While guests unwind peacefully in the upper floors, Le Royal isn’t sleeping for a second. Behind the scenes, the iconic hotel is reinventing itself with a new brand identity, modernised offerings, and a clear ambition: to remain the address for contemporary luxury in a growingly competitive Luxembourg hotel scene.
A New Shine for a Landmark
Since opening in 1984, Le Royal has been a fixture in the heart of the capital. But with fresh competition like Villa Pétrusse, the Marriott Alfa or the soon-to-open Hôtel des Postes, the landscape is shifting. Le Royal’s response: a broad and deliberate modernisation push.
At the core is a new communications campaign built around the slogan: Le Royal. Une évidence. Developed by the agency Takaneo, it aims to combine the hotel’s established class with more warmth, personality and lightness. The goal: appeal to a younger audience while staying loyal to the regulars.
More Comfort, More Character
The first visible changes are already in place — or just around the corner. Most notably, an unused part of the building is being transformed into a fully accessible fitness area by September 2025, open to guests 24/7, independently from the traditional Club Santé.
Daily operations are also getting a fresh touch: DJs on Thursdays, barbecue lunches on Fridays. The technical side hasn’t been neglected either, with new TVs and lifts throughout the hotel.
Flavour with Identity at Amélys
The in-house restaurant Amélys continues to shine under the guidance of head chef Paul Fourier. Since April, his spring menu has charmed diners with seasonal, pared-back cuisine influenced by his Belgian roots. Come mid-July, the summer menu will take over.
Expect light, flavourful dishes that evoke Belgium’s coastal charm: hand-peeled shrimp, fresh tomatoes, mussels or homemade cordon bleu — all served with the relaxed elegance that defines Le Royal. Best enjoyed on the spacious terrace — a quiet, sunlit retreat in the heart of the city.
Looking Ahead
Alongside its culinary and branding updates, the hotel is also planning a new dining concept. Since the closure of its gourmet restaurant La Pomme Cannelle in late 2020, Le Royal has been preparing for a fresh fine-dining direction. A name is still to come, but the goal is clear: high-quality cuisine, modern in spirit, without the pressure of stars or accolades.
The ambition remains unchanged: to offer not just a hotel stay, but a memorable experience. A place where service, style and substance go hand in hand — and where Le Royal continues to redefine its place in Luxembourg, one day at a time.
