At hotel Townhouse, coming home to The Hague is Burgundian
Not spend the night, but stay the night. That's the experience the brand new Townhouse Hotel wants to give its guests. "Here, you are part of the city like a local."

DATE
21 January 2025
TEXT
Jasper Gramsma
IMAGE
LBG Hotels
At hotel Townhouse, coming home to The Hague is Burgundian
Not spend the night, but stay the night. That's the experience the brand new Townhouse Hotel wants to give its guests. "Here, you are part of the city like a local."
"Where are you usually welcomed when you arrive at friends' or family's homes? Exactly: in the kitchen. You'll find that cosiness with us too, which is why we offer you a bowl of soup as a welcome." Speaking is hotel manager Jennifer Pielage, who together with her 'partner in crime', marketing manager Anique Strijthaegen, is responsible for launching the new three-star hotel Townhouse and restaurant Jolie Café Manger. This first concept of LBG Hotels in The Hague will open on the Bleijenburg in January 2025.
The roots of entrepreneur Rino Soeters' innovative hotel group are in Maastricht. The company has eight hotels so far and soon the ninth will make its appearance, also in The Hague: The Ald Hotel (four stars plus) in the former Algemeene Landsdrukkerij on Fluwelen Burgwal. Typical of Townhouse are the personal attention and warm welcome, 'like coming home to a Hague house'.
Besides collaborating with local partners and artists, this is evident in how guests come in. "There is no classic lobby; you enter here in Jolie Café Manger, which is open from early morning until late at night as a living room for the city," explains Strijthaegen. "So here you also meet people who pick up their coffee on their way to work, have a business appointment here or come for lunch as local residents. Like the people who work here, they know the city with its unique stories and hidden gems like the back of their hand. That makes you part of it like a local yourself."
Blub
Jolie Café Manger does indeed have a homely feel. Natural materials, lots of plants and classic bistro chairs at the tables and bar create an approachable atmosphere. The cosy seating around the fireplace invites you to sink in, possibly with some reading material from the bookcase behind it. "And don't forget Blub!", Pielage points to the house fish. "If you are shy for company, you can even take it to your room." The ladies are still working hard to put up diverse programming including living room concerts and game nights. For the whole neighbourhood, of course.
'The starting point is: what would you be served at family or friends'?'
The cuisine is equally casual, with a French-Dutch menu that stretches from early breakfast to late drinks. "Again, the starting point is: what would you serve at family or friends' houses?" says Pielage. "With us, that means Dutch pasties with mushrooms or veal, delicious quiches, sandwiches with a meatball and lots of veg variants too." And all of this on tableware specially designed for the hotel, she hints. "As a nod to our southern origins, there is also fresh Maastricht flan in the display case," laughs Strijthaegen. "Also delicious to take away, just like the coffee and sandwiches."
On to the rooms at the three-star Townhouse hotel, about which the duo are very pleased. "From the basement to the fifth floor, we have 88 rooms for two to four people," Strijthaegen puts the numbers in order. "We target both the business market and leisure guests, hence the family rooms - which you can book for a weekend away with a couple of girlfriends, for example. What our guests have in common is that they see themselves as travellers rather than the standard tourist; they are interested in connecting with the city."
Timeless
The rooms - with street or courtyard views - look bright and calm thanks to the use of natural colours and materials. The clock radio, a plant and a collage of art and other items on the wall give a homely feel. Pielage: "Everything is timeless and simple, while being of the best quality. After all, if it is up to us, the rooms will last a long time. All bathrooms are therefore equipped with a fine rain shower. And for the mattresses, we have partnered with Auping - after all, sleeping well is the most important thing. We are one of the first hotels to start using this new line."
Sustainable they are too, those mattresses, because of their circular properties. "We work as much as possible with parties that are socially responsible businesses," explains Strijthaegen. "The 'amenities' (care products, ed.) are from Dutch vegan brand Wellmark, for example. And the coffee we source from Moyee, which sells the world's first fair-chain coffee. In addition, we are part of Hotels for Trees. If you stay with us for more than one night and don't want your room cleaned in between, this foundation plants a tree on our behalf."
