KLEBER GROUP News 

 

KLEBER GROUP x UNWTO – Affiliate Member 

We became an official UNWTO Affiliate Member, with our CEO Julia Kleber receiving the certificate at the UNWTO General Assembly in Riyadh. The membership provides access to the UNWTO’s global network and international initiatives, enhancing our position within the global tourism ecosystem. It also supports our mission to act as a communicative bridge between destinations, institutions and the wider travel industry. 

Read more here: KLEBER GROUP becomes an Affiliate Member of the United Nations World Tourism Organization – KLEBER GROUP 

 

70th Anniversary of Corps Touristique e.V. (CT) 

We were proud to join the 70th anniversary celebration of CT in Frankfurt, a network the KLEBER GROUP has been part of for many years under the leadership of Hanna Kleber, President of both CT and KLEBER GROUP, which brings together international tourism representatives to foster collaboration and exchange. The event offered a valuable opportunity to connect with industry leaders, strengthen partnerships, and reflect on CT’s role in fostering a globally connected tourism landscape. We look forward to continuing our contribution to this network and driving impact across the tourism sector. 

 

KLEBER GROUP at TOURISE Summit 2025 in Riyadh 

We participated in the inaugural TOURISE Summit 2025 in Riyadh, where our CEO Julia Kleber joined global leaders to discuss the future of tourism. The event offered valuable opportunities to reconnect with partners, explore Saudi Arabia’s ambitious tourism vision, and build new strategic relationships. A key highlight was the progress of DIYYAFAH, our joint initiative with the DISCOVERY Group, which continues to grow and unfold with great potential. 

Learn more about DIYYAFAH! 

 

KLEBER GROUP Goes WTM London 

We were delighted to attend WTM London, connecting with key decision-makers and industry stakeholders from across the global tourism sector. The event provided a valuable platform to exchange insights, strengthen partnerships, and discuss the future of travel and destination marketing. We’re excited to build on these conversations and continue shaping meaningful impact within the travel industry. 

 

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Luxury Insights 

 

Ultra-Flexible Cancellation & Re-booking Policies 

High-net-worth travellers increasingly prioritize full flexibility due to global uncertainties – from climate disruptions to geopolitical shifts. Luxury guests expect generous and transparent re-booking and cancellation options without hidden penalties. 

 

The Takeaway: Flexibility has become a premium decision factor. Luxury travel brands must clearly communicate adaptable booking structures to remain attractive to discerning travellers. 

 

Tech-Augmented Privacy Retreats 

Demand for privacy is rising, but not at the expense of technology. Smart suites, biometric access, AI-assisted concierge services and discreet in-villa support are shaping the next generation of luxury stays. Guests want to feel completely secluded while still enjoying seamless, invisible service. 

 

The Takeaway: High-end properties should present privacy and technology as a unified offering: total retreat paired with effortless digital control and comfort.

 

Multi-Generational Luxury Travel Expansion 

Luxury travel is increasingly becoming a shared family experience. Multi-generational trips – bringing grandparents, parents and children together – are growing as affluent families seek meaningful moments across generations. Properties that can balance togetherness with personal space gain a clear advantage. 

 

The takeaway: Luxury brands must design itineraries and spaces that cater to different ages and needs, while enabling quality time, bonding and premium comfort for the entire family.

 

Sources:  

https://www.watg.com/luxury-travel-trends-2025/  

https://corporate.visa.com/en/sites/visa-perspectives/trends-insights/travel-trends-2025-affluent-tourism-destinations.html  

https://www.deloitte.com/us/en/industries/consumer/articles/future-of-luxury-travel.html  

 

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Industry Stakeholders 

 

Google Reinvents the Way You Book Travel  

Google is launching an AI-powered travel booking system that can plan and reserve entire trips — from flights and hotels to activities — in one seamless flow.
A new visual canvas connects bookings directly with Gmail and Google Maps, streamlining the experience and putting pressure on traditional travel platforms.
For hotels, high-quality data such as pricing, availability, images, and descriptions becomes more crucial than ever, as visibility alone will no longer be enough. 

Source: Google stellt umfassendes Buchungssystem für Reisen vor | Inside 

 

Germany Lowers Air Travel Tax to Boost Flight Supply 

The German federal government plans to lower the air travel tax starting mid-next year, aiming to ease costs for airlines and boost flight availability. According to the industry, lower taxes could reduce air travel overhead by about 10 %, benefiting tourism, trade-fair logistics and airlines alike. However, while airlines like Lufthansa see the move as necessary to secure route networks, full ticket price cuts are still uncertain and some carriers (e.g., Ryanair) want further reductions or a complete tax abolition. 

Source: Senkung der Ticketsteuer: Luftfahrt verspricht mehr Flüge – WELT 

 

Overnight stays in Germany in September slightly above last year’s level 

In September 2025, accommodation providers in Germany recorded 48.6 million overnight stays, representing a 1 % increase compared to September 2024. From January to September, total overnight stays reached a record 387.7 million, up by around 100,000 compared to the same period in 2024. Domestic guest stays rose by 1.4 % in September (to 40.8 million) and by 0.6 % cumulatively to 323.4 million, while foreign guest stays decreased by 1.2 % in September (to 7.8 million) and by 2.9 % year-to-date (to 64.3 million). 

Source: Übernachtungen im September leicht über Vorjahresniveau | Destinations 

 

Entry/Exit System Launched at Salzburg Airport 

Salzburg Airport has introduced the new EU Entry/Exit System (EES) as of 12 November 2025, following Vienna Airport’s rollout in October. The system replaces manual passport stamping for third-country travelers with biometric checks, including fingerprint and facial recognition, ahead of mandatory EU-wide implementation by April 2026. To handle peak winter traffic, Salzburg has expanded its control points and added a dedicated EES satellite area for smoother passenger processing. 

