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WestCord Hotels: unique hotels with a story

The story of WestCord Hotels begins on the Wadden Islands, specifically on Vlieland. Harry Westers moved with his parents, brothers, and sisters from Oude Pekela to Vlieland to start a bakery. This was no easy task, as tourism was still in its infancy and there were already several bakeries established on the island. Harry, the most persistent member of the family, was sent to campsites to sell bread and collect payments from customers who hadn't yet settled their bills.

In the 1960s, tourism began to flourish on Vlieland, and Bakkerij Westers became the last remaining bakery on the island. Emo Westers, Harry's father, spotted an opportunity when a hotel went up for sale. He entrusted Harry, with his boundless drive and energy, to take charge of running the hotel. In 1968, the first WestCord hotel—Hotel de Wadden—became a reality. It marked the beginning of a much larger story, with Harry Westers' determination playing a leading role.

The rich history of WestCord Hotels

"I think it's fair to say that the common thread in WestCord's story is Harry's drive and passion," says Jeroen Maaneman, Head of Marketing at WestCord Hotels. "Twenty-five years after the opening of Hotel de Wadden, the second WestCord hotel on Vlieland was opened: Hotel Seeduyn. A hotel located on the first dune row with a view of the sea. Investors and real estate companies heard about an entrepreneur on one of the islands who understood how things worked. This led to Harry being involved by investors in Hotel Schylge and Aparthotel Boschrijck, both on Terschelling, and joining the development of a hotel on Ameland. That’s when things really started to take off."

WestCord Beachhotel Seeduyn

Collection of unique hotels ‘by WestCord’

There are now fifteen hotels in the Netherlands that proudly bear the WestCord name, though it’s not always prominently displayed on the facade. Each hotel has its own identity, which is why they are described as a collection of unique hotels rather than a hotel chain. Jeroen explains: “Take Hotel New York, for example, which we acquired in 2006. This hotel already had significant name recognition and a very distinct, strong character. If we had branded it as WestCord, it would have diminished the hotel’s unique personality.”

“The same applies to the ss Rotterdam. Everyone knew it as the Steamship Rotterdam, so rebranding it as WestCord wouldn’t have been well-received. It also wouldn’t have aligned with the ship’s history. When the tender for Hotel Jakarta came along, which was built with a concept in mind, we introduced the ‘by WestCord’ label. We work hard to make each hotel so special that it can operate under its own name, with ‘by WestCord’ serving as a quality mark, emphasizing that these are truly unique places to visit for the experience.”

Hotels with a Story

“People need a place to sleep, and we believe it’s our job to make that experience as enjoyable as possible. A WestCord Hotel must have a certain soul and character,” says Jeroen. “This can be achieved through the location, the building’s history, or by applying a theme, creating a story to tell about the place where guests want to stay.”

Hotel Jakarta in Amsterdam and Hotel New York in Rotterdam are great examples of this, Jeroen believes: “When it comes to Hotel Jakarta, it starts with the concept: 2 worlds connected. The hotel is located on Java Island in Amsterdam, hence the name. To bring the atmosphere of Indonesia indoors, we created a massive indoor garden filled with subtropical trees and plants. It looks incredible as soon as you step inside. It’s truly a place where you want to be. All the meeting rooms in the hotel are named after major cities in Jakarta. We always try to carry the theme throughout.”

Hotel Jakarta is a destination hotel, a place you visit because you want to be there, not just because you happen to be in Amsterdam. It carries the ‘by WestCord’ label, as will all future hotels. Jeroen explains why: “It’s a market trend that has been visible for years. People are looking for experiences and increasingly choose hotels with a story. Stories are not standalone elements; they are woven into every aspect of the hotel to reinforce its narrative.”

Bakery Westers x WestCord

One example of how WestCord showcases its unique story and rich history is through the presence of Bakkerij Westers (Westers Bakery). “This initiative originated from parts of the tender for Hotel Jakarta. It was a requirement that the hotel be accessible to non-hotel guests while also giving back to the local community,” says Jeroen. WestCord hotels are inherently open to everyone, but not everyone feels comfortable just walking into a hotel. To lower that threshold, they looked for an accessible initiative. Jeroen explains: “Harry comes from a family of bakers. How great would it be to open a bakery within the hotel for the locals? When locals start coming into the hotel, it creates a vibrant atmosphere, giving the place a soul. As a hotel guest, you want to walk into a lively space, not a quiet, empty lobby.”

The introduction of Bakkerij Westers in the hotel proved to be a great success. When The Market Hotel in Groningen was under construction, the entire ground floor was designed to include a large restaurant and bakery. Similarly, WestCord is opening a Bakkerij Westers in Hotel Chicago in Rotterdam.

“The bakeries are such a wonderful addition,” Jeroen says. “What better way to tell the story of the family business than by letting people experience it firsthand? When our sales colleagues visit clients, they always bring something from the bakery. We’re also working on cookie tins that will be sold in the hotels, featuring the story of WestCord. The family business’s history is reflected everywhere.”

Facilities and Activities for Everyone

Each hotel is equipped with as many facilities as possible to cater to different audiences. For example, most hotels have meeting rooms, except for City Centre in the heart of Amsterdam. In many hotels, spaces are multifunctional. For instance, the WTC in Leeuwarden can accommodate up to 1,500 people. Hotel Jakarta has three spacious meeting rooms that can be combined into one large space. Additional areas, such as part of the restaurant, can also be included. The Fashion Hotel offers the option to rent out the entire sky bar for events. The possibilities are endless.

All WestCord hotels welcome non-hotel guests, and this is encouraged in various ways. “At Hotel Jakarta, for example, we explore offering yoga classes for people living on Java Island as well as hotel guests. On the ss Rotterdam, we host the Love Boat Bingo Show twice a month on Saturdays. At the Art Hotel, there’s a monthly art party where you can come with friends to paint while enjoying snacks and drinks under the guidance of an artist. At the Fashion Hotel, there’s occasionally a fashion sale. The events and activities we organize align with the character and story of each hotel, which makes them so enjoyable.”

Het WestCord DNA

WestCord Hotels employs more than 1,400 people, the majority of whom work in operations. These are employees who genuinely enjoy creating memorable experiences for guests and having the freedom to be entrepreneurial. “Personal attention is one of our core values. This applies both to our guests and to our employees,” says Jeroen. A hospitality trainer is on staff to train employees in various skills, ranging from conversation techniques to beer-tapping courses.

Jeroen adds: “We find it important to give employees the opportunity to continue developing themselves. We also keep the theme of caring for one another alive by organizing a small surprise for all employees every month. It could be a card for Compliments Day to give to a colleague, a brownie waiting for them, or something similar. If you take good care of your employees and show trust in them, they’ll be better equipped to engage with guests. You’ll notice they feel the freedom to take initiative. For example, if they find out a guest is celebrating a birthday, they’ll come up with something special. It’s wonderful to see that employees truly embrace the freedom they’re given to improve and enrich experiences, both for themselves and for the guests. That’s quintessentially WestCord.”