Netherlands Hotel Market 2025: Key Chains, Trends & Growth

Netherlands Hotel Industry Overview (2025)

The Dutch hotel market is characterized by a mix of domestic family-owned chains and international brands. In recent years, large hotel chains have expanded their footprint in the Netherlands, leading to a high rate of chain-affiliated hotels. This report highlights the biggest hotel developers, brands, and operators in the Netherlands as of 2025, with rankings by number of hotels, number of rooms, and revenue or market share. It also discusses key industry trends, market segmentation (luxury, mid-range, budget), notable upcoming projects, and major players in Dutch hospitality real estate.

Largest Hotel Chains by Number of Hotels

The table below ranks the top hotel chains in the Netherlands by number of properties. Domestic chains Fletcher Hotels and Van der Valk lead in terms of hotel count, followed by major international groups. Fletcher Hotels, a Dutch company focusing on leisure hotels, is the largest by number of locations (over 100 hotels nationwide)​geriagroup.com

. Van der Valk, a family-run Dutch chain, has around 65–70 hotels in the country​en.wikipedia.org

and is known for its large full-service properties. International groups like Accor (with brands such as Ibis, Mercure, Novotel) and Louvre Hotels Group (Campanile, Golden Tulip) also have a strong presence in the Dutch market​expatinfoholland.nl expatinfoholland.nl

(Chains tied in property count share a rank. Other notable chains just outside the top 10 include Eden Hotels and Hilton, each with 14 hotels in the Netherlands​ expatinfoholland.nl

As shown above, domestic chains dominate by sheer number of hotels. Fletcher’s portfolio of mostly 3★/4★ hotels (often in historic or countryside locations) makes it the largest chain by count​expatinfoholland.nl. Van der Valk, known for its expansive hotels with restaurants and meeting facilities, ranks second with 60+ Dutch properties​expatinfoholland.nl. Among international firms, Accor is the biggest with 49 hotels across budget, mid-tier, and upscale brands​expatinfoholland.nl. Other significant players include Louvre (Campanile/Golden Tulip with 29 hotels)​expatinfoholland.nl, the Spanish-owned NH Hotel Group (26 hotels)​expatinfoholland.nl, and Marriott (26 hotels under 11 different brands ranging from select-service to luxury)​expatinfoholland.nl.

Notably, Bastion Hotels, a Dutch mid-range chain, operates 34 hotels​bastionhotels.com, positioning it among the top five by hotel count (even though it was not listed in some earlier top-10 summaries). The presence of U.S. chains like Best Western (22 hotels)​expatinfoholland.nl and Hilton (14 hotels)​expatinfoholland.nl, and U.K.-based IHG (17 hotels)​expatinfoholland.nl underlines the mix of domestic and international operators in the market.

Largest Hotel Chains by Number of Rooms

When ranking by number of guest rooms, the order shifts slightly toward chains with larger average hotel size. Van der Valk leads by a wide margin in total room count – with roughly 70 hotels and almost 10,000 rooms in the Netherlands​hotelnewsresource.com, it is the largest in terms of capacity. This family-run chain’s properties tend to be sizeable (often 100–200+ rooms each), giving it the highest market share by room count. In fact, Van der Valk is noted as having “the largest market share by far” among Dutch hotel chains​hotelsmag.com.The largest international player by rooms is Accor, which has around 8,000 rooms across its ~46–49 Dutch hotels​hotelnewsresource.com. Accor’s portfolio in the Netherlands spans from budget Ibis hotels to upscale Sofitel, contributing to a high total room count. Other chains with significant room inventory include NH Hotel Group and Marriott. While NH and Marriott each operate around 26 properties, many are in major cities with high room counts (e.g. NH Collection Grand Hotel Krasnapolsky in Amsterdam has 402 rooms). Fletcher Hotels, despite having over 100 hotels, operates smaller properties on average (often quaint regional hotels); its total room count is nearly 4,000 roomstravelpulse.com. This is about half the rooms of Van der Valk, reflecting Fletcher’s focus on intimate hotels outside the big cities.

Exact rankings by rooms (estimated):

• #1 Van der Valk: ~10,000 rooms (across ~70 hotels)​hotelnewsresource.com.

• #2 Accor: ~8,000 rooms (across 46–49 hotels)​hotelnewsresource.com.

