NBTC and the National Data Alliance present 'Holiday Research Plus', in which they zoom in on the domestic (Netherlands) holidaymaker. The results show that not luxury or spectacular attractions, but peace, nature, accessibility, and good value for money are the most important reasons for choosing a holiday in the Netherlands.
The Holiday Survey Plus builds upon the annual CBS Holiday Survey and offers additional insights into the behavior, motivations, and appreciation of domestic holidaymakers.
Peace seekers form the largest target group
The research shows that the largest lifestyle groups among Dutch overnight visitors consist of Peace Seekers (21%) and Style Seekers (21%). In addition, there are smaller segments such as Connection Seekers, Insight Seekers, Pleasure Seekers, Harmony Seekers, and Adventure Seekers. Notably, as many as 67% indicate that they enjoy spending time in nature during their vacation. Cultural experiences also play an important role for nearly half of the respondents.
For recreation entrepreneurs, this means that investments in tranquility, nature experiences, walking routes, landscape quality, and small-scale cultural activities often align better with demand than additional entertainment or large-scale facilities.
Price remains a decisive factor
The choice of accommodation is primarily determined by a good price-quality ratio (41%), followed by location (38%) and affordability (36%). Luxury and comfort play a less prominent role.
At the same time, it appears that the main reason for not booking accommodation is the price. More than half of the respondents cite “too expensive” as the main reason for dropping out. Poor reviews and an insufficient price-quality ratio are also frequently mentioned.
This makes it clear that entrepreneurs must carefully substantiate their pricing strategy. The lowest price does not necessarily win, but guests must feel they are getting value for money.
Online visibility remains crucial
When planning a holiday, the accommodation's own website, search engines, and previous reviews play a major role. During the stay, search engines are used even more frequently to find activities and amenities.
This presents a significant opportunity for entrepreneurs. After all, many guests only decide which activities to undertake during their stay. Only 30% plan activities in advance; 70% make that choice during the holiday or even on the day itself.
This means that up-to-date online information, good visibility in Google, and targeted communication via apps, websites, or QR codes at the park can directly contribute to additional spending.
Walking, cycling, and the hospitality industry benefit
The most popular activities during a stay in the Netherlands are eating out (47%), walking in nature (34%), visiting a city or village (32%), and sitting on a terrace (29%). Recreational cycling is also high on the list and is particularly well-appreciated. As many as 96% are satisfied with cycling opportunities and 97% with walking in nature.
For holiday parks, campsites, and hotels, this offers opportunities to develop packages centered around hiking, cycling, local gastronomy, and regional experiences. Collaboration with hospitality businesses, bicycle rental companies, nature organizations, and local attractions can help encourage guests to stay longer and spend more.
Focus on the core
A striking conclusion from the research is that Dutch holidaymakers are primarily looking for simplicity: peace, nature, accessibility, and a fair price. For many guests, the province or region is even more important than the type of accommodation.
For recreation entrepreneurs, the challenge therefore lies not only in adding new facilities, but above all in strengthening and highlighting the qualities that visitors already appreciate. According to this research, those who manage to combine these core values with good online visibility and a compelling price-quality ratio have the best chance of attracting and retaining Dutch holidaymakers.
Practical information - also by province
A factsheet containing national trends is available. In addition, an analysis of the characteristics per province has been conducted. This provides insight into, among other things, which motivations you can capitalize on, where you can influence the visitor journey, and which activities are popular among domestic holidaymakers.
Source and more information: Vakantieonderzoek Plus – National Data Alliance