Outstending Magazine #4 – Hotel Management School Leeuwarden by HMSL Stenden

Entrepreneurship The spirit of

Merlin Melles

“Connecting people is in my DNA” Think big

How do the Tanzanian people beneﬁt from a Dutch eco-resort? Research

From curiosity to real-world impact

Great teamwork with Basecamp Eco-resorts: HMSL students explore initiatives linking tourism with local community beneﬁts.

Cultural immersion in Lucca: students explore wine, trufﬂes, and olive oil traditions on their Grand Tour in Italy.

MEET OUR ALUMNI!

7. Fleur Zandhuis-Bergmans (left), Owner of Hotel Wesseling and Grand Café de Brink 12. Laurens van Laar, Creative Director at The Great Escape 17. Lisa Saathof, Founder and owner of Loupé

36. Raghu Gunasekaran, Entrepreneur, AI developer and founder of R-Vision AI 45. Sarina van Engelen, Founder of NOAH Hotels

“our co r model”

4. Foreword by Academy Director Marco ten Hoor 6, 16. Did you know...? News and facts about HMSL 28. Sustainable tourism: How can small hospitality businesses contribute? 31. Entrepreneurial Education HMSL sets the course for the coming years 40. Work & Study (W&S) Associate Degree in Amsterdam 46. 24 hours in Bangkok with Stefano Maria Bruno

COLOPHON – Outstending is the annual magazine for the alumni and partners of Hotel Management School Leeuwarden. Concept & Realisation: Marloes Tervoort – MT redactionele content Copy Editor: Marloes Tervoort Translation & Proofreader: Julia Gorodecky Art Director: Martijn Blokland Marketing & Communication: Pascale de Wijs – Likewise Hotel Management School Leeuwarden Communications: Stephanie van Oorschot, Charlotte Knol Contributors: Firma Fluks, Alina Krasieva, Ronnie Zeemering (ZeemeringMedia) Printer: De Bondt Graﬁmedia Communicatie BV Circulation: 2,500 Contact: Hotel Management School Leeuwarden, Rengerslaan 8–10, 8917 DD Leeuwarden; +31 (0) 88 991 7000 Follow us: @hotelschoolleeuwarden, Hotel Management School Leeuwarden at NHL Stenden

18.

Six lessons from ABN AMRO’s Stef Driessen on future-proof entrepreneurship in the hospitality sector.

37.

Merlin Melles, CEO and founder of Founders Carbon Network (fCN)

“A good entrepreneur sees what someone else doesn’t.”

21.

RESEARCH: How research explores entrepreneurship from distinct but connected angles: future-thinking, sustainability and education.

42.

Alumni in... wine. For some students, wine classes blossom into a true passion.

It’s a way of thinking, seeing and acting

Entrepreneurship

“General Manager of a large international hotel chain” is the classic answer given by ﬁrst-year Hotel Management School Leeuwarden (HMSL) students when asked about their dream career. But these days, we’re also hearing a wider range of ambitions. An increasing number of students now say they want to start their own business, and around 3% already have one when they begin their studies.

We actively support entrepreneurship through our ‘Center for Entrepreneurship’, where we guide young entrepreneurs in the development of their plans, registering their businesses and applying for potential grants. After graduation, we continue to follow our alumni and see that many go on to become successful entrepreneurs. Entrepreneurship is clearly a strong and growing theme among today’s hotel management students.

But what do we actually mean by ‘entrepreneurship’? Where it once simply meant registering with the Chamber of Commerce and launching a business, we now see it more as a way of thinking, seeing and acting. It’s a hands-on attitude – something many of our students already bring with them when they start, and which we nurture and develop throughout the programme.

In Design Based Education, students are exposed to real-life industry challenges from day one. We actively encourage entrepreneurial skills in an international context, and students even have the opportunity to intern and graduate within their own company. This approach helps them develop strategic thinking, creativity and a mindset for innovation. And that’s exactly what enables our students to spot opportunities where others might simply follow procedures.

This is what makes our alumni so valuable in a changing world. Many put their creativity, expertise and passion into launching their own ventures, but they also carry that entrepreneurial mindset into every role they take on.

When you hire a graduate from HMSL, you’re bringing in an entrepreneurial spirit. And entrepreneurs take responsibility, go the extra mile and are always looking to improve. It often starts with a simple insight: Every guest is an opportunity, every mistake a chance to learn, and every day offers the potential to make an impact. We call this ‘intrapreneurship’ –entrepreneurial thinking within an organisation. And let’s be honest: isn’t that exactly what every employer is looking for? No wonder our alumni are so highly valued in the industry. And I couldn’t be more proud of that.

To highlight this, we introduced the Outstending Shield. This shield honours the strong and entrepreneurial spirit that lives in our alumni community. Whether in a boutique hotel, a food concept or a startup office, it is a distinctive symbol our alumni can proudly display.

It’s more than a token. It’s a celebration of CREATING WHAT’S NEXT

Marco ten Hoor Academy Director

Hotel Management School Leeuwarden at NHL Stenden

HIRING AND KEEPING GEN Z:

Hotel Management School Leeuwarden Re-Accredited by THE-ICE

Hotel Management School Leeuwarden has been re-accredited by The International Centre of Excellence in Tourism and Hospitality Education (THE-ICE) for another five years, recognising its excellence in hospitality education. The review praised the school’s strong industry ties, international focus, innovative teaching methods, and commitment to well-being, professional development and continuous quality enhancement.

Scan the QR code for more information.

LAUNCH OF VR HOUSEKEEPING TRAINING

5 tips

for Hospitality Employers

With talent shortages increasing, Gen Z is emerging as a key workforce in hospitality. But attracting them means adapting how we work. Based on new research by Georges El Hajal and Dr. Erwin Losekoot, ﬁve strategies can help:

1. Offer Flexibility That Works for Them

Gen Z values autonomy. Flexible working hours, hybrid roles and personalised career paths are not just perks, they’re expected. Start by surveying your team to understand preferences, and design a phased approach to implementing flexibility.

2. Make Technology an Ally, not a Barrier

Whether using AI in customer service or leveraging digital tools for training, technology should enhance and not complicate the work experience. Hospitality employers should invest in training programmes that make digital tools accessible and meaningful.

3. Prioritise Growth and Learning Opportunities

A new VR Housekeeping Training tool offers students an innovative, interactive way to master hotel room cleaning. The simulation guides learners step-by-step through standard procedures in a virtual Comfort Plus room of our Notiz Hotel, with real-time progress tracked via a checklist. This tool represents a signiﬁcant advancement in hospitality training, and we are excited to continue expanding these new learning experiences in the future.

Scan the QR code for more information.

Structured internships, mentoring programmes and clear performance feedback mechanisms help Gen Z feel supported. Educational partnerships that offer real-world experience can bridge the gap between classroom and career.

4. Foster Cross-Generational Collaboration

Implementing ‘mentor-mentee’ programmes or job-shadowing initiatives allows Gen Z to learn from experienced professionals and bring in fresh insights from the next generation.

5. Align with Their Values Through Purpose-Driven Culture

Gen Z wants to work for organisations that stand for something. Open communication, social responsibility and transparency about your mission make your company a more attractive workplace.

Scan the QR code for more information.

Students and alumni of Hotel Management School Leeuwarden are the ultimate game-changers in the ﬁeld. Many of them are entrepreneurs. How do they run their businesses?

Fleur ZandhuisBergmans (28)

Graduated in: 2020

Position: Owner of Hotel Wesseling and Grand Café de Brink in Dwingeloo

Greatest talent: Her enthusiastic optimism

“We worked for a hundred days without expressing or forming any opinion”

Fleur Zandhuis-Bergmans is the 14th generation in her family to run Hotel Wesseling, after taking it over from her parents at the beginning of 2025, together with her husband.

What makes your hotel so special?

“Our hotel was founded in 1662, making it the oldest family-run hotel in the Netherlands today. And our personal attention, in particular, is unique. Hotel Wesseling has 23 rooms and a fine-dining restaurant.

We also run Grand Café de Brink, with 10 guest rooms and a large hall for events. We have 50 to 60 employees, divided into two separate teams, each with their own chef. By the way, we have many employees who come from HMSL. My parents studied there too; they were in the very first group of students.”

Did you always want to follow in your parents’ and ancestors’ footsteps?

“No, actually I didn’t. With my parents, I saw just how much work it is to run a business such as this. But the work itself always seemed fun to me. When I was 17, I went to hotel management school, where I met my husband. After graduating, we worked in Curaçao, where we discovered just how nice it is to work hard together. My parents came to visit, and we told them we wanted to set something up together. That came as a shock to them. We weren’t thinking about a takeover at all, and they had no plans to stop yet. They called in an adviser because they didn’t like the idea that we would set up something else.”

How did the ﬁnal takeover go?

“We went through an extensive process with a coach. It started with working in the business for a hundred days, without expressing or forming any opinion. We were only allowed to observe. That was a good way to ascertain if we really liked it. My parents now have a bakery in the village, where they also sell delicacies and wine. They still come by regularly, but now as VIP guests. Their advice is still welcome, although we have agreed that it will go through us and never directly to the employees. That’s our responsibility now.”

Do you consciously do things differently than your parents?

“Through those hundred days we spent shadowing, I discovered why things were organised in a certain way. Everything had a reason, and I’ve gained a lot of respect and admiration for that vision. We’re currently following the same path. But we’re giving things our personal twist, with our own way of managing and communicating.”

Scan the QR code and ﬁnd out more about Hotel Wesseling.

text Firma Fluks

MEET OUR ALUMNI!

A golden challenge…

for Basecamp Eco-resorts and HMSL students

Anne Verbeek, Co-owner and Chief Experience Ofﬁcer at Basecamp Eco-resorts

Which initiatives at the Basecamp Maﬁa Island Eco-resort in Tanzania also beneﬁt the local population? Four students from Hotel Management School Leeuwarden got stuck into this design challenge.

