The hospitality industry in the Netherlands has yet to disentangle itself from economic challenges and post-pandemic stagnation. Yes, the country saw a period of recovery in 2022 and early 2023 following the pandemic-induced downturn, but the numbers were modest. The sector is expected to see minimal volume growth of just 1% in 2024, which spells out another lean year for hotels and restaurants. According to industry experts, the sluggish growth forecast for 2024 can be attributed to several factors, including low economic expansion, a slight uptick in unemployment rates, persistently subdued consumer confidence, and escalating prices within the hospitality sector. Rising personnel costs, in particular, are expected to drive inevitable price increases across the industry. In 2023, the sector witnessed a significant inflationary impact with prices soaring by an average of 9% to offset mounting expenses related to energy, procurement and labor. The sector also faced upward pressure on personnel expenses, driven by minimum wage hikes implemented in early 2023. What we can expect to happen in 2024 is more of the same. Prices will further escalate, driven by the climb in personnel costs. This is due to the introduction of a new collective labor agreement, which slates wages for hospitality industry employees to rise by 8% to 12% by early 2024. These increases are deemed necessary to maintain competitiveness in talent acquisition compared to other sectors. Rising costs aside, industry players retain confidence while navigating the turbulent landscape and adapting to changing market dynamics. Strategic initiatives focused on operational efficiency and customer experience enhancements may help mitigate the impact of escalating expenses while ensuring sustainable growth in the long run. Delivering affordability for consumers while also maintaining profitability presents a formidable task, but one that is essential for the sector’s survival and future success.