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Discover the latest travel industry trends, insights, and Kleber Group news.
Here’s a sneak peek of what you’ll discover inside:
- How to connect with Gen Z travellers
- Why fam trips are more than just perks
- The rise of longevity travel
- Exciting news on Kleber Group’s new partnerships and market moves
- The latest trends shaping travel in 2025 — and what they mean for you
Industry Spotlight: Gen Z, Wellness & Fam Trips
Gen Z Is a Demanding Target Group – But Also a Major Opportunity
Born between the late 1990s and early 2010s, Generation Z is reshaping what it means to connect with customers. With high expectations around authenticity, digital experiences, and social values, they’re not just another audience—they’re a game-changer. For companies and especially those in the hotel and hospitality industry, the big question is: How do you win over Gen Z—and keep them coming back?
At Kleber Group, we’ve explored what really matters to this generation and how brands can meet them where they are.
👉 Read the full blog post and discover insights, strategies, and examples to help your business stand out to Gen Z.
The Importance of Fam Trips in Travel Sales
“Off on holiday again?” or “Getting paid to lie on the beach—must be nice!” If you’re a travel professional, you’ve probably heard comments like these more times than you can count. But those in the know understand that familiarisation trips—fam trips—are far more than just perks. They’ve been a cornerstone of travel industry training for over 50 years, offering first-hand experience that’s critical to selling destinations confidently and authentically.
At Kleber Group, we know that when done right, fam trips can be powerful tools for building destination knowledge, strengthening relationships, and driving real results. So, what makes a fam trip truly successful and results-driven?
We’ve got the answers.
👉 Read our latest blog post here
👉 Explore our latest case studies on LinkedIn here and here
Longevity Travel: The Rise of Health-Driven Journeys
Wellness travel is no longer just about spa days and detoxes. Today’s travellers are seeking something deeper—experiences that promote long-term vitality, mental clarity, and purposeful living. Enter longevity travel: a powerful fusion of modern science, ancient healing practices, and highly personalised wellness programmes. Inspired by global Blue Zones, destinations like Switzerland, Costa Rica, and Thailand are redefining travel with offerings centred on prevention, movement, nutrition, and mindfulness.
It’s not just a trend—it’s a transformation in how we travel and take care of ourselves.
👉 Explore the full story on our blog
Market Insights: Trends Shaping Travel Today
Flight Prices in Germany Among the Highest in Europe
A recent ADAC study shows that Germany ranks among the most expensive countries in Europe for air travel. One key reason is the significant level of government-imposed taxes and airport charges. Airports in Frankfurt, Munich, and Düsseldorf are particularly costly. In fact, only the Netherlands (Amsterdam Schiphol Airport) surpasses Germany in average fees, making German travellers pay noticeably more for flights than most of their European neighbours. (Source: Allgemeiner Deutscher Automobil-Club)
Germans Prioritise Price Over Sustainability in Travel
The 2024 Reiseanalyse survey indicates that German travellers are more focused on affordability than sustainability in their holiday choices for 2025. While environmental awareness remains present, only about 20% of respondents are willing to pay extra for environmentally friendly options such as sustainable accommodation or transport. Inflation, rising living costs, and economic uncertainty are pushing most people to seek cheaper travel alternatives rather than prioritise ecological concerns. (Source: Reiseanalyse 2024 by Forschungsgemeinschaft Urlaub und Reisen)
Strong Travel Demand Despite Economic Pressures
Despite inflation and cost-of-living increases, travel demand among Germans is set to reach record levels in 2025. The DRV projects that Germans will spend €85 billion on holidays—a 6% increase compared to the previous year. Popular destinations include Spain, Turkey, and Greece, but alternative destinations like Albania, Bulgaria, and Tunisia are gaining ground due to lower costs. Cruises and package holidays are particularly booming, offering both convenience and price predictability in uncertain times. (Source: Deutscher Reiseverband)
Gen Z Prefers All-Inclusive Holiday Packages
A 2024 Expedia study found that nearly half (49%) of Gen Z travellers favour all-inclusive holidays. This generation values the simplicity, stress-free experience, and cost transparency of such packages. They also associate all-inclusive deals with a touch of luxury. Trending destinations for Gen Z include island and coastal locations such as Zakynthos (Greece), Cyprus, and Sardinia (Italy), which are seen as both Instagram-worthy and relatively affordable. (Source: Expedia “Travel Value Index 2024”)
What Germans Want – and How They’re Booking It
Germans continue to put travel first, with 42% saving specifically for holidays, according to the 2024 Idealo Savings Report. While older generations cut back on clothing and lifestyle, younger travellers are trimming grocery bills and skipping luxuries to fund their trips.
Despite rising costs, early bookings are on the rise. The trend points to a shift away from last-minute deals in favour of well-organised holidays—highlighting how travellers are planning ahead and adjusting their spending elsewhere.