Source: Entry/Exit System am Salzburg Airport gestartet » news | tip – Travel Industry Professional 

 

Facial Recognition at Swiss Airports Advances 

The Swiss government is pushing legislation to allow airlines and airports to use facial recognition systems, with biometric data processing included in the proposed amendments to aviation law. Such biometric checks (e.g., for self-service bag drop, check-in, boarding) will only be used if passengers give explicit consent and are informed in writing beforehand. The goal is to accelerate access control processes at airports in Switzerland, aligning with systems already in place at other European hubs. 

Source: Gesichtserkennung an Schweizer Flughäfen rückt näher – travelnews.ch 

 

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DACH Market Insights 

 

How Switzerland Will Travel in 2026 

Switzerland is preparing for a travel boom in 2026 with significant investment into sustainable mobility solutions, including rail and valley-shuttle links designed to replace car use in alpine destinations. The country is emphasising multi-destination packages, combining nature, culture and wellness, targeting younger travellers who seek immersive, local experiences rather than traditional holidays. To support this shift, tourism authorities are accelerating digitisation—especially around guest-journey platforms and real-time data analytics—to offer hyper-personalised travel services at scale. 

Source: So reist die Schweiz 2026 – travelnews.ch 

 

TUI Austria Expects Strong Summer Season 2026 

According to a YouGov survey, 76 % of Austrians plan at least one holiday for summer 2026, prompting TUI Austria to expand its summer flight programme, launch new hotels under the TUI Blue and TUI Kids Club brands, and boost tailor-made round trips via TUI Tours. The survey shows that 50 % of respondents prefer beach holidays, 37 % city trips and 30 % nature or adventure vacations; 58 % intend to travel by plane, especially on medium-haul routes like Greece, Turkey and Spain. While interest in sustainability grows, many Austrian travellers remain price-sensitive: 39 % say sustainability isn’t a priority and only 12 % are willing to spend extra for green options. 

Source: TUI Österreich erwartet starke Sommersaison 2026 » news | tip – Travel Industry Professional 

 

Top and Trending Winter Destinations for Swiss Travellers 

According to Dertour Suisse’s new Travel Index Winter 25/26, the top destinations for Swiss travellers this season are the Maldives, Thailand, Egypt, Gran Canaria and Dubai. The trending destinations include Morocco, Mexico, Oman, the Dominican Republic and Finnish Lapland, reflecting strong demand for both winter sun and adventure-oriented escapes. The findings show that Swiss travellers continue to mix classic beach favourites with more exotic, experience-driven choices, offering clear opportunities for tour operators to target both established and emerging markets. 

Source: Das sind die Top- und Trend-Destinationen bei Dertour Suisse – travelnews.ch 

 

Swiss Study Identifies Top Autumn Train Journeys — Includes Swiss & Austrian Classics 

A new JR Pass analysis shows a 35% rise in bookings for scenic rail journeys in 2025, underscoring travellers’ growing interest in slow and nature-rich travel. Alongside Switzerland’s Golden Pass Express and Austria’s Semmering Railway, the Schneebergbahn in Lower Austria is also featured as one of the top autumn routes thanks to its panoramic alpine foliage views. The results highlight strong potential for both Switzerland and Austria to position autumn rail travel as a high-value seasonal product. 

Source: Das sind die 10 schönsten Zugreisen im Herbst – travelnews.ch 

 

Frankfurt am Main, Germany- Condé Nast’s Best Places to Go 2026 

Frankfurt am Main has been selected by Condé Nast Traveller as one of Europe’s top destinations for 2026, and the only German city to make the cut. The city earns recognition as the upcoming World Design Capital 2026, with over 200 events planned, the opening of the new Jewish Academy and a revitalised urban quarter at Osthafen. Condé Nast highlights Frankfurt’s blend of historic charm and modern vitality — from Goethe’s birthplace and the reconstructed New Old Town to its dynamic tech and food scenes — framing it as a “world city in pocket format”. 

Source: Best Places to Go in Europe in 2026 | CN Traveller 

 

Study shows high acceptance of tourism in Germany 

A representative study by the Deutsches Institut für Tourismusforschung (German Institute for Tourism Research) found that 49 % of residents view the impact of tourism in their region positively and around 41 % are neutral. The tourism sector employs about 2.7 million people in Germany and generates a gross value-added of approximately €144 billion. However, there are concerns about a lack of investment in local infrastructure, which could affect both tourist experiences and residents’ quality of life.  

Source: Studie zeigt hohe Akzeptanz für Tourismus in Deutschland | Inside 

 

Half of Germans Still Have up to 20 Days of Leave Remaining 

According to a recent survey by Mastercard Germany, 65 % of Germans aim to tick off at least one bucket-list experience by the end of 2025, and 27 % are targeting multiple. Approximately 50 % of Germans still have between 7 and 20 vacation days left this year, with Gen Z (77 %) particularly keen to realise their wishlist experiences swiftly. Top aspirations include travelling to a dream destination (36 %), visiting a Christmas market (14 %) or attending a long-planned live event (11 %), while many are cutting discretionary spend (e.g., clothing, gadgets) to prioritise experiential travel. 

Source: Ungenutzter Urlaub vor Jahresende: Die Hälfte der Deutschen hat noch bis zu 20 Tage … | Presseportal 

 

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Spanish Market Insights 

 

81% of Spaniards plan to make some form of travel-related spending over the next year. 

