The strategic voice of the Dutch hotel industry
Amid growing challenges and differing perspectives, we focus on what truly matters to hotels. We distil complex issues down to their core and bring together the right experts for each theme. In doing so, we help shape stronger insights, better decisions and a more influential voice for the hotel industry.
Our agenda for a stronger hotel industry
Progress requires thoughtful decisions. Together with experts, we turn the industry’s most pressing challenges into strategic choices that strengthen the sector.
No one will escape the impact of the VAT increase introduced on 1 January 2026. Early reports already point to a decline in hotel occupancy, although the exact impact varies by location. But what does this really mean for your P&L, profitability, investment climate, workforce and suppliers, both now and in the years ahead?
And how are other countries responding? Are they already adapting to similar developments? More importantly, how do we regain control in a situation where reversing the measure no longer appears realistic?
Hoteliers are entrepreneurs by nature: resilient, adaptable and solution-driven, as the industry demonstrated during the pandemic. The question is how we use that strength to prepare for the future. What is needed to keep hotels successful and profitable in the years ahead?
Our industry is evolving rapidly. Guest expectations have changed. Technology, data and AI continue to develop at pace. Where do you start, and what does this mean for your hotel?
The hotel industry is more than an economic sector. Yet its broader value is not always visible or fully recognised.
What role do hotels play in society? How do we contribute to cities, employment, liveability and culture?
We help make that value explicit and build a stronger, more widely supported narrative around the industry, so that the sector is not only present, but also understood and valued.
A seat at the tables that matter
Rooted in the day-to-day reality of hotel operators, we bring hotel-specific interests to the right conversations. In The Hague, with policymakers, within public debate, and across our own industry and hotels.
Industry updates
Perspectives from across the hotel industry
The hotel industry has grown into a multi-billion-euro sector employing nearly 100,000 people. This requires dedicated expertise and a strong focus on the issues that deserve attention. Not divided, but supportive and complementary. Hotel Alliantie Nederland provides the industry with a platform to bring its concerns, opportunities and viewpoints more prominently into the spotlight.
Rino Soeters
Townhouse Hotels
Hotels are much more than a place to stay. They play an important role in the economy and provide employment for thousands of people. They also contribute to the strength and attractiveness of cities and local communities. Hotel Alliantie Nederland helps tell that story collectively and with a solid foundation of evidence.
Gunay Uslu
Corendon
Hotel Alliance Netherlands is important because we, as Amsterdam, can only move forward when we join forces. Tourism, hospitality and the cruise sector are intrinsically connected. By working together, we can strike the right balance between liveability, quality and a strong, sustainable visitor economy.
Dick de Graaf
Cruise Port Amsterdam
