hiring process reflects this approach, selecting 60% of employees for their 5-star hotel experience, 30% for their alignment with the true Pillows DNA, and 10% for their unique qualities, such as multilingualism or fresh perspectives.
Each of our outlets features a unique concept and tone of voice, naturally attracting diverse talents whose skills and perspectives align with the distinct character of each venue. This deliberate mix allows them to infuse their individuality into their roles and create exceptional guest experiences, fostering a sense of belonging and pride within our team.
To what extent do you also attract locals?
Locals are integral to our identity. Many enjoy staycations paired with fine dining at VanOost Restaurant or gatherings at Fitz’s Bar and Spring Café Brasserie. Our spaces are perfect for special celebrations, intimate dinners, or simply enjoying the vibrant yet welcoming atmosphere.
We actively encourage local engagement through events that celebrate community and culture. For example, our monthly Jazz Soirée at Spring Café Brasserie brings together live music from local artists and exquisite dining, creating an ambiance that appeals to both locals and hotel guests. Additionally, we recently hosted our first Pillows Christmas Market, a festive collaboration with local brands and artisans, which was warmly embraced by the neighbourhood.
The atmosphere of our restaurants and bars is greatly enriched by the presence of a diverse mix of locals and hotel guests. This blend adds authenticity and vibrancy to each experience, fostering connections and making every visit unique.
How important is the non-affiliation to an international hotel group/chain?
Remaining independent allows us to provide an entirely personalized guest journey. Our affiliation with Small Luxury Hotels of the World strengthens this philosophy, blending global reach with the freedom to stay true to our values. Independence enables us to craft unique experiences, untouched by the standardization of larger hotel chains.
Staffing has remained challenging in luxury hospitality worldwide. What has been your approach?
In luxury hospitality, our people are everything, as I believe that the true luxury of the future lies in human connection. At Pillows Hotel Maurits at the Park, the management team and I dedicated significant time to defining the hotel’s core values before building the team. These values create the foundation of our strong culture, attracting and retaining the right employees who can deliver an authentic and exceptional guest journey.
We celebrate individuality, encouraging our team to live the values of the hotel while embracing their true selves. When employees feel supported and confident, they step up, take ownership, and perform at their best, which directly impacts the guest experience.
This aligns with our ownership’s philosophy: give people the stage to shine, and they will thrive. To sustain our culture and attract exceptional talent, I dedicate 40% of my time to staff-related initiatives, focusing on trust, growth, and empowerment. My management style is open, direct, and hands-on, fostering a culture of transparency and quick decision-making through short lines of communication.
We prioritize people-first practices that resonate with today’s workforce, particularly Gen Z, who value authenticity and the freedom to take initiative. Through a tailored training calendar with workshops, skill-building, and mentorship, we ensure our team feels supported and empowered, creating an environment where both employees and guests experience extraordinary results.
How do you motivate your staff?
I prioritize open communication, quarterly updates, and a culture that celebrates talent. This approach is not only rewarding but also helps us attract and retain exceptional individuals who thrive in our dynamic environment. By creating a culture where team members feel valued and empowered, we have built a company that people are proud to be part of. Many of our colleagues have been with us for years, growing alongside Pillows and contributing to our evolving story.
Passion and commitment are fundamental qualities I seek in team members, but these attributes must be cultivated in an environment of trust and openness.
I also understand that progress often comes from learning through experience. If something doesn’t work perfectly the first time, I see it as an opportunity to improve. Small daily changes, driven by employee input and feedback, contribute to significant improvements over time. This mindset ensures that our workplace remains future-proof and centred on happiness and well-being, which are crucial for retaining a motivated team.
Tell us more about the F&B and wellness offerings of your hotel.
Our F&B and wellness offerings are designed to elevate every aspect of the guest experience, from world-class dining to serene relaxation.
- At VanOost Restaurant, Chef Floris van Straalen curates a worldly fine-dining experience, combining seasonal ingredients like langoustine and tropical spices in a stunning setting with soaring ceilings and an open kitchen. It feels like every seat is at the Chef’s Table.
- Spring Café Brasserie is a year-round delight, offering French-Italian classics crafted by Chef Luigi di Benedetto. Its terrace, flowing into Oosterpark, provides an idyllic setting for al fresco dining. The warm ambiance, evolving menu, and inviting décor make it a favourite for return visits.
- Led by award-winning mixologist Nick Vrielink, who consistently elevates the craft with innovative cocktails and flavours, Fitz’s Bar brings 1920s sophistication to life with expertly crafted drinks and a presence in international competitions.
- The Urban Spa features treatments like hydrojet massages, revitalizing massages, and private sauna sessions.
How do you see the evolution of rates in Amsterdam?
Amsterdam is celebrated for its cultural and luxury experiences, which shape our approach to rates. The addition of the Rosewood Hotel and Mandarin Oriental will further enhance Amsterdam as a destination for luxury travellers. Increased competition from these brands will keep us sharp, but our focus remains on what truly matters: creating a personal and memorable experience.
Is there a recipe on how to achieve the balance between desirability and value?
At Pillows Maurits at the Park, we achieve the perfect balance between desirability and value by offering personalized experiences tailored to each guest’s needs. Our commitment to sustainability ensures luxury is both meaningful and eco-conscious.
We also invite guests to explore not only Amsterdam but the entire country with exclusive experiences, such as a helicopter trip to InterScaldes in Kruiningen, a two-Michelin-star restaurant in our collection, combined with the oyster harvesting experience. Additionally, during Tulip Season, we offer a trip to the iconic Keukenhof Gardens, immersing guests in the beauty of the Netherlands.
Do you plan any novelties in 2025?
Looking ahead to 2025, we will continue to evolve and lead the way in luxury hospitality by staying attuned to the needs of our guests. By combining innovation and authenticity with a dedication to guest satisfaction, we ensure every stay is memorable and personalized.
We are in the process of redefining the VanOost experience, led by head chef Floris van Straalen in collaboration with culinary advisor Jannis Brevet—whose remarkable expertise, including 22 years at InterScaldes and a third Michelin Star in 2017—will help shape VanOost into an even more extraordinary dining destination.
Fitz’s Bar, under the leadership of Nick Vrielink will continue to evolve, remaining a vibrant hub for both locals and hotel guests. Nick’s innovative approach to mixology and his outstanding achievements, such as his third win at the NBC Cocktail Competition in 2024 and his place at the World Cocktail Championship in 2025, ensure that Fitz’s Bar will only grow in prominence. His signature cocktail, ‘Essence No. 5,’ will continue to reflect the artistry and flair that defines our bar.
As we move forward, we remain committed to constantly refining our offerings, always placing the guest at the centre of everything we do. Our focus on providing exceptional, personalised experiences will continue to drive our passion for hospitality, ensuring that Pillows Maurits at the Park remains at the forefront of luxury in Amsterdam for years to come.

Pillows Grand Boutique Hotel Maurits at the Park
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