Navigating the 2026 Hospitality Landscape
KHN, De Telegraaf and Het Parool all wrote an article about the declining visitors due to the VAT increase last weekend, is this a surprise or could we have seen this coming for a while?
2026 is the ultimate hospitality paradox: we are inviting the world to move in for record-breaking residencies while simultaneously building a tax and fee wall that makes entry more expensive than ever.
The latest STR outlook for 2026 reveals a year of opposites. In our core hubs, we are navigating a landscape where cultural demand meets structural and global hurdles.
The Highs: The Era of the Residency The one-night-only tour stop is evolving into extended city stays. With superstars like Harry Styles opting for multi-week residencies—10 nights in Amsterdam and 12 in London—travelers are no longer just visiting; they are moving in. This shift toward intentional, slower travel plays perfectly to our strengths.
The Realities: Fiscal Walls and Global Complexity The contrast, however, is sharp.
Both cities face unique cost of entry challenges:
Amsterdam: A national VAT jump to 21%, combined with a 12.5% tourist tax, pushes the total tax burden above 33% per night.
London: Recent increases in Air Passenger Duty (APD) and the expansion of the UK ETA fees mean a family of four now faces hundreds of pounds in costs before reaching the lobby.
Global Context: As noted by STR, these forecasts precede the current conflict in Iran, which continues to impact flight paths and operational costs.
Looking Forward: Growing with Confidence We are excited to expand our footprint with three major openings in Dublin, Lisbon, and Amsterdam. While these markets are seeing significant new supply, we see this as a positive opportunity.
As taxes and travel fees rise, the Aparthotel Value-Add becomes the smart choice for the modern traveler:
Cost-Efficiency: In-room kitchens allow guests to manage their total trip spend by dining in, effectively offsetting the higher city taxes.
Practical Luxury: On-site laundry and separate living areas provide a level of convenience and privacy that traditional hotel rooms can't match for longer stays.
Clear communication of total costs is vital to maintain trust, while showcasing these functional benefits helps guests see the true value of their stay.
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