LBG Hotel Group presents new shareholders Joost Mees (European Hotel Capital) and Lucas Drewes

Strategic entry drives growth and innovation hotel group

LBG Hotel Group today announced that Joost Mees with European Hotel Capital, (EUHC) and Lucas Drewes (formerly easyHotels Benelux) have joined the company as new shareholders. Lucas Drewes, as Managing Director, will lead the company into its next phase of growth. Joost Mees will increase the organisation's clout as strategic partner and asset manager. The company's ambition is to use this to further strengthen its position in the hospitality sector and achieve innovative growth. LBG Hotel Group is now 18 years old and has innovative hotel concepts in Maastricht, Eindhoven, Amsterdam and from this week also in The Hague. For more information www.lbghotels.com.

Strengthening expertise and growth

With the joining of Joost Mees and Lucas Drewes, LBG Hotel Group brings in two experienced partners. Joost Mees has more than 20 years of experience in hotel investment and development and is an expert in creating value in the hotel sector. Lucas Drewes has proven himself as an innovative leader in market expansion and business development. Under Lucas Drewes' leadership, LBG Hotel Group will focus on innovative developments and optimising the guest experience. In the new role division, co-owners Rino Soeters and Ralph Meijs will focus more on strategic growth and the realisation of new hotels within the group.

"With Lucas and Joost on board, we not only strengthen our management but also our strategic clout," Says Rino Soeters, co-owner of LBG Hotel Group. "Their expertise and vision align perfectly with our ambition to remain a leading player in the hospitality sector. Together, we want to take Townhouse Hotels and The Green Elephant Hostels to the next level."

Under Drewes' leadership, LBG Hotel Group - and its brands Townhouse Hotels and The Green Elephant Hostels - will have an even stronger focus on operational innovation, sustainability and strategic expansion. "This is an exciting new phase for our company," adds co-owner Ralph Meijs. "We have already shown that we can make an impact with innovative hotel concepts. With Lucas as Managing Director and Joost as strategic partner, we can now grow faster and respond even better to the changing needs of our guests."

Opening new hotels

The strengthening of the shareholding and Drewes' new appointment as Managing Director mark the beginning of a new chapter for the company. The opening of the new Townhouse Hotel in The Hague this week is a first important step in the renewed strategic direction. The next scheduled milestones are the opening of the four-star plus The Ald Hotel in The Hague with 91 rooms and hotel flats, centrally located between Central Station and the Binnenhof, and the expansion of Hotel Mariënhage in Eindhoven with 54 luxury rooms.

The transaction was completed with the help of ING Bank, Aeternus, CMS, BoelsZanders, Yuno Advisors, Florent, Klaver Beheer and Dutch Debt Advisors. 

About LBG Hotel Group

LBG Hotel Group is an unusual hotel group that invents and operates innovative hotel concepts. The hotel concepts are known for the hotel experience with attention to detail, surprising elements and outstanding hospitality. Each LBG Hotels concept has its own face and character, the common denominator being: personal, surprising, fun and socially committed. In recent years, LBG Hotels has achieved great growth with the development of a number of new hotels in the Netherlands. The hotel group now consists of The Green Elephant Hostels, Townhouse Designhotel Maastricht, Townhouse Apartments Maastricht, Townhouse Designhotel The Hague, Mabi City Centre Hotel in Maastricht, Kaboom Hotel in Maastricht, Qbic Hotel WTC Amsterdam and Hotel Mariënhage in Eindhoven. Before the summer, the four-star plus The Ald Hotel In The Hague will open. See also www.lbghotels.com.

About European Hotel Capital (EUHC) 

EUHC is a hotel asset management organisation founded in 2022 by Joost Mees and a number of financial partners including White House Development from Gouda. EUHC has a rapidly growing number of hotel asset management assignments such as at "Motto by Hilton" in Rotterdam, "City Hotel Gouda" and the new "Mama Shelter" in Amsterdam Noord that will open in 2027. EUHC has recently strengthened with internationally experienced hotelier Rogier Hurkmans as Operations Director. See also www.euhc.eu.