Tourism is consolidating itself as a top spending priority in Spain, with 81% of consumers planning travel-related purchases in the next twelve months, surpassing categories like sports and technology. The sector benefits from favorable economic conditions, including rising private consumption, low inflation, and declining unemployment. Travelers aged 45 to 54 are the most active, while younger adults increasingly prioritize experiences over material goods. Sustainability is gaining weight: 30% have reduced travel spending for environmental reasons, a figure that jumps to 70% among those aged 18 to 24. 

Source: Agenttravel.ES – Noticias para el profesional del turismo – El 81% de los españoles prevé realizar algún gasto en viajes durante el próximo año 

 

The impact of the meetings tourism sector in Madrid reaches €5.674 billion, representing 2% of the city’s GDP. 

MICE & Business tourism generates €5.674 billion in the Madrid region (2% of its GDP) and supports more than 42,000 full-time jobs. In 2024, Madrid hosted 54,700 meetings and 2.6 million attendees, strengthening its position as a leading MICE hub in Europe. The activity of Ifema and major cultural events boosts international visibility and drives higher visitor spending. The report calls for a strategy focused on sustainability, digitalization, and public-private collaboration to sustain this competitive edge. 

Source: Agenttravel.ES – Noticias para el profesional del turismo – El impacto del turismo de reuniones en Madrid alcanza los 5.674 millones, el 2% de su PIB 

 

The trends shaping MICE tourism in 2026: what kinds of events companies are looking for 

IBTM World opens in Barcelona with strong optimism as the MICE sector heads into 2026 with booming demand for in-person, purpose-driven events. Companies increasingly favor smaller, experience-rich gatherings in unique venues beyond traditional hotel spaces. A key trend is the need to engage with multigenerational audiences, from older professionals re-entering the workforce to younger attendees seeking more tactile, low-tech experiences. The sector is moving towards an inclusive event design that incorporates accessibility, quiet zones, simplified communication, and diverse organizing teams to boost participation and ROI. 

Source: Feria IBTM World en Barcelona: fuerte repunte del turismo de congresos MICE 

 

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UK Market Insights 

 

UK’s Adventure Tourism Set to Boom in 2026 

Adventure tourism is emerging as a powerful driver of domestic and international travel across the UK. Once seen as a niche, adventure travel and the increasing demand for outdoor experiences is now a major driver of visitor spending. Recent studies indicate that the adventure tourism market is on the cusp of significant expansion. 

Source : https://www.msn.com/en-nz/travel/news/how-why-the-uk-s-adventure-tourism-industry-is-set-to-boom-in-2025-and-beyond/ar-AA1yvVL1?apiversion=v2&domshim=1&noservercache=1&noservertelemetry=1&batchservertelemetry=1&renderwebcomponents=1&wcseo=1 

 

The top trending destinations for adventure travellers in 2026 

Wild Frontiers – based in the UK have seen growing curiosity for destinations that were once considered off-limits, as people seek richer, more authentic experiences. According to Wild Frontiers, the destinations that are set to become more popular with travellers in 2026 are as follows: Kyrgyzstan, Iraq, Tanzania, South Korea, Egypt, Sri Lanka, Turkey, Japan, Oman, Chile, Argentina, Kashmir, India, Georgia, Saudi Arabia, Algeria, Pakistan and Ecuador. 

Source : https://www.itij.com/latest/news/top-trending-destinations-adventure-travellers-2026 

 

Experts reveal top six travel trends for 2026 – with some surprises. 

Expedia has released its top travel trends for 2026 Responses from 24,000 people across 18 countries, shows three major growing trends :’Fan Voyages’ combine travel with unique regional sporting activities, ‘Salvaged Stays’ sees holidaymakers opting for upcycled retreats like former schoolhouses, train stations, and banks, whilst the emerging trend of ‘Hotel Hops’ who are booking multiple hotels within a single destination. This is fuelled by a desire to explore different neighbourhoods (58%) and keep trips varied (52%). 

Source: https://www.mirror.co.uk/travel/news/experts-reveal-top-six-travel-36068921 

 

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Africa Market Insights 

 

New flight routes boost access to Cape Town 

South African travellers will soon have three new direct flight routes to look forward to, connecting the country more easily with Spain, Mozambique, and Zanzibar. This is in addition to new long-haul flights from Air France (Paris), KLM (Amsterdam) making Cape Town far more accessible for high-end travellers from Europe and the US, reinforcing its position as Africa’s luxury gateway. 

Source: Cape Town Etc  

  

Tech-driven and personalized luxury travel 

African luxury travel is embracing AI-driven curation, smart-room tech, and immersive digital storytelling to deliver bespoke, meaningful experiences. Travellers want depth, innovation, and connection — not just opulence. 

Source: Travel and Tour World 

  

Short-haul luxury & emerging African destinations gaining traction 

Affluent travellers are opting for destinations with easier access and fewer logistics hassles: countries like Botswana, Tanzania and Rwanda are seeing strong growth in ultra-luxury bookings. 

Source: Travel And Tour World

 

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Polish Market Insights 

 

Polish Travellers Increasingly Choose Mountains Outside the Winter Season 

According to the Skyscanner report “Travel Trends 2026”, around 80% of Polish travellers plan to visit mountain destinations in spring or autumn as well as in winter. The OnePoll survey conducted for Skyscanner reveals key motivations such as peace and quiet (60%) and cooler weather (50%). Popular activities include hiking (40%), wildlife observation (34%) and other outdoor pursuits like mountain biking or lake swimming (23%). The shift reflects a broader move to year-round mountain tourism and highlights opportunities for Czech regions to position themselves as autumn and spring escapes with nature, tranquillity and adventure. 

