TRIBE: New design flagship in the heart of The Hague

Contemporary hotel where comfort, creativity and community are central

With the arrival of TRIBE The Hague Central, the royal capital gains a striking new design hotel. Located in the cultural heart of the city, just a few steps from The Hague Central Station, TRIBE offers a contemporary mix of smart spaces, creative design and a lively community of modern travellers. In conversation with General Manager Robert Jan Buitehuis and Commercial Manager Jeroen Peek, we discover how this new flagship hotel from Accor stands out with its distinctive interior, inspiring meeting spaces and the surprising F&B concepts of restaurant and bar Hitch Hike.

Can you tell us something about the TRIBE brand and the background to the concept?

Robert Jan: “TRIBE is a relatively young brand within the Accor portfolio, founded in Australia in 2017. Our mission is clear: to create hotels for modern travellers who appreciate design, comfort and functionality, with a focus on what really matters. Every TRIBE hotel revolves around smart spaces, aesthetics and a sense of community. The name refers to “the tribe”, a tribe of like-minded travellers who value encounters, creativity and
authenticity. The hotel in The Hague will be the second TRIBE hotel in the Netherlands and will serve as the brand's flagship hotel in the country, further strengthening its presence and brand identity here.”

Jeroen, what exactly does your role as Commercial Manager at TRIBE The Hague Central entail?

Jeroen: “As Commercial Manager of TRIBE The Hague Central, I am responsible for the commercial positioning of the hotel. My work focuses on developing strategies to position the hotel strongly in the market, maintaining relationships with corporate clients and partners, and creating new collaborations that fit with TRIBE's identity. The goal is to forge meaningful connections and establish a brand that is modern, welcoming and distinctive.”

What makes the design of TRIBE The Hague Central so special?

Robert Jan: “Design really is at the heart of the TRIBE experience. These hotels are urban, stylish and surprisingly simple. At Tribe The Hague Central, the hotel has been uniquely designed by design studio HD+VK, and the design is the result of a year-and-a-half-long process in which every detail has been carefully worked out. The design is based on the fact that the existing building consists of fixed elements; these elements form a pattern, and this pattern is the guiding principle in the design. The different patterns are reflected in various parts of the interior, from the headboard to the floor finish. Carefully chosen materials, bold colours and characterful works of art create a dynamic atmosphere in which guests immediately feel at home.”  

Can you tell us something about the new meeting rooms and what makes them so special?

Jeroen: “An important part of my role is introducing the new meeting rooms. These rooms are designed for the way people work and meet today. They combine style and functionality, with lots of light, an open feel and smart technology. Located in the heart of The Hague, close to Central Station, they offer a unique combination of accessibility and experience. This makes the hotel attractive to both local businesses and international guests who want to meet or collaborate in an inspiring environment.”

How does the hotel's design support the experience of the modern traveller?

Robert Jan: “The strength of TRIBE Den Haag Centraal lies in the way the hotel responds to the needs of the modern traveller. The spaces are designed to offer tranquillity and inspiration in the heart of a bustling city. As mentioned earlier, the design is based on the pattern of the fixed elements of the existing building, and these patterns are reflected in the interior of the rooms and the lobby. Every detail, from
material to atmosphere, contributes to a sense of balance and energy. It is a place where efficiency and comfort reinforce each other, and where guests immediately feel connected to a contemporary, stylish way of travelling.”

What distinguishes TRIBE The Hague Central from other hotels in the city, and how is that unique character reflected in the atmosphere and experience of the hotel?

Jeroen: “What sets TRIBE The Hague Central apart from other hotels is the balance between design, efficiency and atmosphere. The spaces feel refined, yet remain accessible and comfortable. The hotel invites interaction, not only in the meeting rooms, but also in the communal areas, the restaurant and the bar. The collaboration with Hitch Hike, a vibrant cocktail bar, enhances that experience and makes the hotel a place where work and relaxation flow naturally into one another.”

What role do the hotel's location and facilities play?

Robert Jan: “The hotel is located in the beating cultural heart of The Hague, close to The Hague Central Station, and reflects the urban dynamism of the surrounding area. Guests step off the train and find themselves right in the heart of the city, between government, culture and the beach, just fifteen minutes away. With 159 rooms, 3 suites, 9 meeting rooms and a 24-hour gym, the hotel offers a distinctive addition to the existing range of accommodation. Guests will find luxury Kevin Murphy products in the rooms, while the Hitch Hike restaurant stands out for its coffee and cocktails.”

How does TRIBE position itself in the heart of The Hague?

Jeroen: The commercial focus is on strengthening TRIBE's position as a contemporary destination in the centre of The Hague. With its combination of an ideal location, modern facilities and a distinctive identity, the hotel stands out within The Hague's hotel industry. It focuses on travellers and professionals who value style, comfort and an effortless experience.”

What can guests expect in terms of food and drink?

Robert Jan: “In our restaurant Hitch Hike, located on Spuiplein with a terrace, the flavours of California and Baja Mexico come together in a contemporary setting. The hotel also has a beautiful cocktail bar, where guests can enjoy creative drinks in a stylish ambiance. There is also a distinctive programme of events, ranging from golden hour on the terrace to Mezcal tastings and live entertainment in the trendy cocktail bar.”

How is the project progressing and what have been the biggest challenges and successes so far?

Robert Jan: “The project involves an extensive renovation with multiple stakeholders. It involves a complete refurbishment of 159 rooms and all public areas, to be carried out within a period of three and a half months. That is relatively short for a renovation of this size. An important point of attention is the continuity of hotel operations. The hotel will remain open for almost the entire duration of the project, with the exception of two weeks. This requires very careful planning, tight coordination between all parties and clear communication with the hotel team and the contractor Bulsink.”

TRIBE The Hague Central will open its doors at the end of 2025.

Main contractor: Bulsink

Design: hd+vk designers

Project management: Drees & Sommer

Procurement/logistics: Goodcase