Twelfth edition · January 17 & 18, 2026 · Amsterdam

Recap Mastercard
Hotelnacht 2026

Wellness Edition

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Recap 2026

The twelfth Hotelnacht

The twelfth edition of Mastercard Hotelnacht was a Wellness Edition. Two days of rest, balance, and extraordinary experiences in Amsterdam's finest hotels.

On Friday and Saturday, January 17 & 18, 2026, 17 top hotels opened their doors for an unforgettable urban festival, with the tagline "The Art of Balance".

Recap Hotelnacht 2026
12th
Edition
17
Hotels
60+
Events
5,000+
Participants
Campagnebeeld Mastercard Hotelnacht 2026
Campaign

The Art
of Balance

The Wellness Edition centred on the theme of finding balance. Between luxury and simplicity, movement and rest, the social and the intimate.

The campaign visuals translated this into a visual language of calm, colour, and refinement: an Amsterdam that pauses and breathes anew.

Wellness Zondag
New in 2026

Sunday as a festival day

For the first time, Sunday was introduced as a full festival day. With a dedicated programme focused on wellness, recovery, and deeper experiences.

The concept proved a great success: participants valued the extra day for a calmer, more mindful way of enjoying the hotel and its programme.

Luxe salonboot
VIP Experience

Luxury Salon Boat

An exclusive canal cruise aboard a luxury salon boat for professionals, partners, and VIP guests.

The boat tour, hosted by Smidtje Luxury Cruises, combined networking with Amsterdam's unmistakable atmosphere on the water.

Participating hotels

17 hotels, one Amsterdam

Hotelnacht 2026 · Amsterdam

Audience

Amsterdam
checks in

Festivalgangers Hotelnacht 2026
1,500+
Hotel rooms
Amsterdam residents who booked a room for the weekend
5,000+
Participants
Total number of participants across all events
60+
Events
Creative, cultural, and culinary activities spread across all hotels
Programme

Events & Activations

This edition of Mastercard Hotelnacht once again featured a wide range of creative, cultural, and culinary events. A selection from the diverse festival programme was highlighted.

Events & Activaties Hotelnacht 2026
Welcome package
Check-in Hotelnacht 2026
Check-in

The perfect arrival

Upon arrival, guests received a wristband, the hotel@home magazine, an AQUALEX water bottle, and OPIUS cocktails. All curated for a premium welcome experience.

Opening Hotelnacht bij Hotel Jakarta
Opening

Kick-off at Hotel Jakarta

The official opening took place at Hotel Jakarta, with an exclusive cocktail reception. Guests, press, and partners gathered for the kick-off of the weekend.

Programme highlights

The best moments

Feel Good Party
Feel Good Party
Pulitzer Amsterdam
Bakery Rave
Bakery Rave
Renaissance Amsterdam Hotel
Listening Bar
Listening Bar
Okura Amsterdam
Electronic Music Meditation
Electronic Music Meditation
nhow Amsterdam RAI
Hellness - Unofficial After
Hellness - Unofficial After
Hotel The Diamond
Master Suite — Anantara Grand Hotel Krasnapolsky
Giveaway

Upgrade Master Suite

Through Instagram, participants could win an upgrade to the Master Suite at the Anantara Grand Hotel Krasnapolsky. One of Amsterdam's most iconic hotel suites.

The campaign generated significant organic reach and strengthened the connection between the audience and the Mastercard brand.

Mastercard VIP-Arrangement
Priceless.com

Mastercard VIP Package

Mastercard cardholders could book an exclusive VIP package via Priceless.com. With access to special experiences, upgrades, and priority entry to selected events.

The package positioned Mastercard as the key to premium experiences and deepened brand engagement with the target audience.

Mastercard
Brand Visibility

Mastercard Branding

From wristbands to the hotel@home magazine, from app branding to social media. Mastercard was visible across all Hotelnacht touchpoints.

The brand was consistently positioned as the enabler of priceless experiences: invisible in the background, felt in every moment.