Normally, Anne Verbeek, co-owner of Basecamp Eco-resorts, would invite students to the location for the start of the challenge they’re carrying out for the company. However, that wasn’t possible in this particular instance as the issue being investigated takes place on Mafi a Island in Tanzania. For Anne, it’s the second time that she has enlisted students from Hotel Management School Leeuwarden (HMSL) to take on a design challenge for Basecamp Eco-resorts. “‘For the 2023-2024 challenge, I mainly wanted to see how much time it would take me to supervise the students and what this would bring me.” She was positively surprised and found it to be an incredibly fun and successful experience. Which is why Basecamp Eco-resorts participated with six different challenges for the 2024-2025 academic year.

In-depth research

What particularly appeals to Anne about the collaboration with HMSL is that the students are given the opportunity to carry out in-depth research. “They dedicate a lot of time to it and look at the research question from different angles. It’s very difficult to do that as a company ourselves.” What Anne also fi nds interesting about Design Based Education is that the students come up with a prototype that they test too. “In fact, you just get a ready-made product that you can implement right away.”

For the 2023-2024 academic year challenge, Basecamp Eco-resorts asked for help in promoting their sustainability mission. “We

jacomijn

Jacomijn Terpstra (23): “The group dynamics during this challenge were really pleasant; we complemented each other well. I was responsible for the planning and monitored the overview. I never expected that we’d receive a 9.5 for this project. CSR seemed like a difﬁcult and broad concept to me at the beginning, but it was very interesting. In particular, I learnt how important it is to really connect with a community and that social entrepreneurship is more than a marketing campaign. I really like this way of learning. I am a doer, and I think this is a perfect exercise for later. We’re already being prepared for working life.”

want to let our guests know what we do as an organisation, as well as what they can do to help contribute to our mission and take that story home with them, for example.” The students came up with a way to share Basecamp’s story in an accessible way by means of QR codes on location. After this positive experience, Anne enthusiastically shared all kinds of new challenges with HMSL for the 2024-2025 academic year. She didn’t expect that they could all be carried out. “I had to consider whether supervising six challenges would take me too much time, but it wasn’t that bad. It doesn’t make that much difference whether I share the information about our resort once or six times.” What also helped is that all the challenges had similarities with each other. “It was only the reading of all the research proposals and results and assessing the prototypes that took me more time than the previous year.”

Developing an existing location

Basecamp Eco-resorts started in 2019 on a car park in IJmuiden. A group of entrepreneurs wanted to develop sustainable resorts and holiday parks. The car park was transformed into a sustainable holiday resort and Basecamp now has six resorts in the Netherlands and abroad. Anne explains how they ended up on Tanzania’s Mafi a Island. “A colleague, who has a lot of affi nity with Africa, discovered this resort. It was closed, but it

Jeanne

Jeanne Kersten (22): “At the beginning, we didn’t really know where to start. There wasn’t much to be found about CSR in Africa or Tanzania in the literature. So luckily, we were able to interview some of the resort’s employees, who also live on Maﬁa Island. I was the contact person within our group and arranged all the interviews. Organising everything was quite complicated, because we only had 15 weeks for the project. So I really had to be on top of things. The interviews went well. The staff spoke English better than we expected and they told us honestly what life was like there. It was a huge job to work everything out, but the insights they gave us were very valuable.”

“The students managed to gain special insights”

was a very important place for the local community. The closure had a huge impact on employment in the region.” Basecamp Eco-resorts breathed new life into the resort, and developing an existing location fits perfectly with the company’s values. “You often see in places such as this that they raze things to the ground and rebuild them. We don’t want that and prefer to see what an area has to offer. What can you do next to make it even more beautiful? An important aspect that we always look at is nature and how to ensure that it’s not disturbed.” For example, the fi rst location in the car park in IJmuiden has, with the help of permaculture, now become part of the adjacent national park again.

With an eye for the environment

The six challenges that Anne organised were all about Corporate Social Responsibility (CSR). In other words: How can Basecamp Eco-resorts make a difference on Mafia Island so that the local population also benefits? The questions focused on sustainability, raising awareness of the island, and promoting Basecamp’s mission and values. The challenge carried out by Jacomijn, Jeanne, Lukas and Manon was about cultural awareness. They investigated the question: Which socially responsible initiatives can be implemented by Basecamp Eco-resorts on Mafia Island with a minimum burden of time, resources and budget, and have

Lukas

Lukas Bergman (23): “Although I was the only one who didn’t know everyone else at the start, I'm glad I ended up in this group. The collaboration between us was really good. My interest is actually more in economics and ﬁnance and I want to specialise in that as well. Initially, I wasn’t immediately gripped by this subject, but it’s precisely through Design Based Education that you’re challenged to look at things with a fresh perspective. In the end, I mainly looked critically at the content and was also strong on the analytical side. The research was put together well, because we really found good sources for everything. We found CSR a difﬁcult subject at the beginning, but fortunately we received advice from a lecturer in intercultural management from HMSL. Ultimately, we came up with interventions that are in line with the interests of the client and those of the local population and their culture.”

the most positive impact possible for the local community?

The biggest challenge for the students was that they didn’t know anything about the location. Anne shared information and photos of Mafi a Island, but it remained a bit of a distant notion. Despite this difficulty, the students did a really good job. Their report was even rewarded with a 9.5. “They did very thorough literature research and that sparked their interest more and more,” says Anne. “They conducted interviews with the resort’s employees and managed to gain some very special insights from those conversations. I don’t know if I, as a Basecamp employee, would have succeeded at that.”

The Ubuntu philosophy

As a result of the research and the interviews, the students came

Working independently on real questions

What strikes Anne Verbeek about working via Design

Based Education is that students learn to work very independently. “They follow a clear step-by-step plan. After the introduction, they ask questions based on the information they have received. Then they get to work independently, and we discuss at what moment they expect feedback from me.” Anne thinks it’s also

Manon Hoekstra (22): “What worked well was that everyone played to their strengths. For me, it was the layout of the report, determining the structure and checking everything at the end. All four of us wrote texts, so it was good to ensure that every thing was aligned. For me, this is the best report I’ve ever written. I also learnt a lot about carrying out research and conducting interviews. The most challenging thing for me was that it was about a place I didn’t know. The research was difﬁcult. There were a lot of technical terms, and we also had to think about how best to approach people. Beforehand, the subject didn’t seem that interesting to me, but the longer we worked at it, the more interesting it became.”

up with two ideas that they developed. The fi rst was a community market at the resort that sells local products made by people from the immediate vicinity. The second idea revolves around the Ubuntu philosophy, which residents can educate the guests about through a workshop or lecture. In short, it means that you are always part of something bigger and that this affects everything you do. Ubuntu is very important on Mafia Island. Anne thinks it’s fantastic that the students have come up with this. “We didn’t really know much about this beforehand, but it fits in perfectly with the values of Basecamp Eco-resorts. It’s actually a very practical translation of the concept that you’re always part of a place or a community, and we want to delve more into that.” A golden fi nd, which came to the fore because the students really went into depth with their research.

an educational experience for the organisation. “On the one hand, you learn a lot from this yourself and on the other, it’s also very valuable for students. What they learn during such a project cannot be taken from a book or taught in the classroom. They work on real-world issues and learn to solve problems acutely.”

text Firma Fluks

Students and alumni of Hotel Management School Leeuwarden are the ultimate game-changers in the ﬁeld. Many of them are entrepreneurs. How do they run their businesses?

Laurens van Laar (38)

Graduated in: 2011

Position: Creative Director at The Great Escape

Greatest talent: Loves challenges, is decisive and likes to set his own course

“This was the perfect opportunity, and I grabbed it with both hands”

For more than 10 years, Laurens van Laar has been running an innovative and popular company in the entertainment industry. The Great Escape specialises in escape rooms and interactive experiences and has already received more than 200,000 participants.

How did you come up with the idea of The Great Escape?

“More than 10 years ago, Johan Post (also an alumnus of HMSL) and I opened an escape room in Zwolle. We came across the concept during a city trip to Budapest; there wasn’t anything like it yet in the Netherlands. We made our business plan during that trip. Shortly afterwards, the concept was shown on TV by De Wereld Draait Door, and it also became a hit in the Netherlands. We found a good location and just started. We did the interiors at the weekends, in addition to our other work, with items from the second-hand shop and help from family members.”

What sets The Great Escape apart?

“With us, you experience an interactive story, complete with actors who bring it to life. For example, we have an escape room in which we have recreated the Public Prosecution Service. The introduction feels like a theatre performance, in which you go from one surprise to another. In addition, we offer a total concept with catering: a café with mini-escape rooms and packages for company events, stag and hen parties, or a barbecue on location.”

Did you always want to be an entrepreneur?

“Yes, as a child I dreamt of running my own business one day. This was the perfect opportunity that came my way, and I grabbed it with both hands. And I’m glad that I did. I can use all my creativity in this company, and the freedom it gives me appeals to me enormously too. In addition to the escape rooms at our permanent location, I’m focusing more and more on projects in which I create and convey stories at different venues. I’m currently working on an escape route around two churches in Delft.”

Did your studies at HMSL help you set up your company?

“Absolutely. It’s a broad programme in which you gain a lot of practical experience. Particularly during your internships and your stay abroad. My time in the student association also brought me a lot, such as a valuable network, which I gratefully use. As a hotello, you learn to see opportunities in the field of hospitality. That insight helped me set up our permanent location in Zwolle.”

Scan the QR code to ﬁnd out more about The Great Escape.

MEET OUR ALUMNI!

Cultural immersion in Italy

You don’t have to ﬂy to the other side of the world for international experience. Students can immerse themselves in Italy’s gastronomy and culture at the Grand Tour destination in Lucca, Tuscany. “Students meet winegrowers, go trufﬂe hunting and learn all about the production process of olive oil.”

