Gastvrijheid in Bedrijf

What Gastvrijheid in Bedrijf does

Gastvrijheid in Bedrijf B.V. is a Dutch boutique hospitality training and consulting firm founded on January 16, 2013 by Laura de la Mar and headquartered in Doetinchem, Netherlands. The company operates as a network organization of approximately 12 specialized professionals (trainers, coaches, speakers, advisors) supported by a virtual backoffice, delivering customized in-company programs, open-enrollment masterclasses, workshops, coaching, and keynote presentations to organizations across the Netherlands and Belgium. Its core intellectual property is the proprietary "5 Principles for Hospitality" methodology (evolved from the original "6 Keys" launched in 2015) and the "3 Levels of Hospitality" framework (internal, organizational, external), designed to embed hospitality into organizational DNA rather than deliver one-off training. Supporting assets include the Gastvrijheidsscan diagnostic, Gastvrijheidsstandaarden behavioral guidelines, and physical/digital tools such as the Sleutelvragenspel, Gastvrij Talent Spel, WOW Kalender, and Hospitality Huddles. CRKBO accreditation (September 2022) allows VAT-exempt services to healthcare, government, and education clients.

The company's revenue model combines professional services (in-company programs, open masterclasses, keynote speaking — typically multi-year, quote-based contracts), recurring subscription revenue from the Gastvrijheid in Bedrijf Community (launched July 2020, over 200 members, 200+ micro-learnings in the Hospitality Academy), one-time book and e-book sales through a proprietary webshop (titles include "Het geheim van gastvrijheid" and "Gastvrij leiderschap," both bestsellers, with English-language "Hospitable Leadership" released September 2025 via Amazon print-on-demand), and physical product sales. Go-to-market is multi-channel: direct enterprise sales for custom programs, events for top-of-funnel engagement, content marketing through books, podcast (launched June 2023), YouTube, TEDx (March 2025), and a community-led referral engine. Named enterprise customers include Booking.com, McDonald's, Björn Borg, Johan Cruijff ArenA (since 2018), Radboudumc (since 2019), Prinses Máxima Centrum, Menzis, KVK, and Provincie Gelderland, spanning healthcare, sports, retail, fast food, online travel, government, and manufacturing — indicating horizontal applicability of the methodology across sectors. The company is founder-owned and has not raised external capital.

Name

Gastvrijheid in Bedrijf

Legal name

Gastvrijheid in Bedrijf B.V.

Website

https://gastvrijheidinbedrijf.nl

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Gastvrijheid in Bedrijf is a Dutch boutique training and consulting firm that helps organizations embed hospitality into their culture through in-company programs, workshops, diagnostic scans, books, and a subscription community platform, serving enterprise and public-sector clients across the Netherlands and Belgium.

Ownership category

akta.pro rank

Headquarters

HQ city

Doetinchem

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Training and Programs: Customized in-company hospitality training programs, workshops, and masterclasses. Programs include strategic development plans, vision development, hospitality scans, coaching, and train-the-trainer programs. Sold directly to enterprise clients.
2. Book Sales: Sale of published books including 'Het geheim van gastvrijheid' (€22.95 incl. VAT), 'Gastvrij Leiderschap', and e-books like 'Hospitable Leadership' (€9.99) and 'Hospitality Huddles' (€11.99). Sold through their own webshop.
3. Community Membership: The Gastvrijheid in Bedrijf Community offers membership with access to >200 micro-learnings, tools, monthly online events, offline events, and networking. Members receive free Hospitality Huddles e-book and other benefits.
4. Webshop Products: Sale of inspirational products including greeting cards, posters with quotes, compliment cards, and other hospitality tools.
5. Speaking Engagements: Interactive (keynote) presentations and lectures by Laura de la Mar and team members at events and conferences.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Gastvrijheid in Bedrijf delivers customized in-company hospitality development programs, open enrollment masterclasses, workshops, coaching, and keynote presentations to organizations seeking to embed hospitality into their organizational culture. The company also sells published books and e-books on hospitality and hospitality leadership, and operates a subscription-based online community platform with access to over 200 micro-learnings, monthly events, and networking for hospitality professionals.

