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General manager appointed ahead of W Amsterdam opening

General manager appointed ahead of W Amsterdam opening

Starwood Hotels & Resorts has announced the appointment of Igor Buercher as general manager for W Amsterdam hotel, as the iconic brand prepares to debut its unique style of modern luxury in the Dutch capital this autumn.

Buercher has recently joined W Amsterdam from the landmark Sheraton Stockholm Hotel, where he has been General Manager since 2013, and brings with him a wealth of experience having been part of the Starwood team for the past 19 years.

Commenting on this announcement, Even Frydenberg, Starwood senior vice president director operations Western Europe & Global Initiatives EAME, said: “As one of our most significant hotel openings this year, we are delighted to bring someone of Igor’s calibre on board to lead the team at W Amsterdam.

“His tremendous passion for lifestyle experiences combined with his expertise, energy and successful track record in managing other key Starwood hotels and resorts, will prove invaluable in launching the W Hotels brand in the Dutch market.”

As the opening Buercher will be tasked with bringing W Hotel’s distinctive blend of contemporary luxury to Amsterdam, introducing signature services such as the W brand’s iconic Whatever/Whenever service philosophy, providing guests with whatever they want, whenever they want it, as long as it’s legal.


He will also be instrumental in delivering a full calendar of exclusive W Happenings that showcase what’s new and next in design, fashion and music to guests and local trendsetters alike.

Swiss-born Buercher’s Starwood career began in 1996 at the Sheraton New York, and he has since held numerous positions within the company across two continents, including leadership roles in New York, London, Greece and Azerbaijan.

Opening hotels is not new to Igor; prior to his role in Stockholm, he was responsible for pre-opening operations for Sheraton Bursa and Aloft Bursa in Turkey.

Owned by Amsterdam-based Europe Hotels | Private Collection, the iconic W Amsterdam is housed across two historic properties – a former Telephone Exchange (‘Exchange’ building) on Dam Square and the adjacent former KAS Bank building on Spuistraat 172.

Its location in the heart of the Dutch capital, behind the Royal Palace, is just steps from the city’s iconic canal district, with its vibrant restaurants, bars and nightlife scene.