JAIME DICKSON AND ENRICA LEMMI ABOUT THE GRAND TOUR IN LUCCA

For years, the Grand Tour locations where Hotel Management School Leeuwarden (HMSL) students could take a minor were at least a day’s flight away. There was always a desire to add a location that was closer, so that gaining international experience would become more accessible to more students. “So it was a great opportunity when we came into contact with the Fondazione Campus in Lucca three years ago,” says Jaime Dickson, Internationalisation Officer at HMSL. “We’re a hotel management school after all – how great is it to introduce our students to Italian gastronomy in the country itself?”

From gelato to olive oil

The minor that started this collaboration focuses entirely on the gastronomy of Italy. Every week, there are excursions where students learn about typical Tuscan products and traditions. “The strong focus on Tuscany as a region makes this minor extra special,” says Jaime. “Students meet winegrowers, sommeliers and artisan producers of ice cream, go truffle hunting and learn all about the production process of olive oil. All those people who talk passionately about their profession give the students profound insights and enriching experiences that you won’t get as a tourist in Italy.”

Although this Grand Tour location is in Europe, Jaime believes it doesn’t lessen the experience of staying in a completely different culture and environment for the students. “Many people go on holiday to Italy, but our students actually live there. They stay in different apartments in the centre of Lucca, in the immediate vicinity of the locals – and that’s really something completely different. That’s where they really notice how big the cultural differences are between the Netherlands and Italy.”

New generation of Europeans

At the moment, HMSL students do not take their classes on campus together with their Italian peers, but hopefully that will change

in the future, says Enrica Lemmi, Scientific Director at the Fondazione Campus. “Collaboration between international students contributes to the formation of a new generation of Europeans. Not only do we want to help students develop technical and general skills, but we also want them to gain cultural and linguistic knowledge, so that they really understand each other’s backgrounds.”

Learning to understand a place

Understanding each other better is also at the heart of the second Italian minor, Inside Italy: Co-creating Experiences. Launching in November 2025, this minor focuses mainly on people, says Enrica. “Because only when you really get to know people – and their culture, interests and desires – can you design a meaningful experience.”

Students who take this minor will visit the small villages around Lucca, where they will engage with the locals and delve into daily life, traditions and community values. “Immersing yourself in an environment and connecting with its people is essential for anyone who wants to contribute to the sustainable development of an area, especially when it comes to tourism or hospitality,” Enrica explains. “It’s also just like the guest experience: you can only develop something for a place if you really understand that place.”

For Enrica, this minor is more than just an educational programme. “Our students are the change-agents of the future. Not only do they learn about tourism, but they also learn about the importance of human connection, cultural diversity and sustainable cooperation. These are the values that the Europe of tomorrow needs.”

Shared vision

Both Italian minors are popular. Italian Gastronomy is full every year; there’s even a lottery because of the large number

of registrations. The second minor, Inside Italy, is also off to a promising start – the fi rst edition is almost full, and that’s without any marketing or student experience stories.

Just like the students, Enrica and Jaime are also enthusiastic about the collaboration between the two schools. The shared vision on student development and a strong focus on local communities makes the collaboration particularly strong. “Maybe it has to do with the fact that our schools are both located in the north of our respective countries,” says Jaime. “In this region, tourism plays a less dominant role in the economy, so we fi nd it more natural to approach tourism from the perspective of local involvement. It’s nice if you recognise and strengthen each other in that.”

Enrica adds that both programmes consider the human approach to be of paramount importance. “This is reflected in the content of the programmes, where we always start from the culture of a region or community. But also in how we deal with students. We look at what students really need to develop themselves – as a professional and as a person.”

From Lucca to Leeuwarden

The collaboration creates an appetite for more. “We’re in close contact with each other,” says Enrica, “which allows us to coordinate the content and themes and strengthen each other.” And as far as Enrica is concerned, the exchange between HMSL and Fondazione Campus could go even further in the future. “I hope that it will soon be possible for our students to go to Leeuwarden, so that they can also step out of their comfort zone to immerse themselves in a different cultural environment. I think that provides valuable, enriching experiences that they will be able to take with them throughout their lives.”

About Jaime Dickson:

Jaime Dickson, originally from Jamaica, came to the Netherlands in 2008 after completing a bachelor’s degree in Tampa, Florida. She obtained a master’s degree in International Service Management and liked the Netherlands so much that she decided to stay. Her career at HMSL started as a Student Coordinator. After various positions, she joined the management team ten years ago, and has led the internationalisation strategy now for four years. One of her ﬁrst projects was setting up the collaboration with Lucca as a new Grand Tour location. “The great thing about my job is that I work with people from all kinds of different cultures. I may have meetings with colleagues from Bali early in the morning, and then with colleagues from South Africa. I work with international students and am involved in teacher exchange programmes.”

About Enrica Lemmi

After studying geography at the University of Pisa, Enrica Lemmi remained affiliated with the faculty. She started as a Researcher and Associate Professor and is now a Full Professor. Her expertise is regional geography, with a specialisation in tourism geography. In addition to her professorship, Enrica became Director – and is now Scientific Director – of the Fondazione Campus in Lucca, a non-profit organisation focused on tourism sciences, affiliated with the University of Pisa. About 450 students study on campus. “We offer bachelor’s and master’s degrees and professional programmes for companies, government and organisations. Within the Fondazione Campus, we are committed to a multidisciplinary approach to tourism, which makes this research area so interesting to me. Working together within a European framework is important to us. Together, we can develop strategies to involve local communities more in tourism, while simultaneously offering our students concrete job opportunities.”

Grand Tour

In their third year of study, HMSL students can take one or two minors abroad by participating in the Grand Tour programme. NHL Stenden works with partners in South Africa, Thailand, Bali, Italy and Aruba. While students gain knowledge and experience abroad, they also work on their personal development.

Scan the QR code to ﬁnd out more about the Grand Tour.

ALUMNUS YARON JANSEN NAMED F&B PROFESSIONAL OF THE YEAR 2025

Alumnus Yaron Jansen, Director of Operations at Hotel De L’Europe in Amsterdam, was awarded the prestigious title of F&B Professional of the Year 2025 at the AFBM (Association of Food & Beverage Management) Gala. Yaron was recognised for his leadership, team-focused approach and innovative guest experiences. He also actively supports talent development through his work with our school, and established the Hospitality Benefit Program (UPNL), which offers hotel employees exclusive food and beverage discounts. A well-deserved honour – congratulations, Yaron.

Scan the QR code for more information.

HOTEL MANAGEMENT SCHOOL LEEUWARDEN

Student Maryah Tahboub Wins Talent of the Year Award

Student Maryah Tahboub was awarded Talent of the Year at the HotelloTOP Year Event 2025. Though still in the early stages of her studies, Maryah impressed the jury with her creativity, passion and social impact – both in hospitality and beyond. Her journey began in skateboarding, where she became the first woman from Jordan with Palestinian roots to compete in the World Championships. By organising skateboarding lessons with Habibi Skate Shop, and through her role as a Nike ambassador, Maryah promotes diversity, inclusion and empowerment. Maryah brings that same energy to hospitality, focusing on creativity and human connection. The jury praised her as an inspiring role model whose personal passion drives societal change.

Scan the QR code for more information.

Expands to Amsterdam

Starting September 2025, our unique Work & Study Associate Degree in Hospitality Management will also be available in Amsterdam. As the only hotel management school in the Netherlands offering this programme, we’re proud to support talent development in the Randstad region. The programme allows students to pursue a higher education

Scan the QR code for more information.

at HBO (Higher Vocational Education) level while simultaneously being able to work. The workplace remains central to the learning experience, making sure employees can apply what they learn directly to their job. Amsterdam’s vibrant hospitality scene makes it an ideal location for professional growth in an international setting.

Students and alumni of Hotel Management School Leeuwarden are the ultimate game-changers in the ﬁeld. Many of them are entrepreneurs. How do they run their businesses?

text Firma Fluks

Lisa Saathof (36)

Graduated in: 2010

Greatest talent: Connecting people

Position: Founder and owner of Loupé

owner

“All my choices are based on gut-feeling”

During her graduation internship at the marketing and communications department of De Librije, Lisa Saathof discovered her strength: connecting people and companies and helping them grow, all in a creative way. She did this for other entrepreneurs for years, until she founded Loupé ﬁve years ago. Now she helps SME entrepreneurs with their marketing and communications.

Was becoming an entrepreneur always your dream?

“Not at all. Five years ago, I saw an opportunity and I went for it. Many small entrepreneurs have good ideas, but they don’t have the time for a marketing and communications strategy, nor the budget to hire someone for that. I started Loupé to help those entrepreneurs. That caught on and grew into the company I have today. Last year, I also started the Let’s Grow Together project, for female entrepreneurs starting their own businesses. Together with a photographer and graphic designer, I offer the women a kickstart through a brand story, branding and a photoshoot. This way, they can start in a professional way. My talent for connecting people comes into its own with this project.”

What did you learn at HMSL that helps you in entrepreneurship?

“You don’t learn to be an entrepreneur at school; that mainly stems from curiosity, courage and not giving up. HMSL did teach me to look strategically at organi-

sations and see where opportunities and areas for improvement lie. The network you build up during your studies is also worth its weight in gold. People associate HMSL with quality. People often say to me: ‘I want to talk to you, because you’re a hotello’.”

What is the secret to being a successful entrepreneur?

“Dare to dream big but keep a realistic outlook on your plans. Being an entrepreneur is hard work; it’s about learning to deal with setbacks and still keep going. I think you become an entrepreneur because you really want something. All my choices are based on gut-feeling; they still are. So I don’t know yet what I’m going to do later. But if I see an opportunity, then I go for it.”

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6 lessons

Stef Driessen ON FUTURE-PROOF ENTREPRENEURSHIP

IN THE HOSPITALITY SECTOR

The hospitality industry runs on people, attention, experience and building memories. But according to Stef Driessen, Sector Banker Hotels & Leisure at ABN AMRO and member of the Industry Advisory Board at Hotel Management School Leeuwarden, you need more than just passion if you want to remain successful as an entrepreneur in this sector. Driessen and his team advise entrepreneurs in the leisure, tourism and hospitality sectors on a daily basis. Here, he shares his lessons for future-proof entrepreneurship.

