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The Amsterdam Beurs van Berlage was the stately setting for the Hotel Leaders Network 2025 on 11 February. For an afternoon, hoteliers, managers, CEOs and professionals from the hotel industry were treated to inspiring presentations, innovative startups and, above all, lots of fun. The event was chatted up by Sander Allegro, Director at QL Hotels and owner of Allegro Inn Ovations Hospitality Consultancy, and Izzy Schutte, recent NHL Stenden graduate and Community Manager at Quality Lodgings. An account of an afternoon and evening where generational differences were not only named but, above all, bridged.
Jos Ahlers, an expert on generations and technological change, kicked off the event organised by Melle Pegman and Jacob de Graaff. He highlighted how Generation Z is a catalyst for societal shifts. "Every new generation is an agent of change. They bring something new to society, ask questions and force change. This evokes resistance from older generations, but is crucial for progress," Ahlers said.
He explained how Gen Z's formative years were affected by crises ranging from climate change to economic uncertainty, which has led to a deep-seated distrust of traditional institutions. "They believe they have to do it themselves, with a small club of people they trust. That makes them elusive and sometimes difficult for employers to retain," he added.
In terms of work ethics and expectations, they seek flexibility, a good work-life balance and meaningful growth. "One of the main reasons why young people change jobs is the mental strain. They want to develop continuously and look for an environment that supports them in this," Ahlers concluded.
Justin Weber, Brand Partnership Manager at TikTok, discussed how hotels can use the platform effectively. "TikTok is not just a social media platform, it is an entertainment platform. The fundamental difference is that the algorithm does not focus on who you know, but on what you find interesting. This offers huge opportunities for hotels," Weber explained.
With 6 million monthly users in the Netherlands and 10 million in the Benelux, TikTok offers a unique reach. Weber highlighted the impact of visual content on travel decisions: "77% of users say they are inspired by TikTok to discover new destinations and hotels. 42% actually booked based on content they saw on the platform."
For hotels, creativity is key. "You don't need expensive productions. Authentic, short videos showing the unique features of your hotel work best. For example, show how a room is cleaned or what the best spots are in the area. This works not only for marketing, but also for employer branding," says Weber.
Justin de Graaf, Director of User Research at Booking.com, shared insights from recent research on Gen Z's travel behaviour. "Two in three young people plan to travel alone in the coming year. They seek value, spontaneous deals and want unique experiences. Loyalty programmes and discounts play an important role in their decisions," De Graaf said.
The way this generation plans trips is fundamentally changing. "Social media and AI-based tools like chatbots are playing an increasing role. We are seeing a shift from traditional search engines to social media as the primary source of inspiration for travel. More than 50 per cent of users are now using AI to plan their trips," De Graaf explained.
Booking.com is experimenting with new technologies to better serve this generation. "For example, we are testing visual search options: users can upload a photo and our AI will search for similar locations. This plays into the way Gen Z consumes information and makes decisions."
Finally, De Graaf stressed the importance of transparency and reliability: "Gen Z wants honest reviews and trustworthy recommendations. User-generated content and authentic experiences are crucial to convince them."
This year, the annual and now traditional Hotel Speech was delivered by Dolf Jansen. He managed to win over the audience with a lot of bravura and his lightning-fast jokes. Yet underneath his sometimes harsh humour, there was also an important message: Jansen advocated even more sustainable initiatives, such as better water systems and even discounts for guests travelling in an environmentally friendly way. He did get his hands dirty, but whether his tips and suggestions will be followed up we will have to wait and see. Refreshing it certainly was.
Hotel Leaders Network 2025 gave a clear picture of how Generation Z and digital developments are shaping the future of the hotel industry. As young travellers look for flexibility, affordability and unique experiences, hotels need to adapt their marketing strategies by making smart use of platforms such as TikTok and AI-driven search methods. The industry faces the challenge of not only reaching, but also convincing and retaining this generation. It is clear: the future of the hotel industry is digital and Gen Z is setting the course.
Merlin van Schalm, general manager at Louvre Hotels Group, visited HLN for the first time and was impressed. "It's tremendously good for my network. As a general manager, you are often busy and very focused on your own hotel. This is a wonderful opportunity to meet peers and learn something. I recognised a lot about the Gen Z story and will definitely do more with TikTok now."
Marc Welbers, General Manager of Carlton Square Hotel Haarlem stressed the importance of innovation and efficiency within the hotel industry. He indicated: "Although the innovations of recent years appealed to me more strongly, there were valuable insights again this year on how to improve efficiency without losing the human factor." He also spoke about the importance of understanding and motivating different generations within the workforce: "The challenge is to engage and value the younger generation so that they feel more connected to the organisation and are less likely to leave."
Robin de Jonge, Business Developer NatureConnect at Signify used to work in hospitality and attended by invitation. She is committed to natural lighting solutions in event organisers and hotels. "This is a great place where you can speak to a lot of decision-makers. And very educational on top of that."
