De Krim Texel started in 1970 as a small initiative to bring more visitors to the north of Texel, with a single campsite in De Cocksdorp logging 28,598 overnight stays in its first year. Over the past 55 years, the company has grown into the island's largest leisure operator, adding parks, accommodations, a golf course, a hotel, and an event hall. The first manager couple, Mr and Mrs Monen, set a tone of hands-on hospitality back in 1969 that still motivates over 500 colleagues working at De Krim today.
De Krim has remained independent throughout its growth, with an ownership structure that protects it from national competitors and keeps it close to Texel society. Its stated values are hospitality, independence, and loyalty, and the memorandum of association explicitly commits to improving the livelihoods of Texel residents. That shows up in supplier choices, social personnel policy, support for cultural activities on the island, and investments in sustainability backed by Green Key Gold certification across most of the operation.
De Krim has used Maxxton's platform for years, including a digital guest survey that has been running since 2008. Over time, the platform has expanded across the full guest lifecycle, from destination marketing and lifestyle segmentation through preference-based booking to operations and revenue management, and out to post-stay feedback and re-engagement. The aim is consistent at every layer: take routine processes off staff so that human attention goes to the things only people can do.
Jolanda Kamphuis, Commercial Director, De Krim Texel
At a busy holiday park, the same issue could be reported through three or four different channels: a guest might mention it to a maintenance worker, then call reception, then send a WhatsApp. Reports landed in different systems, and nobody knew who was actually handling them. As Jolanda Kamphuis puts it, "The receptionist thought maintenance was on it, maintenance thought housekeeping was dealing with it, and in the end, nothing got done."
Receptionists were spending hours checking guests in, handing out keys, and answering the same basic questions. The work was slow and repetitive, and left little room for the personal interactions that De Krim wants to be known for.
Texel is an island and that limits De Krim's ability to scale by hiring. Seasonal staff are not as easy to find at short notice as on the mainland, so the only way to maintain quality at peak periods is to make every process as efficient as possible. "We are on an island, and that means it's not always easy to find staff," says Jolanda. "That's why we have to grow in a smart, feasible way."
Before Maxxton's AI-supported tools, pricing was a constant balancing act of watching demand and tweaking numbers by hand. Cancellations led to lost revenue, and there was no real way to forecast demand or to fill the gaps cancellations created.
De Krim now takes 90% of its bookings directly, with just 10% coming through external platforms. Direct guests get free preference selection, the lowest-price guarantee, and a stay history that travels with them from one visit to the next. External platforms operate under a separate rate structure with a standard 7.5% markup, making the direct channel more attractive without relying on outside platforms for the relationship.
NPS scores average around 60% per park, with some accommodations reaching 70%, an exceptionally high figure for the industry. The cleanliness of the California apartments recently hit 70%. Those scores feed straight back into the ranking system, so guests booking without a specific preference are automatically matched to the best-rated units.
Maxxton's AI-driven pricing has lifted revenue across nearly all of De Krim's accommodation types by adjusting rates in real time to match demand. The Reallocation Engine adds further uplift by filling vacancy gaps that would not previously have been visible, before cancellations even finalise.
With routine tasks handled by self-service check-in, automated locks, and a centralised guest care system, receptionists, housekeepers, and technicians can focus on the work that benefits from a human touch. "When everything is in order, the job becomes more enjoyable. Staff have more time to interact with guests, provide better service, and focus on what makes their work meaningful, rather than constantly having to fix issues," says Jolanda.
From lifestyle segmentation at the top of the funnel, through preference-based booking, AI-recommended add-ons during the stay, and automated newsletters after departure, Maxxton supports De Krim across the full guest lifecycle. The cumulative effect is what the team calls "a holiday that feels effortless", which translates into return bookings and long-term loyalty.
De Krim was the first Maxxton client to roll out the Unified Inbox, consolidating messages and notifications into a single interface with SLA tracking. The deployment fits a longer pattern of De Krim moving early with Maxxton on innovation, from digital guest surveys in 2008 to AI-driven pricing and, more recently, the Reallocation Engine.