Brussels, a city that prides itself on its duality and an extraordinary mix of travellers. Home to comic book and political legends alike, it invites visitors to celebrate both history and contemporary life. Such requirements demand dynamic leadership that can cater to the unique contrasts of international hospitality. With a background that has taken him across the globe, Hotel Amigo welcomes Maximilian von Reden as its new General Manager.
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''True hospitality is about emotional intelligence and cultural sensitivity - understanding what makes people feel respected, seen and valued''
Embracing his new role in the “Capital of Europe”, Maximilian provides a perspective that has seen him lead teams in Tokyo, Jakarta, Bangkok, Prague and most recently Hotel Schweizerhof Bern & Spa. He has built up well-deserved recognition for his service and cultural fluency, qualities key to a city known for both its diplomacy and creativity.
No stranger to the specific requirements of international hospitality, Maximilian’s experience is perfectly positioned to cater to the worldly guests that Brussels welcomes. His background allows him to anticipate their needs, while maintaining the Belgian charm Hotel Amigo prides itself on. “It’s about balancing a global mindset with a local heart - ensuring every guest feels both understood and immersed in the spirit of Brussels” he says.
A nod to his international work, Maximilian highlights how “Each region brings its own interpretation of what “great service” means”. In his new role, he draws on those contrasts to shape service in a way that feels natural to Brussels – valuing authenticity, personal expression and the effortless comfort that European tradition embraces so well.
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''The new definition of luxury is crafted authenticity - experiences that are heartfelt, bespoke and reflective of both the guest and the spirit of the destination''
This perspective sits at the heart of Maximilian’s ethos. Upholding the need for individuals to feel empowered, his management style focuses on “trust, open dialogue and shared purpose, rather than a one-size-fits-all approach”.
He believes storytelling is key to genuinely connecting to a destination and that local culture and individuality should be prioritised over “uniform perfection”. It is these personal touches and an elegant warmth that define Hotel Amigo’s unique hospitality.
Just as Hotel Amigo reflects the layered identity of Brussels, Maximilian’s own story is shaped by contrast and cultural curiosity. His love of the outdoors, and his instinct to seek out galleries, markets and neighbourhood cafés – getting to understand the city through its eccentricities – all speak to a genuine fascination with the different ways people live and connect. This global outlook, formed through years of travel and experience abroad, now sits naturally within a city that welcomes guests from every corner of the world.
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We are delighted to welcome Maximilian to the team and look forward to inviting your clients to a stay that embraces this international yet distinctly Belgian capital. For further information or tailored support, please contact your Rocco Forte Hotels sales representative.
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