All in all, Pielage and Strijthaegen are almost ready to welcome their first guests. So close to opening, they are finalising their own city guide. "It will be full of special tips," promises Pielage. "When you check out, you'll have visited places you've only been to because you slept at Townhouse."
text Jasper Gramsma image LBG Hotels
"Where are you usually welcomed when you arrive at friends' or family's homes? Exactly: in the kitchen. You'll find that cosiness with us too, which is why we offer you a bowl of soup as a welcome." Speaking is hotel manager Jennifer Pielage, who together with her 'partner in crime', marketing manager Anique Strijthaegen, is responsible for launching the new three-star hotel Townhouse and restaurant Jolie Café Manger. This first concept of LBG Hotels in The Hague will open on the Bleijenburg in January 2025.
The roots of entrepreneur Rino Soeters' innovative hotel group are in Maastricht. The company has eight hotels so far and soon the ninth will make its appearance, also in The Hague: The Ald Hotel (four stars plus) in the former Algemeene Landsdrukkerij on Fluwelen Burgwal. Typical of Townhouse are the personal attention and warm welcome, 'like coming home to a Hague house'.
Besides collaborating with local partners and artists, this is evident in how guests come in. "There is no classic lobby; you enter here in Jolie Café Manger, which is open from early morning until late at night as a living room for the city," explains Strijthaegen. "So here you also meet people who pick up their coffee on their way to work, have a business appointment here or come for lunch as local residents. Like the people who work here, they know the city with its unique stories and hidden gems like the back of their hand. That makes you part of it like a local yourself."
Blub
Jolie Café Manger does indeed have a homely feel. Natural materials, lots of plants and classic bistro chairs at the tables and bar create an approachable atmosphere. The cosy seating around the fireplace invites you to sink in, possibly with some reading material from the bookcase behind it. "And don't forget Blub!", Pielage points to the house fish. "If you are shy for company, you can even take it to your room." The ladies are still working hard to put up diverse programming including living room concerts and game nights. For the whole neighbourhood, of course.
'The starting point is: what would you be served at family or friends'?'
The cuisine is equally casual, with a French-Dutch menu that stretches from early breakfast to late drinks. "Again, the starting point is: what would you serve at family or friends' houses?" says Pielage. "With us, that means Dutch pasties with mushrooms or veal, delicious quiches, sandwiches with a meatball and lots of veg variants too." And all of this on tableware specially designed for the hotel, she hints. "As a nod to our southern origins, there is also fresh Maastricht flan in the display case," laughs Strijthaegen. "Also delicious to take away, just like the coffee and sandwiches."
On to the rooms at the three-star Townhouse hotel, about which the duo are very pleased. "From the basement to the fifth floor, we have 88 rooms for two to four people," Strijthaegen puts the numbers in order. "We target both the business market and leisure guests, hence the family rooms - which you can book for a weekend away with a couple of girlfriends, for example. What our guests have in common is that they see themselves as travellers rather than the standard tourist; they are interested in connecting with the city."
Timeless
The rooms - with street or courtyard views - look bright and calm thanks to the use of natural colours and materials. The clock radio, a plant and a collage of art and other items on the wall give a homely feel. Pielage: "Everything is timeless and simple, while being of the best quality. After all, if it is up to us, the rooms will last a long time. All bathrooms are therefore equipped with a fine rain shower. And for the mattresses, we have partnered with Auping - after all, sleeping well is the most important thing. We are one of the first hotels to start using this new line."
Sustainable they are too, those mattresses, because of their circular properties. "We work as much as possible with parties that are socially responsible businesses," explains Strijthaegen. "The 'amenities' (care products, ed.) are from Dutch vegan brand Wellmark, for example. And the coffee we source from Moyee, which sells the world's first fair-chain coffee. In addition, we are part of Hotels for Trees. If you stay with us for more than one night and don't want your room cleaned in between, this foundation plants a tree on our behalf."
All in all, Pielage and Strijthaegen are almost ready to welcome their first guests. So close to opening, they are finalising their own city guide. "It will be full of special tips," promises Pielage. "When you check out, you'll have visited places you've only been to because you slept at Townhouse."