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We recently covered the Vienna-based Urbanauts project’s efforts to get tourists out of their hotel room and into the city by outsourcing hospitality to local businesses. Taking the opposite angle, Hotel Droog in the Netherlands now aims to provide the entire holiday experience in one building. Situated in a 700 square meter 17th century building in Amsterdam, the hotel was conceived by design firm Droog as a hub of activity that caters for all aspects of a stay in the city. Visitors booking a room at the hotel are offered top range cafés and restaurants, a row of shops including a beauty store and fashion outlet, a Fairy Tale Garden and an art gallery, while the hotel is regularly host to events and exhibitions to keep guests entertained. As Renny Ramakers, co-founder and director of Droog, explains: “The concept of a hotel has been reversed. Whereas a hotel is usually mostly about sleeping, here we have enlarged and emphasized all the aspects that many hotels also offer and made them central to the hotel experience.” While many tourists will still want to explore a city when heading abroad, those looking for convenience over experience may enjoy the hotel’s novel approach to hospitality. Hoteliers – what could you do to offer more for your guests? Spotted by: Murray Orange