In an interview with Michiel Smilde, Destination Manager from Convention Bureau Event Park Amsterdam , Atilay Uslu and Niels Brugman share insights into the rebranding of Corendon Amsterdam Schiphol Airport, now known as A Tribute Portfolio Hotel. The interview offers a glimpse into the strategies and objectives behind the rebranding initiative while highlighting the organization’s future growth ambitions.

Atilay embarked on his journey as a hotelier in 2012, starting with his first hotel in Amsterdam-West. Subsequently, he expanded his portfolio with the College Hotel in Amsterdam-Zuid and the Corendon Amsterdam Schiphol Airport hotel, Corendon Apartments, and the Corendon Urban Hotel in Badhoevedorp. Additionally, Corendon Hotels & Resorts operates six hotels in Curaçao and Turkey. “Although we are relatively new to the hotel industry, we have undergone a rapid learning curve,” says owner Atilay Uslu.

Rebranding

The decision to collaborate with Marriott International for the rebranding was strategic. This partnership promises numerous synergistic benefits in terms of recruitment, sales, and market exposure. The motivation behind the rebranding stemmed from the desire for hotels to establish a strong identity. The collaboration with Marriott was chosen to gain access to a larger market, especially in the United States, both in leisure and corporate sectors, thereby increasing visibility and demand, particularly among international guests.

Atilay explains that they are focused on expanding their presence and attracting American guests through strategic marketing campaigns and partnerships.

Niels adds, “In conjunction with the rebranding, we will be focusing specifically on the MICE (Meetings, Incentives, Conferences, and Exhibitions) market with the Corendon Amsterdam Schiphol Airport, A Tribute Portfolio Hotel. Situated less than a kilometer from Schiphol Airport and Amsterdam-Sloten, this hotel boasts modern accommodation facilities for over 1,000 guests. Additionally, it offers 11 professional meeting rooms for groups of up to 400 participants. Now that we are affiliated with Marriott International, the world is more open to us than ever before!”

Niels Brugman, recently appointed as Sales Director at Corendon, is currently working on new sales strategies for direct outreach to new leads and exploring new business opportunities.

Total Experience

The conversation revolves around the overall guest experience that Corendon offers to all guests. Atilay emphasizes how they differentiate themselves by offering amenities such as a cinema, spa, and Skybar, providing guests not only with comfortable accommodation but also with activities throughout their stay. Corendon has also ventured into the restaurant scene with Mondi, a new dining concept focused on Caribbean cuisine, to diversify their identity and stand out in the market.

Sustainability

The commitment of Corendon to sustainability is evident through its highest Green Key Certification and Gold recognition. The Tesla Charging Park, one of the largest in the world, welcomes hundreds of electric vehicles daily, offering 32 charging points and an average of 400 charging sessions per day. This initiative reflects the dedication of Corendon to a greener future for the hospitality industry and beyond.

With this rebranding, Corendon Amsterdam Schiphol Airport, A Tribute Portfolio Hotel, aims to strengthen its position in the market, expand its customer base, and enter new markets, while remaining committed to excellence and sustainability.

Partnership

Since the establishment of Convention Bureau Event Park in 2018, Corendon Amsterdam Schiphol Airport, A Tribute Portfolio Hotel have been partners. The convention bureau is an independent initiative of the congress and events industry in the Haarlemmermeer municipality.