The company and the situation

The Royal Dutch Hospitality Association (Koninklijke Horeca Nederland) supports thousands of hospitality businesses and regional teams. Questions about data and AI are increasing: what's useful, what takes time, what's the benefit in a busy establishment? Business owners want clear, concise information about what they can do today, without having to purchase new systems.

What they wanted to achieve

Less clutter, more practical tools. Regional managers who advise with confidence. Members who save time with simple steps, communicate better, and manage their data more effectively. And materials you can use directly in meetings, newsletters, and one-on-one conversations.

Our role

We're a knowledge partner. We train, provide clear explanations, and advise on choices. Everything in hospitality jargon, with familiar examples: reservations, schedules, purchasing, social media, reviews, and cash flow.

What we found

Lots of interest, little time. Information was scattered. Opinions and random tips were shared, but there was no clear-cut approach: what do we recommend, what don't we, and how do you explain that concisely to a new entrepreneur?

Approach