• #3 NH Hotel Group: ~4,000+ rooms (26 hotels; strong presence in Amsterdam and other cities)​expatinfoholland.nl.

• #4 Marriott International: ~4,000 rooms (26 hotels across many brands; half of properties in Amsterdam)​expatinfoholland.nl.

• #5 Fletcher Hotels: ~4,000 rooms (100+ hotels, smaller average size)​travelpulse.com.

(Figures are approximate; due to varying hotel sizes, rankings can differ whether measured by properties or by rooms. For example, Van der Valk has fewer hotels than Fletcher but far more rooms, and thus a larger share of the market's capacity.)

These room-count rankings align with revenue and market share leadership. Van der Valk’s large room supply and extensive F&B/conference facilities translate to it being the market leader in revenue. In 2018, Van der Valk’s Netherlands hotels generated roughly €700 million in revenue​statista.com, by far the highest in the sector. Accor, NH, and other international chains collectively capture a significant portion of the remaining market, especially in cities, while domestic chains like Fletcher and Bastion compete strongly in the leisure segment.

Top Companies by Revenue or Market Share

By market share and revenue, Van der Valk stands out as the dominant player in Dutch hospitality. It is frequently cited as the largest Dutch hotel enterprise by a wide margin​hotelsmag.com. Industry analyses note that “of all hotel chains, Van der Valk… has the largest market share by far”hotelsmag.com. With its extensive portfolio and strong brand recognition domestically, Van der Valk captures a leading share of hotel guests (especially in the mid- and upscale segment) and revenue. Its estimated €700M annual revenue in the late 2010s​statista.com outpaced any competitor, and the chain likely retained its top position into 2025.

Other major companies by market share include Accor SA, which some reports identify as the largest international operator in the Netherlands​hotelnewsresource.com. Accor’s multi-brand strategy gives it a significant slice of the pie (covering budget to luxury segments). NH Hotels (a Spanish company with a long-standing Dutch presence) and Fletcher Hotels are also key players by revenue. For instance, Fletcher – despite a lower room count – had grown to approximately €125 million annual revenue (circa 2019) prior to the pandemic, before continuing its expansion​hotelanalyst.co.uk. Marriott International and Hilton Worldwide have a smaller share in the Netherlands compared to Europe’s big players, but still generate substantial revenue through their high-profile properties in Amsterdam and other cities.

According to a market share analysis by Mordor Intelligence, the five major hotel groups in the Netherlands are Van der Valk, Accor, NH Hotel Group, InterContinental Hotels Group (IHG), and Fletcher Hotels​mordorintelligence.com. These companies collectively account for a large portion of branded hotel rooms in the country. Van der Valk’s share is primarily in the domestic leisure and business travel market, Accor and IHG cover a broad range (from Ibis and Holiday Inn Express up to Sofitel and InterContinental Amstel), NH concentrates on the urban corporate segment, and Fletcher focuses on local leisure destinations. This mix of players shows a competitive landscape with both global brands and strong homegrown operators.

Market Structure: The Dutch hotel market has become increasingly consolidated under chains. By 2011, about 61% of all hotel rooms in the Netherlands were part of a chain, up from just 35% a decade earlier​hotelsmag.com. This trend has continued through the 2020s, indicating that chain-affiliated hotels (whether large global brands or domestic groups) now form a clear majority of the market. Independently operated hotels still exist (especially small boutique hotels and B&Bs), but their overall market share has diminished as chains expand.

Market Segmentation: Luxury, Mid-Range, and Budget

The Netherlands’ hotel supply spans luxury five-star hotels in major cities, a large mid-range segment of 3★ and 4★ properties, and a smaller but growing budget/economy segment. The mid-range and upscale segment dominates in terms of volume. For example, in Amsterdam approximately 75% of hotel rooms are mid- or upscale (3★/4★), with only about 25% falling into the budget or luxury extremes​hvs.com. Across the country, 4-star properties (including business hotels, boutique hotels, and upscale chain hotels) make up a substantial portion of inventory, catering to business travelers and upscale leisure tourists.