Product overview

Gastvrijheid in Bedrijf is a Dutch hospitality development company founded in 2013 by Laura de la Mar, offering a portfolio of training services, published books, and a community platform. The service portfolio includes in-company programs, open masterclasses, workshops, the Gastvrijheidsscan (hospitality diagnostic), vision development, strategic planning, coaching, and keynote presentations. The book portfolio spans three titles: 'Het geheim van gastvrijheid' (2019, bestseller), 'Gastvrij leiderschap' (2023, bestseller), and the English translation 'Hospitable Leadership' (2025), available as physical books and e-books. The Gastvrijheid in Bedrijf Community platform (launched 2020) provides networking, the Hospitality Academy with 200+ micro-learnings, and monthly events. Additional tools include the Sleutelvragenspel, Gastvrij Talent Spel, WOW Calendar, Hospitality Hacks, and Inspiratiesnacks. The company also maintains the Gastvrijheid in Bedrijf Podcast, a YouTube channel, and a webshop for physical and digital products. The methodology is anchored in the 5 Principles for Hospitality and the 3 Levels of Hospitality framework.

Differentiator

Problem solved

Functional benefit

Brands

• Gastvrijheid in Bedrijf Community: An online platform connecting hospitality professionals from all sectors, facilitating the sharing of knowledge, inspiration, experiences and tools, with access to the Hospitality Academy (200+ micro-learnings), monthly online events, offline events, and a network of hospitality professionals.
• Gastvrijheid in Bedrijf Podcast

Products and services

• Gastvrij leiderschap (Hospitality Leadership) Bestselling book by Laura de la Mar (2023) on creating a hospitality culture where employees enjoy working and guests return. Based on the 5 Keys to hospitality and the philosophy that true hospitality starts internally with leadership.
• Hospitable Leadership (English) English translation of 'Gastvrij leiderschap' released in September 2025. Available as e-book via the webshop and print on demand via Amazon.
• Het geheim van gastvrijheid (The Secret of Hospitality) First solo book by Laura de la Mar (January 2019, ISBN 9789492723413). A bestseller in its 5th revised edition, exploring insights, inspiration, and interviews with notably hospitable people across all industries.
• Gastvrijheid in Bedrijf Community Online community platform launched in July 2020, connecting hospitality professionals from all sectors. Includes the Hospitality Academy with 200+ micro-learnings, monthly online events, offline events, and a network of hospitality experts. Available as personal or business membership.
• Hospitality Academy Online learning platform within the Gastvrijheid in Bedrijf Community offering over 200 micro-learnings and DIY tools for hospitality development and professional growth.
• Programma's (Training & Workshops) Open enrollment and in-company training programs covering hospitality development, hospitality leadership, hospitality sales, DISC, and more. Programs include masterclasses, workshops, and interactive presentations delivered by the network of experts.
• Training Gastvrij Verkopen (Hospitality Sales Training) In-company training focused on selling with hospitality — combining warmth, personal connection, and commercial skills. Covers a 6-step recipe for hospitality sales, group size 4–12 participants, duration 3 hours.
• Gastvrijheidsscan (Hospitality Scan) Unique measurement instrument that measures both internal and external hospitality of an organization. Used as baseline measurement, standalone measurement, or growth measurement. Based on recent scientific research and years of hospitality experience. Customizable per organization via co-creation session.
• Gastvrijheidsstandaarden (Hospitality Standards) Custom behavioral guidelines developed for organizations, providing practical standards for hospitality consistent with their culture and core values. Not scripts or lengthy manuals — practical, inspiring behavioral anchors for onboarding, team meetings, and quality care.
• Webshop Online store launched September 2014 selling inspirational products including books, cards, posters with quotes, tools, and games.

