NH Hotels & Resorts surprises with renovations and a new brand direction 

NH Hotels & Resorts is investing heavily in the refurbishment of its Benelux portfolio. Recently, hotels in Bruges, Amsterdam, Brussels, Groningen and Schiphol, amongst others, have been refurbished or modernised, whilst new large-scale projects in Maastricht and Arnhem are in the pipeline. Combined with strategic partnerships in the world of sport, the brand is thereby giving a powerful new boost to its positioning within the international hotel sector.

In the Benelux – where the majority of the Minor Hotels portfolio consists of NH hotels – this transformation is becoming clearly visible. The focus is not only on refurbishing guest rooms, but also on upgrading public areas such as lobbies, restaurants and meeting facilities. This creates a warmer and more versatile guest experience. At NH Groningen The rooms were recently completely refurbished as part of a major renovation. The bathrooms were the first to be fitted with rain showers selected specifically for the brand. Thanks to a smart logistical approach involving an external hub, materials could be delivered just-in-time and waste removed immediately, thereby keeping disruption to guests to a minimum. On the coast, NH Zandvoort a complete transformation, including guest rooms, a bar, a restaurant and meeting rooms. With a location right on the beach and next to the circuit, and a large proportion of rooms offering sea views, the hotel is strengthening its position as a destination for both leisure and business events. Significant investment is also taking place in Amsterdam. At NH Amsterdam City Centre The rooms have now been refurbished, with the public areas due to follow later in 2026. NH Amsterdam North In addition to refurbished rooms, it is also introducing new meeting facilities, thereby responding to the growing demand from international business guests. Furthermore, it has NH Amsterdam Leidseplein has already undergone a complete refurbishment, bringing together history, design and sustainability in a warm, contemporary setting. In Belgium, NH Bruges It has recently been completely refurbished, with the rooms, lobby and restaurant all given a new look. The hotel, housed in a former monastery in the historic city centre, combines authentic character with modern comfort and is situated right next to the new conference centre.

A broader wave of investment

The renovations form part of a wider wave of investment within the NH portfolio in the Benelux. As mentioned, hotels in Bruges, Amsterdam, Brussels, Groningen, Schiphol and Rotterdam, amongst others, have recently been refurbished or modernised. In addition, new large-scale refurbishments are also planned, including NH Maastricht EN NH Arnhem Rijnhotel. This clearly underlines Minor Hotels’ ambition to further strengthen the NH brand. A major refurbishment of NH Maastricht is set to begin in July 2026 and is expected to be completed in May 2027. The hotel will undergo a complete refurbishment, with not only the guest rooms being renovated, but also the public areas, meeting facilities, wellness facilities and other guest amenities receiving a contemporary upgrade. This will position NH Maastricht for the future as a leading destination for both leisure and business guests. The refurbishment of NH Arnhem will begin in early August 2026.

Long-term sports partnerships strengthen brand perception

NH Hotels & Resorts has also been investing in strategic sports partnerships outside its hotels for some time. For example, the brand has been a sponsor of the Dutch handball teams since 2019 and a partner of top tennis player Botic van de Zandschulp since November 2024.Through these collaborations, NH Hotels & Resorts aligns itself with themes such as performance, ambition, teamwork and international elite sport – values that closely reflect the international character of the organisation itself. At the same time, the partnerships offer the opportunity to engage with guests and target audiences in an authentic and relevant way, beyond traditional advertising.As part of its partnership with Van de Zandschulp, NH Hotels & Resorts is organising an exclusive tennis clinic for invited guests on 11 September. If you’d like to attend, please send us an email and we’ll see what we can do.

Through this combination of renovations and partnerships, NH Hotels & Resorts is underlining its evolution into a modern, dynamic and innovative player within the international hotel sector.