Source: Skyscanner via WaszaTurystyka 

 

Poland Becomes Malta’s Third-Largest European Source Market in 2025 

Malta has recorded a breakthrough year on the Polish market. Between January and September 2025, the island welcomed 280,000 visitors from Poland, already surpassing the total for 2024. This marks a 50% year-on-year increase, placing Poland third among all European source markets, behind only the UK (639k) and Italy (471.8k), and ahead of France and Germany. Polish spending also rose sharply, reaching €218.3 million, with per-capita expenses of €778. The growth is supported by extended air connectivity, including LOT’s new year-round service, and Malta’s strong off-season appeal driven by mild weather, culture and outdoor experiences. 

Source: WaszaTurystyka.pl 

 

Holiday Season Travel Trends Among Polish Customers 

According to Wakacje.pl, bookings made by Polish customers for the Christmas and New Year period are up 33% year-on-year, signaling a strong winter season for the travel industry. Warm-weather destinations remain the leading choice, with Egypt at the top due to its extensive all-inclusive offer and favorable price-to-value ratio. Malta, Spain and Cyprus also show rising demand, with Cyprus recording an 80% increase in reservations among Polish travellers. Long-haul interest continues to grow: exotic destinations are up 36%, driven by the UAE (+63%) and Thailand, which saw a 74% rise. Cape Verde recorded the fastest growth at 133%, confirming that Polish travellers are widening their holiday preferences beyond traditional winter-sun markets. 

Source: WaszaTurystyka.pl 

 

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 Picture rights:  ©iStock – serts

Summer is just around the corner, and the travel world is buzzing with exciting trends, new insights, and fresh inspiration to help you plan your next adventure or business move. Whether you’re a travel pro or simply love to explore, this edition is packed with must-know info and big-picture forecasts shaping the future of travel in the DACH region and beyond.

Here’s a sneak peek of what you’ll discover inside:

• What Travelers Expect in 2025: Early bookings, family focus, and social media-driven inspiration.
• The Future of Travel 2040: How to prepare.
• Contrast Baths & Regeneration: Why integrate it into your offers.
• Luxury Travel Trends: Discover where discerning travelers are headed next.
• Emerging DACH Trends: Early Birds Drive Sales
• IMEX Frankfurt 2025: Record attendance and fresh insights on trust and transparency in events.

 

Market Insights

What travellers expect in 2025

Understanding what drives travelers in 2025 is essential for travel brands and tour operators looking to develop relevant offers and communication strategies. Recent insights from Urlaubsguru’s latest survey in Germany reveal shifting behaviors and priorities among travelers – from early planning to growing interest in nature and flexibility. Whether your target audience includes couples, families, or adventure-seekers, these trends highlight actionable focus areas for the coming year.

Key Insights at a Glance

Early Booking & Offer Strategy
With 71% of travelers booking early, now is the time to focus on early-bird deals and smart upselling. All-inclusive packages remain popular for their ease and transparency.

Target Groups: Couples, Families, Adventure Seekers
Couples are leading in trip planning, looking for romance and privacy. Families seek comfort, flexibility, and kid-friendly options. Adventure seekers want nature, hiking, and immersive experiences.

Accommodation and Experience Expectations
Families value pools, play areas, and flexible check-ins. Couples prefer romantic settings and wellness hotels. Across all groups, easy and stress-free planning is key.

Value for Money & Mid-Market Focus
Most travelers spend €50–200 before the trip. While cost-conscious, they expect quality and clear pricing—value and trust make the difference.

Social Media as a Key Source of Inspiration
Travel inspiration is driven by TikTok and Instagram. Hashtags like #wanderlust and #hiking are shaping choices, making visual content more powerful than ever.

Read the full survey here.

The Future of Travel: Outlook to 2040

How will travel evolve by 2040? As the travel industry faces rapid transformation, understanding the future landscape is crucial. The Deloitte and Google study “Future of Travel 2040” reveals a future shaped by personalization, immersive technology, and sustainability—trends that will redefine traveler expectations and industry standards. This research highlights the urgent need for travel brands to adopt data-driven, digital ecosystems to stay competitive.

Read the full article here.

Contrast baths: the growing trend towards regeneration

Contrast baths—a therapy involving alternating between hot and cold water—are experiencing a resurgence in wellness and sports recovery. Favored by athletes, individuals with circulation concerns, and wellness enthusiasts alike, this practice has become a popular feature in luxury spas. But what exactly is contrast bathing, and why should you integrate it into your offerings? Discover more in our latest blogpost.

Luxury Travel: More Personal, More Expensive
Demand for customized luxury travel is booming. According to Dirk Gowin, CEO of Select Luxury Travel, travelers are willing to spend more for authentic, personalized experiences rather than cookie-cutter luxury.

Africa is particularly trending, with strong demand for Namibia, Botswana, South Africa, and Kenya—thanks to improved infrastructure and high service standards.
Other growth regions include Asia (Japan, Bhutan, Indonesia) and South America (Peru, Argentina). Luxury travelers today are looking for meaningful and immersive experiences, not just opulence.