Quantifiable outcome

• Companies with higher customer satisfaction generate 60% more revenue (Forrester, 2023)
• +6 more outcomes

Named customers14 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• Hotelschool Den HaagflagshipStrategic or Co-development Partner · 9 June 2023Laura de la Mar delivered a TEDx Talk 'Hospitable Leadership' at Hotelschool Den Haag on March 7, 2025.
• RadboudumccoreStrategic or Co-development Partner · 1 January 2019Radboudumc partnered with Gastvrijheid in Bedrijf to strengthen hospitality. A vision video was created and presented. A live event 'Gastvrij leiderschap in de zorg' was hosted at Radboudumc on June 12, 2024.
• Johan Cruijff ArenAflagshipStrategic or Co-development Partner · 1 January 2018Gastvrijheid in Bedrijf has been working with Johan Cruijff ArenA since 2018 to strengthen and embed hospitality. The partnership includes training, coaching on the job, and developing organizational independence in hospitality. The ArenA uses Gastvrijheid in Bedrijf as a sparring partner.
• Prinses Máxima CentrumcoreImplementation/ SI/ Consulting Partner · 1 January 2018Prinses Máxima Centrum collaborated with Gastvrijheid in Bedrijf for hospitality development. Contract manager Esther Fijnekam describes the collaboration as very pleasant.
• Legamaster International B.V.minorImplementation/ SI/ Consulting PartnerLegamaster International worked with Gastvrijheid in Bedrijf on hospitality development. Marketing & Communications Manager Isabel Stragier praised the collaboration.
• Ciel Bleu (Restaurant)minorOthersMichelin-starred restaurant at Okura hotel where the core team celebrated the 10-year anniversary dinner in March 2023.
• Kasteel AmpsenminorOthersCastle venue in Lochem where the first Hospitality Festival was held in September 2016, welcoming 70+ hospitality fans.
• Kasteel HoekelumminorOthersCastle venue in Bennekom where Gastvrijheid in Bedrijf organizes masterclasses since January 2022.
• Thermen BusloominorOthersEvent venue where Gastvrijheid in Bedrijf hosted a live event on June 9, 2023 with theme 'The purpose of Hospitality'.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Schouten & Nelissen: Established Dutch training, coaching and personal-development firm offering in-company programs and open enrollment. Directly comparable to Gastvrijheid in Bedrijf as a Netherlands-based B2B training and coaching provider with multi-year enterprise contracts and a network of trainers/coaches.
• GITP: Dutch HR, leadership and assessment consultancy offering diagnostics, training, and coaching to enterprises. Comparable on the consulting/training axis, and on the use of proprietary diagnostic instruments analogous to GIB's Gastvrijheidsscan.
• Effectory: Netherlands-based employee experience and engagement firm running large-scale listening programs for enterprises. Comparable in mission (improving internal culture to lift external outcomes) and in the survey/diagnostic + advisory delivery model.
• Boer & Croon: Dutch management consulting firm focused on organizational transformation and leadership development. Comparable as a Netherlands-based advisory firm delivering multi-year, multi-stakeholder change programs into enterprise clients.

Emerging players

• Hotelschool Den Haag: Premier Dutch hospitality management school and host of Laura de la Mar's TEDx Talk. Overlaps with GIB on hospitality leadership content and audience, but is an academic institution rather than a commercial training/consulting firm.
• Hotelschool NHL Stenden: Dutch university of applied sciences with one of the largest hospitality management programs in the Netherlands. Comparable on hospitality thought leadership and on training future hospitality professionals, but academic rather than commercial consulting.

Broad incumbents

• Tias School for Business and Society: Dutch executive education provider partnering with Tilburg University. Comparable on customized in-company leadership and culture programs for enterprises, but operating at larger scale and across broader topics than GIB's hospitality niche.
• Beeckestijn Business School: Dutch marketing and business education provider offering in-company training, masterclasses and certifications. Comparable on multi-format B2B training delivery (open enrollment + in-company + certifications), but with a broader marketing/leadership curriculum rather than hospitality specialization.
• Nyenrode Business Universiteit: Dutch executive education and MBA provider. Comparable as a broader institution offering leadership development and in-company programs, but operating at much larger scale and with academic credentials rather than a niche hospitality focus.

Others

• Koninklijke Horeca Nederland (KHN): Dutch hospitality industry association representing hotels, restaurants, and cafes. Not a competitor but an ecosystem participant — a natural channel for GIB's training programs to reach hospitality SMEs and a likely source of partnerships and referrals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@gastvrijheidinbedrijf
• Facebookfacebook.com/GastvrijheidInBedrijf

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gastvrijheid in Bedrijf