Hotel Not Hotel

What Hotel Not Hotel does

Hotel Not Hotel is a privately-held boutique hotel operator based in the Netherlands, founded in 2014 and operating two physical properties: HNH Amsterdam (Witte de Withstraat 38) and HNH Rotterdam (Schaatsbaan 83). The company's core product is overnight accommodation in which every guest room is a unique piece of art created by members of an in-house "artist family," with lobbies, lounges, and common areas also filled with art and quirky design installations. The concept is positioned as a hybrid between hotel and gallery, explicitly self-described as "not a hotel, not a museum, and at the same time both."

The business runs on a direct-to-consumer model: guests discover and book rooms through the company's own website, which routes reservations through Mews, a third-party property management and distribution platform. The company has no proprietary technology platform beyond its website and Instagram presence; technology is limited to standard hospitality tooling. The workforce is small — approximately 20 employees total across both locations — and no executive team, ownership structure, or funding history is disclosed in the available source material.

Revenue is generated entirely through nightly room bookings at the two properties. Pricing is not publicly disclosed on the website. The target customer segment is experiential leisure travelers — individuals seeking memorable, culturally-enriching accommodations rather than standardized hotel rooms. Marketing is concentrated on Instagram (@hotel_not_hotel) and the company's own web properties, with no evidence of paid acquisition, OTA partnerships, or institutional investor backing.

Name

Hotel Not Hotel

Legal name

Hotel Not Hotel

Website

https://hotelnothotel.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Hotel Not Hotel is a Dutch boutique hotel brand operating two art-focused properties in Amsterdam and Rotterdam, where each guest room is individually designed by members of its artist family, serving experiential leisure travelers seeking unique cultural accommodations booked directly online.

Ownership category

akta.pro rank

Product category

Boutique Hotels

NAICS

Hotels (except Casino Hotels) and Motels (72111), Other Traveler Accommodation (72119), Hotels (except Casino Hotels) and Motels (721110)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Art & Culture (Gallery/Museum) Hotels (THAGADAC)

akta.pro secondary industry

Design-Led Boutique Hotels (THAGADAA)

Keywords

• Boutique hotel accommodations
• Art hotel concept
• Experiential hospitality services
• Designer hotel rooms
• Direct booking hotel

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Hotel Room Bookings: The company generates revenue through overnight stays at its two art-focused hotel properties in Amsterdam and Rotterdam. Guests book rooms directly through the hotel's booking platform, paying for nightly accommodations.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels2 records

Core offering

Hotel Not Hotel operates two boutique hotel properties — HNH Amsterdam and HNH Rotterdam — that sell overnight accommodations in artist-designed rooms. Every room is a unique art installation created by the hotel's in-house artist family, and the lobbies, lounges, and other common areas are filled with art and quirky design elements. Guests book rooms directly through the company's website, which routes reservations through the Mews booking platform.

Product overview

Hotel Not Hotel is a unique boutique hotel concept combining accommodation with art installations. The company operates two locations—HNH Amsterdam and HNH Rotterdam—offering artist-designed rooms as a unified experience. Each property features individually designed rooms that are works of art, with lobbies and lounge areas filled with artistic installations and quirky elements. Guests can book directly through the Mews reservation system or discover the hotel concept first before booking.

Differentiator

Problem solved

Functional benefit

Products and services

• HNH Amsterdam Boutique hotel accommodation at Witte de Withstraat 38, 1057 XZ Amsterdam, where every room is a unique piece of art created by members of the hotel's artist family and common areas feature art installations and quirky design elements; targeted at experiential leisure travelers booking overnight stays.
• HNH Rotterdam Boutique hotel accommodation at Schaatsbaan 83, 3013 AR Rotterdam, applying the same artist-designed-room concept as the Amsterdam location, with quirky artistic installations in common areas; targeted at experiential leisure travelers booking overnight stays.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

One partnership is on record.

• MewscoreTechnology or IntegrationMews provides the hotel's booking and distribution technology platform. Hotel Not Hotel uses Mews' distributor system to power direct online bookings for both its Amsterdam and Rotterdam locations.

Scale indicators1 record

Recent moves4 records

Expansion highlights2 records

Direct peers

• The Hoxton: The Hoxton operates design-led boutique hotels in major cultural cities (including Amsterdam) with an open-lobby, lifestyle-driven concept. It directly competes for the same experiential-traveler guest that Hotel Not Hotel targets.
• citizenM: citizenM is a design-led, tech-forward boutique hotel brand with a strong focus on compact, art-inspired rooms and direct booking. It is the closest scaled analog to Hotel Not Hotel's design/art-forward, direct-distribution hybrid concept.
• Qbic Hotels: Qbic Hotels is a design-led, modular boutique hotel concept with rooms individually designed by artists. It shares Hotel Not Hotel's core idea of artist-curated accommodations in compact urban properties.
• 25hours Hotels: 25hours is a design-driven boutique hotel collection known for bold, story-led interior concepts curated with artists and designers, placing it in direct conceptual competition with Hotel Not Hotel's artist-curated rooms.
• Mama Shelter: Mama Shelter is a quirky, design-led lifestyle hotel brand with rooms designed by Studio KO, targeting experiential and creative travelers. It is highly comparable in its playful, art-driven positioning versus standard hotels.
• ARTotel Amsterdam: ARTotel is a hotel brand built around curated contemporary art and design, with rotating exhibitions and artist-designed rooms, the most explicitly art-themed direct competitor to Hotel Not Hotel's concept.

Regional players

• Estheria Group / Volkshotel Amsterdam: Volkshotel is an independent Amsterdam hotel built around artist studios, creative workspaces, and quirky design. It is a domestic Dutch peer pursuing the same artist-embedded accommodation narrative.

Broad incumbents

• nhow Hotels: nhow is a design-driven hotel brand under NH Hotel Group with bold, concept-led interiors and an Instagram-friendly aesthetic. It competes in the design-led, experience-focused hotel segment where Hotel Not Hotel operates.
• Conservatorium Hotel Amsterdam: A luxury lifestyle hotel located in Amsterdam within the Set Hotels collection, mixing heritage architecture with contemporary design. It competes for upscale experiential travelers in the same city as Hotel Not Hotel Amsterdam.

Emerging players

• Generator Hostel: Generator is a design-forward hostel/hybrid accommodation brand targeting younger experiential travelers. Its adaptive-reuse, art-tinged properties overlap with Hotel Not Hotel's experiential positioning at a more budget tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat1 record

Key risks5 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/hotel_not_hotel
• LinkedInlinkedin.com/company/hotel-not-hotel

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hotel Not Hotel