Dutch people are booking holidays to Scandinavia more often, despite higher hotel prices

Bookings rise by 18%; Sweden is now 45% more expensive than the Netherlands.

A hotel stay in Scandinavia is considerably more expensive than a comparable stay in the Netherlands. Yet more and more Dutch travellers are opting for it. According to data from HotelSpecials It appears that the number of bookings for Scandinavian destinations rose by 18% this year compared with last year, despite the fact that a hotel stay in Sweden, for example, costs up to 45% more than a comparable booking in the Netherlands.More expensive, yet still more popular.

Whilst travellers often seek the best possible value for money, the booking data reveals a different set of priorities. A hotel stay in Sweden costs on average 45% more than in the Netherlands, and yet this destination is actually growing in popularity. The combination of a rising number of bookings (+18%) and a sharp increase in online research (+56% page views) shows that travellers are willing to accept this price difference.

This trend is also evident in Norway: search interest in hotels rose by 20% this year, and independent figures from the Nielsen Consumer’s Booking Monitor (commissioned by ANVR) confirm this picture. The number of visitors from the Netherlands rose by 29% compared with June last year.

A comfortable indoor climate is becoming increasingly important

It seems that some Dutch holidaymakers are now more actively seeking a pleasant climate combined with nature, tranquillity and open spaces, even if that means paying a higher price. Scandinavia is well suited to meeting that need.

“We’re seeing that travellers are willing to pay a higher price if it means a more pleasant environment. It’s no longer just about the cheapest option, but about comfort, tranquillity and space. Travellers are increasingly willing to pay for that.” Rick ten Cate, Head of Marketing

This development is part of the wider ‘coolcation’ trend: holidays where travellers opt for a destination with milder temperatures, even if this means paying a higher price. A cooler climate can be particularly appealing for active holidaymakers looking to enjoy outdoor activities. All the evidence suggests that climate continues to play an increasingly important role in the choice of destination made by Dutch travellers.

The percentages quoted are based on bookings, page views and average booking values via HotelSpecials between May and June 2026, compared with the same period in 2025.

The Google Trends figures are based on online search interest in hotels in the countries mentioned, compared with the same period a year earlier.