Be proud of your social value – hospitality is more than business

The hospitality industry is much more than a collection of companies; it’s a societal driver. “The hospitality economy represents nearly €105 billion in turnover and 768,000 jobs – almost 8% of all jobs in the Netherlands,” says Stef. “But more importantly, entrepreneurs and teams in this sector facilitate encounters. They literally give shape and colour to friendships, relationships of love, memories and human lives. And to business relations and companies too.” This social significance is still underestimated all too often. “For me, it doesn’t get any more important than that,” says Stef. “Hospitality is more than business. Be aware of that – and be proud of it.”

Embrace technology – but continue to put hospitality at the heart of everything

Artificial Intelligence is not a hype, says Stef, but a tool that helps make entrepreneurs, employees and guests smarter, faster and better. Think of Artificial Intelligence-assisted schedules, predictive energy use or guest personalisation. “But don’t let technology replace hospitality, let it strengthen it. You don’t have to be a techie, but you do need to have the conversation. Technology helps you save time – which you can then use to focus on the guest.”

Know your numbers – and tell your story as a ﬁnancial strategist

According to Stef, many entrepreneurs make the same mistakes: not enough of a buffer, unclear growth plans and no control over costs. “Good entrepreneurs know their figures and share them with their employees where possible. This ensures that everyone is on the same page. Banks like to invest in entrepreneurs who combine insight into business operations with a clear vision of the future.” A sharp fi nancial story is indispensable, especially in times of rising costs and staff shortages.

“Stay curious, embrace change, structure your business, and thrive”

Build resilience

The average margin in the hospitality industry is below 10%.

But there are still so many hidden costs.

“Food waste alone swallows up 3 percentage points of that margin,” Stef warns. With smart AI cameras or simpler menus, you can cut waste in half. Staff turnover is also expensive. This leads to productivity losses, which cost a restaurant about 6 percentage points of turnover. By paying attention to work-life balance and valuing employees as professionals, you increase loyalty and productivity. But resilience is not only built on the cost side. A strong and stable customer base also makes you less vulnerable. “Invest in repeat visits,” advises Stef. “Ask the question: ‘When will we see you again?’ or offer a small VIP experience on quiet days. That works better than a discount off the bill.”

Collaborate – even with ‘competitors’

The power of collaboration is still underutilised, says Stef. “Purchasing advantages, joint logistics, or

knowledge-sharing about food waste or personnel – together you are stronger.” In a city such as Amsterdam, deliveries are made to catering establishments on average 12 times a week. “Every delivery costs time and money and has an impact on the city. By working together, you can combine suppliers, reduce costs and become more sustainable.” Egos therefore give way to efficiency: “Many chefs want to determine everything themselves, but as the saying goes: ‘To measure is to know’. And you win by sharing.”

Stay curious – and plan your business structurally

“Change is the only constant,” says Stef. “The coming years will bring more change than the past 20.” In order to keep up with this change, curiosity – and structure – are crucial. “Plan a different point for improvement for every month: Purchasing in January; personnel policy in February; technology in March. Don’t get carried away by the issues of the day. Use the tools that are available.”

From loyalty data to AI tools, there’s more available than ever.

Look ahead

What is Stef’s message to the new generation of professionals? “You’re starting at a good moment in time. Spending on leisure time remains robust and there’s still so much potential – in business operations and in experience. Anyone who learns to think like an entrepreneur now and dares to innovate makes the difference. Not only for the company, but for society as a whole.”

Who is Stef Driessen?

Stef Driessen is Sector Banker Hotels & Leisure at ABN AMRO and a specialist in hospitality economics. He has been researching the trends and threats in hospitality for more than 12 years and advises entrepreneurs on ﬁnancing, strategy and innovation. As a member of the Industry Advisory Board at Hotel Management School Leeuwarden, he actively contributes to the future of the sector.

HANNEKE ASSEN, PROFESSOR INTERNATIONAL HOSPITALITY EDUCATION:

“Research has value only when applied – otherwise, it’s just dull information stuck on paper”

OUR RESEARCH PROFESSORSHIPS

RESEARCH ON ENTREPRENEURSHIP

Entrepreneurship is about more than just starting a business. It’s about curiosity, courage and the ability to turn ideas into impact. In this issue’s research feature, we highlight three NHL Stenden professorships that explore entrepreneurship from distinct but connected angles: future-thinking, sustainability and education. Through applied research, real-world collaboration and an entrepreneurial mindset, these professors and their teams help shape tomorrow’s leaders.

DISRUPTION, INNOVATION AND NEW PHENOMENA

Led by Dr Ian Yeoman

This professorship explores how disruption and innovation reshape the hospitality and tourism industries. Using scenario planning and foresight methodologies, the team investigates how developments such as AI, climate change or demographic shifts can be harnessed as drivers of new business models. With a strong emphasis on future-thinking, this research line enables students and professionals to anticipate change and respond with entrepreneurial solutions.

READ MORE ABOUT FUTURE-THINKING ON PAGE 26

SUSTAINABILITY IN HOSPITALITY AND TOURISM

Led by Dr Elena Cavagnaro

Sustainability is no longer optional –it’s a necessity for entrepreneurs in hospitality and tourism. This professorship develops and tests interventions to foster sustainable behaviour and circular business models. By involving students, researchers and industry partners in living labs and ﬁeld projects, the team helps shape a more resilient sector. Entrepreneurship here means creating value for the organisation and its people while respecting planetary boundaries.

READ MORE ABOUT SUSTAINABILITY ON PAGE 28

INTERNATIONAL HOSPITALITY EDUCATION

Led by Dr Hanneke Assen

How do you educate future entrepreneurs? This professorship investigates the learning environments and pedagogical strategies that foster entrepreneurial behaviour. Real-life cases, reﬂection and self-directed learning are key to developing students’ agency and readiness for the workplace. Research projects such as Exploring the Next Generation of Entrepreneurs reveal how entrepreneurship is learnt – not just taught.

CO-CREATIVE SESSIONS

TO REDUCE SINGLE-USE PLASTICS IN KITCHEN OPERATIONS

As part of the Centre of Expertise Leisure, Tourism & Hospitality (CELTH) ‘Sustainable Research Agenda for Leisure, Tourism and Hospitality’, NHL Stenden, Breda University of Applied Sciences and Zuyd University of Applied Sciences are exploring how small hospitality businesses can reduce single-use plastics using XR (Extended Reality) technology, which blends real and virtual environments, making it possible to create immersive learning and problem-solving experiences. Virtual kitchen sessions revealed practical solutions such as packaging alternatives, improved waste sorting, education and staff behaviour changes. These ﬁndings now serve as the technical and behavioural groundwork for developing targeted educational modules and operational strategies.

CELEBRATING

15 YEARS

of the Academic Journal, Research in Hospitality Management

Research in Hospitality Management proudly marks a major milestone: 15 years of publishing high-quality, impactful research for the global hospitality, tourism and leisure sectors. Since its founding in 2010, the journal has been a trusted platform for innovative thinking, rigorous research and critical debate, bridging academia and industry. We thank our authors, reviewers, editors and readers for being part of this journey and look forward to the next 15 years of advancing hospitality research.

DISCOVER THE JOURNAL AND EXPLORE ITS LATEST ISSUE HERE:

SUSTAINABLE CHANGE IN HOTEL OPERATIONS

Stay informed and inspired with our series of research webinars on what is coming next in hospitality, tourism and leisure management. These sessions feature leading experts and innovative research, designed to connect academia and industry.

EXPLORE THE WEBINARS:

In September 2023, Judith Ogink started her Professional Doctorate (PD) trajectory in Tourism & Hospitality about the reduction of plastic waste in hotel operations together with Stayokay Hostel Terschelling and plasticproduct producer, Elzinga & van der Krieke. Judith’s PD is a collaboration between the professorship Sustainability in Hospitality and Tourism and the professorship Circular Plastics. The outcomes of the ﬁrst study led to a change in communication to the guests before their arrival and a change in architecture at the breakfast buffet. The next steps going forward are further improvements of these interventions. As Judith’s research shows, a PD aims at changing complex practices. Judith is the only PD candidate at HMSL. Yet, the Leisure and Tourism programme at NHL Stenden also has one candidate. And at national level, there are a total of 20 positions for candidates in the LTH domain.

FIND OUT MORE (IN DUTCH):

Hostelmanager Martine van de Velde at the water reﬁll location in Stayokay Terschelling.

PROFESSOR

HANNEKE ASSEN ON AGILE STUDENTS, TRIALOGICAL LEARNING AND PARTNERS IN LEARNING

“Design

Based

Education stimulates an entrepreneurial mindset”

What does it mean to be entrepreneurial within hospitality? According to Professor Hanneke Assen, it starts with how you learn. At Hotel Management School Leeuwarden, Design Based Education is the driving force behind the development of an entrepreneurial mindset. “It’s about learning together, researching together, and daring to be enterprising in thought and action.”

Why is Design Based Education (DBE) so valuable for developing an entrepreneurial mindset among hospitality students?

“DBE makes students agile, creative and able to solve problems. It facilitates them to think critically and to experiment and reﬂect on their own actions, qualities that are essential in a rapidly changing world. Within DBE, students work on realistic design challenges, together with teachers and professionals from the ﬁeld. As a result, they learn to act strategically and purposefully. They develop ownership, networking skills and the ability to work together across borders. That entrepreneurial attitude is just as important for working in hospitality as it is for starting your own business.”

What exactly does trialogical learning entail?

“Trialogical learning is about students, teachers and professionals from the ﬁeld actively sharing and creating knowledge: everyone brings their own perspective to the table. Students bring generational insights and ideas, teachers their expertise and the industry its practical experience. That knowledge is then combined to come up with innovative solutions. This is done through design-based learning: experimenting, making mistakes and learning from them. You work together across cross-border disciplines and education – that requires networking skills and entrepreneurship from all those involved.”