How Swiss People Travel in 2025
The 2025 Swiss Bankers Travel Study, surveying around 1,600 participants, reveals that Swiss travelers increasingly prioritize early planning, comfort, and safety. Mobile bookings dominate, with 43.3% organizing their trips via smartphone. Longer stays averaging over ten days are the norm, while spontaneous short trips are rare. Sustainability is more important to older travelers, whereas younger people show openness to using AI in travel planning. Most prefer hotels, with location and price being the top factors in accommodation choice. Credit and prepaid cards dominate as payment methods, and free cancellation options remain a key booking consideration. Overall, the study highlights a clear shift toward digital, carefully planned travel with a strong focus on flexibility and security. Discover all the Swiss travel trends here.

Survey: Nearly a Third Traveling Less or Shorter in 2025

Due to economic uncertainty, many Germans are reconsidering their travel plans. According to a recent survey by the German Tourism Industry Association (BTW), around 31% plan to travel either less (20%) or for shorter durations (11%) this year. Only 10% say they will travel more frequently and spend more money on vacations.

Most travelers (44%) are sticking to their usual habits, with no changes from the previous year. Despite growing concerns over extreme heat and wildfires, two-thirds of respondents still plan to take their vacations during the summer months (June to September).

The BTW is hosting its annual “Tourism Summit” in Berlin today, with key political figures such as Mayor Kai Wegner expected to attend.

Source: Bundesverband der Deutschen Tourismuswirtschaft (BTW), Survey conducted May 19–21, 2025 with over 2,000 participants

Booking Trends: Early Birds Drive Sales
In March 2025 alone, Germans spent €2 billion on package holidays, a 6% increase compared to March 2024 (Travel Data + Analytics, March 2025). The rise is largely driven by early bookings for winter 2025 and summer 2026. In fact, 61% of summer 2025 holiday volume is already booked. While short-term bookings remain significant, the trend suggests growing confidence and planning behavior among German consumers.

How Germans Make Travel Decisions
German travelers are increasingly analytical and budget-conscious (TUI & Appinio May survey). When selecting a destination, 71.5% prioritize price, making it the most decisive factor, followed by climate (55.3%). Other influencers include safety (44.3%) and cultural offerings (37.9%).
When traveling, 34.7% go with their partner, while 20.7% travel with family. However, 62.9% have also taken solo trips, indicating a strong individual travel trend.

For inspiration, 44.8% consult blogs and online platforms, making them the most influential source, followed by booking portals (19.1%), travel agencies (13.6%), and Instagram (13.4%).
Sustainability is slowly gaining traction: 41.2% say sustainability influences their travel decisions, although only 16.7% are willing to pay more for eco-friendly options.

Travel Safety on the Rise
Travel safety is emerging as a major factor in German vacation planning. In a recent ERGO survey, 44% of travelers cited safety as one of the top three factors influencing their choice of destination—behind only price (68%) and weather (63%).

Affordable Destinations Gain Popularity
With inflation and cost sensitivity on the rise, value-for-money destinations are trending (TDA Survey). Egypt bookings are up by 21% and Bulgaria by 24% for summer 2025, highlighting strong demand for affordable beach and all-inclusive holidays.
Meanwhile, the USA saw an 11% drop in cumulative bookings for summer 2025, despite an overall 9% growth in long-haul travel. This may indicate that even adventurous travelers are leaning toward more cost-effective exotic destinations.

Market News

IMEX Event Industry Fair Closes with Record Participation
Despite economic headwinds, geopolitical tensions, and rising protectionism affecting the global MICE (Meetings, Incentives, Conferences, Exhibitions) sector, the IMEX fair in Frankfurt experienced strong attendance and engagement. The event attracted 13,000 visitors from around the world, including 4,000 Hosted Buyers who were invited for their key roles in the industry. The exhibitor area was the largest ever recorded at IMEX, highlighting renewed enthusiasm among suppliers despite the market normalization after the pandemic boom years of 2022 and 2023. A total of 67,000 meetings were pre-arranged, representing a 10% increase compared to the previous year, signaling robust business demand and greater involvement from buyers.

Organizers emphasized the enduring importance of face-to-face meetings, with industry leaders like Heledd Williams from Meet In Wales and Tracy Halliwell from the London Convention Bureau praising the event as a major success. The fair’s Inspiration Hub in Hall 9 hosted educational sessions focusing on pressing industry themes such as building trust, enhancing transparency, and creating immersive, experience-based event designs. Alexandra Howar of In Vision Communications underscored transparency as the “currency of trust” between agencies and planners, crucial for boosting efficiency and improving attendee experiences in an increasingly complex event landscape.

Most Popular Destinations for Whitsun Holidays
As Whitsun holidays approach, Skyscanner reveals the top travel spots. Mediterranean favorites like Spain, Italy, Greece, and Turkey lead the list, along with long-haul destinations such as the USA and Thailand. For city trips, Palma, Istanbul, and Heraklion are most popular. The flexible “All Destinations” search—sorting flights by best price without a fixed target—is the top choice overall.

HOTELS

Small Luxury Hotels Adds 25 New Properties in Q1 2025
Small Luxury Hotels of the World (SLH) has added 25 new boutique properties to its collection in the first quarter of 2025, continuing the growth momentum it began in 2024 when 82 hotels joined the portfolio. The additions include locations in Italy, Germany, and France, with SLH now offering over 620 independently owned hotels in nearly 90 countries. The expansion focuses on culturally rich urban destinations and unique heritage buildings, aiming to provide authentic, high-end experiences for discerning travelers.

SLH Opens First Hotel in Munich
In April, SLH opened its first property in Munich: the Münchner Kindl – House of Hütter. Housed in an 18th-century townhouse, the boutique hotel offers ten apartment suites and six rooms in the heart of the Bavarian capital. This marks an important step in SLH’s German market expansion, blending historical charm with modern design in a central, culturally vibrant location.

