'If you’re serious about events, this is where you want to be'

Van der Valk Hotel Schiphol steps onto the main stage at the M&IT Awards, sponsoring Best UK Hotel for the first time.

From waffle breaks to AI-driven innovation, Van der Valk Hotel Schiphol, commercial manager, Arjen van der Linden, shares the team's vision for hospitality, global growth, and why celebrating excellence is more than just a night of sparkle.

You're sponsoring the Best UK Hotel award this year – is this your first time sponsoring the M&IT Awards?

It’s our first time sponsoring an actual award, but not our first rodeo. Last year we were behind the champagne reception – and let’s be honest, that’s where the real networking happens. This year, we’re stepping onto the main stage.

Why did you decide to sponsor, and what do the awards mean to you?

The M&IT Awards are the Oscars of the event industry. If you’re serious about events – whether you're an agent, event manager, or hotelier – this is where you want to be. So when you get the chance to sponsor, you don’t hesitate. It’s like being a rising actor asked to present Best Leading Actress at the Academy Awards. Who would say no?

What, in your opinion, makes a great hotel for the events industry?

A great hotel doesn’t just deliver what’s expected – it amplifies what the guest brings and elevates what the hotel offers. Service is the baseline. The magic happens when a hotel turns even the dullest presentation into a memorable experience.

Once, during a congress, we surprised our guests with freshly baked waffles during the break. It caused such a run on them that the client asked if we could extend the break so everyone had a chance to grab one. No one minded the delay – not even the speaker, who insisted on finishing his waffle before starting again. That’s what I mean by going beyond expectations: turning a moment into a memory.

Are you a previous award winner? If so, how did that feel? Why is it important to win?

Not yet – the stars haven’t aligned. But that’s exactly why we’re proud to present the award for the Best UK Hotel. It’s a bit like being the newcomer on the international stage and getting asked to hand out the Oscar. You show up, you smile, and you celebrate excellence.

Tell us about the night itself – why is it such a special occasion and why should the industry attend?

It’s the one night where the industry dresses up, lets loose, and celebrates what we do best. It’s not just about awards – it’s about connection, recognition, and a bit of sparkle. If you’re in events, this is your night to shine.

Do you have a message for the finalists and soon-to-be winners?

Enjoy every second. Making it to the final group is already a huge achievement. And if you win – celebrate it, own it, and raise the bar for next year.

Are you excited about being on stage with TV legend Vernon Kay?

I had to Google him, so for the sake of this interview: absolutely!

How would you sum up the industry this year – what have been the big innovations, opportunities, highlights, challenges?

One word: AI. It’s changing everything – from planning to guest experience. But it’s also a challenge. How do we use it smartly, without losing the human touch? And of course, sustainability and inclusivity are still front and centre. We’ve come a long way, but there’s still plenty of room to grow.

What do you think will be the biggest thing to impact our industry in 2026?

Can I repeat myself? AI again. The venues and planners who find the sweet spot – automating the right things to free up time for the human side of our work – will lead the way.

Anything we should know about Van der Valk Hotel Schiphol – any big plans for 2026 and beyond that we can share with readers?

After our major renovation in 2023, we shifted focus to the international MICE market. We went from national leader to international rookie – and we’re loving the challenge. No dramatic plans in the short term, but we’re showing up more and more on the global stage. That’s why we’re here. The UK remains one of the biggest markets for the Netherlands, especially the Amsterdam region.
Looking further ahead, we’re planning to rebuild another wing, add more meeting rooms to our existing 25, and expand our hotel from 714 to around 800–850 rooms. We’re committed to staying the largest MICE hotel in the Benelux.