What skills do students develop concretely through this approach?

“In addition to subject-speciﬁc knowledge, students build personal and professional skills: perseverance, creativity, critical thinking, networking and collaboration. They learn to ask for, and give, feedback, and they develop a nose for opportunities. Instead of passively waiting to see what a teacher says, they learn to take initiative themselves. They think about the strategy of the company they are working with, plan their actions and continuously reﬂect on their learning process.”

How does DBE help students adapt to technological and societal disruptions?

“We are preparing students for a future that we don’t yet know. Think of the impact of AI, staff shortages or crises such as the COVID-19 pandemic. By working with current issues, they learn to deal with uncertainty. They learn to adapt, innovate and critically evaluate: ‘What do I think about this?’, ‘What is my role?’, ‘How can I contribute?’ DBE ﬁts in perfectly with this.”

What do you think are the keys to a successful ‘lifelong learning ecosystem’?

“It’s about collaboration between education, research and practice. We call this a ‘partners in learning’ approach, a shared responsibility for lifelong learning. Ideally, we develop a joint learning climate in which everyone learns: students, teachers and industry. That requires breaking through

islands. We want to work towards a single learning ecosystem within Hotel Management School Leeuwarden itself – think of connecting research with education.”

You also conduct research into these types of learning processes. What stands out?

“Based on our research, we have noticed that language is important and that we sometimes mean something different with the same word. Take the word ‘teach’. In practice, this often means: training or giving instruction. Education is all about facilitating the construction of knowledge through collaboration. We have also noticed that students in smaller companies often have more room for entrepreneurship than in large organisations that often work with ﬁxed procedures. In addition, we see that DBE students ﬁnd it easier to communicate with managers and think less hierarchically. They dare to take initiative.”

How do you compare to other hotel schools in this area?

“I think I can conﬁdently say that we are leading the way. DBE is not just an educational concept; it’s an attitude. And that also demands a lot from our teachers. That’s why, for example, we have developed a Design Based Learning Study, which also allows teachers to learn via a DBE approach. We’re also investigating how we can guide students step by step towards self-management from year one. Because that’s quite demanding, especially for a student of 17 or 18. But it can deﬁnitely be learnt. We also teach students how to work together, how to learn in a design-based way and how to take initiatives themselves.”

What is your long-term dream for hospitality education?

“That we will operate as one system. No more ‘us’ (educational community) and ‘them’ (industry), but really coming together for lifelong learning. This requires time, trust and mutual understanding. I believe in the power of ‘not knowing’. If we dare to openly admit that we sometimes don’t know the answer, and we join forces to research and do business together, then there’s room for real learning and innovation.”

Design Based Education: Learning from real challenges

Design Based Education (DBE) is the educational concept of NHL Stenden University of Applied Sciences. Students learn through realistic, practice-oriented projects, so-called ‘design challenges’, which they solve in collaboration with teachers and professionals from the ﬁeld. This approach encourages entrepreneurship, creativity and critical thinking. Instead of classroom learning, active design, experimentation and reﬂection play a central role. At HMSL, DBE is the common thread in the curriculum – from year one to graduation. In this way, students are not only well-prepared for their profession, but also for lifelong learning and development within the hospitality industry.

3 questions to the

Dr Ian Yeoman is Professor of Disruption, Innovation and New Phenomena at Hotel Management School Leeuwarden. He focuses daily on the future of hospitality. What is his perspective on the trends, challenges and lessons that can inspire students and professionals alike?

WHAT TRENDS DO YOU SEE IN ENTREPRENEURSHIP WITHIN HOSPITALITY?

“Hospitality is entrepreneurship. It’s a sector with low barriers to entry, which leads to high dynamism and rapid innovation. Technology plays an increasingly important role – think of digital distribution channels, AI and automated processes enabling new business models. At the same time, there’s a growing awareness of social responsibility. Social enterprises, sustainability and regenerative tourism are gaining ground. Nowadays, entrepreneurship is not just about profit, but about impact. You see that reflected in how companies interact with their environment, their ethics and their contribution to a better society.”

WHAT SKILLS ARE ESSENTIAL FOR THE ENTREPRENEURS OF TOMORROW?

“In a world that’s constantly changing, the ability to recognise patterns, spot opportunities and anticipate what’s coming is crucial. It’s no longer just about knowledge, but about thinking skills: How do you solve problems, connect trends and design meaningful experiences? Design Based Education aligns perfectly with this. Our students don’t just learn about hospitality; they learn how to act innovatively and entrepreneurially within it. Skills such as creativity, critical thinking, decisiveness and

the expert

A good idea is nothing without the courage to execute it

risk-taking make all the difference. And that applies just as much to someone starting their own business as to someone wanting to make an impact within an organisation.”

DR IAN YEOMAN, Professor of Disruption, Innovation and New Phenomena

WHAT CAN STUDENTS LEARN FROM SUCCESSFUL ENTREPRENEURS IN THE SECTOR?

“Successful entrepreneurs are not necessarily loud or extroverted. They can just as easily be introverted, thoughtful and focused. What they share is a willingness to take risks and a lack of fear of failure. Think of Alice Waters, a pioneer of the farm-to-table movement and sustainability in hospitality, or companies such as CitizenM and OYO Rooms, which dared to be disruptive with a clear vision. Even giants such as Disney encourage innovation through ideas from floor staff. The common thread? A good idea is nothing without the courage to execute it. And sometimes it fails – that’s part of the journey. It’s precisely in that space to experiment and learn where the true strength of entrepreneurship lies.”

IMAGE: GEORGE DAGEROTIP

SUSTAINABLE TOURISM REQUIRES LOCAL

INVOLVEMENT AND ENTREPRENEURSHIP

How can small hospitality businesses contribute to sustainable tourism?

Dr Lucia Tomassini, senior researcher and member of the professorship Sustainability in Hospitality and Tourism at Hotel Management School Leeuwarden, explores this in the Erasmus+ European project, Epic Stays. The project investigates alternative accommodations and illustrates how entrepreneurship and local connectedness come together in innovative hospitality concepts.

“A n old farmhouse turned into a bed & breakfast, a church repurposed as a guesthouse – this is the world of alternative tourist accommodations,” says Dr Lucia Tomassini, senior researcher at Hotel Management School Leeuwarden (HMSL). Together with fellow senior researcher Dr Radu Mihailescu, she leads the Erasmus+ European project Epic Stays, which focuses on these unique forms of hospitality.

“These small-scale businesses, often deeply rooted in their communities, have strong potential to operate in a truly sustainable and responsible way.”

Lucia’s fascination with alternative stays partly stems from her Italian background. “In Italy, agriturismo has been a well-known concept for decades. But what really appeals to me is how these accommodations

integrate local culture, heritage and social values into their business models.” That sense of place, she says, is essential to achieving sustainable tourism.

ENTREPRENEURSHIP WITH VALUES

“The future of tourism lies in the power of local identity ”

Alternative accommodations distinguish themselves not only through their locations or aesthetics, but also through the entrepreneurs behind them. “Many of them are lifestyle entrepreneurs,” Lucia explains. “They want their personal values reﬂected in their business. They consciously choose small scale, authenticity and a strong connection with the local community. This results in unique guest experiences and strengthens social sustainability.”

LEARNING FROM EUROPEAN DIVERSITY

Epic Stays is a collaboration between European countries, including the Netherlands, Slovenia, Ireland, Italy and Iceland. This cultural diversity yields valuable insights. “In Slovenia, for example, the focus is often on wellness and nature experiences, while in the Netherlands, the repurposing of heritage buildings plays a major role. These differences enrich the project and make us more aware of how tourism takes shape differently in each region.”

PRACTICAL EDUCATION FOR A NEW GENERATION OF ENTREPRENEURS

The project emphasises practice-based education. Work is being done on online learning modules and case studies to help aspiring entrepreneurs set up their own alternative accommodations. “We’re ﬁlling

a gap in the curriculum,” says Lucia. “This segment of the hospitality sector is often overlooked, even though it holds a great deal of opportunity – especially in a time when tourism is being redeﬁned.” What message does Lucia have for alumni and professionals? “Don’t stay in the bubble. Tourism shouldn’t be a standalone experience – it should connect with its surroundings. That takes courage: the courage to move away from the standard model and embrace the power of local identity instead. That’s where the future of sustainable tourism lies.”

ABOUT EPIC STAYS

Epic Stays is an Erasmus+ European project within the RUN-EU network, focused on alternative tourist accommodations. The project brings together partners from European countries –including NHL Stenden, Hólar University (Iceland), Technological University of the Shannon (TUS) and Momentum (both Ireland), MERIDAUNIA (Italy) and VSGT Maribor (Slovenia). Its aim is to develop practice-oriented learning materials and training modules for (future) entrepreneurs in this sector. The emphasis lies on sustainability, nature, reuse of heritage and engagement with local communities. In this way, Epic Stays contributes to innovation in tourism and strengthens entrepreneurship in rural areas.

SCAN THE QR CODE FOR MORE INFORMATION.

Marloes Tervoort

Ries Bosch | unsplash (landscape)

DR LUCIA TOMASSINI:

THE FUTURE OF AI

in Hospitality Talent Management

How can the hospitality industry adopt AI without losing its human touch? Georges El Hajal, Senior Lecturer in Leadership & People Management at HMSL and PhD candidate at the University of Groningen, explores this question in new research on the future of AI in hospitality jobs by 2035. From AI-human harmony to ethical concerns and Gen Z values, his ﬁndings offer a strategic, human-centred roadmap for talent management and education in the age of AI.

HOW AI IS REDEFINING REVENUE MANAGEMENT

With AI advancing rapidly, Revenue Management is evolving, not disappearing. HMSL lecturer and researcher Marit de Vries, currently pursuing her PhD on this topic, highlights how Revenue Managers are becoming strategic proﬁt leaders, supported by AI for data analysis, forecasting and pricing, which could result in possible different scenarios to explore. This shift demands new skills in education and is delivering strong business results across industries.

