B2C · Consumer
The festival audience
Aged 25–50, above-average income, strong affinity with lifestyle, travel and food & beverage. People looking for extraordinary experiences and willing to pay for them.
Become a partner of
the Mastercard
Hotelnacht 2027.
One weekend, ±25 hotels, 7,000+ affluent festival-goers and a premium stage for your brand in the heart of Amsterdam.
7,000+
Festival-goers
±25
Top hotels
60+
Events
2
Festival days
Proposition
Reach your audience
at the moment they're
truly open to it.
Mastercard Hotelnacht is the largest annual lifestyle festival centred around Amsterdam's hotel scene. Once a year, the city's finest hotels transform into the backdrop for a vibrant weekend of culinary, cultural and creative experiences.
More than 7,000 festival-goers — an affluent, trend-conscious audience — book a hotel stay or purchase a festival ticket.
As a partner, you reach this exclusive audience at the very moment they are open to new brands, products and experiences. Not through an ad, but by becoming part of their experience.
-
01
Direct contact with your audience
No screen in between: your brand is experienced, tasted, felt.
-
02
Premium positioning
You stand alongside top hotels, premium brands and Mastercard as title sponsor.
-
03
Proven reach
7,000+ festival-goers, 8,000+ app users, 7,500+ Instagram followers and extensive media coverage.
-
04
Flexible entry
From sampling at the Check-in to a custom brand activation in a luxury hotel: there's a formula that fits your brand and budget.
-
05
Complete package
Including professional photo/video, social media coverage, listing in the festival app and invitations to the Official Opening.
Facts & Figures
The numbers behind
the festival weekend.
Projected figures for Mastercard Hotelnacht 2027, based on the 2026 edition.
±25
Hotels
1,500+
Overnight stays
7,000+
Festival-goers
8,000+
App users
7,500+
Instagram
350+
Official Opening
Audience
Who you reach.
B2B · Industry
The hospitality network
Hotel managers, F&B professionals, press, influencers and decision-makers from leading brands in the hospitality sector. The Official Opening and B2B programme offer direct access to this network.
Partner opportunities
Seven moments to
bring your brand to life.
Mastercard Hotelnacht offers multiple touchpoints for partners to present themselves. Each moment has its own character and audience, from early brand visibility to a live brand activation inside a luxury hotel.
01
B2C
Pre-festival
September · Pre-festival campaign
Early-bird Campaign
Before the festival even starts, Mastercard Hotelnacht builds excitement with an exclusive early-bird offer for Mastercard cardholders. Partners ride along in this campaign and put their brand in front of the most engaged Hotelnacht fans early on.
Your benefit
Early brand visibility through email campaigns, app notifications and social media to an engaged audience that has already booked.
A teaser for a cultural evening via socials and app for a special night at the Concertgebouw.
02
B2B
Network
Saturday afternoon · Before the Opening
B2B Pre-programme
Prior to the Official Opening, we organise an exclusive content programme for hotel managers, partners and key stakeholders. A compact programme followed by drinks & bites: the ultimate opportunity to network with the Dutch hospitality elite.
Your benefit
Present your brand as a thought leader to decision-makers in the hotel industry. Invite your own contacts and become part of the invitation and on-site branding.
A short presentation by Technogym on the future of hotel wellness.
03
B2C
Sampling
Saturday afternoon · 12:00 to 15:00
Central Check-in
The starting point of the festival weekend. Visitors collect their wristband and kick off their mini-holiday. The atmosphere is festive, visitors are excited and open to new discoveries. Partners present themselves with activations, sampling and food & beverage.
Your benefit
High reach in a short time. The vast majority of festival-goers pass through here: ideal for sampling, brand awareness and making new contacts.
Welcome cocktails by OPIUS, Aqualex water bottles for the road, and a Master Suite giveaway by Hotek Hospitality Group.
04
B2B
Hero moment
Saturday evening · Luxury hotel
Official Opening
The festive kick-off of the weekend at a participating luxury hotel. Press, partners, hoteliers and stakeholders come together for a reception with a short official moment and plenty of networking opportunities. This is the most important B2B moment of the Hotelnacht.
Your benefit
Present your brand to 350+ decision-makers, influencers and journalists in an intimate, festive setting. Ideal for experiential marketing.
A Care Corner by Marie-Stella-Maris, a photo shoot on a DOUXE Hotel Luxury bed with Codorníu cava.
05
VIP
Press
Saturday evening · Following the Opening
VIP & Press Boat Tour
After the Opening, a select group of press and influencers sails past the highlights of the festival programme. With a bar and DJ on board, this is a unique setting to present your brand to the people who generate the most reach.
Your benefit
Maximum visibility with press and influencers. Your product is experienced in an exclusive, relaxed atmosphere and appears in their content.
