Trends we spotted | Week 27
30 x Hilton Herring Party in Amsterdam
Campaign by Stayokay Hostels - This is not a hostel! 
Skycooler - Smart cooling for every terrace or event
Airbnb is official partner of the Tour de France, with a meet and greet with Mark Cavendish for example.
RimRock Banff Emblems Collection - part of the new luxury brand by Accor
the hotel brand ibis expands with new hotels across Europe
At horecatrends.com we spot many national and international trends on a daily basis. We pick the most interesting ones to write about, the other trends we use in our weekly column ‘Trends we spotted this week’. With this week links to articles about:
- It’s a Dutch tradition, herring parties to celebrate ‘Hollandse Nieuwe’! This year for the for the 30th time, the Hilton Amsterdam received the first keg by fishmonger Jan van As.
- Chef René Redzepi and the team behind restaurant Noma are heading to Los Angeles in 2026.
- Airbnb is official partner of the Tour de France till 2027 and will offer unique experiences to enjoy the Grande Boucle and the communities surrounding the route.
- Dutch hostel chain Stayokay has launched a playful new campaign: ‘This is not a hostel!’
- With rising temperatures, cooling becomes increasingly important. Skycooler provides a refreshing solution for terraces, sports facilities, events, and smaller indoor spaces.
- Hotel brand ibis continues its European expansion, with recent openings in Belgium, Spain, Estonia, Germany, and upcoming locations in Poland and Hungary. The brand now boasts over 2,500 hotels worldwide.
- Thai street food brand Kaimug is the first restaurant in Germany to introduce a robot chef: the Omni by Botinkit.
- At their recent Leadership Experience event, Starbucks announced their first generative-AI powered solution, Green Dot Assist. This system will support their baristas and other green apron partners.
- Accor’s newest luxury brand, Emblems Collection, blends a storied legacy with a visionary redesign. Fiftheen hotels are in the pipeline, including Rimrock Banff, Lucknam Park Hotel & Spa near Bath in the UK and the Elatos Resort in Greece.
Enjoy reading!
Noma to Los Angeles in 2026
A brief update: Chef René Redzepi and the team behind restaurant Noma are heading to Los Angeles in 2026. You can watch the teaser on their Instagram account or via the video below. That’s all the information available for now. On Noma’s website (link in the title), there’s a sign-up form to receive updates about reservations once they open.
30 x Hilton Herring Party in Amsterdam
For the 30th time, the first keg of ‘Hollandse Nieuwe’ herring from fishmonger Jan van As arrived at the iconic Hilton Amsterdam on the Apollolaan. During the Hilton Herring Party 2025 on July 1, guests enjoyed a celebration full of tradition, spectacle, and modern flavors.
For those who couldn’t attend, there’s still a chance to enjoy a special herring menu this summer. Herring lovers are welcome at the Garden Terrace or in the Half Moon Lounge to savor summery dishes featuring this healthy fish. Think of “Herring & Chips” with tartar sauce or the classic version served on rye bread with onions and pickles. For more information, visit their website (link in the title).
New campaign from the Dutch hostel chain Stayokay | ‘This is not a hostel!’
The new campaign playfully shows that Stayokay is much more than a traditional hostel. Under the slogan ‘This is not a hostel!’, Stayokay challenges three common misconceptions:
Only shared rooms? – Not at all. Stayokay also offers comfortable private and family rooms with en-suite bathrooms, themed rooms, and extra-comfy double rooms with Auping beds.
Only for young people and backpackers? – On the contrary. Stayokay is also perfect for couples, families, and solo travellers. With locations ranging from nature settings to city centers and a variety of room types, there’s something for everyone.
No comfort or facilities? – Far from it. You can make your stay as comfortable as you like. Think made-up beds, private bathrooms, towel service, bike rentals, breakfast buffets, and cozy shared spaces like a bar or lounge.
Developed in collaboration with TEAM LEWIS, the brand campaign playfully busts these myths and makes one thing clear: Stayokay offers more. Watch the video below and check out the link in the title for more info.
Skycooler | smart cooling for every terrace or event
With rising temperatures, cooling becomes increasingly important. Skycooler, introduced in the Netherlands by Mariëlle van den Broek, cools terraces, sports facilities, events and even homes by up to 10 degrees – completely insect-free. The stylish units extend guests’ terrace enjoyment and improve working conditions for staff.
