De L'Europe Amsterdam wins Experientialist Award

De L'Europe Amsterdam has received recognition at the 2025 Experientialist Awards for pushing boundaries in culture and hospitality.

The Experientialist Awards shine a spotlight on places and brands around the world that are pushing the boundaries of hospitality and experience. De L’Europe Amsterdam reaffirmed its status as a cultural beacon by winning the prestigious Culturalist Award at the 2025 edition – and that deserves a round of applause…

An award to be proud of. Managing Director Robert-Jan Woltering puts it succinctly: “This honorable award underscores De L'Europe's continued commitment to celebrating authentic Dutch culture and creating unforgettable experiences for every guest who steps through the door.''

MASTERS previously entered into discussions with Robert-Jan Woltering. During MASTERS SUMMER EDITION Summer will be heralded and celebrated together in the prestigious De L'Europe Amsterdam. 

How did interest in the hotel industry arise?

“That was more or less instilled in me, because when I look back, I think it was already ingrained in the genes. My son, who is now attending hotel school, will soon be the fourth generation of hoteliers. My grandmother opened her last hotel at the age of 65 in Kitzbühel, and the family also had a hotel here in Amsterdam. I was often there, walking in between, or cooking with my father when my parents received guests. It's in my DNA, and it really is who I am. I still think it is the most beautiful profession there is.”

What makes the profession so great?

“The pleasure you experience receiving people. You have to like that and be willing to do anything for it. It also means having an eye for the smallest details, all day long. Because how do you ensure that it is an experience for you to come and sleep here? Looking for creativity, innovation, new ways of looking at things, but also entrepreneurship. Of course it also has to make money. That's the best part: being able to do this, but on one excessive luxury level. That makes my heart beat faster. How can I do it so that you are happy to spend more money with me? That's a nice game.”

You have more than thirty years of experience, most of which you have worked in Mexico and Central America. How do you look back on that period?

“My base was Mexico, and I was responsible for Mexico and Central America luxury brands from Accor. It was an amazing experience, I am in love with Mexico. It is a special country, with very good gastronomy – tasty, new flavors. The people are so sweet. That big Mexican heart that you always clearly feel when you enter somewhere. I was in a kind of enclave near Playa del Carmen with four hotels and a very nice PGA golf course. Snow-white beaches, an azure blue sea. It gave me a lot of energy, and the mission was fun. I was director of Fairmont: we renovated all four hundred rooms and created new restaurant concepts. A new Beach Club built on the beach, with three floors and a roof top bar, overlooking Cozumel. I also opened a Sofitel in Mexico City and a Sofitel Legend in Panama. Great missions to be involved in; developing Accor and Accor brands with potential acquisitions and growth. Very nice."

What were your best learning moments?

“That you achieve the most through respect and love for your fellow human beings. I believe that this is in any case the most important learning moment from working on five continents and in fourteen countries. It works best in southern Egypt, in Mexico and if I'm honest, it also works best in the Netherlands. Treat others as you like to be treated. "

Since last July (ed.: 2022) you are managing director of De L'Europe. What motivated you to come on board?

“I had had De L'Europe in my sights for years. It is the last luxury hotel that is still independently family owned, owned by the Heineken family. I found managing a piece of family heritage to be decisive. It's so different from managing a big company like Accor, with a lot of regulations. Now there is a high degree of autonomy and that appeals to me. It was also nice to be back in Amsterdam after all those years abroad, for the past ten consecutive years. Back together as a family with the children. My children live on their own, but it's nice to be able to say: 'On Sunday morning you will come over for breakfast, daddy will make scrambled eggs.' It is important for the family bond.”

What are your priorities for De L'Europe?

“The hotel has been beautifully renovated: the lion's share of the rooms are completely ready. We are currently still working on the suites – a separate part of the hotel. All these suites have their own signature, in which we have entered into a partnership with creative Amsterdam minds. We work together with Bibi van der Velden, Ronald van der Kemp, Salle Privée and Mendo. In each suite you have your own experience. We are finishing and deepening it, very nice. Furthermore, the positioning of the hotel is important. We are not yet at the quality level where we belong. As far as the hotel is concerned, I want us to not only play the Champions League, but also win the final. We must be among the top ten in Europe in terms of service, Consistency and guest experience. The hotel where you will experience the Original Amsterdam Luxury.”

What do you mean by Original Amsterdam Luxury?

“That means that everything we do is related to Amsterdam. Where you come into contact with Amsterdam residents and have the feeling: this hotel is in Amsterdam and could not be anywhere else. We put that signature on everything we do. It has to trickle out, as it were.”

How are you going to build that?

“We are working on a renewed management team, and together we are drawing up a strategy. How can we strengthen and strengthen our capital in people, our team members? So invest in development. This could be about technical knowledge, financial knowledge, but also a lifestyle aspect. We are not going to make it a uniform affair. There must be a clear De L'Europe culture that fits in with Heineken's culture. That is one pillar of the formula and the second is the restoration. We have three restaurants and one bar: Freddy's. We have even more development plans at bar level. We want to create a speakeasy cocktail bar in the library and a beautiful champagne experience in the lobby. A hotel in the absolute exceptional category, and restaurants and bars that form a kind of platform within Amsterdam, where we can meet each other and have fun. That is what I want to achieve.”

What is the magic of Freddy's Bar?

"The Heritage. The magic will soon become much stronger, because one of our missions is to pay tribute to Freddy, so that we will soon create an experience for our guests that will, as it were, take you on a journey through his life. Beautiful moments from his life are commemorated with photos and iconic memorabilia from Heineken.”

What makes De L'Europe so unique?

“125 years of history, I think. Of course also the location. It is located in the most beautiful spot in Amsterdam. Near the canals, overlooking the Amstel, with a lovely south-facing terrace. Also the atmosphere that the hotel exudes, especially now, after the renovation. When you walk in there is a certain peace. It feels a bit residential, like you're coming into someone's home. The intimacy and our team also make the difference. Their enthusiasm, love and dedication to our guests and the company is unparalleled. Everyone is proud to serve in the hotel. That's a party, for me too.”

MASTERS SUMMER EDITION

MASTERS SUMMER EDITION, the summer sister of MASTERS EXPO, will transform the prestigious De L'Europe Amsterdam into a true fairytale hotel in June. Throughout the hotel and on the terrace on the Amstel, summer will be celebrated together for three days in the heart of our capital. A unique fusion of (international) guests, influential locals, CEOs, family business owners, VIP relations, visionaries and acquaintances, where 750 years of Amsterdam will be celebrated together (by invitation only). View more information here.