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Welcome to the family
"Our new payoff tells what Van der Valk has been doing for generations"
With Welcome to the family Van der Valk gets a new payoff that matches who we are, where we come from, and how we look forward. Not a separate slogan, but a feeling that has lived in our hotels for generations: welcoming guests as if they belong. Rick Polman (creative director) explains the choice for this.
Why a new payoff?
"Van der Valk has grown significantly in recent years. We are active in multiple countries, target different audiences, and welcome thousands of guests, colleagues, and partners every day. It is important for our brand story to remain recognizable everywhere. Welcome to the family helps us to tell that story in a warm, clear, and international way."
What does family stand for?
"Family at Van der Valk goes beyond just family ties. It stands for connection, trust, and attention to each other. For the way colleagues work together, guests are welcomed, and hotels each contribute in their own way to the same familiar feeling. Different everywhere, but always recognizable as Van der Valk."
What does this mean for employees?
"The payoff is not something that only goes into a logo or campaign. It actually comes to life in the daily experience. In a warm welcome at the reception, a friendly smile in the restaurant, a room prepared with care, or a colleague who goes the extra mile. That is what Welcome to the family stands for."
What do you hope employees feel about it?
"Pride. Because this payoff actually tells something we have been doing together for a long time. Van der Valk has grown through entrepreneurship, hospitality, and a sense of family. With Welcome to the family, we put that into words. It is an invitation to our guests, but also a reminder to ourselves: together we make Van der Valk the place where people feel welcome, seen, and at home."
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