SCAN THE QR CODE TO READ MORE:

AIHR Receives Excellent Rating:

Research

with Impact

The Academy of International Hospitality Research (AIHR) at HMSL has been awarded an ‘Excellent’ rating under the Sector Protocol for Research Quality Assurance 2023–2028, recognising the effectiveness and practical impact of its research approach. This achievement reﬂects AIHR’s commitment to bridging academia and practice through Design Based Research, involving researchers, students and industry partners working together to create innovative and sustainable solutions for the hospitality sector.

INNOVATIVE

RECYCLING

PILOT AT NHL STENDEN

Research by Marie Hartmann at NHL Stenden Hospitality Group shows that well-designed Deposit Return Systems (DRS) significantly boost recycling behaviour. Inspired by these ﬁndings, two reverse vending machines have been installed at the Leeuwarden campus. Students and staff can return bottles and cans, either for a refund via Tikkie or to support the Waddenvereniging, an organisation dedicated to protecting the Wadden Sea. The pilot, conducted as part of the Professorship Sustainability in Hospitality and Tourism, puts research into action, using design and behavioural insights to make sustainable choices easier and more appealing.

Entrepreneurial education

Hotel Management School Leeuwarden has a brand-new strategic plan that sets the course for the coming years. One thing is clear: Entrepreneurs of the future have come to the right place. We take you through the main points in a nutshell.

COLLABORATION WITH INDUSTRY AND REAL-WORLD LEARNING

The connection with the hospitality sector will be further intensiﬁed. Students work on real design challenges from the ﬁeld, supported by research and technology, with a focus on impact and relevance. Intensive collaboration with the industry acts as a bridge between education and practice: real-world learning and living labs challenge students to create value for real clients – a direct learning environment for entrepreneurship in action.

DESIGN BASED EDUCATION (DBE) 2.0

Our educational programme continues to focus on further professionalisation in DBE, in which students design their own learning route in a practice-oriented environment. This offers students the space to think like entrepreneurs: determine their own course, experiment, make mistakes and learn from practice-oriented assignments. Students develop entrepreneurial skills such as problem-solving, customer focus and building value propositions.

HOSTMANSHIP AS A CONNECTING FORCE

In a world that’s becoming increasingly individualistic and digital, the human aspect of hospitality – Hostmanship – remains key. Students are trained to make a real connection and make others feel welcome. A successful entrepreneur knows how to build, and maintain, relationships. Hostmanship as a core value teaches students empathy and proactive engagement – essential in customer contact, team formation and networking. In a time of digitisation, the human touch remains a distinctive force.

AI & TECHNOLOGY IN EDUCATION AND HOSPITALITY

Students and teachers learn to use AI to support design issues, study ethical dilemmas and develop innovative solutions. Innovation and technology are essential in today’s startups and scale-ups. By integrating AI and digital tools into education and practice, students learn how to use technology to develop new products, services or business models – with an eye for ethics and impact.

INCLUSION AND TALENT DEVELOPMENT

HMSL aims to be the most inclusive hotel management school. This means an open and safe learning environment, a focus on personal development, an increased emphasis on talent development during selection days and guidance by study coaches. Entrepreneurship requires self-knowledge, resilience and the use of one’s own talents. The focus on personal development and inclusion ensures that all students can discover and develop their unique entrepreneurial qualities –regardless of background or experience.

text Firma Fluks

Students and alumni of Hotel Management School Leeuwarden are the ultimate game-changers in the ﬁeld. Many of them are entrepreneurs. How do they run their businesses?

Raghu Gunasekaran (25)

Graduated in: 2024

Position: Entrepreneur, AI developer, and founder of R-Vision AI

Greatest talent: His strong analytical skills and strategic thinking

“our co r model”

“I see entrepreneurship as a game, and I would prefer to play it all day long”

With his company, R-Vision AI, Raghu Gunasekaran helps organisations use AI for a variety of questions and solutions. From developing an AI Customer Support Agent to an AI Automation Workﬂow, Raghu builds custom AI systems tailored to his clients’ operations. What’s more, he holds workshops to teach the company’s employees how to work with AI themselves.

What exactly does R-Vision AI do?

“It was founded to help integrate AI into your organisation. At the moment, AI sometimes seems to be out of reach for some companies. I mainly advise on how it can be a smart solution. For example, automating a particular business unit can save time. We really focus on a tailor-made solution. The AI applications often solve a problem, save time and money, or can increase turnover.”

Why did you start your own business?

“When I come up with an idea, I also want to immediately develop it or run with it. It often doesn’t work that way in a company. You fi rst have to hold meetings and then it takes a while before a change is implemented. That’s too slow for me; I want to move fullspeed-ahead. During my internship, I felt like a bird that wanted to fly, but was trapped and couldn’t do its own thing. That speed is still very important to me. I always want to take the next step, and also believe that this is what you, as a company, are hired for. Or not, if you can’t deliver what a customer is looking for quickly enough.”

What about your work-life balance?

“Naturally, there are days when I take a rest. Or moments when I go to the gym. I listen to my body… but, if it’s possible, I like to continue working. I see entrepreneurship as a game, and I’m still kind of a teenager who loves gaming. I would prefer to play this game all day long. It’s not unusual for me to work days on end on something. I once worked 21 days in a row to fi nish a certain project. I really enjoy immersing myself in such projects.”

What do you think the future looks like?

“I’m originally from India, and want to go back at some point. Also to be able to give something back to the people there and to be able to help them. Luckily, all I need is a laptop and Wi-Fi to do my work, so I can run my business from anywhere. Although, I would also like to put it on the international map.”

Scan the QR code to ﬁnd out more about R-Vision AI.

MEET OUR ALUMNI!

Who is Merlin Melles?

Merlin Melles is CEO and founder of Founders Carbon Network (fCN), an international entrepreneurs’ network founded in 2011 with ofﬁces in Europe, Asia, South Africa, South America and the Middle East. The network consists of max. 500 selected entrepreneurs from various industries. In 2019, a ‘sister network’ was launched: the Carbon Network (CN) for SMEs, emerging talent and startups. Merlin also founded Pearlcard Services, an exclusive platform offering lifestyle, concierge and health services to clients, including entrepreneurs from fCN and CN.

MERLIN MELLES, CEO AND FOUNDER OF FOUNDERS CARBON NETWORK (fCN)

Connecting as second nature

Merlin Melles likes nothing more than entrepreneurship. She runs three successful companies and shares her vision on entrepreneurship, hospitality and the importance of a network. “Connecting people is in my DNA.”

text Firma Fluks images Alina Krasieva

The best thing Merlin Melles finds about her job is that she can surround herself with passionate entrepreneurs and their lovely energy. Merlin meets her members almost daily at Carbon House, fCN’s clubhouse in Amsterdam, where, according to her, it’s one big hive of energy.

At the age of 18 – when she had just finished school – Merlin left for the US, where she started working for a company that had a strong presence in the trade fair circuit. “At that time, it wasn’t all that common to go abroad,” she says, “but I’m glad I did. I learnt a lot there.” Back in the Netherlands, she founded a textile company that she ran for years together with her husband. Around the age of 40, Merlin thought about where her talent really lay, and it hit her fairly fast. “Connecting people is just in my DNA. I did it as a child and it makes me really happy. My husband and I had sold our companies at the time, so I had the opportunity to think carefully about how I could use this talent for business.”

Inspiring and sharing knowledge

“Make that plate bigger and make sure you can deal with it”

“Whenever I brought people into contact with each other, it resulted in great collaborations. They wanted to thank me or share the profits, and that’s how I came up with the idea of building this beautiful community.” When Merlin selects members for fCN and CN, she uses values that she finds very important. “I have to feel an entrepreneur’s passion. For us, it’s not just about making a profit. The members of our club also bring something to the table. You can do business with us, but it’s about inspiring each other and sharing knowledge too.” When selecting members, Merlin consciously takes into account the ages and diversity of the group. “I want a good reflection of the Netherlands. And I won’t select a woman just because she’s a woman. Content is often more important to me. If there are several candidates from the same field, then I opt for diversity, because I think it’s important to keep innovating.”

Showing

guts

The great thing about entrepreneurship, according to Merlin, is that it’s also about showing guts. “Sometimes someone takes a step that might make you think: ‘Are you sure?’ But it’s precisely the entrepreneurs who dare that become successful.” What also helps, according to Merlin, is to know what you are good at. “If you know that, then you ‘claim it’, as it were, and people will know where to find you for it. In

my case, that’s connecting people and networking. I’ve always done this, but only found out at the age of 40 that I had to make it my business. There was no place in the Netherlands where these kinds of strong entrepreneurs could get together. Of course there are other business clubs, but they’re all about collecting business cards and people who want something from you. I believed it had to be different. That’s why I do personal matchmaking.”

Always keep learning

Merlin doesn’t believe in the fact that some entrepreneurs are luckier than others and are constantly given opportunities. “It’s really not that easy,” she says. “A good entrepreneur has a vision, can think analytically and therefore sees what someone else doesn’t. That’s hard work and is on-going.” Entrepreneurship is challenging, especially in a time of complex geopolitical situations. That’s why Merlin wants to continue learning. “Whether it’s about leadership or human resources. There’s so much knowledge in our network. Our trade missions are also always very educational. I just got back from Serbia and Seoul, but we are also in Dubai and the Baltic States. I talk to entrepreneurs from all around the world. We have fascinating conversations about what you encounter as an entrepreneur or what works well.”

Merlin advises students and starting entrepreneurs to see every day as a learning experience. “It’s really about gaining experience and getting to work as soon as possible,” she says. “Soak up all the information, because that way you also discover how not to do certain things. Read and listen a lot. Always keep learning. After all, those who learn every day are one step ahead of the rest.” Merlin follows this advice herself and makes time to read as much as possible and listen to podcasts. “I’m often overwhelmed with information from the members of fCN, but I find it all very interesting and try to take it all in.”

