12.09.2025 – 13:11

Global Communication Experts

German Market News | Week 37

German Market News | Week 37

Dear all,

please find hereby the weekly market news:

Market News:

• Study Reveals How Reviews Influence German Travelers: A recent study conducted by London Research on behalf of Trustpilot surveyed 3,000 European consumers, including 750 in Germany, to understand how reviews impact travel decisions. In Germany, 49 percent of respondents find customer reviews very useful when booking travel, and 51 percent value star ratings. Reviews are more trusted than social media or traditional advertising. German consumers are 72 percent more likely to click on a Trustpilot ad with five stars, over 3,000 reviews, and a testimonial than on a similar ad from Trusted Shops. Ads with Trustpilot branding perform 2.8 times better than those without, even when discounts are lower. Including a TrustScore and review count increases ad performance by 33 percent compared to stars alone. Verified reviews are especially important for building trust in travel services. Across all age groups, reviews are a key factor in booking decisions. The study concludes that integrating authentic customer feedback is a strategic advantage for travel brands in the German market.
• Technology Set to Transform the Travel Industry: Tourexpi reports on a global survey conducted by RateHawk, which included over 1,300 travel professionals from Europe, North and Latin America, Asia, and the Gulf states. The results show that 35% of German respondents view technology as the key to boosting productivity. Automation tools are in high demand, with 57% of German experts prioritizing them, followed by 42% favoring analytics. In contrast, only 14% show interest in AI-driven personalization, marking the lowest rate across European markets. Rising customer expectations are the top challenge in Germany, cited by 29% of respondents. Globally, manual search processes consume the most time, with 40% of European agents affected. Worldwide, 29% call for better access to technology, while 19% struggle with modern tools. Flexible commission models are seen as crucial, as one-third of respondents demand higher payouts. Mobile booking tools are gaining traction, especially among younger professionals, with usage doubling in 2025. The findings underscore a clear shift: German travel professionals embrace tech not as disruption, but as a strategic enabler.

Tour Operator News:

• Owner-Managed Travel Agency Chains Set the Tone: Germany’s travel distribution market is increasingly dominated by owner-managed agency networks, as stated by Touristik Aktuell. Alltours Reisecenter leads with 81 branches under Willi Verhuven, who plans to transfer the company into a foundation. Schauinsland Reisen follows with 65 branches and expanded in 2024 through acquisitions, including Explorer, Meimberg, and Blum Holidays. Suedwest Touristik operates around 40 offices, keeping acquired agencies largely independent, while RSO Service Insel runs 24 branches and has become Alltours’ largest franchise partner. Other notable players include ADAC Reisebüro Papendick, My Travel Company, Reisebüro Stiefvater, Wörlitz Tourist, and KMC Reiselounge. This consolidation trend highlights the strategic strength and adaptability of owner-managed networks in Germany’s retail travel sector.
• Bentour Discontinues Golf Travel to Focus on Core Business: Touristik Aktuell outlines Bentour’s decision to discontinue its golf travel program as of early 2025. The offering previously included tournaments, training courses, and packages across destinations such as Turkey, Morocco, Cyprus, Egypt, Greece, and Spain. Bentour explains that this move is part of a strategic effort to concentrate resources on its core business, including premium beach holidays and the new “Bentour à la carte” concept. Golf travel was described as a complex product requiring intensive consultation and coordination with multiple partners. By focusing on its strengths, the company aims to improve operational efficiency, enhance its value proposition, and maintain its high service standards. Whether golf travel will return to the portfolio remains open. Future opportunities will be evaluated based on market developments.
• European Parliament Adopts Position on Package Travel Directive, Raising Concerns for Travel Industry: The European Parliament has approved its position on revising the Package Travel Directive, only partly addressing the travel industry’s concerns, the German Travel Association (DRV) reports. DRV President Norbert Fiebig warns that the proposed rules could raise costs, distort competition, and create legal uncertainty for medium-sized travel agencies and tour operators. Key issues include the redefinition of package travel, expanded travel warnings, and a 28-day free cancellation rule, which the DRV considers impractical and unfair. With Germany accounting for 41 percent of EU package travel sales, overregulation could threaten the SME-driven market. Fiebig urges the German government to defend national interests in the upcoming trilogue negotiations, balancing consumer protection with economic viability.

