HLN 2025
On 11 February 2025, Hotel Leaders Network brought together the hospitality industry's leading leaders at the iconic Beurs van Berlage, Amsterdam. Under the theme “Future-ready hospitality - Connecting with Gen Z & Alpha” was a day full of inspiration, innovation and valuable connections, in which generational differences were not only named, but above all bridged.
The afternoon opened with a powerful keynote by Jos Ahlers, which highlighted the driving force of Generation Z and Alpha in the hotel industry. Ahlers explained how these younger generations, shaped by crises and technological advances, are fundamentally changing the industry. His sharp analysis set the tone for the rest of the day.
Next, they shared Justin Weber of TikTok and Justin de Graaf from Booking.com shared their views on the changing guest journey. Weber showed how the entertainment-driven nature of TikTok helps hotels inspire travellers, while De Graaf shared insights on data and AI as drivers of an optimal booking experience.
A special feature of the day was the HLN Start-up Pitch powered by ABN AMRO. After an exciting pitch round, the GroupZ declared the winner. Their innovative platform automates group bookings, giving staff more time for personalised hospitality and giving guests an exceptional experience.
In addition, the future of leadership in the hotel industry was scrutinised with the Future Hotel Leader Award 2025. The finalists presented their vision and inspiration, and ultimately Esther Blok awarded as the Future Hotel Leader, recognising its strategic vision and connecting leadership.
The day ended in a special way with the sharp and humorous Hotelrede by Dolf Jansen, followed by an atmospheric Walking Network Dinner and drinks at Bistro Berlage. HLN 2025 once again proved to be the meeting place for the hospitality leaders of today and tomorrow, and we confidently look forward to the next edition.
Programme
Programme: Future-ready hospitality - Connecting with Gen Z & Alpha
13:15 - 13:45 | Reception
13:45 - 17:30 | Speakers include:
- Jos Ahlers Gen Z and the Fourth Industrial Revolution
- Justin Weber Brand Partnership Manager TikTok
- Justin de Graaf Director of User Research Booking.com
- Presentations Top 3 Future Hotel Leader Award
- HLN Start-up Pitch powered by ABN AMRO
- The Hotelrede by Dolf Jansen
17:30 - 21:30 | Walking Network Dinner followed by drinks
Speakers
Jos Ahlers
Gen Z and the Fourth Industrial Revolution
Jos Ahlers began his career at the University of Amsterdam and received his doctorate in Psychology with the dissertation “Similar Differences and Different Similarities.” After his academic time, he made the transition to the business world, where he has advised companies and institutions in the field of positioning and communication as a strategist. He has also guest lectured at the UvA, VU, Nyenrode and the Hogeschool van Amsterdam. Today, he works as an independent consultant focused on the development of “Collaborative Communities.
Together with René Boender, he wrote the book “Generation Z and the Fourth Industrial Revolution,” describing the impact of the current generation of young people (born between 1995 and 2012) on the world after 2025.
Jos Ahlers' lectures are infused with his passion for social behavior, social change and technological progress. In an increasingly rapidly changing world, he offers a hopeful perspective on the future and emphasizes the positive contribution youth can make.
Justin Weber
TikTok
TikTok has become the platform where people discover new destinations, inspire each other and share trends. Justin Weber, Brand Partnership Manager at TikTok, thanks to his experience at Sunweb Group and Google, has a deep understanding of the complex challenges as well as surprising opportunities within the travel industry. In his session he will take you on an inspiring journey of discovery, showing you how TikTok is changing the world of travel, and how you can capitalize on success. By capitalizing on the creative and community-driven nature of the platform, brands can increase their reach, strengthen their connection with their target audience, take their employer branding to the next level, and thus achieve maximum value and impact.
Justin de Graaf
Director of User Research Booking.com
During HLN 2025, Justin de Graaf, Director of User Research at Booking.com, will take you into the world of future travel. With a wealth of experience at companies such as Unilever, Coca-Cola and Google, he leads a team that translates research into strategic opportunities and product innovations.
In his keynote session “In the research lab – the future traveler” Justin shares how Booking.com is responding to the needs of younger generations and how hoteliers can provide future-proof experiences with customer-centric insights.
He also explores the impact of Gen AI on different traveler types. A must-see for anyone who wants to be ready for the future of hospitality.
HLN Start-up Pitch
Powered by ABN Amro
The HLN Start-up Pitch offers innovative start-ups, aimed at the hotel industry, the opportunity to present themselves to the decision makers within the hotel industry.
BeCause
Marc Francken
BeCause helps hotels manage and achieve their sustainability goals in a simple and cost-effective way.
Groupz
Niek van den Broek
Groupz provides a platform that allows hotels to manage group reservations more efficiently and give guests a better experience.
WarpVR
Guido Helmerhorst
WarpVR focuses on innovative 360° video-based training scenarios, allowing employees to be trained more flexibly and efficiently.
Future Hotel Leader Award 2025
The Hotelrede
Dolf Jansen is a Dutch cabaret artist and presenter, known for his sharp humour, fast-paced style and energetic stage performance. His career began in the 1980s, together with Hans Sibbel (Lebbis), and in 1989 they won the Leids Cabaret Festival. Since then, Jansen has established himself as a fixture in Dutch cabaret, including with his annual New Year's Eve conferences and successful solo programmes.
In addition to his theatre work, Jansen is a familiar voice on radio, including as presenter of Spijkers met Koppen and Jansen Talk. His commitment and social engagement resonate in his performances, where humour and depth go hand in hand.
At The Hotelrede Dolf Jansen shares his views on the hospitality industry, technology and travel, peppered with personal anecdotes and his signature dry-comic style. He reflects on his own career and links it to broader themes such as sustainability and social responsibility within the industry.
Listen now The Hotelrede or read it transcript and experience the combination of humour and sharp observations that make Jansen so unique.
Location
Beurs van Berlage
The Beurs van Berlage exudes history and character. In 1903 it was already a bustling trading place and today it is a 'one in a million' conference location in the warm heart of Amsterdam. High quality and service, an impressive atmosphere and excellent facilities are central. A bustling location that one will not soon forget!
Hotspot since 1903
The Beurs van Berlage has been an international hotspot with charm since 1903. A building of grandeur. But also 'the place to be' in the soul of Amsterdam where special things happen every day. World-class events, fairs, expositions and conferences.
Proud Partners
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