'A second home for our guests'

LBG Hotels expands into The Hague

With the opening of the Townhouse Hotel in The Hague, LBG Hotels is taking the next step in their growth outside Maastricht. The hotel concept, known for its homely atmosphere and authentic hospitality, is complemented by Jolie Café Manger, a catering establishment that also acts as a living room for guests and local residents. In conversation with Rino Soeters and Ralph Meijs, owners of LBG Hotels, it becomes clear how this expansion fits within the hotel group's broader vision.

LBG Hotels started in Maastricht, but soon grew to include branches in Amsterdam and Eindhoven, among others. "We drew up an ambition document in which we indicated that we didn't want to stay only in Maastricht, but also wanted to explore other cities," Meijs says. "Eindhoven came first, then we got an opportunity in The Hague."

Soeters stresses that choosing The Hague was a logical step: "The Hague is a city with a strong mix of tradition and modernity. We noticed that there was room for a hotel concept that embraces local identity, rather than an anonymous chain experience."

Hague character

The Townhouse Hotel, located on the Bleijenburg, literally brings the city inside. "At many hotels, you step into a generic world, with no sense of location. We take a different approach. In our hotel, you come home to The Hague," Soeters says. "That's why we don't call the entrance a lobby, but the living room. Guests are welcomed with a cup of soup, like in the old days at grandma's house."

The furnishings also add to the experience. The rooms are bright and calm, with natural materials and art. A special detail is 'house fish Blub', a fish that guests can take to their room. "Little elements like this add a playful and homely touch to the stay," says Meijs.

More than a hotel restaurant

Besides the hotel, LBG Hotels is also opening Jolie Café Manger, a catering establishment with a wide range of offerings, from breakfast to drinks. "We wanted to create a dynamic place that is attractive to both hotel guests and local residents," explains Soeters. "We serve home-made dishes and introduce the first Maastrichter flan bakery in The Hague. That fits with our idea of connecting local communities."

The café contributes to the vibrancy of the neighbourhood. "A hotel brings commotion and security. The municipality wanted a 'dynamic plinth' in the streetscape and we saw in it an opportunity to create a cosy meeting place," says Meijs.

Luxury and history

Besides the Townhouse Hotel, LBG Hotels is currently working on the development of another special hotel in The Hague: The Ald. This new boutique hotel is located in the monumental former Algemeene Landsdrukkerij, from 1814 the printing and publishing house of the Dutch government, in a historic building in the heart of the city. "This is a unique opportunity to combine luxury and comfort with a rich history," Meijs says. "We want to preserve the soul of the building while offering a modern, sophisticated hotel experience."

The Ald will include 91 rooms, some of which will feature a luxury spa bathroom or a mezzanine. There will also be short-stay studios and a stylish hotel bar and restaurant. "We want The Ald to become a destination in itself, a place where both business travellers and tourists feel at home," Soeters adds. "With its central location and special ambiance, we think The Ald will set a new standard for boutique hotels in The Hague."

The building's history is also subtly incorporated into the design. "We play with references to the old State Printing Works," says Meijs. "For example, we have created a bar called 'Bar Ink', where cocktails are served with a drop of 'ink' as a nod to the past."

Challenges and opportunities 

The hotel industry is facing staff shortages, but LBG Hotels has an approach that helps them attract and retain good employees. "We offer varied positions where employees can fulfil multiple roles. Barista, front desk, quality control - variety keeps the work interesting," says Soeters. "In addition, we provide a respectful working environment and decent working conditions."

International cooperation also helps. "We cooperate with universities in southern Italy and currently have six Italian colleagues starting their careers here. There is a lot of talent struggling to find work elsewhere, and we can offer them a great opportunity," Meijs said.

Sustainability and future plans

Sustainability played an important role in the construction of the hotel and Jolie Café Manger. "We built gas-free, work with district heating and have LED lighting and smart sensors to minimise energy consumption," says Meijs. "Sustainability is not only good for the environment, but is also becoming increasingly important for our guests."

LBG Hotels, meanwhile, is looking ahead. "We are already working on the next steps, including in Amsterdam. The Townhouse concept continues to expand, but always with a local touch. The Hague has a unique atmosphere and that is reflected in our hotel," Soeters concludes.

With the opening of Townhouse Hotel and Jolie Café Manger, and the arrival of The Ald, LBG Hotels not only adds new locations, but also introduces a hospitality concept in which the city and its residents play a central role. "Ultimately, we want people to stay here, not just stay overnight," Soeters concludes with a smile.