Destination News

• Lower Saxony launches “Weit mehr” tourism campaign: TourismusMarketing Niedersachsen (TMN) has launched the “Weit mehr” campaign to position Lower Saxony as a forward-looking travel destination. For the first time, TMN targets the “Expeditives” and “Neo-ecologicals” Sinus Milieus, travelers aged 25 to 55 who value authenticity and digital engagement. The campaign focuses on the off-season and long-term visitor engagement through three pillars: “Discover More,” “Experience More,” and “Feel More,” all under the tagline “Feels real!” Video and animated formats showcase people and seasonal nature, distributed via premium placements and platforms like Spotify. Media targeting now prioritizes metropolitan areas including Frankfurt, Berlin, Cologne, Munich, and Stuttgart, using precise audience segmentation.
• Egypt Invests €16 Billion in Tourism Infrastructure: fvw TravelTalk highlights Egypt’s €16 billion “Marassi Red Sea” project south of Hurghada, covering 10 square kilometers. The four-year plan includes 12 ultra-luxury hotels, floating accommodations, marinas, a 400-meter beachfront, private beaches, artificial lagoons, and 500 shops and restaurants. Additional infrastructure will feature schools, hospitals, wellness centers, and sports facilities. The development is expected to generate 150,000–170,000 construction jobs and around 25,000 permanent positions, with annual economic benefits of €85–170 million. It supports Egypt’s goal of attracting 30 million tourists annually by 2028, with international investors like UAE-based Emaar Misr involved. Sustainability measures are planned to protect marine ecosystems and preserve natural landscapes.

Aviation News:

• European Air Traffic Improves Punctuality Despite Higher Flight Volumes: Insights from airliners.de reveal that Europe’s air traffic network achieved a notable improvement in punctuality this summer. Despite handling 3% more flights compared to the previous year, delays were significantly reduced across the region. This positive trend reflects better operational planning and improved coordination among airlines and airports. Eurocontrol data indicates that the average delay per flight decreased, even during peak travel months. While challenges remain in certain countries such as France and Germany, overall performance marks a strong step forward for the industry. The results underline the sector’s resilience and its ability to adapt to growing demand without compromising service quality. For business travelers and corporate travel managers, this development signals greater reliability and efficiency in European skies.
• Turkish Airlines’ Stake in Air Europa Strengthens Latin America Access: Fitch Ratings sees Turkish Airlines’ minority stake in Air Europa as a strategic move to expand its network, Tourexpi reports. The investment will strengthen Spain–Turkey connections for passengers and cargo and open opportunities on fast-growing Europe–Latin America routes. Air Europa, though smaller, holds a strong position on South American routes and is the second-largest carrier at Madrid-Barajas Airport. Turkish Airlines is acquiring the stake for 300 million euros, with closing expected in six to twelve months pending regulatory approval. Fitch notes that other major European carriers are using minority stakes and acquisitions to consolidate, suggesting TAP Air Portugal could be next. The deal underscores Turkish Airlines’ strategy to boost its presence in Latin America while leveraging Madrid as a key hub.

