Shaping the future of the hotel industry
Hotel Alliantie Nederland is the platform that brings the core of the industry together. It connects hotels, partners and expertise from across the sector around the themes that matter most. In doing so, we help create greater alignment, stronger representation and a more influential position for the hotel industry within politics, the economy and society.
A growing network of participants
Why this alliance?
During a lunch in March 2025 with then Minister Dirk Beljaarts and around 75 hoteliers, one thing became clear: the Dutch hotel industry lacks a distinct and strategic voice. Follow-up conversations with government, regional hotel networks and industry partners only reinforced that conclusion.
Hotel-specific challenges require greater focus and a more structural approach. That is why Hotel Alliantie Nederland was founded. Not to add fragmentation, but to bring together knowledge, interests and expertise that strengthen the position of the hotel industry. Grounded in the daily reality of hotel operations, we focus on practical solutions and entrepreneurial opportunities that can make a real difference tomorrow.
Curious about the bigger picture? Explore our latest industry outlook.
Our role within the landscape
Representation
Strengthening the position of the hotel industry in policy and decision-making, ensuring the sector’s voice is structurally represented.
Industry perception
Building a stronger and more contemporary image of the sector, rooted in the economic and societal value hotels create.
Connection
Strengthening the connecting role of hotels. Together with partners across culture, education and capital, we create new opportunities.
Knowledge and research
Creating deeper insight into the themes shaping the future of the sector through research, collaboration and knowledge development.
Investment climate
Helping create the conditions for a hotel industry that can grow sustainably and remain attractive to current and future investment.
The board
Hotel Alliantie Nederland was founded from within the industry itself. The board brings together entrepreneurial experience, strategic insight and a deep understanding of the sector in practice.
Together, they are committed to strengthening the position of the Dutch hotel industry.
Stephan Stokkermans
Chairman
Brita Rohl
Vice-Chairman
Anita Bos
Secretary
Erik-Jan Ginjaar
Treasurer
Frequently asked questions
The board consists of experienced professionals from the hotel industry and related sectors, and is responsible for the alliance’s strategy, direction and governance.
At this stage, day-to-day operations are managed by the board itself. Over time, we intend to appoint both a managing director and a dedicated public affairs function, ensuring the alliance is structurally represented in The Hague.
Hotel Alliantie Nederland is established as a foundation and registered with the Dutch Chamber of Commerce. Partners and participants actively contribute to the agenda and strategic priorities.
We are currently establishing an Advisory Board consisting of experts from areas including real estate, education and finance. This board will help safeguard the alliance’s strategic direction, independence and long-term relevance. More information will follow soon.
Partners and participants actively contribute to the agenda and priorities of the alliance. The organisation is built around broad industry involvement and collective representation.
