In the Canal district of Amsterdam, The Netherlands, nestled in the attic of a former church, our founder, Allard Wilkens, began a journey fueled by a fresh idea and unyielding willpower. The year was 2008 when AlpineBooker first came to life. Originating as a collection of luxury ski hotels, it has since evolved into the world's foremost compilation of such accommodations, having sold over numerous nights in the process.

Responding to the desires of our patrons, requests for equally luxurious summer destinations soon followed. This led to the inception of AzureBooker, a collection of luxury beach hotels that effortlessly secured its place, benefitting from the solid foundation and success established by AlpineBooker. More recently, the demand for high-end city hotels inspired the creation of UrbanBooker.

Allard Wilkens, the driving force behind The Booker Company and its sub-brands, remains actively involved. Together, we are committed to guiding you to places and hotels that may be elusive to others but are not to be missed. Each collection boasts a dedicated team of experts tirelessly working to present you with the finest hotels worldwide, described and tested from an independent, professional perspective.

Allard Wilkens, a passionate traveler, skier, sports enthusiast, and explorer, brings a background in financial services and a strong commitment to creating purposeful and people-centric innovations. Design-conscious, a lover of fine wine, and an enthusiastic home chef, Allard's personal touch defines The Booker Company and its extraordinary ventures.