Hotel News:

• German overnight stays fall by 1.2 percent in July: According to the Federal Statistical Office (Destatis), hospitality businesses in Germany recorded 56.7 million overnight stays in July 2025, a 1.2 percent decline compared to the previous year. Domestic travelers accounted for 46.2 million stays (–1.1 percent), while international guests booked 10.5 million (–1.3 percent). Between January and July, the industry registered 279.9 million overnight stays, only slightly below the same period in 2024 (–0.2 percent). Destatis points to weaker summer weather and fewer spontaneous trips as reasons for the decline. Despite the slowdown, the sector expects autumn demand to help balance the overall annual trend.
• Hospitality Optimism Drops Across DACH Region After Solid Summer: The latest Sentiment Radar from Kohl > Partner reveals a cautious mood among hoteliers across Austria, Germany, South Tyrol, and, for the first time, Switzerland. The survey, which received over 300 responses from industry professionals, revealed that while summer occupancy and revenues remained stable, overall optimism decreased from 3.2 to 2.8 on a five-point scale. Switzerland scored the highest at 3.2, while Austria scored the lowest at 2.7, with Germany and South Tyrol also reporting declines. The focus of concern is shifting. Staffing shortages are easing, but hoteliers are increasingly concerned about managing occupancy and the prevalence of short-term bookings. Price increases driven by inflation were generally accepted by guests, helping to stabilise revenue. Looking ahead, many anticipate a stagnation or decline in bookings during the autumn months, with hopes pinned on a stronger winter season.
• Hotels Rethink Breakfast Buffets to Reduce Food Waste: A recent AHGZ article highlights how hotels are rethinking breakfast buffets to cut food waste. The 2024 Food Waste Index Report by the United Nations Environment Programme found that 1.05 billion tonnes of food were wasted globally, with 28 per cent coming from hospitality. Breakfast buffets produce more than twice the waste of plated meals, averaging 300 grams per guest. Hotels are taking practical measures: Scandic reduces pastries, Ibis uses smaller plates, Hilton Frankfurt offers pre-portioned yoghurt and fruit, and Novotel Bangkok Sukhumvit posts reminders to take only what can be eaten. NH Hotels in Amsterdam tracks leftovers, provides different plate sizes, and partners with Too Good To Go to redistribute surplus meals. Experts emphasize that smaller servings, clear refill guidance, and strategic placement of lighter foods help reduce waste while maintaining freshness, showing that hotels are actively making breakfast more sustainable.

Cruise News:

• AIDA Cruises Advances Use of Shore Power and Biofuels: AIDA Cruises has reported significant progress in reducing emissions through the increased use of shore power and biofuels. In the first half of 2025, the flagship AIDAnova ran on over 3,300 tons of ISCC-certified bio-LNG, sourced from European biogas plants and supplied in Hamburg, Kiel, and Zeebrugge. Since 2022, the company has been involved in experimentation with alternative fuels, including a 2024 pilot using 100% residual biofuel (BMF 100), which has the potential to reduce CO2 emissions by more than 90%. Plans are also underway to introduce e-fuels from renewable energy. As a leader in shore-side electricity use, the fleet was connected to port power hundreds of times in 2024, reducing emissions and enhancing local air quality. It is anticipated that usage will exceed 400 connections by the end of 2025. These initiatives underscore the cruise line's ongoing commitment to environmentally sustainable operations, setting an example for the tourism and maritime sectors as a whole.
• Cruise Industry Still Far from Climate Neutrality: The Nature and Biodiversity Conservation Union (NABU), Germany’s largest environmental NGO, has released its 2025 Cruise Ranking. While cruise lines continue to commit to net zero emissions by 2050, concrete progress remains limited. Efficiency measures such as improved energy management and optimized routes are increasingly common, but innovative approaches like wind assisted propulsion are still rare. The use of renewable fuels is minimal, with many ships relying on LNG or heavy fuel oil. Even where scrubbers or shore power are available, their environmental benefits are often offset by infrastructure gaps or pollution shifts. The ranking highlights Havila Voyages, Hurtigruten, Ponant, Mein Schiff (TUI Cruises), and AIDA Cruises as the top performers, implementing measures like LNG propulsion, battery systems, and energy-efficient ship designs. NABU emphasizes that the cruise industry still has a long way to go to meet climate targets, and that the most sustainable option remains avoiding cruises altogether.

We wish you a happy weekend!

Your GCE Team

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