THE END OF A LIFE-CYCLE

PIET BOOGERT SAID GOODBYE TO 'HIS' LLOYD

Piet Boogert, the former General Manager of the Lloyd Hotel in Amsterdam, recently bid farewell to the hotel that had been his home and his passion for over 18 years. The Independent Hotel Show Amsterdam 2023 recognized his contributions with the Outstanding Achievement Award, and Piet is now taking the time to explore his hobbies, such as gardening, and serve on various boards. The Pulitzer Garden in Amsterdam provided the perfect setting for a reflection on the life cycle of the hotel industry and Piet’s role in shaping it.

I REMAIN A HOTELIER

As guests approach him at the hotel, he cannot help but remain a hotelier at heart. He always offers a listening ear, like the days when he walked around the Lloyd, listening to his guests' stories. Piet says, "I cannot say no. I remain a hotelier. And a hairdresser, and a bartender. I always pick up the phone, that's a mischief." Recently, he said goodbye at a get-together organised by his former colleagues. "That did work therapeutically because the farewell came suddenly. It got bigger and bigger, with the Frans Banninck Cocqpenning of the city of Amsterdam, hotel awards, and interviews. Now it's done. I'm moving on with my life."

IT STARTS ITCHING

Despite the sudden nature of his departure, Piet has adjusted well to his new lifestyle. He enjoys visiting new hotels, like Pillows, and observing their operations. "I enjoy seeing how they do it. That they can store the garden cushions from the roof terrace on the sofa. That saves so much lugging. And then it starts itching me again, too. I would like to do another interim job, but only if I like it."

As he observes the waitstaff at the Pulitzer Garden putting wine on the table, Piet reflects on the evolution of the industry and the changing work ethic of new generations. He says, "In the end, it's about a person's personality. The new generations do it differently anyway. They are much more concerned with me-time. They have to learn to enjoy the work too, not think about all overtime. And they have to dare to commit to a place, instead of wanting to move on straight away."

Piet is quick to laugh and not let himself become one of those "cranky old men who used to think everything was better." Instead, he reminisces about his time at the Lloyd and the hotel's unique approach to hospitality. 

LLOYD WAS THE ORIGINAL

Piet was passionate about connecting with people, both inside and outside the hotel. "Everyone was welcome at the hotel for meetings, at times when the rooms were empty. As a hotel director, you have to be active outside the hotel and make connections with society. That is good for your hotel and not commercially awkward either because you earn that back. An independent hotel, which is slightly different from a chain hotel. Then you can put your signature on it more. I am more of a generalist and like to interfere with everything myself." At Lloyd, the hotel was a cultural embassy and an independent hotel, which allowed Piet to leave his mark on it.

He said, "Lloyd was a hotel and a cultural embassy. I don't know much about art, but I enjoyed it so much. All the creative projects we did. Like with Bas Kosters, who decorated a room with a condom machine or we emptied all the hotel rooms for an event with Elle Decoration, Inside Design. When you have a limited marketing budget, you have to rely on these kinds of co-creations. We were way ahead of our time and were copied so many times. Sometimes it was amusing when competitors would copy an idea that Lloyd Hotel had already executed. For instance, Joep van Lieshout's bed, which could be turned into a stage, was copied by the 25hours Hotel and didn't even know they 'borrowed it' from us."

The hotel industry has changed since Piet started his career. He believes that hospitality has not necessarily improved and that hotels should make a clearer choice: "either basic and affordable or real luxury with a doorman at the door with real service. Don't get stuck in the middle. There is a guest for both." Piet admits that the hotel industry has evolved since his time at Lloyd Hotel. He believes that hospitality has not improved and that hotels should make a clearer choice between basic and affordable or luxury with impeccable service. In his opinion, hotels should not get stuck in the middle. He points out that although Lloyd Hotel combined 1-star and 5-star rooms, they had a unique concept, and everyone received the same treatment, irrespective of the room they booked.

As we end our conversation, I ask Piet what kind of hotel he would open if given carte blanche. Without hesitation, he replies, "A Lloyd Hotel anyway. What else?" He believes that Lloyd Hotel was a distinct hotel that offered something unique, and if given the opportunity, he would create something similar. And so, as he embarks on the next chapter of his life, Piet Boogert will undoubtedly continue to shape and inspire the hospitality industry for years to come.

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By Vincent van Dijk