During our recent visit to The Saints, a stylish new boutique hotel located beside the iconic Sint-Janskathedraal in Den Bosch, we experienced a glimpse of the future of hospitality wrapped in historical charm.

The door opened remotely, and a friendly woman in a mini hologram box greeted us warmly before directing us to the living room entrance. There, General Manager Joost Tuinman welcomed us with a cappuccino and guided us through the hotel’s beautifully restored heritage spaces. As we toured, he spoke about technology, the evolution of the modern guest experience, and the ongoing balancing act of entrepreneurship in today’s hospitality landscape. The lead-up to this unique project took five years, a journey full of bumps and potholes. He undertook it together with his business partner Martijn, who focuses more on real estate development, while Joost concentrates on the hotel side. They have known each other since preschool. Both men were also behind the expansion and renovation of luxury boutique hotel 717 in Amsterdam.

What makes The Saints Hotel unique?
The Saints combines the charm of three historic buildings with a fully digital guest journey. We don’t have a traditional reception but instead use a hologram front office and digital keys via Apple Wallet. Guests therefore experience the best of both worlds: historical grandeur and hypermodern hospitality.

The creation of the hotel was quite a struggle. What was the most important thing you learned from it?
That perseverance is everything. We dealt with monumental restrictions, permit processes, construction challenges, and delivery issues. But each setback forced us to become more creative. In the end, the reward is also greater.

You operate with minimal staffing. Do you think this is the future of hospitality?
Absolutely. Staff are scarce and expensive, while guests increasingly value independence and convenience. By using technology smartly, we can deliver a higher level of service with minimal staffing because the team that is present can truly focus on the guest. This makes the model both scalable and future-proof.

How do you use AI/technology to make the hotel more efficient and improve performance?
AI supports us in almost every process, from dynamic pricing to guest communication via automated chatflows. The hologram front office also allows us to offer 24/7 personal contact without anyone needing to be physically present. This helps us keep operational costs low while making the guest experience even more personal.

What do you see as one of the biggest opportunities or challenges for the hotel market this year?
Rising VAT and labor costs are putting pressure on margins. At the same time, I see opportunities in differentiation: hotels that dare to innovate in technology, design, and guest experience will stand out. Consumers seek both authenticity and efficiency, whoever can combine those two will win.

What is the best business advice you’ve ever received?
“Just start, you’ll figure out the rest along the way.” Entrepreneurship is rarely a straight line. The key is to start with a vision but remain flexible in execution. Every mistake or misstep brings you closer to the right solution.

What, in your opinion, makes an outstanding independent hotel today?
The ability to be truly unique. Not a copy of a chain, but a place with a recognizable soul, character, and courage. Independent hotels can respond faster to trends, evoke more emotion, and tell a story that resonates with people. That’s exactly what we aim for with The Saints.

Do you have any exciting plans for the futureboth for this hotel and the group?
Definitely. We’re developing a new concept in our living room in Den Bosch and working on new locations in Maastricht, Breda, and Utrecht. Our goal is to build a network of boutique hotels that share the same Saints philosophy: local authenticity, digital perfection, and human warmth.

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