Alex van Gastel: From Brabant hospitality to leadership at the Efteling
With a career that started in a small hotel in Helmond and extended to renowned hotels such as Pulitzer Amsterdam, Alex van Gastel has forged an impressive path in the hospitality industry. His Brabant roots, where hospitality is deeply embedded, formed the foundation for his passion and drive in the field.
In this interview, Alex shares his experiences with hotel openings, the challenges of transformations, and the crucial role of team development. As General Manager of the Efteling Grand Hotel, he brings his vision of hospitality to life within the unique world of the Efteling. Storytelling, luxury, and hospitality come together in this special project, where he is working on a hotel experience that seamlessly aligns with the magic of the park.
Inspired by hospitality from an early age
What inspired me to pursue a career in the hospitality industry stems from my Brabant background, where hospitality was central. At sixteen, I started working in the hotel industry and was immediately fascinated by the atmosphere and dynamics. That experience led me to the Hotel Management School in Maastricht, where my passion for the profession further developed. Since then, I have never left the hotel world.
The power of people in hotel openings
From previous hotel openings and rebrandings, I have learned one important lesson: people make the difference. Whether it is luxury chains or independent hotels, the atmosphere and cohesion within the team determine the guest experience. A beautiful hotel alone is not enough; without a strong management team and the right people in the right places, it loses its strength.
At the Efteling Grand Hotel, this is no different. We started assembling the team early on because I believe that a successful opening begins with the right people. We are not only looking for experienced professionals but also for people with a passion for storytelling and the magic of the Efteling. Recruiting more than 300 employees is a challenge, but it is also an opportunity to build a team that fully embraces the vision of the hotel.
A special transformation at Pulitzer Amsterdam
As General Manager of Pulitzer Amsterdam, I led the ownership transition and a complex renovation while keeping the hotel open. Thanks to a strong team, we completed the renovation two months ahead of schedule. With this experience, as well as other openings and renovations, I confidently take on the Efteling Grand Hotel, where teamwork and vision are once again crucial.
A unique opportunity at the Efteling
What attracted me to the role of General Manager at the Efteling Grand Hotel was the unique opportunity to realize a hotel with the highest level of luxury and service within the park. The Efteling wanted to add a fourth accommodation, but this time directly inside the park, creating a unique dynamic and additional experience opportunities.
Additionally, they were looking for someone with experience in luxury hospitality and hotel openings, and I immediately realized how rare this project was. Building a Grand Hotel with a nod to 19th-century hotel traditions is extraordinary, especially in the Netherlands and perhaps even in Europe. On a personal level, this move also feels like coming home. As a born Brabander, I always wanted to return, and this was the perfect moment.
A Grand Hotel enhancing the Efteling experience
What makes this hotel truly unique is that it is designed and built as if it has been there for 150 years. The Efteling knows better than anyone how to create a timeless experience. The challenge—and at the same time, the opportunity—is not just to build a luxury hotel but to create a complete experience that seamlessly intertwines with the Efteling magic.
The challenges of a hotel opening
Every hotel opening comes with challenges, and the Efteling Grand Hotel is no exception. One of the biggest obstacles is completing the construction, which must align perfectly with operational preparations. Additionally, recruiting over 300 employees is a massive undertaking.
This team will consist of both existing Efteling employees moving up and new colleagues with specific expertise. Assembling and training such a large team is a challenge, but we are working on it with great enthusiasm to ensure a strong start.
The project has faced delays due to factors such as the impact of the coronavirus and the bankruptcy of a subcontractor. At present, the opening is scheduled for the upcoming summer.
An extension of the Efteling experience
The Efteling Grand Hotel is more than just a place to stay; it is an extension of the Efteling experience. Its location in the heart of the park enhances the overall experience, making the hotel an integral part of the enchantment. The hotel is not only accessible to hotel guests but also to park visitors. With two restaurants—a brasserie and a premium dining restaurant—it offers the opportunity for day guests to enjoy a taste of the Grand Hotel experience. The hotel also provides a unique view of the Fairytale Forest, Pardoes Promenade, Aquanura, and the Island of the Five Senses. Even though construction is not yet complete, the view is already magical.
