Travel Behavior in the Netherlands

DIY Planners with a High Degree of Autonomy

Dutch travelers are among the most independent in the world when it comes to organizing their own trips. An impressive 74% of Dutch respondents say they prefer to arrange their travels by themselves, a figure that places them ahead of other highly independent markets like the United States and Australia.

For travel tech platforms and OTAs, this signals a clear product-market fit for tools that enable self-directed booking, real-time itinerary changes, and minimalist UX. Instead of curating packages, brands might prioritize features like smart filters, itinerary auto-builders, or AI-powered trip planners that adapt to traveler preferences without being intrusive.

Relaxation Over Adventure: A Lifestyle-Driven Choice

Their travel style leans strongly toward relaxation: 61% of Dutch travelers prefer calm, restorative vacations over intensity or exploration. This offers an opportunity for wellness resorts, coastal boutique stays, and wellness-driven destination marketing. Messaging that emphasizes serenity, stress-free logistics, and recharge experiences is more likely to resonate than action-packed itineraries or cultural immersion pitches.

Dutch Travelers Stay Close: Europe's Neighborly Explorer

Their destination preferences reinforce the need for simplicity. Nearly half of Dutch respondents plan to travel within Europe, with 21% opting for Western Europe and 18% for Southern Europe.

This localized orientation opens up potential for regional train operators, low-cost airlines, and cross-border destination alliances to market to the Dutch traveler as a 'neighborly explorer'. Promotions focused on weekend breaks, easy rail links, or eco-conscious short-haul trips could prove particularly effective.

Flexible, Balanced Lodging Preferences Among Dutchs

While there's no strong preference for luxury, Dutch travelers distribute evenly across budget-friendly, mid-range, and private stays like villas or condos. Travelers aged 18–44 tend to prefer 3- to 4-star accommodations. Young professionals and young families have enough disposable income to prioritize quality, but still seek value and functionality. They may travel less frequently than retirees, so each trip carries higher expectations in terms of comfort and aesthetic appeal, making them a natural audience for boutique hotels, branded mid-range chains, and modern apartment-style offerings that feel curated but not corporate.

On the other hand, older travelers (45–55+) lean more toward budget-friendly options. This likely stems from a mix of fixed-income budgeting, greater travel frequency (e.g., retirees with flexible schedules), and a focus on practicality over style. Many in this group may already have extensive travel experience, so they are less swayed by visual novelty and more attuned to essentials: clean rooms, walkability, and transparent pricing.