Mastercard Branding
Reach & Impact

Reach 2026

Hotelnacht App 2026 mockup
Digital

App 2026

Hotelnacht App · iOS & Android

4,806
Users
Active users in the Hotelnacht app
150,753
Page Views
Total page views during the weekend
82%
iOS
Users on Apple devices
18%
Android
Users on Android devices
Social

Social Media

Instagram · @hotelnacht

Influencers

Social Media Influencers

I Amsterdam 345K
FavorFlav 19,2K
Amsterdam City Guide 48,5K
TipvanKel 60,9K
Cityguys 19,7K
Hotspotjes 14K
Date Night Amsterdam 47,9K
Holistik 91,5K
Discover True Netherlands 51,4K
YourLBB 79,4K
Exploring Dutchies 50K
De Buik van Amsterdam 10,4K
UIT in Amsterdam 59,8K
Entree Magazine 29,6K

75 journalists & influencers present · #Mastercard #Hotelnacht #PricelessToMe

Email

Newsletters

Mailchimp · 2026

192,621
Recipients
Total number of newsletter recipients via Mailchimp
Nieuwsbrief Hotelnacht 2026
Outdoor advertising JCDecaux Amsterdam
Out-of-Home

Outdoor Advertising

JCDecaux · Amsterdam

3M+
Impressions
Total impressions via JCDecaux outdoor advertising in Amsterdam
Media

Influencers & Media

75
Attendees
Journalists & influencers present at Hotelnacht
1
Salon Boat
Exclusive press tour via Smidtje Luxury Cruises

Journalists and influencers were actively guided. From the press boat tour to dedicated programme segments to encourage authentic coverage.

#Mastercard #Hotelnacht #PricelessToMe
Perstour salonboot Hotelnacht 2026
Earned Media

Free Publicity

1M+
Media reach
Total reach via earned media and publications
€40K
Ad value
Equivalent advertising value of all free publicity
Coverage

Publications & Media

Media clipping
Media clipping
Media clipping
Media clipping
Telegraaf YourLittleBlackBook Hospitality Management De Buik Amsterdam Hotspotjes IAmsterdam Nouveau Cityzapper Horecatrends Dutch News FavorFlav Society World MisterCocktail Villa d'Arte Zie Oud Zuid Happylifeafterfifty Tastytrails TrackandTrees
Documentation

Documentation

Three professional photographers were present throughout the entire weekend to capture every moment. From the opening to the last afterparty.

Additionally, a recap film was produced that tells the story of the Wellness Edition and will be used in communications leading up to 2027.

Douxe Hotelnacht moment
Douxe Hotelnacht moment
Douxe Hotelnacht moment
Partners & Sponsors

A strong network

Mastercard Hotelnacht 2026 was made possible by a broad network of partners, each contributing to the overall experience.

Review

Review & Learnings

  • The early start of the organisation works well for hotels, partners, and festivalgoers
  • A brainstorm session in April proved very effective as a starting point and for finding the best new theme together with all stakeholders
  • Early bookings should be promoted even more through mailings, online visibility, and via partners
  • The composition of the VIP offering via the Priceless platform should be evaluated earlier and more thoroughly
  • Hotels need to be more aware of the benefits of the significant early-booking momentum
  • It should be explored whether early bookings can run via priceless.com to maximise Mastercard exposure
  • Sunday as a full festival day has proven a great success
  • There is a growing demand for masterclasses and workshops, though ongoing attention to additional costs remains important: a valuable F&B offering
  • Organising the Official Opening and Check-in at a single location is a practical and effective setup
Looking ahead

Timeline 2027

Mastercard Hotelnacht 2027 · January 16 & 17

March
Mastercard partnership outlines
April
Brainstorm with partners & stakeholders
May
Hotel registration
June
Partnerships
August
Early-booking promotion launch
September
Programme submission by hotels / partner matchmaking
September 19/20
Early Bird weekend
October
Programme teasers, hotel and partner spotlights
December
Final programme announcement to festivalgoers
January
Campaign intensification
January 16/17
Mastercard Hotelnacht