A bigger plate

Merlin’s biggest challenge is that she always wants to do a lot of things and that her work and private life are often intertwined as a result. “In a pleasant way though,” she adds. “And I always make sure I get enough sleep. I sometimes hear people say that they have too much on their plate. Kristof Cuppens said in The Straight Line podcast that you have to get a bigger plate, and I completely agree with him. Make that plate bigger and make sure you can deal with it. I now go to a personal trainer three times a week. I used to

think that was really OTT, but now I think it’s important and I want to do it. It’s mainly a matter of making choices.”

Working hard for success

Because of her experiences with fCN, Merlin has a good idea of what makes an entrepreneur successful. “You can learn a lot in life, but if you want to be successful, you have to have drive 24/7. It really won’t work by working three days a week. I’m convinced that you will only get there if you work hard.” One hospitality industry entrepreneur that Merlin admires is Erik-Jan Ginjaar, formerly of Postillion Hotels. “He recently left there, but what a fantastic entrepreneur. During the COVID-19 pandemic, he was a beacon for all kinds of entrepreneurs and employees in the hospitality industry. And while we’re on the subject of inspiring entrepreneurs, I’d also like to mention Loes Dingemans and my daughter Lynndell Melles. Loes is the CEO of Pillows Hotels and has created something

really special. My daughter, who has graduated from hotel management school, started her company Melles People during her studies and it’s grown into a very successful employment agency for hospitality staff.”

Hospitality is also the magic word at fCN and how Merlin deals with people. She says that this is very noticeable in Carbon House, fCN’s clubhouse. “You’re always welcomed with good coffee and fresh fruit and it’s buzzing with energy. It makes you feel so comfortable right away.” Merlin thinks that this energy is contagious and hopes to be able to do her work for a long time to come. “I enjoy helping entrepreneurs and ensuring that they move forward. My members, in turn, pass this on to the people around them, such as family members, friends and staff. It’s like a wave that spreads. These are also entrepreneurs who focus on sustainability or work in healthcare, for example. Together, we try to make society a little more beautiful.”

“A good entrepreneur sees what someone else doesn’t”

Learning and Working

W&S Associate Degree in Amsterdam –Learning and Working in Hospitality

The Work & Study (W&S) Associate Degree at Hotel Management School Leeuwarden is also available in Amsterdam as of September 2025. The course enables students to combine work with studying at HBO (Higher Vocational Education) level. What are the beneﬁts? A student, an employer and a leader from the programme itself share their stories.

Hidde Plaatsman (26) – Student Bar Manager at 1480 FoodBar, Alkmaar

“After five gap years and a brief attempt at electrical engineering, I knew that my heart lies in the hospitality industry. I was already working, but I wanted to develop myself further. I heard about the dual programme through a former manager, and the thing that convinced me the most was the fact that everything you learn is directly applied in your workplace. That’s really hands-on and motivating.

“The programme has broadened my perspective. I now understand why certain decisions are made within the company – even if they aren’t directly to my advantage financially or organisationally. It helps me think more strategically. At school, we work on marketing, cost calculations and improving processes, all of which I translate directly into my work. For example, we’ve added aftercare to reservations and are ensuring more feedback from guests. I will be closely involved in launching the dual programme in Amsterdam; it’ll be fantastic to be able to use my experience to help new students.”

Scan the QR code for more information.

Anandi Ackermans – Employer and Mentor Manager at 1480 FoodBar, Alkmaar

“Hidde has been with us for years, and I immediately saw his motivation when he wanted to start this programme. The great thing is that it’s truly a two-way street. He learns things at school that we apply directly in the company – from improved communication to reservation processes and target-group-oriented marketing.

“As an employer, I’m more involved than I anticipated, and that’s actually very valuable. You’re encouraged to contribute your ideas and gain insights yourself. For us, it’s also an opportunity to retain and develop talent. That makes it more than just guidance – it’s co-creation.”

“THIS IS THE ONLY DUAL ASSOCIATE DEGREE PROGRAMME IN HOSPITALITY MANAGEMENT IN THE NETHERLANDS”

Linda de Jong – Team Leader, Hotel Management School Leeuwarden

“With this programme, we offer something unique: an HBO (Higher Vocational Education) degree in two years, while you work. We’ve seen strong growth in recent years, especially among younger students. They’re eager to learn and earn money. We’ll be physically present in Amsterdam starting in September – partly on-site, partly at the employers’ locations.

“The programme is practice-oriented. Students progress from

FACTS & FIGURES

Amsterdam Launch: September 2025

Programme Duration: 2 years (Level 5, Associate Degree)

Average Age of Students: 21 years

Origin: Students from all over the country, with North Holland as the largest group Application: All assignments within the company where the student works

Unique: The only hotel management school in the Netherlands with a dual Associate Degree programme in Hospitality Management

employee to (entry-level) manager. The business community is closely involved: companies sign an apprenticeship contract with the student and appoint a mentor. We empower the student, together with the organisation.

“Amsterdam is a logical next step. North Holland already produces the most students, and the hospitality industry in the region has a great need for this type of education. This is also evident from the strong number of applications and the enthusiasm of employers.”

Making wine their profession

From the very ﬁrst year, wine classes have been a regular ﬁxture on Hotel Management School Leeuwarden’s schedule. For some students, this subject blossoms into a true passion. This was certainly the case for alumni Jan-Jaap, Judith, Rick and Bas, all of whom made it their profession.

Shane de Bruijn, Lecturer

Lecturer Shane de Bruijn knows better than anyone how to get students excited about wine. His enthusiasm for the subject arose years ago during classes taught by the then-lecturer in wine studies Sjoerd Gehrels – classes he now teaches himself. “Just like my former lecturers, I mainly want to spark students’ curiosity. In the fi rst year, they’re introduced to wine in an accessible way, both in terms of theory and tasting. Only later do we delve deeper into the world of wine.”

From vignette to vinologist

Hotel Management School Leeuwarden (HMSL) collaborates with Stichting Dranken Examens en Normering (SDEN; ‘Foundation for Beverage Exams and Standardisation’), which offers wine exams at levels 1 to 5. Students can gradually obtain certificates during their studies: Wijnvignet (‘Wine Badge’; level 1); Wijnoorkonde (‘Wine Certificate’; level 2); and Wijnbrevet (‘Wine Licence’; level 3). True enthusiasts and professionals can progress to Vinoloog (‘Vinologist’; level 4) after their studies, and those who make

“The blend we created is still the house wine”

Rick Nijssen (28) is a sommelier at Maritim Hotel Amsterdam, a new hotel with 600 rooms and 5 restaurants. He graduated from HMSL in 2021.

“I have a great love for German wines. My uncle is a wine importer and when I was young, he took me to all the German wine regions, where young winemakers work in innovative ways. This results in wines that fit the current trend for fresh wines with a lower alcohol content. It’s a nice coincidence that Maritim is a German hotel chain. The Amsterdam branch has five restaurants, each with a different target audience. I cater to that with the wine list and pairings. It feels very special that I was able to build it all by myself.”

Fellow students are now colleagues

“During my student days, I was a member of the Dionysus wine association. We organised a tasting every month and went on a wine tour once a year. My interest in wine became more serious when I interned at Treeswijkhoeve, a two-Michelin-star restaurant. After that, I worked as a maître sommelier at Château St. Gerlach in Valkenburg, a hotel with its own vineyard. There, together with the other sommeliers, we created our own wine blend, and it’s still served as the house wine. What did I gain from HMSL? Valuable friendships and a broad network. Through that network, I ended up at Maritim. More than half of my colleagues also studied at HMSL. The fact that we’re now working together feels like a dream come true.”

“I never expected to turn wine into my profession”

wine their profession can even earn the title Magister Vini (‘Vini Magister’; level 5).

In the first year, all students obtain their wine badge. De Bruijn introduces students through theory to the most important wine countries, wine regions, grape varieties, soil types, wine climates and the wines produced in those climates. In addition, students taste various wines and learn step-by-step how to describe the flavour profile of these wines.

Building a taste memory

But tasting isn’t a license to drink alcohol

Jan-Jaap Altenburg (32) co-owns Vindict wine bar in Amsterdam and, together with Nadien de Visser, presents the wine podcast Le Club & Sommeljj. He graduated from HMSL in 2013.

“In the second year of HMSL, we were assigned the task of writing down our goals for the next ten years. I recently reread mine. They were: Pursue a degree in wine, open a wine bar, live abroad and learn Spanish. I still don’t speak Spanish, but I achieved the other goals. Our lecturer Brenda de Zwaan instilled in me a love of wine, and I also took a wine course with her. Back then, I thought New Zealand Sauvignon Blanc was the best there was. It’s hard to still imagine that now; my wine taste has become much more pronounced. In my wine bar, I focus on good wine, not on trends. Natural wines are popular in Amsterdam, and I only serve them if I happen to stumble across something special.”

The story behind wine

“For me, wine is more than just a drink. It’s often linked to an emotion and a memory. You drink it with friends, at a special moment or in a special place. There’s usually a beautiful story behind the winemaking process, too. I like to share that with guests in my wine bar and on my podcast. It’s often an opportunity to connect personally, which I fi nd very important as a hotello. Thanks to HMSL, I discovered my passion for wine. I never expected I could turn it into my profession.”

during class. “We expect students to spit the wine out after tasting,” says De Bruijn. By being introduced to a variety of wines, students build a taste memory. De Bruijn finds the moments when they first recognise a wine the most rewarding. “When I hear them say, ‘I recognise this flavour, I think this is a Riesling from the Mosel region,’ I know the seed has been planted.”

Students are also encouraged to explore wine outside of class. “I sometimes suggest tasting the difference between two wines from the same grape variety at

home. For example, a Sauvignon Blanc from the Loire and a Sauvignon Blanc from New Zealand. Or to experiment with food and wine pairings during a dinner with friends or family. This way, you develop a broader palate.”