DISTRIBUTION NETWORKS

Swiss Airports See 2% Passenger Growth in Early 2025
In the first quarter of 2025, Swiss airports handled 12.6 million passengers, marking a 2% increase compared to the same period last year. Despite this growth, passenger numbers remain 3% below pre-pandemic levels from 2019. Flight movements also rose by 4% to about 102,000 takeoffs and landings.

Dertour Opens Bookings for Winter 2025/26 and Summer 2026
The tour operator brands within the Dertour Group have made 70% of their hotel and tour packages for winter 2025/26 and 40% of their long-haul summer 2026 offerings available for booking. Popular destinations include locations across short, medium, and long-haul routes, such as the Indian Ocean, Thailand, and the UAE. With a 31% increase in guests last winter and a projected 22% rise for the upcoming season, Dertour emphasizes the growing demand for early booking, especially among price-conscious travelers.

Holidayheroes Expands Mobile B2B Platform with Exclusive Solamento Partnership
Holidayheroes Germany has expanded its B2B services by launching an exclusive mobile sales platform available only to Solamento consultants. Following a successful pilot phase, this partnership aims to strengthen Holidayheroes’ reach and enhance the mobile booking experience for travel professionals.

TUI Launches New Customizable Tour Platform
TUI, the market leader, has introduced “TUI Tours,” a new platform allowing customers to create and book tailor-made tours. Developed with Swiss tech company Nezasa, the platform offers travel agencies a 12% commission on bookings, facilitating personalized travel experiences and boosting agency incentives.

 

Want to stay ahead of the curve?
Let’s talk about how to bring these travel trends into your strategy.
Contact us at info@klebergroup.com

March’s DACH Travel Market newsletter is here! Explore the top news and tourism insights from Germany, Austria, and Switzerland — a must-read for travel professionals.

Travel Sector News

Distribution Networks

Schauinsland Launches Own Comparison Portal 

Schauinsland, the well-known tour operator, has launched its own online travel agency: Fruehbucher.de. The platform will show users the best prices for package holidays from various providers, allowing travelers to compare deals easily. This initiative aims to streamline the booking process and offer competitive pricing for early-booking customers.  

Eurowings Launches New Travel Agency 

Eurowings has expanded into the tour operator business with the launch of Eurowings Holidays GmbH. The new venture will begin operations on April 1. Eurowings CEO Jens Bischof will oversee the integration of employees and IT systems from HLX Group, the company that previously handled package holiday bookings for Eurowings.

Austrian Travel Operator DTA Touristik Declares Bankruptcy 

Austrian travel operator DTA Touristik, based in Vienna, has filed for bankruptcy. Despite this setback, the company has announced that its operations will continue for the time being. The insolvency is a significant event for the Austrian travel market, though it remains unclear what long-term effects this will have on the company’s customers and business activities.

Switzerland Drops VAT Requirement for Foreign Tour Operators 

Switzerland has removed the requirement for foreign tour operators, including German ones, to register for VAT when offering services in the country. This move eliminates the need for these operators to pay VAT on their offerings in Switzerland.

Tour Operator Rankings 2023/24: TUI Maintains Lead, Dertour Group Expands 

In the latest fvw|TravelTalk Dossier for the 2023/24 tourism year, TUI continues to hold its position as the leading tour operator in the DACH market with a revenue increase of 14.1%, reaching €7.3 billion. TUI’s strong growth was driven by a boost in guest numbers and profits, including the impact of TUI Cruises, solidifying its market dominance.

The Dertour Group, which includes Dertour, Meiers Weltreisen, ITS, and other brands, saw impressive growth of 25%, reaching €4.4 billion in revenue. This success was largely due to its extensive travel agency network, which accounts for nearly 70% of its sales. Despite previous setbacks, Dertour’s strategic improvements and its acquisition of the Swiss Hotelplan Group, adding an additional €1.5 billion in revenue, have further strengthened its position. The acquisition brings new brands like Vtours and Hotelplan into the fold, helping Dertour narrow the gap with TUI.

The industry as a whole has benefited from the FTI insolvency, with many of the top operators seeing increased market share and a rise in cruise bookings.

TUI Group Updates:  

Starts Strong in New Financial Year

The TUI Group has kicked off its new financial year with impressive results, reporting a 13.2% increase in revenue. This marks the tenth consecutive quarter of growth in the company’s adjusted EBIT. Going forward, TUI plans to focus on expanding its presence in high-growth markets such as Southeast Europe, Asia, and Latin America.

TUI Promises Transparency with AI-Generated Images

TUI Musement found in a study that many people cannot distinguish AI-generated images from real photos. As a result, TUI plans to introduce clear labeling for AI-generated images to ensure more transparency. However, photos of actual travel destinations will remain authentic.

Pluto Integrates TUI Cruises into Bewotec My Jack

Starting in April, the booking platform Pluto will be integrated for free into Bewotec My Jack. Travel agencies will be able to compare and book TUI Cruises Mein-Schiff cruises along with travel arrangements and additional services.

TUI Launches “Experiences for Locals” 

TUI Musement has introduced a new product offering local residents unique travel experiences within their home cities or countries. Initially available in the UK and Germany, these curated activities allow people to rediscover their hometowns. The initiative is part of TUI’s strategy to become a leading provider of year-round leisure activities both abroad and at home.