An open bar with IJwit beer, Codorníu bubbles and OPIUS non-alcoholic cocktails for VIPs & press.
06
B2C
Hotels
All weekend · January 16 & 17
Brand Activations
The heart of Hotelnacht: the festival programme inside the hotels. Partners get the opportunity to create unique experiences together with participating hotels: from workshops to tastings, from dinners to wellness treatments. Saturday focuses on 'doing' and celebration, Sunday on enjoyment and relaxation.
Your benefit
Your brand becomes part of the event name, receives extra exposure through a Top 10 and free publicity, and is promoted in the app, on socials and in email campaigns.
A striking "Bakery Rave" with St~Germain cocktails and a top DJ.
07
Media
Year-round
All year · Pre, during, post
Media Mix & Content
Beyond the live experiences, Hotelnacht stays connected with its audience year-round through a strong media mix. Partners are included across all communication channels.
- Free publicity and press coverage
- Social media (co-branded)
- Email campaigns (pre, during, post)
- Festival app & push notifications
- Print: hotel@home mini-magazine
- Partner profiles in app
Your benefit
Year-round exposure to an engaged audience, through multiple channels: from free publicity to a physical mini-magazine delivered to all participants.
A pre-event mailing sent by post to participants with information about selected partners, combined with social media, app content and a giveaway.
Packages & Investment
A starting point,
every partnership tailor-made.
The packages below serve as a starting point. Every partnership is customised in consultation, ensuring it aligns perfectly with your brand identity and objectives.
B2C Packages
Three formats · from € 1,750Sampling Package
€ 1,750
excl. VAT
- Sampling during the Central Check-in (12:00–15:00, ±400 visitors)
- Listing in the official festival programme
- Branding/signage on location (in consultation)
- Invitation to the Official Opening (+1)
- 1 hotel night for 2 persons
- 2×5 festival tickets for clients or colleagues
- Listed as official partner in the festival app
- Professional photo/video coverage (royalty-free)
- Social media post/story
Opening & Final Party
€ 5,000
excl. VAT
- Own branded bar (max. 3×3m) at the Opening and Final Party
- Sampling during Opening / sales during Final Party
- Bartenders at your discretion
- Invitation to the Official Opening (+1)
- 1 hotel night for 2 persons
- 2×20 festival tickets for clients or colleagues
- Listed as official partner in the festival app
- Photo/video coverage of both events (royalty-free)
- Social media post/story
Hotel Activation Package
€ 5,000
excl. VAT
- Branded event at a hotel or integrated into existing hotel programme
- Brand name included in the event title
- Extra exposure through Top 10 and free publicity
- Invitation to the Official Opening (+1)
- 1 hotel night for 2 persons
- 2×20 festival tickets for clients or colleagues
- Listed as official partner in the festival app
- Professional photo/video coverage (royalty-free)
- Social media post/story
B2B Packages
Three formats · from € 1,750Networking Package
€ 1,750
excl. VAT
- 1 hotel night
for 2 persons - Invitation to the Official Opening (+1)
- 2×5 festival tickets for clients or colleagues
- Access to the B2B pre-programme
GM Network Cocktail Package
€ 6,500
excl. VAT
- 1 hotel night
for 2 persons - Networking reception with GMs before the official start of Mastercard Hotelnacht
- 40 guests (including colleagues)
- Including F&B: soft drinks, beer, wine and bites (and cocktail in collaboration with partner)
- 40 invitations to the Official Opening
- Festival tickets for all invitees
Canal Cruise Package
€ 8,500
excl. VAT
- 1 hotel night
for 2 persons - Private canal cruise on Saturday afternoon, following the Opening
- 40 guests (including colleagues) for cruise and Opening
- DJ on board
- Including F&B: soft drinks, beer, wine and snacks
- Branding/signage opportunities on board (in consultation)
- 40 festival tickets + 40 Opening invitations
- Listed as partner in festival app & logo wall
- Professional photo/video coverage (royalty-free)
- Social media post/story
→ All prices listed are excluding VAT and any production or staffing costs.
Tailor-made
Your partnership,
tailor-made.
The packages are a starting point. We're happy to collaborate on a partnership that perfectly fits your brand, objectives and budget. Whether it's a unique brand activation, content collaboration or a combination of multiple touchpoints: everything is open for discussion.
Schedule a meetingPartners who came before
A selection from previous editions
your brand?
Contact
Interested?
Let's connect.
We'd love to schedule a no-obligation conversation to discuss the possibilities for your brand. Send us an email or call; we'll get back to you within one business day.
Philipe Souren
HBMEO · Creative Communication
E-mail
info@hotelnacht.nl
- Web
- hotelnacht.nl
- Location
- Amsterdam · Barcelona
- Response
- ≤ 1 business day