Q Hospitality Group acquires Hotel Monastère Maastricht
Dutch hotel group continues to invest counter-cyclically
Maastricht, 8 july 2026 – Q Hospitality Group has acquired Hotel Monastère Maastricht from Vondel Hotels. With the acquisition of the distinctive boutique hotel, housed in a former monastery, the Dutch hotel group takes another important step in its growth strategy, focused on acquiring unique hotels in prime city-centre locations across the Benelux.
Located in the historic heart of Maastricht, Hotel Monastère occupies a beautifully restored former monastery that was transformed into a boutique hotel approximately ten years ago. The property features 52 guest rooms and suites, a meeting room, breakfast restaurant, honesty bar and a charming courtyard garden.
With the appointment of Peter Heule, Q Hospitality Group brings in an experienced and entrepreneurial professional. Heule has built an impressive career within the international hospitality and travel industry. He was responsible for establishing Expedia in the Benelux, subsequently served as General Manager of the exclusive Apollo Hotel in Amsterdam, and later became Founder & CEO of Yays. In that role, he successfully expanded the company into a pan-European player.
For Vondel Hotels, the transaction represents a logical strategic decision. The Amsterdam-based hotel group intends to concentrate fully on its portfolio in the Dutch capital and on future development projects. Arjen van den Hof, owner of Vondel Hotels, commented: “When we transformed this historic building into a hotel several years ago, we immediately recognized the exceptional potential of the property. Our strategic focus has now shifted entirely towards Amsterdam and new hotel developments. We are confident that Q Hospitality Group will continue to develop Hotel Monastère with great respect for its rich heritage while bringing fresh energy and new opportunities.”
Characterful hotels in prime urban locations
Bas Tolmeijer, Co-Founder & CEO of Q Hospitality Group: “Hotel Monastère perfectly fits our long-term strategy. We focus on characterful hotels in prime urban locations where our commercial expertise and long-term investment approach can unlock additional value. Maastricht is an internationally attractive destination and an excellent addition to our growing portfolio.”
Investing while the market slows
The acquisition comes at a time when the Dutch hotel market is facing increasing headwinds. National occupancy levels have softened slightly, while average room rates have declined. Economic uncertainty, geopolitical tensions, the planned increase in VAT and significantly higher labour and energy costs continue to put pressure on hotel profitability, resulting in narrowing operating margins across the sector.
Longterm perspective
Despite these market conditions, Q Hospitality Group has continued to outperform the market and gain market share. Through sustained investments in quality, digitalisation, revenue management and commercial excellence, the company continues to grow. Group revenue is expected to reach approximately €50 million this year, with an anticipated EBITDA of around €9 million.
Tolmeijer continued: “Market downturns often create the most attractive investment opportunities. Following the pandemic, many hotel owners have restored their balance sheets, yet postponed essential investments for several years. As a result, an increasing number of owners are now choosing to sell. We have the expertise, organisational capabilities and financial strength to acquire high-quality hotels precisely at this stage of the cycle.”
According to Tolmeijer, the company deliberately takes a long-term perspective.
“When market conditions temporarily weaken, hotel valuations inevitably come under pressure. We invest with a long-term horizon. History has shown that hotel markets consistently recover over time. At the same time, we remain convinced of the long-term value appreciation of high-quality hotel real estate in prime locations.”
An ambitious growth phase
With the acquisition of Hotel Monastère, Q Hospitality Group completes another strategic acquisition, following the addition of City Hotel Gouda and Boutique Hotels MANNA & Blue in Nijmegen to its portfolio last year.
To finance future acquisitions, the company intends to launch an equity offering of approximately €20 million after the summer. This capital raise will further strengthen Q Hospitality Group’s position as one of the leading independent hotel groups in the Benelux..
About Q Hospitality Group
Founded in 2018, Q Hospitality Group focuses on acquiring and developing hospitality projects, real estate and distinctive restaurant and hotel concepts. Its portfolio consists of a combination of urban hotels, heritage hotels and leisure concepts, including Hotel Haarhuis (Arnhem), Thermae 2000 (Valkenburg), Kasteel De Essenburgh (Hierden), Kasteel Engelenburg (Brummen), Veluwe Hotel De Beyaerd (Hulshorst), City Hotel Gouda, and the boutique hotels MANNA and Blue (Nijmegen). Q Hospitality Group also holds a stake in The Diamond Hotel Amsterdam.
The exclusive hotel brand Quality Lodgings — a collection of more than 125 independent quality hotels across eight European countries — and Q Development & Advisory operate as independent subsidiaries within Q Hospitality Group. More information: www.qhospitality.group/en.
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