Luxury Segment: The true luxury segment (5-star hotels) in the Netherlands is relatively limited but concentrated in Amsterdam and a few other cities. Notable luxury hotels include the historic Waldorf Astoria Amsterdam, InterContinental Amstel in Amsterdam, Hotel Des Indes in The Hague, W Amsterdam, Andaz Amsterdam, and the newly rebranded Anantara Grand Hotel Krasnapolsky (formerly NH Collection)​expatinfoholland.nl. These hotels target high-end international travelers. The luxury market is seeing new entrants: for instance, Rosewood Amsterdam is set to open in 2025, bringing the ultra-luxury Rosewood brand to the city​hotelnewsresource.com. Hilton’s Curio Collection is also converting unique heritage sites into luxury accommodations (e.g. the 14th-century Kasteel Gemert near Eindhoven will open as a Curio Collection hotel)​hotelnewsresource.com. Overall, while luxury rooms account for a small fraction of total supply, this segment is growing with global brands recognizing Amsterdam’s appeal for high-end expansion.

Mid-Range/Upscale Segment: This is the core of the Dutch hotel industry. It includes 3★ and 4★ hotels ranging from business-oriented properties to resort-style hotels. Chains like Van der Valk and Fletcher largely operate in this segment (typically 3-4★ rated). International 4★ brands are well represented: Novotel, Mercure, Holiday Inn, Hilton/Hilton Garden Inn, Marriott/Courtyard, NH Hotels, and Radisson Blu/Park Inn are present in cities and airport locations. Urban boutique hotels (such as the CitizenM properties in Amsterdam and Rotterdam, which offer affordable luxury with a lifestyle twist) also fall in this category. Given the volume of corporate and conference travel to the Netherlands (especially to hubs like Amsterdam, Rotterdam, The Hague, and Eindhoven), mid-range and upscale hotels enjoy strong demand. Many of these hotels emphasize modern design, sustainability, and amenities like meeting spaces and wellness centers to differentiate in a crowded field.

Budget/Economy Segment: The budget segment has expanded in recent years to serve cost-conscious travelers and a burgeoning youth/backpacker market. Traditional budget hotels include Ibis Budget (Accor’s economy brand) and Campanile (Louvre Hotels). Newer entrants are making an impact: the easyHotel chain (super-budget hotels by the easyJet brand) has established a few locations in Amsterdam and The Hague. B&B Hotels (a French economy chain) has also entered the Dutch market, for example with a hotel at Amsterdam-Zaandam. Additionally, hybrid hostel/hotel concepts like Generator and a&o Hostels operate in Amsterdam, offering private rooms alongside dorms, effectively targeting the budget hotel segment. While budget hotels make up the smallest share of the market, they fulfill an important role, especially in Amsterdam where affordable accommodation is in high demand for young tourists. The continued growth of tourism and the rise of low-cost carriers feed this segment.

Overall, the segmentation shows a broad base of mid-market hotels, a selective but expanding luxury tier, and a niche yet growing budget tier. Dutch travelers themselves often favor mid-range regional hotels for short getaways (which benefits Fletcher, Van der Valk, etc.), whereas international visitors drive demand at both the top luxury end and the budget end (backpackers and tour groups).

Key Industry Trends and Recent Developments

Several trends are shaping the Dutch hotel industry in 2025:

• Consolidation and Branding: The long-term trend is an increasing share of hotels being part of chains or brands. Many independent hotels have joined soft brands or been acquired. The early 2020s saw continued mergers and acquisitions. Notably, in 2023–2024 the Israeli Fattal Hotel Group (Leonardo Hotels brand) agreed to acquire the Zien Group’s portfolio of 12 hotels (1,522 rooms) in the Netherlandshotelinvestmenttoday.com. This deal (from KSL Capital Partners affiliates to Fattal) expanded Leonardo’s footprint to 28 hotels in the Benelux region​leonardo-hotels.com hotelsmag.com. Such acquisitions illustrate growing international investment in Dutch hotels. Similarly, Ireland’s Dalata Hotel Group entered the Dutch market by acquiring the lease of Hard Rock Hotel Amsterdam (American) in 2023, rebranding it under their portfolio – showing confidence in the market by foreign operators.

• Post-Pandemic Recovery: The industry has rebounded strongly from the COVID-19 downturn. By 2023, hotel demand in major cities was nearing or exceeding 2019 levels​hvs.com. Average daily rates (ADR) saw robust growth in 2022–2023 across Europe, and the Netherlands was no exception, with high occupancy during peak periods. This recovery has renewed development interest and provided capital for expansion (e.g., CitizenM, the Dutch boutique hotel brand, raised $1 billion in 2021 to fuel global expansion as the travel industry bounced back​hotelnewsresource.com).

