When people talk about high-end hospitality in the Netherlands, they usually point to Amsterdam. But honestly? The Hague—or Den Haag if you’re being proper—has been quietly stealing the spotlight, especially since 2021. At the center of that shift is a name you’ve likely bumped into if you follow the local scene: Jana Trost.
If you've ever stepped into voco The Hague, you know it doesn't feel like your typical stiff, corporate bank-turned-hotel. It’s got this weirdly charming mix of "I’m in a formal Dutch heritage building" and "Wait, is that a life-sized yellow bird in the lobby?" Jana Trost has been a foundational part of that energy, specifically within the sales and commercial leadership side of the operation.
Who is Jana Trost anyway?
You won't find her hogging the limelight at every ribbon-cutting, but in the world of IHG Hotels & Resorts, she’s a heavy hitter behind the scenes. Jana Trost has spent years navigating the complex gears of hotel commercial strategy. Before she was making waves at voco The Hague, she was cutting her teeth across the European hospitality landscape.
Her trajectory isn't just a straight line. It’s more of a masterclass in how to take a brand-new concept—which voco was back in 2021 for the Netherlands—and make it stick in a city known for its diplomats and buttoned-up government types. Basically, she’s one of those people who looks at a spreadsheet and sees a guest experience.
It’s easy to forget that voco The Hague isn't just a building; it’s a massive commercial puzzle. You have the Botanica Kitchen Bar & Lounge, the Ultramarijn Wonderbar, and dozens of rooms that need to stay full without losing that "unstuffy" vibe the brand promises. Jana's role in the commercial management of the property has been about bridging that gap between "hey, we're fun" and "we mean business."
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The Vibe at voco Den Haag
Let’s be real for a second. The Hague can be a bit... dry. It’s the seat of the Dutch government. It’s the city of peace and justice. It’s gorgeous, sure, but it’s not always "fun."
Then voco opened at Kneuterdijk 8.
The building used to be an old bank. Usually, when people renovate banks, they keep the marble and the gloom. But under the guidance of leaders like General Manager Mareke Watson and the commercial eyes of people like Jana Trost, the space was flipped. They kept the grand architecture but filled it with plants, local art, and these signature yellow accents.
- The Botanica Factor: They serve an 80% vegetable-based menu. In a city of traditional seafood and heavy Dutch fare, that was a bold move.
- The Ultramarijn Bar: It’s themed around a steampunk-meets-maritime aesthetic. It sounds like it shouldn't work, but it really does.
- Sustainability: This isn't just lip service. They’ve got the Green Key Gold certification. Jana and the team have been vocal about the fact that modern travelers actually care if their bedding is made from recycled plastic bottles (which, in this case, it is).
Why Jana Trost Matters to the Brand
If you look at the way Jana Trost handles the commercial side of voco The Hague, you notice a pattern of "local first." In hospitality, it’s so easy to just rely on global booking systems and ignore the neighborhood.
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But Jana has helped position the hotel as a "gastronomic and lifestyle hotspot" for locals, too. You see people from the surrounding Noordeinde shopping district popping in for a coffee or a cocktail at Ultramarijn. That doesn't happen by accident. That’s a deliberate commercial strategy to make the hotel feel like part of the city’s pulse, not just a place for tourists to sleep.
Honestly, the hospitality industry in 2026 is brutal. You can’t just have a pretty room anymore. You need a story. Jana’s work on the commercial and sales front has been about telling that story: that you can stay in a Royal Quarter heritage building without feeling like you’re in a museum.
What Most People Get Wrong About voco
Some people think voco is just "IHG-lite." It's not. It’s actually IHG’s fastest-growing brand because it allows for more personality than a standard Crowne Plaza or Holiday Inn.
When Jana Trost and the leadership team launched this property, they had to convince a very specific type of traveler—the "connected traveler"—that they could have high-speed Wi-Fi and USB-C ports alongside a quirky, boutique feel.
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They also had to prove that sustainability doesn't mean sacrificing luxury. You’ll see it in the details:
- Aerated shower heads that save water without killing the pressure.
- Large-format bulk amenities to cut down on those annoying tiny plastic bottles.
- Pillows and duvets filled with 100% recycled materials.
Looking Ahead for Jana and the Hotel
What’s next? Well, the hotel just won Business Hotel of the Year 2024 at the European Hotel Awards. That’s a massive nod to the work the entire team, including Jana, has put into the commercial viability of the site.
As the travel industry shifts toward more "meaningful" stays, the role of a Commercial Manager or Sales Director becomes less about "selling rooms" and more about "curating ecosystems." Jana Trost seems to get that. She’s not just looking at the next quarter; she’s looking at how voco The Hague remains a staple of the Kneuterdijk for the next decade.
Actionable Insights for Your Next Stay
If you’re heading to Den Haag and want to see what all the fuss is about, here’s how to do it right:
- Skip the standard breakfast: Go to Botanica and try the plant-forward options. It’s genuinely better than the usual hotel buffet.
- Check the vents: It sounds weird, but the hotel has a high-tech climate system that’s part of their eco-commitment. It’s remarkably quiet.
- Talk to the staff: One thing Jana and the team have emphasized is "true hospitality." The staff actually seem like they want to be there, which is a rare find these days.
- Explore the Royal Quarter: You’re literally steps away from the King’s workplace. Walk out the door, turn left, and you’re in the heart of Dutch history.
The takeaway here is pretty simple. voco The Hague succeeded because it didn't try to be another boring hotel, and people like Jana Trost provided the commercial backbone to make that risk pay off. It’s a lesson in brand identity that a lot of other European cities could learn from.
Next Steps for You:
If you're planning a trip to The Hague, check the official IHG website for the latest seasonal offers at voco. Often, they run "local experience" packages that include credits for the Ultramarijn Wonderbar—which is the best way to see the building's transformation firsthand. If you're a business traveler, look into their "Day Use" rooms; they're a lifesaver if you need a professional base near the Binnenhof.