The state of the Dutch hotel instrusty
Various organisations conduct research into tourism, hospitality and the hotel industry. Below, we have brought together insights from recent reports and analyses to provide a current picture of the Dutch hotel sector.
ABN AMRO: growing revenue, pressure on profitability
According to ABN AMRO, current revenue growth is masking increasingly thin profit margins. Since 2020, collective labour costs have risen by more than 25%. At the same time, energy, procurement and maintenance costs have increased significantly.
To keep room rates competitive, hotels are increasingly exploring more creative revenue models. In its analysis on redesigning the hotel revenue model, ABN AMRO highlights how additional services are more frequently priced separately. This allows hotels to avoid passing rising costs directly onto room rates.
At the same time, ABN AMRO sees opportunities in innovation and technology. In its analysis on the digital revolution in hospitality, the bank refers to research showing that the Dutch hospitality sector wasted approximately €647 million worth of food in 2022. According to ABN AMRO, AI could play a significant role in reducing that waste.
KHN: VAT increase impacts hotels and regions
An impact analysis by Koninklijke Horeca Nederland (KHN) shows that the VAT increase affects not only hotels, but also has broader economic consequences. VAT on accommodation will rise from 9% to 21%. In the baseline scenario, hotels pass on 75% of that increase through room rates, resulting in an 8.3% increase in prices including VAT. At the same time, the model predicts a 6.2% decline in tourist overnight stays.
KHN also emphasises that hotel spending extends far beyond accommodation alone. A presentation based on these analyses shows that every euro spent on accommodation can generate up to €3.50 in additional revenue for local shops, restaurants, recreation and transport.
NBTC: demand for hotel stays continues to grow
According to the Forecast 2035 by the Netherlands Board of Tourism & Conventions (NBTC), the Netherlands is expected to welcome 61 million overnight visitors by 2035. That represents an increase of 12 million visitors compared with 2023, equivalent to growth of 24%.
On average, the number of overnight visitors is expected to increase by around 1 million per year. International overnight visitors are projected to grow by approximately 8 million, while domestic visitors are expected to increase by 4 million. By 2035, an estimated 54% of visitors will come from within the Netherlands and 46% from abroad.
ING: moderately positive outlook
In ING’s Leisure Sector Update, the outlook for hospitality in 2026 is described as moderately positive. Higher wages and lower inflation are improving consumer purchasing power, leading consumers to spend slightly more on hospitality compared with 2025. At the same time, significant growth is expected to remain limited due to relatively low consumer confidence.
ING refers to figures from Statistics Netherlands (CBS), showing that the hospitality sector recorded revenue growth of 3.2% in the fourth quarter of 2025 compared with the same period in 2024. Accommodation providers saw limited growth of 0.5% during that quarter. Across the full year of 2025, hospitality revenue increased by 3.9%, compared with 5% in 2024. Revenue growth among accommodation providers reached 1.7% in 2025.
Looking for more insights? Explore our knowledge hub for publications, research and background information on the Dutch hotel industry.