A guest experience as enchanting as the park
To make the guest experience at the Efteling Grand Hotel as memorable as a day in the park, the focus is on the team and the atmosphere. A beautiful hotel alone is not enough—the right people make the difference. That’s why we have not only looked at the building but also at classic Grand Hotel roles, such as concierges, bellboys, and a doorman with a top hat. These iconic roles contribute to the luxury and ambiance of the hotel.
We are also adding a subtle layer of entertainment, ensuring that guests not only stay in a beautiful hotel but are truly immersed in the World of the Efteling. Throughout the interior, subtle references to Efteling stories are incorporated, allowing guests to continuously make small discoveries.
Storytelling at the core of the experience
As mentioned, guests will encounter classic Grand Hotel figures such as the Concierge and Bellboy, who bring stories to life. Leading up to the opening, and beyond, they will continue to play a crucial role in telling the Grand Hotel story.
Storytelling is not only important for the Efteling Grand Hotel but for the entire hospitality sector. Guests seek more than just luxury; they want an experience that immerses them in a world full of stories. While not everything can be revealed yet, one thing is certain: the Efteling Grand Hotel will be a place where stories come to life.
Innovation as a support for guest experience
Technology and innovation play a significant role in enhancing the guest experience, but technology should never be a goal in itself. It must support the service and help employees keep the personal connection with guests at the forefront.
At the Efteling, innovation is becoming an increasing priority. Under the leadership of Innovation Director Willem Roskam, continuous efforts are made to explore how technology can enhance the overall experience. A concrete example is the arrival experience at the Efteling Grand Hotel. Through smart innovations, we optimize the check-in process, allowing the team of porters and the doorman to focus entirely on providing a warm and memorable welcome.
A strong team as the foundation of success
For the Efteling Grand Hotel, we aim to build a team that is not only professional and skilled but also has the right mindset and energy to successfully launch a new hotel. People make the difference—without them, we are nothing. We have started assembling the management team, a crucial first step. We have deliberately chosen a mix of external expertise and internal progression from the Efteling.
This ensures a balance between craftsmanship and cultural continuity. When selecting team members, I look not only at experience but also at personal talents and a positive attitude. A hotel opening presents challenges, so we seek people who are solution-oriented and flexible. Additionally, a good mix of leadership styles is essential to ensure the team is complementary and works effectively together.
The essence of a strong General Manager
A strong General Manager combines leadership, decisiveness, and guest focus. The ability to motivate and develop a team is crucial, as is making decisions in a dynamic environment. Personal engagement with guests and employees makes a difference in the overall experience.
Additionally, adaptability and communication skills are essential. The hospitality sector is constantly evolving, and a General Manager must be flexible in responding to trends and adept at engaging with various stakeholders.
A strong corporate culture as the basis
The concept of ‘power to your people’ is central to my vision for the Efteling Grand Hotel. Employees are given the freedom to make independent decisions and always think in terms of possibilities. Instead of saying ‘no’ to a guest, we look for what is possible. This approach is integrated into training programs so that new employees embrace this philosophy from the start.
Building a strong corporate culture takes time, but by setting this vision clearly from the outset and involving the hotel management team, we create a hotel where not only guests experience a unique stay, but employees also feel valued and engaged.
Sustainability as a core value
Sustainability is playing an increasingly important role in the hospitality sector, and at the Efteling, guest experience and sustainability go hand in hand. The Efteling Grand Hotel aligns with the ambition to become climate-positive by 2030. A key step in this is the use of thermal energy storage, allowing the hotel to be completely gas-free. Additionally, sustainability considerations are integrated into every decision, from food and beverage selections to linen management and cleaning processes. Despite the building’s historical character, the hotel will feature solar panels, something rarely seen in Grand Hotels.
Goals for the first year
My primary goals for the Efteling Grand Hotel are a successful and timely opening, a well-prepared team, and establishing a stable operation. The first challenge is opening on time, which is particularly exciting with a summer launch due to the peak season. This requires meticulous planning and flawless execution.
Following that, the focus will be on stabilization: ensuring everything runs smoothly and that we fulfill our promises to guests. Only once this solid foundation is in place can we begin to build on new opportunities and improvements. The first year is not just about a strong start but about laying a solid foundation for the future.
Discover the opportunities at Efteling Grand Hotel, where luxury, storytelling, and hospitality come together in a magical environment. Become part of our team!