 

Airlines

 

TUI Airlines Fleet Gets Upgraded with Wi-Fi 

TUI is equipping its fleet of airplanes with Wi-Fi systems. So far, 37 aircraft have been upgraded, and another 65 planes will be equipped by summer. These planes belong to airlines in Germany, Belgium, the Netherlands, Scandinavia, and the UK, with Tuifly equipping 14 out of 23 planes.

New Service: Lufthansa Offers Luggage Pickup 

Lufthansa has introduced a convenient new service for passengers flying out of Frankfurt. In collaboration with technology provider Air Portr, the airline now offers a baggage pickup and check-in service, allowing travelers to have their luggage collected from their home or hotel. The bags are then securely transported to the airport and checked in, while passengers can enjoy their journey without the burden of carrying heavy bags. The service includes real-time tracking and a digital baggage receipt for each passenger. The service is available for travelers in the Frankfurt metropolitan area and can be booked up to 36 hours before departure, with prices starting at €25. Lufthansa plans to expand the service to other locations in the near future.

 

 

Hotels

Motel One Opens a Second Hotel in Hannover 

The German hotel chain Motel One is expanding in Hannover with a new 200-room hotel at Aegidientorplatz, located in the historic Hansa-Haus, formerly occupied by NORD/LB bank until 2023. The transformation will be managed by BLB Immobilien, a subsidiary of the bank’s parent group. The hotel is also seeking a gastronomy tenant for around 500 square meters of ground-floor space. 

Leonardo Hotels Reopens the Smallest Five-Star Hotel in Zurich 

The Leonardo Hotels group has reopened the Alden Splügenschloss in Zurich’s upscale district of Enge as its first Swiss property under the Limited Edition brand. This newly renovated hotel is renowned for being the smallest five-star hotel in Zurich, providing an intimate and luxurious stay in the heart of the city.  

Willingen to Open a Hotel with a Virtual Reality Center 

A new hotel is being developed in Willingen, Sauerland, with a €15 million investment. The Mountain View Hotel will offer 200 rooms, and its feature will be a Virtual Reality Experience Center created by Sandbox VR. This immersive experience allows guests to participate in virtual adventures, adding a unique and modern element to their stay. The hotel is set to open in the summer, marking the beginning of an exciting chapter for the region’s tourism scene. 

Radisson Collection Hotel Reopens Two Years After Aquarium Disaster 

More than two years after the devastating accident in which a 16-meter-high aquarium burst, flooding a Berlin hotel with one million liters of water, the Radisson Collection Hotel has reopened. The hotel, which was forced to close after the incident, now features a vertical garden filled with around 2,000 plants in place of the destroyed aquarium. The hotel’s 427 rooms, 15 meeting rooms, spa, and a Greek restaurant have been completely renovated. The reopening has been gradual, with full operations expected to take time after such a prolonged closure. 

Atomis Hotel Group Expands to Austria 

German hotel group Atomis has opened its first location outside of Germany with the launch of Hotel Kaffeemühle Wien. The 76-room hotel is situated near Mariahilfer Straße, Vienna’s longest shopping street, in the highly sought-after 7th district. 

Migros Sells Hotelplan Group to Dertour 

Migros has sold four out of five business units of the Hotelplan Group to the German travel operator Dertour. As part of the deal, the vacation rental specialist Hometogo will acquire the Interhome brand. Dertour Group, which operates well-known brands like Kuoni and Helvetic Tours, will take over Hotelplan’s tour operator and travel agency operations across Switzerland, Germany, and the UK. The Hotelplan brands will continue to operate under Dertour’s ownership, maintaining their established booking channels. Additionally, Interhome will remain an independent brand within the Hometogo Group. The sale is subject to approval by the relevant authorities.  

Hamburg to Get a Guldsmeden Hotel 

Guldsmeden Hotels plans to open a new hotel in a historic building on the Cremoninsel in Hamburg in 2026/2027. The hotel will have over 200 rooms and be located near Nikolaifleet, the Speicherstadt, and the Elbphilharmonie. 

IHG Acquires Ruby Hotel Brand for €110 Million

Intercontinental Hotels & Resorts (IHG) has acquired the brand rights of the lifestyle hotel chain Ruby for €110.5 million and will now handle the distribution of Ruby hotels through a strategic partnership. Founded in 2013 in Munich by Michael Patrick Struck, Ruby currently operates 20 hotels with a total of 3,483 rooms in European cities. 

New Marriott Leadership for DACH Region 

Marriott has appointed Stefan Kühr as Regional Vice President for Germany, Austria, and Switzerland. Based in Vienna, Kühr will oversee 146 hotels across 14 brands. He takes over from Pankaj Birla, who will now focus solely on Marriott’s hotels in Eastern Europe. 

Premier Inn Expands to Berlin-Köpenick and Potsdam 

Premier Inn is set to open a new hotel in Berlin-Köpenick in 2027, with plans for a 157-room property and 51 parking spaces. The hotel, being developed by Cosimo Investment Group, will occupy around 5,300 square meters and is part of Premier Inn’s expansion in the region.

                                          Market Insights

 

Hotel Market in Germany and Austria Expected to Recover from Summer 2025 

The German hotel market continued its recovery in 2024, although it remains below pre-crisis levels. According to data from Costar, the average occupancy rate was 67%, 7% lower than in 2019. The net room rate increased by 18% compared to 2019, reaching €119, while the RevPAR (revenue per available room) stood at €70. The luxury segment saw the most significant growth, with a 9% increase in RevPAR year-over-year. 

Despite high interest rates and economic sluggishness, experts anticipate a rebound in the hotel investment market from mid-2025. According to MRP Hotels and JPI Hospitality Advisory, tourism demand remains strong, especially for leisure hotels in Southern Europe, while cities like Berlin still lag behind. 

