Hotel Courage Gulpen‑Wittem – A hotel with three IKEA stars
From an empty shell to a lively interior. Hotel owner Martijn van der Valk – a distant relative – and his business partner were impressed by the IKEA for Business interior design. “As if they could read our minds.” Read Martijn’s interview.
Hotel Courage Gulpen‑Wittem
The brief: Interior design advice was requested for several areas of the hotel: a suite, the reception with lounge, the bar, the library and the breakfast buffet. The look should feel surprising, natural and chic, using shades of brown and green, combined with a herringbone PVC wood‑look floor
Client: Hotel Courage Gulpen‑Wittem
What they do: Hotel Courage in Gulpen is a true city hotel, welcoming hikers, motorcyclists and cyclists. It opened in April 2024, during the Amstel Gold Race weekend. Together with his business partner, Martijn also runs two other hotels, one in Nijmegen and one in Valkenburg.
Location: Gulpen, South Limburg
“The VADHOLMA kitchen island in the breakfast room is an instant hit”
Did the hotel need a lot of work done?
“Did anything need to be done? It was an empty shell! During the viewing I walked around on my own. It was a beautifully sunny day, yet I was literally walking into a black hole. The curator had stripped everything out. In the spot where the bar should be, only two tiny pipes stuck out of the floor: one for drainage and one for water. That was it. Luckily, I’m a glass‑half‑full person, so I saw plenty of potential.”
Where do you start?
“My business partner and I have known each other for years and both have plenty of experience in the hospitality industry. We know what does and doesn’t work in a hotel. Our goal was a 3‑star hotel, so a luxury interior with gold taps wouldn’t make sense. So who do you bring in for the design? Our hotel in Nijmegen had just been renovated, so we knew plenty of companies. Through the grapevine we heard that IKEA also has a business department.”
How did the intake meeting go?
“My business partner handled the intake with IKEA for Business while I explored another option. One choice isn’t really a choice, after all. This way we could compare what it would cost to furnish 40 rooms with chairs, wardrobes and decoration, plus the breakfast room and lobby. My partner called me, amazed by everything we would get for the price, including the service. I then joined the presentation: in one word, fantastic. The presentation convinced us. There were only a few points that we knew from experience wouldn’t work, but 90 percent was perfect. As if they could read our minds. After the presentation we went straight into the store to pick out chairs for the rooms. Fun and very practical.”
What do guests comment on the most
“The VADHOLMA kitchen island in the breakfast room is an absolute hit. We get so many reactions to it. It feels a bit like a food court. The foundation, the colours — it instantly creates a cosy atmosphere, it brings the space to life. The same goes for the rooms. With beautiful chairs and plants that don’t need watering, it works perfectly. And the fact that those plants aren’t made of 100 percent Chinese silk actually fits our style even better."
“The hotel instantly feels cosy”
How did the installation go
“After the presentation and our feedback, we received the final proposal. We then ordered everything in one go. For the next two to three weeks, something was delivered almost every day. The breakfast room was completely packed — it looked like an IKEA warehouse. From Nijmegen, we gathered a bunch of handy students and friends. One of them was promoted to ‘chief builder’, and now they’re all champions at assembling IKEA cabinets.”
How do you look back on it
“To really get a full feel for your hotel, a test room is essential. Setting up a sample room would have been a good idea, but we simply didn’t have the time. Maybe a tip for IKEA? They could set up a hotel room somewhere in the store, with the IKEA bed on a pedestal. But we would absolutely do it the same way again. We could have sourced everything from China, but why not work with a friendly company from Amsterdam instead? You know the service is good, and that things get sorted out if something doesn’t work. We’ll definitely stay in touch with IKEA for Business.
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