"My team succeeds
My chief aim is to taste life in every bite.
It’s less than 24 hours in Amsterdam, and I am once again in love.
There is a beautiful, natural harmony here between people and nature completely unforced, unpolished, and zero effort.
Thanks to what may be the best loyalty program on earth, Marriott Bonvoy, I opt to stay in a hotel rather than with friends. A fantastic pullout couch aside, the root of the matter is, no one at my age should be staying on a friend’s pullout couch. At least, ideally not.
Amsterdam is still a relatively closed hotel market, which has allowed local, creative hybrid brands to flourish at the economy end: Zoku, The Social Hub, even CitizenM, which was originally conceived here. Not surprisingly, there isn’t a flood of five-star luxury that aligns closely with the social standards.
Of course, there are exceptions: the beautiful Conservatorium, which is now under the mandarin oriental flag, the newly opened Rosewood, Waldorf, though I’m still not quite sure about that brand whatsoever.
I’ve recently been working with aspirational brands, and out of curiosity and proximity I chose to say at Element.
Frankly, I have no brand recognition on Westin or Element. So much that I missed the fact that it is under the Marriott umbrella.
If the name were to be taken literally, I expected a basic room and not much else. Perhaps a water feature, the warmth of wood, a beautiful fireplace as a gathering place, and a solid ventilation system.
I was genuinely surprised to find that a hotel called Element was, in fact, not so elemental neither in thinking, nor in service, nor in experience.
Let’s start with design. The Dutch, of course, cannot be beaten here.
As you walk through the hotel, when people speak of creating a “living room” environment, they actually mean it here. One detail I found particularly clever was what happens when the elevator doors open. Instead of being greeted by a blank wall, you step into a small, foyer-like moment: a circular carpet, a floor lamp, if you ottomans and a curtain, a quiet gesture that immediately makes the experience feel residential.
Gone are the days, at least one hopes, of endlessly oppressive corridors born of the built environments of the 60s, 70s, and 80s. Element does a beautiful job of breaking long corridors into smaller, more intimate segments through carpeting and the subtle structuring of rooms that move back and forth. At certain points, it genuinely feels as though you’re approaching your own front door.
The room itself is true to its name: elemental, but with everything you need.
I was told by the F&B manager, Gaby, that Element is Westin’s long-stay brand. In many ways, it succeeds where Marriott’s Residence Inn does not.
Residence Inn may be practical and spacious, but it has zero ambience and is, frankly, more “elemental” in the most stripped-down sense than Element itself.
There are unexpected details too. A Bible and a Quran placed next to the bed, for instance. That gave me pause. For a relatively new brand, created in the last decade or so, those choices felt slightly out of sync with the otherwise contemporary mise-en-scène.
Then there was the shoe polish machine something you now mostly find only at places like the JW Marriott. Always welcome. Timeless. As long as we are not apes and still wearing shoes.
One small addition I found myself wishing for was a scale, purely out of necessity, as I seem to spend my life weighing suitcases while moving between continents.
And then came the highlight of the experience: breakfast and meeting Gaby.
I went downstairs expecting, at best, a decent coffee. The Dutch, after all, do design and coffee better than almost anyone, and I am fully convinced of that.
Instead, I walked into a breakfast room that felt genuinely warm and homelike. Soft colors, thoughtful details, unmistakably Elemental.
The offering was both comprehensive and balanced: healthy options alongside more indulgent ones, without feeling excessive.
As I was busy making a mess with honey, Gaby approached me kindly with a napkin, and we ended up chatting.
Her passion for her work is immediate and unmistakable. Attentive, warm, nurturing everything you want from someone setting the tone for the most important meal of the day.
She asked, graciously, if there was anything they could do to improve. At first, I genuinely couldn’t think of a thing. My expectations had been low, and I was already well beyond them.
There is something deeply satisfying about that kind of surprise when you expect very little and are completely floored by what you receive. That, quite simply, is hospitality.
The last breakfast experience that impressed me this much was in Copenhagen, where I ended up writing handwritten notes to the manager, the F&B director, and the staff because of how well they cared for their guests.
Of course, no article would be complete without a few thoughts on how something already good might become even better.
When Gaby said, “I think my team succeeds here,” my immediate thought was: yes!
Her love for her profession shines through instantly, and it already shows in the breakfast experience, which feels generous, and confidently four-star. That said, I couldn’t help but think about how the Elemental identity might be expressed a little more clearly through food and beverage very intentionally without adding cost or operational complexity.
I fully appreciate that this is not an owner-created brand, and that there are natural boundaries within a global system. Everything that follows rests on one assumption only: that Elemental is rooted in the idea of the four elements, rather than simply “basic” or minimal.
The breakfast offering is already strong. A simple conceptual shift organizing and framing it through Fire, Earth, Water, and Aircould add narrative and memorability through grouping, naming, and light storytelling.
Fire: warm, energizing foods eggs, roasted vegetables, halloumi, warm spices.
Earth: grounding, nourishing choices whole grains, yogurt, seeds, nuts, mushrooms, avocado.
Water: fresh, hydrating option fruit, citrus, chia puddings, infused waters.
Air: light, clean selections egg whites, skyr, light cheeses, herbs, crispbreads.
Very little would be required beyond re-grouping and labeling, yet guests would leave with a story.
There could also be room for Elemental set breakfast plates curated Fire, Earth, Water, or Air selections served at a small premium. An effortless upsell for guests who prefer intention over assembly.
Small touches could go a long way: one distinctive plate used only for these sets, a simple card inviting guests to “choose your element this morning,” or even an Element of the Day for longer stays.
And if ever appropriate, a modest retail moment a few Elemental spice blends, granola, honey, or infused olive oil could extend the experience beyond the stay.
All of this comes from a place of admiration for what is already working. Not to add cost, but to add meaning.
Because when hospitality is done well, you don’t just remember the room you remember how you were taken care of.
Thank you Gaby and Element Amsterdam."
