Good Group
Profit for non-profit


All business should be social business


We are a profit for non-profit investing in people. 

Want to redefine the model of how business is done – combining doing business with doing good – with a best in class guest experience at the core.

We are a non– dividend company built on entrepreneurial spirit, and the belief that one day, all business should be sustainable and give back to the communities they are in.

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Our story - how the girl with no shoes ignited the launch of Good Group



Stay Good, Do Good

The one thing that Good Hotels always have in common is the contribution they make to the local community while offering a personalized, authentic experience. These are our 3 Do Good Pillars.  


The Good Training program offers long–term unemployed locals custom–made hospitality training and the chance to build a new future. 


Good Hotels are rooted in the local community. Ingredients, materials and labour are all locally sourced from small business owners and craftsmen.

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We invest in the education of children of low–income families living in and around the mountain villages of Antigua, Guatemala.


Good Hotel Group

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After popping-up for a year in Good Hotel's hometown Amsterdam, the floating platform – once prison barge –continuted its journey to London and now calls the historic Royal Victoria Docks home.

Think pure industrial design, unique waterfront location, communal living room and unique rooftop terrace – all with a view every Londoner would love to wake up with.


This is where it all started. Marten was traveling in Guatemala, when he befriended a little girl with no shoes. The pair of shoes he gave her led to the founding of the NGO Niños de Guatemala in 2006, and later the founding of Good Group in 2012. 

Once private mansion, now a unique boutique hotel featuring a contemporary design in the heart of UNESCO protected Antigua. 

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2020 PLAN

Good Group is planning to open another 5 properties by 2020. We'll go where touristic demand meets the needs for development.

They might be another pop-up, converted mansion, industrial warehouse, or something completely different, but the components of a unique location, up-cycling real estate and the roll-out of our good training program will always be present.


Join us

We are a group of open-minded global citizens that believe in the power of community. We want to actively be and feel part of this world, and believe that comes with a responsibility. Joining us in our mission – to make all business social – can in different forms and ways. We might not have them all figured out, but hell, do we want to hear your ideas and see how, together, we can create long-term change. Let's do this.