Future Game Changers | Valerie Peeters

As part of our Future Game Changers blog series, meet Valerie Peeters, fourth-year HMSM student and participant in the Excellence Programme. In this story she shares her “Wings” – her ambitions, dreams and vision for the future of hospitality.

Valerie Peeters

Hi, my name is Valerie Peeters, and I’m a fourth-year student at Hotel Management School Maastricht, currently working on my consultancy project within the Hotel Management track. I originally come from Breda, but over time Maastricht has truly started to feel like home.

My passion for hospitality began in remarkable places, from the historic Kruisherenhotel Maastricht to the tropical beaches of JW Marriott in Thailand. These experiences showed me that genuine human connections are the heart of our industry and create memories that last.

The Excellence Programme

Two years ago, I submitted my application the Excellence Programme because I wanted to go further than the regular curriculum. It gave me the platform to explore my limits, develop both personally and professionally, and take part in international challenges which I could have only dreamed of before. Along the way I learned how to design innovative concepts under pressure, how to thrive in diverse teams, and, perhaps most importantly, how to trust and stand by my own ideas.

One of the absolute highlights was competing in the European Mise en Place Cup (EMCup), hosted here in Maastricht. The case focused on employee wellbeing, and with my team we created the FLOW label, a concept to help managers and employees support one another and build ideal workplaces where people can flourish. We proudly finished in the top four, but what stayed with me most were the friendships, the energy, and the incredible international network we gained.

Another milestone for me this year was winning the QL Next Gen Award. This initiative was launched by Quality Lodgings, a collection of independent luxury hotels of which our very own Teaching Hotel Château Bethlehem is also a member. The award recognizes students with a strong affinity for independent luxury hospitality, hospitality that celebrates authenticity, character, and genuine care. Representing HMSM at their gala evening was an unforgettable experience, and taking home the award truly felt like the cherry on top of an incredible journey.

“To me, ‘wings’ means daring to dream, taking that next step, and believing in your ability to fly higher than you thought possible.”

Valerie's Wings

Taking part in the Excellence Programme is about more than competitions and awards, it’s about finding the courage to spread your wings. To me, ‘wings’ means daring to dream, taking that next step, and believing in your ability to fly higher than you thought possible. This programme gave me those wings: the confidence to pitch bold ideas, the resilience to face setbacks, and the vision to see myself contributing to the future of hospitality.

Looking ahead, my dream is to build a career in the luxury hospitality segment, whether it is abroad or here in the Netherlands. To me, hospitality is all about strengthening human connections in a world that is becoming more and more digital. Technology can support us, but it should never replace the human touch. Ten years from now, I hope to be leading a hotel or concept where guests are surprised by genuine attention and where employees feel valued and empowered to grow.

Along the way, I’ve been inspired by many. Our lecturers, such as Rick Bruijnzeels and Luc Houben, continuously encourage us to reach higher. But I’ve also learned from guests and colleagues who remind me of the impact of small gestures. I will never forget a couple celebrating their 10-year wedding anniversary at the hotel I was working at. They wanted to send a thank-you card to their friends but couldn’t find one. Together with a colleague, I made one by hand. When I handed it over, their faces lit up with the most genuine smile. That smile stayed with me all day, and honestly, it still does. For me, that is the essence of hospitality.

Advice for students

If I could give one piece of advice to fellow students, it would be this: dare to spread your wings. Take the opportunities that come your way, even if they feel overwhelming. Don’t be afraid to stumble, because failure often teaches more than success. Most of all, follow your dreams with enthusiasm, because this industry rewards those who lead with passion.

For me, hospitality is about creating meaningful human connections in a fast-changing world. That belief is both my compass and my wings as I move forward into the next chapter of my journey.