Nathalie Rosbergen, General Manager of Carlton Oasis Hotel in Spijkenisse found her first participation in the event very valuable, especially because of the inspiring speakers and the opportunity to learn from fellow hoteliers from across the country. She underlined the importance of work-life balance for employees and the need to appreciate them in different ways: "We provide small surprises and organise parties for our employees to make them feel appreciated." She also shared how her hotel responds to the challenges of irregular working hours: "We offer four-day working weeks, which means employees work longer days but then have three days off. That makes a big difference."
Jacco Pattist with his company Streamlines, has the ambition to transition the whole of the Netherlands not only faster but also very efficiently to electric driving. He was present to convince hotels and event venues that they can use their excess power much better and more efficiently, for example to charge electric trucks in environmental zones. "Then this is the perfect place to be able to speak to the right people," he said.
Ronald de Boer, Hotel Manager at Amsterdam's OZO Hotel - "definitely not a Gen Z himself, but definitely not a Boomer either" - recognised much in the presentation about the different generations, but had absolutely no problem with that in his work. "Even my own father thought my generation was lazy and uninterested," he says. This is of all times. It's about your own mindset. I have very good young and ambitious employees and I cherish them."
Mandy Princen, General Manager Mercure Hotel Tilburg Centrum, was at Hotel Leaders Network for the first time and found it mostly educational and enjoyable. "I was able to speak to a lot of peers and found the presentations to be of a high standard. The generational story was very relatable and I definitely plan to learn more about TikTok and the possibilities of VR training."
Daniel Kaan, General Manager Park Plaza Amsterdam Airport appreciates not only the networking opportunities, but also the chance to learn from colleagues and gain insight into how others operate. "Watching events and seeing how someone else does it is always fun," he said. Kaan was also open to innovative ideas presented at the meeting, such as pitches from start-ups. Although he was critical of the feasibility of some solutions, he found the innovative concepts interesting: "I appreciate that, because yes, who hasn't grown up with them? You have to start somewhere." Besides the business aspect, Kaan also emphasises the social side of the event. "I always come faithfully, because it's a big reunion You work so hard together, and in the end they also become your friends. That also just makes it a fun outing."
During the Hotel Leaders Network (HLN) at the Beurs van Berlage in Amsterdam, HLN partner ABN AMRO gave three innovative start-ups the chance to present themselves to a large audience. In the end, only one went home with the audience award.
Marc Francken, founder of BeCause, opened the session with a clear mission: to help hotels achieve their sustainability goals. "Sustainability is already important to hotels, but the actual implementation is often frustrating and complicated," Francken said. BeCause provides a platform that allows hotels to easily collect and share data on their sustainability efforts.
Guido Helmerhorst of WarpVR brought an innovative solution for training within the hospitality sector: learning via 360-degree video-based VR scenarios. "How do you train employees when experienced colleagues are not always available?" he asked the audience. With WarpVR, new employees can immediately start working in realistic training environments without the need for additional guidance. The platform makes it possible to develop training videos tailored to a hotel's specific context.
The final pitch was given by Niek van den Broek of Groupz, a platform that automates the processing of group bookings in hotels. "Why are we still processing group requests via endless e-mails and Excel files?" wondered Van den Broek - also director of both Mercure Hotel Tilburg Centrum and Hotel ibis Tilburg - aloud. Groupz, developed by Van den Broek, ensures that group bookings are managed in an orderly way, saving time for both hotel staff and bookers.
After the pitches, more than 200 attendees voted for the most promising startup. Niek van den Broek and his Groupz went home with the honour - and lots of new appointments for cups of coffee with interested parties. Van den Broek reacted euphorically afterwards: "Winning this award is of course a great recognition, but for me it already felt like a victory to be allowed to stand on stage in front of a room with 300 attendees, the vast majority of whom are potential customers. Over the past 20 years, I have experienced firsthand how challenging group bookings can be. That was therefore the reason for developing Groupz: a solution that works not only for our own hotel, but also for countless others. The positive response and this award show that we are on the right track. The next step is to strengthen our position in the Netherlands and from there look further towards expansion in Europe and beyond."
During the prestigious Hotel Leaders Network at the Amsterdam Beurs van Berlage, the Future Hotel Leader Award 2025 was presented to Esther Blok, Operations Manager at Moxy The Hague / Residence Inn by Marriott The Hague. The award recognises young, ambitious leaders in the hotel industry who excel in innovation, resilience and connecting leadership.
Blok was praised by the judges for her dedication to her team, her strategic vision and her ability to promote inclusivity within her organisation. "It's great! A unique experience to witness this," responded an enthusiastic Blok. "I got to meet so many inspiring people. This is a wonderful recognition for my team and our joint efforts."
Besides Blok, Jenci Declerck (Cluster Director of Sales, Andaz Amsterdam Prinsengracht & Hyatt Regency Amsterdam) and Yvonne Kool (Director of Rooms, Pulitzer Amsterdam) were in the final. Declerck stressed how valuable the process was: "It is a huge honour to be in the top three. This process has inspired me tremendously and I am grateful for all the support from my colleagues, friends and family." Kool added: "It gives so much energy to be recognised in this way. The attention and appreciation from my network are overwhelming."
With her win, Blok underlines her ambition to open her own hotel in the future. The jury praised her authentic and inspiring leadership style, making her an example for the new generation of hospitality professionals.
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