• New Hotel Openings and Pipeline: There is an active pipeline of new hotels across different segments:

  • Luxury & Lifestyle: Aside from the aforementioned Rosewood Amsterdam (2025)hotelnewsresource.com, Hilton is growing its lifestyle presence with Curio Collection hotels (e.g., Mainport Hotel Rotterdam joined Curio in 2024​hotelnewsresource.com

    ) and even niche brands like Motto by Hilton debuting in Rotterdam in 2022​hotelnewsresource.com. IHG opened a Kimpton hotel in Rotterdam (a luxury boutique brand) in 2022​hotelnewsresource.com. These developments indicate a trend of global brands bringing their high-end and boutique flags to Dutch cities beyond just Amsterdam.

  • Mid-scale & Upscale: Several projects are underway in secondary cities. Hilton’s DoubleTree brand added a new hotel in Rotterdam (2024)​hotelnewsresource.com, and IntercityHotel (Deutsche Hospitality) is opening in late 2025 in the Rotterdam-Schiedam area​hotelnewsresource.com, showing confidence in business travel demand outside the capital. Marriott has been expanding Moxy (its trendy affordable brand) with new openings in cities like Utrecht and The Hague in recent years. NH introduced the upscale "nhow Amsterdam RAI" in 2020, which, with 650 rooms, became one of the largest hotels in the country.

  • Themed & Leisure Resorts: The Dutch theme park Efteling is constructing the Efteling Grand Hotel (scheduled for 2024/25), a 143-room themed hotel which will be a flagship for the park​coastercloud.com. This reflects a broader trend of attractions and resorts investing in on-site accommodation to extend visitor stay. Center Parcs and Landal (vacation park operators) also continue to upgrade or expand their holiday park accommodations, parallel to the hotel sector.

  • Sustainability and Innovation: New projects increasingly feature sustainable design, energy efficiency, and adaptive reuse. An example is the transformation of historic buildings (like the Palace of Justice for Rosewood, or Castle Gemert for Hilton Curio) into hotels, combining heritage preservation with luxury hospitality​hotelnewsresource.com. Hotels are also adopting technology for a better guest experience and operations efficiency (mobile check-ins, smart room controls), as the pandemic accelerated digital adoption.

• Segmentation Shifts: Travelers’ preferences are evolving. There’s rising demand for “affordable luxury” and lifestyle hotels, benefitting brands like CitizenM, Marriott’s Moxy, Hyatt’s Hyatt Place/Caption, and new boutique entrants like Ruby Hotels (which opened in Amsterdam in 2022 and has a second Dutch hotel under development in Rotterdam​tophotel.news). At the same time, the extended-stay segment is growing: aparthotel brands such as Marriott’s Residence Inn and IHG’s Staybridge Suites have opened in The Hague, Amsterdam, and other cities to serve long-stay corporate guests and relocators. This reflects a trend toward diversification of hotel product offerings in the Netherlands – from pod hotels and hostels up to ultra-luxury – to cater to different niches of demand.

• Regional Growth: While Amsterdam remains the primary hotel market (by absolute numbers of rooms and RevPAR), other Dutch cities are gaining attention. Rotterdam, in particular, has seen a surge of international brands setting up (Hilton, IHG, Marriott all introduced new properties recently). The Hague and Utrecht also saw new upscale openings (e.g., Van der Valk built a modern high-rise hotel in Utrecht, completed in 2017, and continues to invest in new locations). Provincial areas, especially those with tourist appeal (coastal Zeeland, the Wadden Islands, historic towns), have gotten investments largely from domestic chains like Fletcher, Van der Valk, and WestCord, which are expanding their reach to capture domestic tourism.

In summary, the industry is in a growth phase, driven by strong travel demand, brand expansion, and investor interest. Challenges remain, such as rising construction costs and staffing shortages, but overall the sentiment is optimistic as of 2025.

