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Joachim de Looij

Joachim de Looij

CEO, The Usual

Joachim is a passionate hotelier who has been busy with the development of new hotel brands for the past 10 years. The last ten years have seen him open INK Hotel Amsterdam, launch Bunk Hotels, and for the last two years develop the new sustainable hotel brand The Usual.

The Usual is a new destination for people who appreciate the good stuff. A new and innovative hospitality concept, where every detail has been carefully considered – with an eye for aesthetics, quality, and longevity. They believe they can offer people a more responsible way to experience new cities where comfort, design, wellbeing, awareness, and fun come together seamlessly.

The Usual will open its first 2 locations in April. More locations will follow throughout Europe in the coming years.

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Register for IHA25

Independent Hotel Show Amsterdam is back from 11-12 March at the RAI Amsterdam. Join your peers as we celebrate five years of IHA! Guided by the show theme of 'Redefining Luxury' you can expect over 25 carefully curated sessions, 200+ exhibitors, design-led features, trend insights and networking.

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