NEWDAM — for New York and Amsterdam. My two favorite cities in the world, and the two ends of the bridge this agency is built on.

NEWDAM is a brand representation agency for independently-owned luxury hotels worldwide — serving the North American luxury travel advisor community.

The portfolio is intentionally small, by design. Each partner is handpicked, allowing me to personally support travel advisors and ensure your valued clients are VIP'd and exceptionally well looked after throughout their stay.

I spend half of the year travelling across primary and secondary cities in the United States, meeting advisors in person. Send me a request and I connect you directly to our Reservations teams, keep an eye on every booking, and make sure all pre-arrival details, welcome notes from the advisor and in-room amenities are logged and in place — so your clients arrive to a stay that feels effortless, personal, and quietly exceptional.

With over 20 years of experience in luxury hospitality sales & marketing, Ruurd Hooijer, Founder & Owner of NEWDAM, has led global sales teams, forged strong partnerships with luxury consortia and top travel advisors, and contributed to the (re)openings of iconic hotels such as Lutetia Paris, The Mark New York, and Royal Mansour Marrakech.

As Senior Director, Travel Trade, North America for The Leading Hotels of the World (2015–2019) and VP, Sales for The Set (2019–2024), he shaped commercial strategies for independent luxury hotels worldwide. Prior to that, he spent nine years in London with Hilton, Mason Rose, and The Leading Hotels of the World (2004–2012), before successfully positioning the Conservatorium Hotel in the U.S. market (2013–2015, 2019–2024).

His passion for independent luxury fuels NEWDAM's mission: to connect travelers with exceptional hotels, resorts, and private estates, deeply rooted in local culture and authenticity.

“Ruurd has always created magic for both the hotels he represents and the agents he serves. NEWDAM will allow him to enhance his offerings as well as continue to grow his industry reach. So excited for this!”

“Ruurd is not only a cherished friend but also a trusted luxury travel expert. For over 20 years, he has worked closely with me and Fischer Travel. NEWDAM, and his profound expertise as well as his innovative vision, position both him and his business for continued success.”

“Ruurd is one of the most respected and well-connected people in the luxury travel industry. His business acumen, responsiveness, insightfulness, and the innate trust he shares in the space not only open doors but practically guarantee the opportunity to do business together.”