The Efteling Grand Hotel is a masterstroke

The story

Efteling bases the concept on the illustrious world of Grand Hotels, the theatrical palaces from the era of emerging international travel. In our rapidly changing world, where people crave nostalgia, this is a stroke of genius, as nothing exudes nostalgia more than the Grand Hotels of yesteryear. Head designer Sander de Bruijn reportedly took inspiration from The Grand Budapest Hotel, the film that colourfully depicts hotel life. A logical connection to Efteling’s fairytale world.

In her book Grand Hotels, Elaine Denby describes how these hotels emerged in the era of steam trains and passenger ships. Hotels like the Savoy in London or the Ritz in Paris were temples of grandeur and offered electricity, lifts and a telephone; ultra-luxurious comforts at that time. Moreover, for the first time, these hotels were also more than just places to stay: within these theatrical facades, guests could stroll about and the illusion was created that they could count themselves amongst the elite.

So, the Efteling Grand Hotel fits in perfectly with the World of Wonders because the concept is authentic. Not a gimmick, but a story deeply rooted in the history of the hotel industry. Because of this authenticity, we also see no simple references to Sleeping Beauty in the hotel, but subtle references to Grand Hotels of days gone by. Think of a 7.5-metre chandelier made of crystal keys or a grand piano in the lobby. Moreover, your bags will be carried by porters in full uniform, just like Zero Moustafa in The Grand Budapest Hotel. To further emphasise the authenticity of the concept, it is subtly suggested that the hotel has been around for hundreds of years, if only because every room has the book Fairy Tales from the Efteling Grand Hotel.

Efteling consistently, but with restraint, implements this story, without the frills of Anton Pieck. Nevertheless, Efteling fans are grumbling, because the design is not 'Efteling' enough. But this hotel is not for the person who has visited the park since childhood with a packed lunch. It is there for an international crowd that is less familiar with the park's theme and is instead used to the timeless grandeur of The Balmoral or Hôtel de Paris. Indeed, the hotel is also suitable for guests who do not come primarily for the park, but for a conference, for example. As the CEO of a multinational company, you would be happy to stay in such a hotel with allure, but would not want to sleep in a Holle-Bolle-Gijs bed.

Still, it is one thing to conceive such a concept, but something else to make it come true. The question is whether Efteling can actually deliver the intended level of luxury. Expectations in this segment are high, mistakes are not forgiven. Let's hope the designers themselves have spent a few nights in a Peninsula or St Regis and know what this target group desires.

The strategy

But why this leap from Efteling? Because it fits seamlessly with the rise of luxury family hotels. I saw that trend in 2015, when we successfully capitalised on exclusive family tourism with the Pulitzer as the first five-star hotel in Amsterdam. It turned out to be a hit. When my son was born, I still feared being condemned to two weeks of holiday park with miniature golf. And rental bikes with panniers, if unlucky. But now salvation is in sight: more and more hotels are opening with a stylish family concept.

Yet the average hotelier still finds a high-end concept difficult to reconcile with children. A colouring sheet splashed by oysters causes drama, so I understand the hesitation. However, Efteling does dare to take it on. According to Efteling, Restaurant Mystique, the Grand Hotel's fine-dining restaurant, is the only premium restaurant in the Benelux to focus specifically on children. The iPads do not have to come along: the dynamics of the dishes and the view of the Aquanura water show should keep the little ones engaged. A four-course juice menu also helps with this.

The international family guest is therefore important to Efteling. A family of four in a €600-a-night room, including a multi-day park visit, adds up nicely to the bottom line. They stay longer, spend more, and that is much needed. After all, Efteling is owned by a foundation, with the noble aim of guaranteeing the park's independent survival. To illustrate: according to the Financieele Dagblad newspaper, in 2023, 40 per cent of the 37.8-million-euro profit flowed to Stichting Natuurpark de Efteling foundation. The rest remained within the company. Thanks to the revenue boost from the new hotel, the foundation can continue to invest in long-term projects, even if they do not pay off immediately. But if revenue stalls, the foundation structure falters. Then a takeover by foreign dividend hunters, for whom the soul of Efteling is only a side issue, is imminent.

The region

The region also benefits from this hotel, which is nice, for your Breda-based researcher on the ground. The Efteling Grand Hotel could become a Dutch destination in its own right. Foreign guests then choose this hotel as a base, for them an hour's journey to Keukenhof is merely a short trip.

And it cuts both ways. An overcrowded city like Amsterdam also benefits. After all, the solution to overtourism is: quality guests as well as spreading them around the country. The Efteling Grand Hotel thus embodies exactly what Ilja Leonard Pfeijffer poetically describes in Grand Hotel Europa: Grand Hotels conceptually show the end point of European progress, but they are a starting point for more balanced tourism.

In short, the Efteling Grand Hotel is a strong story, but certainly not a vanity project. It is the park's life insurance. With signature cocktails and apple juice.

Michel Brokke - Senior Lecturer in Hospitality Design & Innovation at Breda University of Applied Sciences