Germany and Austria face economic challenges, with household savings rates still high. However, the hospitality sector saw an 8% revenue increase in 2024, driven by urban tourism and short trips. Rising labor costs remain a concern, making cost efficiency and strong partnerships between hotel owners and operators essential. Analysts expect more transactions in the second half of 2025 as pricing adjustments create new investment opportunities.  

Turkey Sees Growth in German Tourists 

Turkey welcomed nearly 62.3 million international visitors in 2024, marking a 10% increase from the previous year. German arrivals grew by approximately 7% to 6.6 million, solidifying Germany’s position as one of Turkey’s top three source markets for tourism. 

Travel Agencies See a 4% Increase in Revenue in January  

In January 2025, German travel agencies experienced a promising start to the year, with overall sales rising by 4.3% compared to the same month in the previous year. The tourism sector showed a strong performance, with a 9.7% increase in revenue, and cruise bookings saw an even higher growth of 12.5%. However, the flight sector struggled, with only a 2% increase in sales compared to January 2024, and the number of tickets issued dropped by 2.1%. Other sales categories increased by 6.5%.

Looking at tourist bookings, the order intake showed a modest rise of 1.2%, with cruise bookings significantly influencing the numbers. Bookings for cruises, with travel dates up to October, increased by 12.3%. The total order backlog for the tourism year, with travel dates up to October, stood at a 6% increase compared to the previous year, with cruise bookings leading the way with an 11.3% growth.

This data is based on monthly reports from travel agencies, which track booking and accounting data from around 2,500 travel agencies. 

Kayak’s 2030 Travel Trends Report 

Kayak has partnered with The Future Laboratory to release its 2030 travel trends report, titled “WTF – What the Future”. The study, which analyzed data from over 9,100 respondents across nine countries, identifies eight key trends that will shape the travel industry by 2030. Some of the most notable trends include:

• AI-Powered Travel Agents: A new generation of travel providers will offer highly personalized itineraries, with virtual assistants managing travel arrangements and providing the best deals.
• City Hopping: Multi-destination vacations will become more popular than traditional single-location trips, as travelers seek to explore multiple cities in one journey.
• Wellness-Oriented Travel: The demand for wellness-centric experiences, such as spa treatments, fitness studios, and longevity-focused destinations, will rise. By 2030, the value of a trip will increasingly depend on its wellness offerings.
• Social Media as a Booking Platform: Social media platforms will evolve into full-fledged travel booking tools, allowing travelers to discover and book trips directly through apps and feeds.
• Virtual Travel Experiences: By 2030, features like holographic concierges and virtual hotel room previews will be standard, offering travelers immersive digital experiences even before arriving at their destination.
• Low-Intensity Travel (RNI): More travelers will opt for trips to lesser-known destinations, driven by concerns over overtourism and a desire to reduce their ecological footprint.
• Spiritual Adventures: Travelers will seek journeys that not only explore new destinations but also allow for inner growth and spiritual reflection, such as ancestry research or wellness retreats.
• Personalized Loyalty Programs: The future of loyalty programs will focus on more customized rewards, with travelers seeking personalized incentives like ticket refunds if prices drop.

These predictions suggest that the travel landscape will become more flexible, technology-driven, and focused on personalized experiences. ou can read the full article here: WTF Travel Trend Report 

Mothers as Key Decision-Makers in Family Travel 

A recent study by Kids & Fun Consulting, based on insights from 2,500 mothers across German-speaking countries, confirms that mothers are the primary decision-makers when planning family vacations. According to the study, 90% of mothers prioritize shared experiences with their families, while nearly two-thirds value child-friendly accommodations and services.

The study also highlights the importance of affordability, with 77% of mothers considering price the most critical factor when choosing a travel destination. All-inclusive packages, short travel distances, and transparent pricing are seen as essential elements for a stress-free vacation. Additionally, 15% of mothers take sustainability into account when making travel decisions. Travel companies are encouraged to tailor their offerings to meet these needs, ensuring a balance between family-friendly services and moments of relaxation for parents. 

German Travelers Keep Their Vacation Plans Despite Crises 

Despite economic uncertainty and global crises, Germans are continuing to travel. According to the 41st Tourism Analysis from the Stiftung für Zukunftsfragen, 63% of Germans took at least a five-day trip last year, the highest rate in nearly two decades. Domestic destinations like Bavaria and Mecklenburg-Vorpommern were particularly popular, while Spain remains the favorite European country for vacationers. The trend of early booking continues to rise, with many travelers already planning their 2025 vacations. 

German Hotel Conference 2025 

The 18th German Hotel Conference 2025, held on February 18th and 19th, 2025, in Mainz,  focused on the latest trends and challenges in the hospitality and gastronomy sectors. The event featured insightful lectures, practical discussions, and innovative ideas that provided deep insights into the industry’s current developments. 

Key trends highlighted during the event included:

1. Health and Well-being: The growing importance of mindful eating and drinking, with an emphasis on quality, creativity, and health-conscious dining options.
2. Culinary Experiences: The shift towards regional and vegan cuisine, with restaurateurs sharing their experiences in creating unique dining offerings.
3. Youth Development: The need for targeted support and engagement of the younger generation in the industry, with a focus on good work conditions and education.
4. Sustainable Alcohol-Free Options: The increasing demand for innovative, alcohol-free beverages that cater to the growing interest in sustainability and health-conscious choices.

Explore the KLEBER GROUP blog for the latest travel trends and DACH market insights