Key Players in Hospitality Real Estate and Development

Behind the hotel brands and operators, there are important developers, investors, and ownership groups in the Dutch market:

• Family-Owned Enterprises: Van der Valk and WestCord are examples of family-run companies that not only operate but also often own and develop their hotels. Van der Valk in particular has a tradition of family members developing new hotels (they often construct large hotels along highways and near cities). This vertical integration has enabled Van der Valk to expand steadily and remain the largest Dutch chain​en.wikipedia.org.

• Domestic Investors and Developers: The growth of Fletcher Hotels has been backed by local investment. In 2021, Amsterdam-based private equity firm Egeria acquired a majority stake in Fletcher to fuel its next expansion phase​

  egeriagroup.com egeriagroup.com. This indicates confidence in the leisure hotel segment and brings additional real estate capital to the chain. Other notable Dutch real estate firms (e.g., Borén (Borghese), VolkerWessels) have been involved in hotel development projects, often in joint ventures to build new properties for international brands. For example, the upcoming IntercityHotel in Schiedam is a JV between a Dutch developer (De Veste) and a Swiss/German firm (Necron)​hotelnewsresource.com

• International Hotel Owners: A number of global real estate investors and hotel ownership groups hold Dutch hotel assets. Pandox AB, a Swedish hotel property owner, has acquired hotels in the Netherlands – for instance, it owns the Park Centraal (former Park Plaza) hotel in Amsterdam (189 rooms)​pandox.se and the Novotel Den Haag World Forum. Union Investment (Germany) and UBS Asset Management (Switzerland) have invested in Amsterdam hotels as well, given the city’s strong performance. PPHE Hotel Group (a UK-listed company with roots in Israel) owns and operates several Park Plaza and art’otel properties in Amsterdam and elsewhere, effectively making it a key player blending real estate and operations.

• Private Equity and Funds: The involvement of private equity in Dutch hospitality has grown. KSL Capital Partners, a US-based private equity firm, was behind the Zien Group (which assembled a collection of distinctive hotels like the Hard Rock Hotel Amsterdam) before selling that portfolio to Fattal/Leonardo in 2024​hotelinvestmenttoday.com. Another PE example is Blackstone, which historically owned a portfolio of Center Parcs in Europe (including in NL), and while that’s a slightly different sector, it underscores institutional interest in leisure real estate in the Netherlands. Domestic pension funds (e.g., APG) have also invested in hotel development projects – APG has been a co-investor in CitizenM’s global expansion, and citizenM being a Dutch company often channels investment into projects at home and abroad.

• Hotel Operators (Third-Party): In addition to owner-operators, the market has specialized hotel management companies. One example is Odyssey Hotel Group (based in the Netherlands), which operates hotels under franchise agreements for brands like Marriott (Moxy, AC Hotels) and IHG across Europe. They manage several properties in the Netherlands on behalf of owners. Similarly, Event Hotels (a German operator) manages some Accor-branded hotels in the Netherlands. These operators are key for international brands’ presence, as they provide local expertise and capital-light expansion for the brands.

Overall, the Dutch hospitality real estate landscape is a mix of traditional local owners and dynamic international investors. The presence of long-standing Dutch hotel families ensures that local knowledge and long-term commitment remain strong, while global investors bring in capital and high standards of development. This combination has helped the Netherlands achieve a modern, competitive hotel sector. As of 2025, the market is seeing robust investment activity, with transactions like the Leonardo/Zien deal and new developments in pipeline, signaling that the Netherlands is viewed as an attractive and stable hotel investment environment in Europe​hotelsmag.com.

Conclusion

In 2025, the Netherlands’ hotel industry is thriving and evolving. Major players – led by Van der Valk, Accor, NH, IHG, Fletcher, and others – dominate in size and market share. The industry is marked by a high degree of branding, with chain hotels constituting the bulk of inventory. Key trends include consolidation under large operators, an upbeat development pipeline (especially in the lifestyle and upscale segments), and innovation in response to changing traveler preferences. The market spans everything from new luxury entrants in historic canalside buildings to no-frills budget hotels catering to backpackers.

The segmentation remains broadly mid-market-focused, but growth at the top and bottom ends is diversifying options for consumers. Meanwhile, behind the scenes, active real estate investors and developers (both local and international) are fueling expansion, through new builds and acquisitions. As tourism and business travel continue to grow, the Dutch hotel sector is poised for further expansion, with quality, sustainability, and unique experiences as focal points for the next generation of hotels.