Since 2021, hospitality venues such as Won Yip’s have opted for Skycooler. But also sports clubs, horse stables and even private homes now use this solution, including the compact Table Unit. Skycooler is both functional and beautiful, and entrepreneurs can even have their logo printed on the units. Mariëlle discovered the concept in South America and successfully brought it to Europe. What started as a catering solution grew into a widely applicable innovation. More information in the link in the title.
ibis expands with new hotels across Europe
Hotel brand ibis continues to grow in Europe, with recent openings in Belgium, Spain, and Germany, and upcoming locations in Poland and Hungary. A key milestone is the launch of the first ibis Styles hotel in Estonia, located in the heart of Tallinn. The fully renovated hotel features 122 rooms and restaurant FOCUS, offering seasonal Estonian dishes.
Other new additions include ibis Styles Hasselt, ibis budget Arlon, ibis Styles Madrid Airport Valdebas, and hotels near airports in Berlin, La Rochelle, Katowice, and Debrecen. The new properties combine comfort, design, and affordability, with features like family rooms, creative themes, and convenient locations.
According to Florence Liger-Tourres, VP Marketing at Accor, the ibis brands stay true to their mission: reliable, accessible quality for budget-conscious travellers. The brand now boasts over 2,500 hotels worldwide and continues to appeal to guests and partners alike.
Robot chef for Thai street food brand Kaimug in Münich
As the first restaurant in Germany, Thai street food brand Kaimug introduces Omni by Botinkit. It’s introduced at their location in the Stachus Passagen in Münich. Like their indicating in the post below: perfectly cooked meals that always has the same ingredients and taste and the robot never loses its overview – not even during rush hour. Check out the reel below and the website of the Kaimug Group in the link in the title.
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Greet Dot Assist | Starbucks generative AI-powered coffeehouse companion
Technology at Starbucks is designed to enable human connection in their coffeehouses. Recently at their Leadership Experience event, they announced their first generative-AI powered solution to support green apron partners. Green Dot Assist is a virtual assistant built to help baristas in real time. Instead of flipping through manuals or searching for answers, partners can now ask questions on in-store iPads and receive instant, conversational responses. With this new solution, they’re simplifying access to essential information in the flow of work for partners, making their jobs a little easier while they build confidence and expertise. More details and a video in their press release, link in the title.
Rimrock Banff to join Accor’s newest luxury brand | Emblems Collection
Rimrock Banff, Emblems Collection one of the most iconic retreats in the Canadian Rockies, is poised to redefine mountain luxury as the first Emblems Collection property in North America. Owned by Oxford Properties Group and a capital partner, the resort will undergo a fully transformative renovation beginning in October 2025 and will reopen in summer 2026 as a flagship for Accor’s newest luxury collection brand, blending its storied legacy with a visionary redesign.
Rimrock Banff, Emblems Collection’s upcoming transformation is a key step in Emblems’ global expansion, which includes iconic projects such as Lucknam Park Hotel & Spa, Emblems Collection in the UK, a renowned country house and British heritage icon near Bath; the Elatos Resort, Emblems Collection in Greece, an eco-wellness sanctuary on Mount Parnassus set to open in 2026; and Hotel Bellevue Cortina d’Ampezzo, Emblems Collection in Italy, a masterpiece of alpine luxury also scheduled for 2026. Emblems is on track to reach 15 properties signed by 2025, with its first property opening at the end of this year in Europe. More details in their press release, link in title.
Airbnb is partnering with the Tour de France to shine a light on French regions
This weekend the cycling event of the year starts in Lille, France: the Tour de France. Airbnb will be an official partner of the Tour de France and the Tour de France Femmes avec Zwift for the next three years, until 2027. Airbnb will offer unique experiences to enjoy the Grande Boucle and the communities surrounding the route.
Through early July, hundreds of unique experiences will be bookable on Airbnb along the Tour. A collection of experiences, co-created with the Tour de France, will offer participants behind-the-scenes access to the event with athletes and personalities from this legendary race. To explore and book these experiences – if still possible – visit this page. Great partnership, press release in the link in the title.
