Amsterdam – Essendi, a leading hotel owner and operator in Europe, announced a strategic partnership with Workplace Pride, a global nonprofit organization committed to greater LGBTQIA+ inclusion in the workplace, during Pride Amsterdam 2025. The partnership will be officially formalized during the tenth annual INK goes PINK party at INK Hotel Amsterdam, one of Essendi’s hotels. With this, Essendi underscores its continued commitment to inclusion and diversity within the hospitality sector in Western Europe.
The choice to announce the partnership here is no coincidence. For ten years, the INK Hotel and the annual PINK party—a celebration of the diversity of the LGBTQIA+ community and the kickoff of Pride Week—have symbolized equality, solidarity, and hospitality locally. For Essendi, the hotel’s owner and operator, signing this agreement at this location and time makes a powerful statement that fully aligns with the event’s values. Led by General Manager Jolanda de Smit, the INK team has been leading by example for years, making this the ideal location to take a significant step forward in Essendi’s ESG ambitions.
Strategic collaboration for lasting impact
Workplace Pride is an international non-profit organization that supports companies in promoting LGBTQIA+ inclusion in the workplace. Through research, sharing best practices, and engaging leaders, the organization supports companies in creating a safe, equal, and stimulating work environment. By joining this network of progressive employers, Essendi is committed to measurable progress in LGBTQIA+ inclusion and translating its core values— Care, Dare , and Empower —into concrete action.
This collaboration aligns with one of the three pillars of Essendi’s ESG strategy: putting people and inclusion at the heart of its vision of positive hospitality —an approach where hospitality isn’t just about comfort, but also about equality, safety, and recognition. It underscores the shared ambition to create environments where everyone feels welcome, valued, and empowered to thrive.
At Essendi, inclusion and diversity are embedded in everything we do. Thanks to the partnership with Workplace Pride, we’re taking concrete steps: from inclusive leadership to a safe work environment and a culture where everyone can be themselves. Reinforcing this partnership during the tenth PINK Party isn’t just symbolic; it’s a celebration of what we stand for.Martijn van der Graaf, COO Western Europe at Essendi
Ten years of INK Hotel Amsterdam is more than just an anniversary; it’s an ode to the journey we’ve made together with our guests and our team. We’ve created a place where everyone feels at home, where people are seen, heard, and respected. Diversity and inclusion have never been trends for us; they are the pillars of who we are. With the tenth edition of our INK goes PINK Party, we proudly celebrate our identity and the collaboration between Essendi and Workplace Pride. Jolanda de Smit, General Manager of INK Hotel Amsterdam – MGallery Collection
This partnership with Essendi demonstrates how inclusion can become a true core business value. By embedding LGBTQIA+ inclusion in leadership, strategy, and culture, Essendi proves that hospitality can—and should—be a driver of equality and connection. David Pollard, co-founder and Executive Director of Workplace Pride
About Essendi
At Essendi, we do more than operate hotels: we create the dynamics that make them thrive. As a European leader in the economy and midscale segments, we invest and operate with a single ambition: to transform each asset into a sustainable, vibrant, and meaningful place. We combine asset management and operational excellence to unlock the unique potential of every hotel.
Present in 24 countries with 20,000 employees, we operate 576 hotels under internationally renowned brands such as ibis, Novotel, and Mercure, etc.
Wherever we are, we are committed to fostering positive hospitality, acting for the benefit of our business, our teams, and the world around us.
Learn more at Essendi.com