Using AI to engage students

The wine world is constantly evolving, and trends follow each other in rapid succession. Currently, there’s high demand for lower-alcohol, lighter and fruitier wines, organic varieties, and wines made from indigenous grape

varieties from unexpected countries such as Georgia and Slovakia, says De Bruijn. “In class, we primarily focus on material related to the SDEN exams, which don’t yet incorporate these trends. However, I regularly consult with my fellow wine lecturers Inge Blaauwbroek and Joost Ijsselmuiden on how we can improve the curriculum. We also incorporate new developments in sustainability

and technology, such as the rise of AI in the wine world. It’s fun to engage students with these.”

Wine community of students and alumni

The growing interest among students in internships in the wine industry is striking. But not surprising, says De Bruijn, because there are so many career paths in this field:

from marketing to sommelier and from wine merchant to wine company. He sees the increasing number of alumni entering the wine industry, and sometimes even starting their own businesses, as an opportunity to expand it even further. “We’re currently building a wine community where students and alumni can connect even more. This will bring the profession to life during, and also after, the programme.”

“Wine surprises, connects and sparks great conversations”

Judith Blume (38) is director/owner of wine wholesaler and importer, W3 Wijnen. She graduated from HMSL in 2009.

“Wine is culture: every bottle has its own history and character. At HMSL, our lecturer in wine studies, Brenda de Zwaan, spoke about it so passionately that I was captivated. In my fi nal year of study, I could have done an internship abroad, but I deliberately chose Robbers & van den Hoogen Winery. I wanted to get to know the Dutch wine world. After years of working for various wine importers, I had the opportunity to acquire a wine wholesaler in 2019 together with my business partner. W3 Wijnen brings together our shared love of hospitality, wine and good food. We serve a wide range of customers, from sports bars/clubs to Michelin- starred restaurants. Wherever you fi nd yourself: wine surprises, connects and sparks great conversations.”

Choosing wine together

“Many wine importers have emerged in recent years, especially online. We distinguish ourselves by building a personal connection with both winemakers and hospitality businesses. This means we like to visit the location in person so we can experience the atmosphere, the interior and the guests fi rsthand, and hear the business owner’s preferences. Based on that, we recommend suitable wines – because we prefer to choose the right wine together with the hospitality business owner. I love to make it a sport to surprise customers with a great wine at a competitive price. When I succeed, it gives me a thrill every time.”

“Everything now comes together in my work”

Bas Korpel (46) is a storyteller, vinologist, copywriter, reviewer, and lecturer at the Amsterdam Wine Academy. He graduated from HMSL in 2004.

“In 2003, I did an internship in the Caribbean. I worked at Sandals Jamaica All-Inclusive Resorts as a kind of pioneer in all departments and arranged internships for other students in the programme. Back in the Netherlands, it felt like I had to start over in the hotel industry. So I retrained as a copywriter and worked in advertising for six years. Until I went on a trip around the world and visited various wine regions in Chile, Australia and North America. Through the stories of the winemakers, my love for wine blossomed, and when I returned to the Netherlands, I wanted to become a vinologist.”

Working with a smile

“Now I have my own company where everything comes together: wine, language and hospitality. I work for several major brands, such as De Grote Hamersma, Jumbo and PLUS. Thanks to my experience in advertising, I know how to give each brand a fitting story. HMSL taught me to be service-oriented, to exceed expectations and to relieve worries. As an independent contractor, I bring that same attitude to all my projects. It feels like a privilege to delve into a subject that makes me so passionate. I go to work with a smile every day.”

Students and alumni of Hotel Management School Leeuwarden are the ultimate game-changers in the ﬁeld. Many of them are entrepreneurs. How do they run their businesses?

Sarina van Engelen (34)

Graduated in: 2015

Position: Founder of NOAH Hotels

Greatest talent: Her creativity and feel for design

“People ﬂew over to us to have coffee and try our sourdough bread”

Sarina van Engelen and her husband run two boutique hotels in Cape Town, South Africa. The ﬁrst, which opened in 2020, is located in the Tamboerskloof neighbourhood in a Victorian building dating back to 1860. The second, âmé by NOAH, is just around the corner and opened last year. It focuses on wellness and retreats.

How did you come up with the idea to open a hotel in Cape Town?

“A good friend of my husband’s suddenly became ill, and that made us realise that you really have to make something of life. During a vacation in Curaçao, we saw a couple running a beach bar together. They seemed so happy. Shortly after, we decided we also want to build something together in the hospitality industry. We didn’t yet know what, but we knew that it would preferably be abroad. I had previously studied wine in Cape Town, so I was familiar with the area a bit. Even though I had buried myself so deep in books at the time, I hadn’t discovered the Tamboerskloof neighbourhood. When we drove past this beautiful building with an estate agent, we were immediately sold. Life here is good. The scenery is stunning, you’re right on the coast, and the food and drink are fantastic.”

What’s it like opening two hotels from scratch?

“We bought the hotel just as the COVID-19 pandemic hit. All bookings were cancelled, so we moved in for a year and a half. That gave us time to completely renovate it. In the meantime, we opened NOAH Café.

That was our saving grace, because the café became an instant hit. Influencers picked it up, and people even flew over to us from Johannesburg to have coffee and try our sourdough bread. That gave the hotel a vibrant start. Looking back, I’m glad we had that time before we actually opened. A new company, a new country and a new city is quite something.”

Did you have a good idea beforehand of what running a hotel entailed?

“Yes, during my studies, I learnt the basics and got a behind-the-scenes look at all the departments. I designed everything for NOAH Hotels myself. That’s when you really realise how many details you have to consider – from a welcome card to laundry procedures. It’s a tremendous amount of planning and thinking, and here in South Africa, many things are done differently than in the Netherlands.”

Scan the QR code to ﬁnd out more about NOAH Hotels.

MEET OUR ALUMNI!

24 HOURS Bangkok WITH STEFANO

Stefano Maria Bruno (22) grew up in the hospitality industry in the south of Italy, where his family runs a B&B. He’s a student in the accelerated Hotel Management programme at HMSL. Before starting his studies, he travelled across Europe to ﬁnd a place that felt right. He ended up in Leeuwarden to study at HMSL, where the Design Based Education method really appeals to him. Stefano is currently doing an internship at The Okura Prestige Bangkok hotel. As for the future: he’s still ﬁguring things out. “I feel like I’ve already found a place I love here in Bangkok. At the same time, I don’t want to stop travelling; the world is huge and life is too short.”

“Bangkok is a wonderful city full of contrast,” says Italian Stefano Maria Bruno, who is there for his ten-month internship at The Okura Prestige Bangkok hotel. “For me, it’s a kind of Mecca; there’s something for everyone here.” These are Stefano’s tips for 24 hours in Bangkok.

9AM: COFFEE AT UNCLE TAI

“For coffee, I highly recommend Uncle Tai Coffee. As an Italian, I usually make my own espresso at home, but this place is something else. The barista grinds the coffee by hand right there in front of you, and the mix is strong, just how I like it. The place is on a small street by a canal, it has a super-chill vibe, and it’s right next to Wat Pho.”

10AM: VISIT WAT PHO AND THE RECLINING BUDDHA

“Wat Pho is one of the most famous temples in Bangkok. The Reclining Buddha is massive, and the whole area is beautiful. It’s a must-see, especially if it’s your ﬁrst time in the city. Once you’re done, you can walk along the river and admire another famous temple, Wat Arun, from the other side. It’s stunning during sunset or at night when it lights up – it’s deﬁnitely worth seeing that.”

HOURS IN Bangkok

STEFANO MARIA BRUNO

2PM: SHOP AT CHATUCHAK MARKET

“This market is huge; you’ll ﬁnd everything here – from clothes and accessories to vintage stuff and food. It’s a bit chaotic, but that’s part of the experience. Bring water and take your time. But be aware: it’s only open at the weekend.”

5PM: TAKE A BREAK IN LUMPHINI OR BENJAKITTI PARKS

“After all that walking, it’s time to have a rest. Lumphini Park or Benjakitti Park are perfect to relax, get some fresh air and reset. You’ll see locals jogging or just enjoying the peace. And yeah, there are monitor lizards walking around like they own the place. It’s wild, but normal here.”

7.30PM: DINE IN CHINATOWN

“For dinner, head to the lively Chinatown. There’s super-tasty food everywhere: noodles, seafood, everything... Walk around and try different things; you don’t need a plan, just follow the scents.”

6.30PM: WALK AROUND ASIATIQUE THE RIVERFRONT

“Before dinner, head to Asiatique The Riverfront area. It’s an open complex full of shops and entertainment and views over the water. It’s perfect for a walk in the early evening, and from here you also catch a nice view of temples and the boats passing by.”

9.30PM: DRINKS IN RAM BUTTRI ALLEY

“Go to Ram Buttri Alley (also known as Soi Ram Buttri), which is right next to Khaosan Road. It’s way more chill than its neighbour, with fairy lights, music, bars and people from all over. It’s a good place to start the night, and you can smoothly move over to Khaosan Road for a louder, more lively, party vibe.”

10.30PM: DANCE AT SING SING THEATER, BACCARAT OR WAREHOUSE

“If you’re into nightlife, Sing Sing Theater is a cool, themed club with a very unique atmosphere. Or if you’re more into house and electronic music, Baccarat is a really cool spot, as is The Warehouse Talat Noi, which has a variety of spaces, a rooftop and a good crowd. They close around 3AM, and are deﬁnitely one of the best nightclubs in the city.”

Proudly Recognised

What is excellent and makes us proud deserves to be seen.

At Hotel Management School Leeuwarden (HMSL), our alumni stand out through strong and inspiring entrepreneurship.

They’re recognised by their:

• Outstending hospitality

• Outstending problem-solving skills

• Outstending decisiveness

• Outstending resilience

We proudly highlight these qualities with our Outstending Shield – specially designed for entrepreneurs who graduated from HMSL.

Are you an alumnus and entrepreneur? Apply now for an Outstending Shield at:

Curious about what your former classmates are doing now?

Join our alumni platform via creatingwhatsnext.com or scan the QR code above.