Behind the scenes at Groupz: Niek

At Groupz, everything revolves around smart software that truly makes a difference for hoteliers. But software doesn’t build itself. It takes vision, courage, and experience. One of the driving forces is founder Niek van den Broek. His background in hospitality is the foundation of Groupz. His mission? To finally make group bookings simple, fast, and enjoyable – for both hoteliers and bookers.

From frustration to solution

The idea for Groupz didn’t arise in a boardroom, but in the middle of real practice.
“In my own hotels I noticed how group bookings constantly drained energy: endless email chains, mistakes, frustrations – both for bookers and staff. During Covid, together with our team and frequent group bookers, we dissected more than a hundred bookings. That’s where the seed for Groupz was planted: the process had to be smarter, faster, and more human.”

Practice as the driving force

As founder, Niek is the driving force behind development. He translates everyday hotel practice into a system that truly adds value. “I test everything with the people on the floor. No buttons just to make the system look nicer, but solutions that free up time. Time for what hospitality is really about: the guest.”

The Best compliment?

“When a hotel says: we wish we had this sooner. That’s when I know we’re making a difference. Teams get their energy back, staff once again have space for the guest, and bookers finally feel taken seriously. That’s what we’re doing this for.”

Giving back time

For Niek, the biggest gain is not just efficiency, but time. “With Groupz, we give back something priceless: time. Time to prevent mistakes. Time to increase revenue. Time to work proactively instead of putting out fires. Time to do what you once chose this profession for: providing hospitality.”

Built by hoteliers, for hoteliers

What makes Groupz unique? Its origin. “This platform wasn’t created by a software company trying to ‘conquer the market.’ It was born out of practice. We know the frustrations, we speak the language, we listen and keep building. That’s what makes Groupz not only valuable today, but future-proof for tomorrow.”

A tip if you're in doubt

“No fancy stories or slick sales talk. Book twenty minutes with me and experience it for yourself. Chances are you’ll think afterwards: why didn’t we do this sooner?”