Consumers remain price-sensitive
Since 1 January 2026, a VAT rate of 21% has applied to holiday accommodation in the Netherlands. According to research by DeVakantieGids.nl, this measure could have a clear impact on domestic tourism.
Approximately 30.15% of respondents say they are more likely to choose a holiday abroad if prices for holidays in the Netherlands continue to rise. Another 33.53% say their decision depends on the scale of the price increase. This means that nearly two-thirds of respondents are sensitive to changes in holiday prices.
In addition, 23.40% say they expect to continue holidaying in the Netherlands just as often, while a smaller group of 12.92% expect to take fewer holidays overall.
Dutch travellers well informed
The VAT increase also appears to be widely recognised. According to the research, 77.87% of respondents are aware of the new 21% VAT rate on holiday accommodation.
DeVakantieGids.nl notes that price plays an important role when choosing a holiday destination, although consumers also consider the balance between price and quality.
“Holidaymakers are not immediately discouraged, but they are becoming more critical about value for money. If prices rise without the experience improving alongside them, travellers are more likely to choose destinations abroad,” says founder Frits Broer.
Quality remains important
At the same time, the research shows that price is not the only deciding factor. When respondents were asked what matters most during a holiday in the Netherlands, 31.32% identified quality and comfort as the most important criteria. For 17.23%, price was the deciding factor.
This suggests that price increases mainly affect consumer behaviour when travellers no longer feel that quality matches the cost.
About the research
The research was conducted by DeVakantieGids.nl through an online survey between 25 December 2025 and 1 February 2026. A total of 859 Dutch respondents took part. The full results are available on DeVakantieGids.nl.
Source: Hotelvak, editorially adapted