Meanwhile, Germany remains a top destination. According to the German National Tourist Board, demand for travel to Germany is holding strong thanks to its infrastructure, cultural appeal, and reputation for reliability—even amid global volatility.
Distribution Networks: Key Industry Developments
Booking.com Ends Direct Partnerships with Affiliates
Booking.com has announced the termination of numerous direct affiliate agreements, notifying partners with a 30-day notice. Affected affiliates are advised to cease all promotional activities immediately. Moving forward, the company plans to consolidate affiliate collaboration exclusively through the CJ affiliate network, where commissions will be reduced from 5% to 4%. This shift is part of a broader strategy to centralise and streamline its distribution channels.
Windrose Launches New “Luxury Travel” Brochure
Luxury tour operator Windrose has introduced a new “Luxury Travel” brochure featuring exclusive, hand-picked travel experiences. The collection includes upscale group and individual trips to South America, Africa, Asia, and Europe. The move reflects the ongoing high demand for bespoke luxury travel, with Windrose aiming to highlight unique accommodation and curated itineraries tailored to discerning travellers.
Discover Airlines Introduces WhatsApp for Customer Service
Discover Airlines, a Lufthansa subsidiary, has added WhatsApp as a new communication channel for customers. Travellers can now enquire about flights, check-in, and baggage via chat, with weekday availability until 10 p.m. Payment options are also integrated into the service. An AI-powered system is being developed to automate responses to frequently asked questions.
Hotels: Notable Industry News
Hyatt to Open New Hotel in Frankfurt This October
Hyatt’s new property in Frankfurt, Kennedy 89 – The Unbound Collection by Hyatt, is set to open in October 2025. The hotel will offer 180 rooms designed for long-stay guests, equipped with kitchens, and in the case of suites, even ovens and washing machines. The concept reflects a shift toward hybrid hospitality. General Manager Jan-Hendrik Meidinger notes that guests will ultimately decide whether these features are an advantage.
Luxury Hotels in St. Moritz Invest Over €200 Million
Several high-end hotels in the Swiss resort town of St. Moritz are undergoing massive renovations. Badrutt’s Palace is spending approximately €64 million to upgrade 25 rooms and suites. The Kulm Hotel, redesigned by the renowned architect Norman Foster, is undergoing a €135 million renovation. Suvretta House is building a new spa area for a double-digit million sum, and the Grand Hotel des Bains Kempinski has recently completed a €20 million renovation of 76 rooms and suites. These investments underscore St. Moritz’s ongoing commitment to luxury tourism.
Vienna Marriott Sold for Over €100 Million
The Vienna Marriott Hotel, a 328-room property located on the prestigious Ringstraße, is being sold by S Immo. The deal, set to close in January 2026, will transfer ownership to the Private Equity Fund Landfair European Dislocated Opportunities (Luxembourg) and Cyprus-based investor Evientro. The sale price reportedly exceeds €100 million, reflecting strong investor confidence in prime hospitality real estate in Vienna.
Kleber Group News
Milestone: Kleber Group Joins DRV and ASR
We’re proud to announce membership in the German Travel Association (DRV) and the Alliance of Independent Travel Companies (ASR). These memberships enable us to play a more active role in shaping sustainable, innovative tourism with partners from business and politics. Our President, Hanna Kleber, marked the occasion at the DRV summer reception at the Uzbekistan Embassy in Berlin.
KleberNewBusiness – Back on Board: Trade Marketing for Hungary
We’re excited to deepen our partnership with Visit Hungary, expanding from PR to now handling Trade Marketing for the German and Austrian markets.
Early plans include:
📌 Collaborations with tour operators in Arts & Culture, Wellness Travel, Gastronomy & Wine, and Active Tourism
📌 Participation in trade events and associations
📌 Organising a roadshow across Germany and Austria
📌 Exciting fam trips in development
We’re thrilled to bring new energy to this trusted collaboration.
KleberNewBusiness – New Luxury Client: Sri panwa Phuket
We’re thrilled to welcome a prestigious new client: Starting 1 July, our Munich team will lead strategic communications and media relations for the award-winning luxury resort Sri panwa on Phuket, Thailand. Perched on Cape Panwa and surrounded by stunning ocean views, Sri panwa is one of Southeast Asia’s most exclusive hideaways—offering breathtaking suites and villas high above the Andaman Sea.
Special Feature: Can Tourism Be a Bridge Between Europe and Africa?
“We want to build bridges.” With this powerful message, Hanna Kleber—President of the KLEBER GROUP and founder of Voice4Africa—calls for a new kind of tourism: respectful, sustainable, and partnership-driven. In her interview with ReThinking Africa, she shares how tourism can unlock potential in lesser-known destinations like Uganda, Zambia, and Angola, while empowering local communities and reshaping Africa’s image in Europe.
Curious about what the future of travel could—and should—look like?👉 Read the full interview here.
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