As an icon on the Dutch coast, Grand Hotel Huis ter Duin has a social role model function. The Noorlander family also considers it important, just as within the family business, to leave something nicer behind for the next generations. Therefore, Grand Hotel Huis ter Duin has had the objective since 2017 to combine the best service and the most beautiful product with socially responsible and sustainable entrepreneurship. This is formulated in the Mission Statement: Grand Hotel Huis ter Duin wants to belong to the European top of sustainable luxury hotels by 2025. This ideal comes from the heart, but is supported by reason.