The Independent Hotel Show team caught up with David Reinders Folmer, Founder, Excite Hotels at their Keizersgracht 302 property. Scroll down to find out more about Excite Hotels, a collection of inspiring luxury design hotel concepts in the Netherlands, innovations David sees emerging in the industry and more. 

Tell us about yourself and your experience in the hospitality industry. 

Talking about myself isn’t my strongest suit, but here we go. I’m David, 49 years old, happily married, and living in Haarlem. My career began in real estate after leaving high school early, and later, I transitioned into the hospitality industry by running a hotel apartment company in Amsterdam. In 2012, we expanded to Rotterdam and Maastricht, and in 2019, I co-founded Excite Hotels with my business partner, Albert Kreeft. We recognized a gap in the market for a boutique hotel chain in the Netherlands’ major cities—bridging the space between family-run hotels and large international groups. Today, our portfolio has grown to nine locations, and we continue to expand with the same passion that started it all.

What piece of advice would you give someone looking to start a career in the hotel sector? 

There is a significant difference between working in a hotel and being an entrepreneur in the hotel industry. If you have a passion for people and enjoy making them feel welcome, a career in hospitality could be incredibly fulfilling. Your guests—whether traveling for business or leisure—are stepping outside their usual routine, and you have the opportunity to create a seamless and memorable stay for them. Exceptional attention to detail and a commitment to genuine hospitality will set you apart. Most importantly, always remain open to learning—those who excel in this industry never stop refining their craft.

What has been the most special moment in your career so far? 

At the risk of sounding a bit corny, the best day is always tomorrow. While it’s important to appreciate today and celebrate milestones, the true purpose of what we do is to keep striving for something even better. Each new day brings fresh opportunities to create unforgettable guest experiences and push the boundaries of innovation in the industry. The thrill of continuous growth and improvement is what makes this journey so rewarding.

What does a great customer experience look like at Excite Hotels, and what makes it unique? Does this differ between properties?

At Excite Hotels, we strive to provide a seamless check-in experience, prioritizing efficiency while maintaining warmth and attention to detail. This ensures guests can either unwind or start enjoying the city right away. Our diverse portfolio includes hotels located in bustling urban areas as well as serene natural settings, each requiring a tailored approach to hospitality. Furthermore, guest preferences also shape the experience—some want to head straight to their room, while others see the check-in process as part of their journey. Our team is trained to read these cues and adapt accordingly, making each interaction personal and meaningful.

How would you describe the Excite Hotels brand in a few words?

Excite Hotels is not yet a fully established brand, but that’s our long-term vision. Currently, we are a collection of unique hotels supported by a centralized head office that takes care of various back-office operations. This enables each property to focus entirely on delivering exceptional guest experiences. Our labels, which are reflected in the hotel names, are designed with the guests in mind, while Excite Hotels exists to empower the hotels.

Would you recommend any exciting or innovative products or services to other hoteliers, and why?

We believe the future of hospitality lies in striking a balance between advanced technology and personalized guest care. Identify areas in your organization that can be automated in a way that feels seamless and invisible to the guest. A gimmick may attract attention in the short term, but it won’t provide lasting differentiation. Ultimately, it’s about improving quality, enhancing the guest experience, and achieving greater efficiency. If technology can achieve these goals while reducing costs, it’s a win-win.

What strategies are you using to ensure your staff are engaged and motivated to provide exceptional service?

We expect our Hotel Managers to approach their roles with the mindset of an owner—showing meticulous attention to detail and fostering a supportive, collaborative environment for their teams. Additionally, by outsourcing HR management to a dedicated HR expert, we are able to provide a level of support and guidance that far exceeds what most hotels of a similar size can offer. This ensures our staff feels valued and well-equipped to excel in their roles.

What emerging technologies or products do you believe will be essential for hotels to adopt in the coming years?

Automating repetitive tasks will become a necessity, and with the technology available today, there’s no reason not to implement it. From AI-powered guest communication and revenue management to review management, there are countless opportunities to streamline operations. However, we believe that human insight and reflection are still indispensable, particularly at the hotel reception and in areas like revenue strategy. For us, technology is a powerful tool, but its true value lies in complementing, not replacing, the human element.

If your Excite Hotels had a theme song, what would it be and why?

“Come Away With Me” by Norah Jones, as it perfectly captures the essence of what we aim to offer—an invitation to escape, unwind, and enjoy life’s simple pleasures.

Do you attend the Independent Hotel Show? If so, what do you value about the show?

Yes, we attend every year. It’s an excellent opportunity to gather inspiration and reconnect with our industry peers, strengthening relationships and exploring new ideas.

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Connect with your industry peers and be inspired at IHA25 on 11-12 March, secure your ticket here. Hoteliers and designers are eligable for free tickets, please get in touch with the team at independenthotelshow@montgomerygroup.com to secure your free code.