Wulf Van Alkemade, the Amsterdam-based hotelier, is a lot harder to track down than most in the hospitality industry. Google his name and you won’t find much. No Twitter. No LinkedIn. Barely a mention on the “About Us” pages for the international companies he’s founded. There’s a rumor, probably false, of his side-lining for Dutch intelligence. Van Alkemade is usually averse to interviews, but agreed to talk with us at length for this story. What we learned is he prefers to calculate behind the scenes, studying hospitality industry trends, and acting when the time is right, often before anyone else knows what's about to happen.