The hotel and restaurant industries dominate the commercial demand. For more than 90 and 85 percent of suppliers actively involved in the Dining and Living segments, respectively, hotels and restaurants represent by far the largest commercial demand. For suppliers of Giving products the figure is over 40 percent.

Contract business has been boosted by the building of increased numbers of larger four-star and five-star hotel complexes. In the luxury segment, extraordinarily high importance is attributed to the style and quality of the furnishings and decoration, as a result of which the contract business in the glass, porcelain and ceramic sector and for furniture, lamps and designer accessories has seen a very significant growth. Moreover, in recent years, it is not only at the very top end of the market that the levels of both technical sophistication and ’homeliness‘ of the fixtures, fittings and furnishings have seen a noticeable hike, there are lots of hotels and restaurants in the upper reaches where the same is true. As a result, an ever growing number of consumer-goods suppliers have become involved in contract business in this market segment. In addition, contract business has, over the last few years, benefited from, for instance, the growing demand for sea and river cruises. The boom in this area has led to contracts for newly built and refurbished ships and, as a result, to increasing commercial contracts for equipping sea and river cruise ships.

Besides these major drivers of contract business, there have been other factors that have impacted positively on it. Thus, for instance, contract business has received stimulus from the growing number of independent contractors, business start-ups and from the consultancy sector (e.g. solicitors‘ practices, tax advisers‘ offices). In such service companies, there has been increasing interest and need for high-quality furnishings and equipment, so as to give a suitable impression and enhance the firm‘s reputation in the eyes of its clients.


Hotels and restaurants dominate the customer base. According to the results of our poll, the hotel sector is predominant amongst commercial clients across all product groups at Ambiente. When we look at Dining products, over 90 percent of the suppliers that deal with corporate clients cite the hotel trade as the main consumer for their products; for Living it is 85 percent of suppliers and in Giving rather more than 40 percent. As a result, these providers of Dining, Living and Giving products are also keen to build on their existing business and supplier relationships with hotel companies using new technologies and modern marketing instruments. Besides extending and refining their digital communication systems, this also includes participation in trade fairs, with special presentations targeting commercial buyers from Germany and abroad in an attempt to reach out to them with specifically designed products and services.

In second place amongst trade and commercial consumers are companies in the restaurant sector. Over 80 percent of suppliers of Dining products, and a good 60 percent of suppliers of products in the Living segment, see the restaurant trade as their main customer. When it comes to the Giving segment, restaurants are roughly on the same level as hotel companies, at 40 percent. This shows that many restaurants use Giving products to try to enhance their image and the way their customers perceive them. The commercial demand on the part of other industrial and service companies, large-scale consumers like airlines, rail companies and travel organisers, public institutions and catering companies, plays a comparatively subordinate role for suppliers in all three areas: Dining, Living and Giving. In the Dining segment, industrial companies and catering firms have a degree of relevance, particularly in terms of kitchen and/or canteen equipment. Around a third of suppliers with commercial customers make use of this client base.