Conscious Hotel opens in Utrecht

Sustainable hotel group establishes first location outside Amsterdam in iconic Oudegracht building

On 12 September, Conscious Hotels will open its first location outside Amsterdam: Conscious Hotel Oudegracht. Located in the historic Tivoli complex on Utrecht's Oudegracht, the 46-room boutique hotel brings together cultural heritage with circular innovations.

The opening marks a new phase in Conscious Group's growth strategy, which is committed to accelerated expansion within the premium sustainable hospitality segment. The launch follows shortly after the opening of Hotel V Oosterpark - by Conscious in Amsterdam, further strengthening the group's position in the upper-upscale segment. 

Utrecht as a strategic growth move 

The location was carefully chosen: not only is the building iconic, it is also in a strategic, easily accessible location. The choice of Utrecht as the first location outside Amsterdam is in line with the city's growing popularity as a tourist and business destination. Conscious Hotel Oudegracht responds to this with a sustainable premium offering in a segment that is still poorly represented locally.   

With the arrival of organic coffee bar Sticky Fingers and independent restaurant Union House, Conscious Hotel Oudegracht strengthens its position as a sustainable and locally anchored destination. The hospitality concepts create added value for both guests and the city. 

Built for the future - with respect for the past 

Conscious Hotel Oudegracht is distinguished by a distinctly sustainable vision that is felt in both its design and day-to-day operations. Although made as sustainable as possible, the historic building breathes history: monumental details such as original fireplaces, stained-glass windows and cloisters have been carefully preserved and interwoven with modern elements such as 3D-printed, recycled and upcycled furniture. This combination of heritage and innovation makes the hotel one of the greenest and most characterful stays in Utrecht - and sets a new standard for sustainable premium hospitality in the region. 

According to Marco Lemmers, CEO of Conscious Group, the opening is in line with the group's long-term strategy: "With Conscious Hotel Oudegracht, we demonstrate that sustainability and heritage do not exclude each other, but can actually reinforce each other. This is a significant step towards our goal of making sustainable hospitality visible and tangible on a European scale." 

History as brand identity 

The property's rich history is an integral part of Conscious Hotel Oudegracht's experience and brand story. What began as a convent in the 13th century, later served as an orphanage, and grew into the iconic Tivoli stage in the 20th century where artists such as Prince and Nirvana performed, has now been transformed into a hotel where those layered layers of time remain tangible. The interior breathes stories: from a listening room with carefully selected vinyl records to the cloister with art, installations and memorabilia that bring the property's 750-year-old story to life in a contemporary way.