Netherlands HRI (Hotel Restaurants and Institutional) Market - Growth, Trends and Forecasts (2023-2028)

The Netherlands HRI market is growing at a CAGR of 5.12% during the upcoming five years.

Key Highlights

• The rapid increase in new hotels and restaurants in the Netherlands is one of the driving factors for the growth of the HRI market in the country. For instance, according to the Central Bureau of Statistics, the hotels in the Netherlands were recorded at 5.75 K in 2020 to 6.24K in the year 2021. The increasing tourism and demand for fine dining among high-income consumers boost hotel sector sales.
• Several trends are noticeable in Netherland food consumption, such as the choice of consumers to eat meat less often and choose more sustainable products. For instance, according to the central statistics bureau, expenditure on sustainable food was recorded at EUR 9,507 million.
• Furthermore, with the restaurant, café, and particularly the bar industry focusing on creating a better customer experience, the concept of dining and recreational experiences is growing in popularity. Younger diners are visiting them in huge numbers, as they are finding them an appropriate place for social and family occasions.
• Themed restaurants/ hotels are gaining popularity in providing innovative dining experiences among customers, especially young people, as their preference moves along with the current trends. The growing employment opportunities and population are leading to urbanization, thus making them a good hotel market.
• Cities like Amstelveen and Haarlem are registering almost an equal growth rate in population as Amsterdam and are forecasted to attract more investors as these cities are recording growing percentage growth of job opportunities which correlates with the increase in population and GDP.

Netherlands Hotel Restaurants & Institutional (HRI) Market Trends

Increasing tourism in the country is expected to drive the market

• The increasing tourism and demand for fine dining among high-income consumers boost hotel sector sales. Consumers have been shifting from Tier-I To Tier-II cities. Millennials and Generation Z (consumer groups that eat out more and are more open to exciting new food concepts) and foreign tourists are seen as important contributors to the increasing number of hotels in 2023.
• The rising tourism industry in the country is further expected to boost the sales of these hotel food services. These hotel food services attract tourists due to their popularity, high brand awareness, and word of mouth.
• The leading hotels in the country include Accor Hotels and Fletcher Hotels, among others. Along with it, due to the tourists looking for authentic and healthy food from restaurants, the market of products that are vegan or have a free-from claim is growing, and retailers are increasingly dedicating shelf space to these products. Consumers, especially millennials and generation Z tourists and residents, are willing to pay for authenticity.
• According to CEIC data Netherlands, visitor arrival grew 40.3% in November 2022, compared with an increase of 48.6 % in October 2022. According to World Data, in 2020, the Netherlands generated around 10.93 billion US dollars in the tourism sector alone. This corresponds to 1.1 percent of its gross domestic product and approximately 13 percent of all international tourism receipts in Western Europe.

Growing Demand For Chained Outlets and Restaurants In Netherlands

• The traditional three meals-a-day (breakfast, lunch, and dinner) is slowly being replaced by five snacking moments. At the same time, eating at home is gradually transitioning to eating while traveling, working, or meeting friends. Food choices and eating moments are becoming more tailor-made. These developments are expected to affect consumer spending in food service outlets positively.
• In addition, chained outlets in the Netherlands are primarily led by hotels, fast food, and pizza consumer food service. Inbound & outbound strategies followed to the right customers with increasing brand equity. Big brands are expanding their physical presence as an opportunity cost, as they perceive the industry will boom after this pandemic.
• The significant presence of brands, coupled with high advertising and brand awareness among the consumers about these brands, attracts more footfall and online orders in these food service outlets.
• The key players in the chained outlet sub-segment, like Starbucks, Subway, Inspire, McDonald’s, and Burger King, dominate the market significantly. The Netherlands' food cost increased by 16.80 % in December 2022. According to the Central Bureau of Statistics, the country accounted for around 15,240 restaurants in 2021 - 610 more units than in 2021

Netherlands Hotel Restaurants & Institutional (HRI) Market Competitor Analysis

The HRI industry needs to be more cohesive, owing to the presence of enormous small (unlicensed establishments) and global players, with a majority of full-service and quick-service restaurants operating in the region. Moreover, there has been a growing trend and increasing competition from small foodservice brands as they provide more value-added services to consumers. Furthermore, emphasis is given to the merger, expansion, acquisition, and partnership of the companies, along with new product development, as strategic approaches adopted by the leading companies to boost their brand presence among consumers. Big competitors are Bagels & Beans B.V., Kaldi Coffee & Tea, FGE International B.V., La Cubanita, Humphrey's Restaurants, Papa John's, and Yum Brands!

For instance, in April 2022, Ashford announced the acquisition of Chesapeake hospitality to accelerate the growth of its hotel management business.

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