The KLEBER GROUP Tourism Insider – September 2025

A New Milestone

This month marks an important milestone — the DACH Tourism Insider is evolving… and becoming the KLEBER GROUP Tourism Insider! While we have long focused on the DACH region, we are now bringing you insights from across Poland and Africa as well.

With the launch of our new offices in Cape Town and Poland, we are deepening our engagement with these dynamic markets to provide an even broader view of global travel trends, industry updates, and exciting developments from KLEBER GROUP.

And there’s more — we are proud to introduce a dedicated luxury segment, offering an exclusive look at high-end travel trends and premium experiences shaping the world of luxury travel. Take a first look at what’s inside our expanded edition:

• KLEBER GROUP Insights: Overtourism, AI in travel & human connection
• Market Highlights: Latest updates from DACH, Africa & Poland
• Luxury Travel Focus: Personalisation, trends & tech innovation
• KLEBER GROUP News: New offices, S-BUYER launch & portfolio growth

KLEBER GROUP INSIGHTS 

Overtourism – Reality or Just a Political Buzzword? 🌍

Our President at KLEBER GROUP and President of Corps Touristique e.V., Hanna Kleber, shares her perspective on one of the industry’s most debated topics:

• Why the perception of “too many tourists” is often misleading
• How season extension & digitalisation can manage visitor flows
• Why fair working conditions are key to sustainable tourism

👉 Read the full interview

Also in this edition:

• AI Can Do a Lot — but Can It Replace Human Connection? 🤝
• Roadshows: Which should you choose — and how do you run a successful one?️

📚 Interested in more insights shaping the travel industry? Explore all of our Blogposts

 

MARKET NEWS

DACH MARKET

DISTRIBUTION NETWORKS

HolidayCheck Introduces Automatic Flight Delay Compensation

HolidayCheck now offers automatic compensation for flight delays of two hours or more, without claims. For €9.90, travellers booking via HolidayCheck or Hanse Merkur (up to three days before departure) receive €25 instantly for a 2-hour delay or free lounge access. The payout is processed in real time using public flight data, and delayed baggage is covered with €50 upon proof.

Source: HolidayCheck, 2025

Condor Holidays Uses AI to Optimize Prices and Offers

Condor Holidays, run by the HLX Group, now uses AI to set all prices and offers, dramatically boosting bookings. After six months of development, the system can analyze billions of flights, hotel, and add-on combinations in seconds and adjusts prices automatically. A unique slider lets management prioritize revenue or booking volume, giving unprecedented control in Germany, with hundreds of tickets sold daily on peak days.
Source: Condor Holidays / HLX Group

AIRLINES

Holiday Airlines Defy Market Trend with Increased Capacity

In the first half of 2025, Germany’s holiday carriers expanded their capacity beyond pre-pandemic levels. Tourist-focused airlines such as Condor, Discover Airlines, Tuifly and Sun Express operated at 134% of their 2019 capacity, bucking the broader aviation trend. Despite this growth, their overall market share remains relatively small at 14%.
Source: German Aviation Association (BDL)

Munich Airport and Lufthansa Test Autonomous Wheelchairs

To improve service for passengers with reduced mobility, Munich Airport and Lufthansa are testing two autonomous wheelchairs in Terminal 2. After registering with the airline, passengers select their departure gate on a display, though staff still accompany them for now.

The wheelchairs drive independently, avoid collisions, and return automatically.
Source: Aerotelegraph

HOTELS

Swiss Hotel Industry on Track for Record 2025

The Swiss hotel sector is heading for a record year, with 20.4 million overnight stays in H1 2025, up 1.4% from 2024. Growth is driven by international visitors, especially from the USA (+7.9% to 1.59 million nights) and Germany (+0.2% to 1.83 million). Domestic stays were slightly down (-0.3% to 10 million). Compared to 2019, total overnight stays are 8.6% higher, keeping the industry on track to surpass the 42.8 million record of 2024, though summer weather may affect the final outcome.
Source: Federal Statistical Office, 2025

How Business Travellers Choose Hotels

A BCD Travel survey of 1,035 business travellers shows location (77%) is the top factor, followed by corporate travel policy (56%) and cost (53%). Most prefer mid- to upper-class hotels, often chain brands.

• Booking & payment: 75% use company booking tools; most pay with corporate cards.
• Top amenities: Wi-Fi and breakfast; loyalty points influence choice for 65%, with 75% able to use points privately.
• Low priority: Sustainability; over half rarely consider it.
• Complaints: Slow Wi-Fi, outdated rooms, restrictive corporate price caps; 30% have felt unsafe.

Source: BCD Travel, 2025

TOURISM INSIGHTS

Package Tours Gain Market Share in 2025

The German Travel Association (DRV) forecasts a 3% revenue rise for package tours in summer 2025, while individual travel may fall 2%, yielding just 1% overall market growth and a 2% drop in travellers.

Cruises, long-haul trips, and eastern Mediterranean destinations are especially popular, with Last-Minute bookings up for Turkey, Egypt, the Balearics, and Greece. Expected revenue growth: 6% for cruises and long-haul, 5% for eastern Mediterranean, and up to 9% for flight-inclusive packages.

Winter 2025/26 pre-bookings are already 3% higher, led by long-haul and cruise hotspots like Thailand, the Dominican Republic, the Maldives, and the UAE.
Source: DRV, August 2025

Culinary Preferences Influence German Travellers’ Destination Choices

According to a TUI Culinary Tourism Report (January 2025, 2,000 respondents), food plays an important role in choosing a travel destination:

• 16% of German travellers consider the culinary offering the most important factor in destination choice.
• 46% spend the most on food and drinks at their destination.
• Regarding meal preferences: 35% choose all-inclusive packages, 25% prefer half-board, and 9% opt for full board, 15% cook themselves, buying ingredients at local markets.

• Younger travellers (18–30) favor full board more (14%) compared to older travellers (3.1%), while older travelers are more likely to prepare meals themselves (20.3% vs. 10.8% for Gen Z).

Source: TUI Culinary Tourism Report, January 2025.

German Travellers Prioritize Price Over Sustainability

Only 17% of Germans consider sustainability more important than price when choosing a trip.

• Older travellers (65+) plan independently (64%) using digital tools, while under-30s often prefer standardized packages.
• 14% are influenced by social media; 5% consider vegetarian/vegan options.
• Flexibility and individual choice are key, with travellers favouring modular or customizable packages.

Source: Hamburg Foundation for Future Studies, 2025.

Generation X Drives Multi-Generational Spending

In Germany, Generation X (45–60 years) is the wealthiest consumer group, with €620 billion in spending (NIQ & World Data Lab), influencing purchases for themselves, their parents, and children. They have been the top-spending generation since 2021 and are expected to remain so until 2033.

Key Behaviours:

• Focus on value and practicality over brands; 53% buy for desire/utility.
• Limited interest in new products (30%), though health products and digital tools are growing areas.
• Cautious adoption of AI: only 16% follow AI recommendations, but 60% accept AI for customer service efficiency.

Source: NIQ & World Data Lab

AFRICAN MARKET

Adventure & Experiential Travel

• Adventure Tourism: A striking 85% of South African travellers embrace “bravecations” i.e. experiences that are outside their comfort zone (zip-lining, exotic foods, high climbs.) This rate is notably higher in South Africa than in other markets.
• Off-the-Beaten-Path Exploration: SA Travellers are looking for more personalised, flexible and experience led holidays. Nearly 46% actively seek less-touristy destinations and more meaningful activities: i.e. remote trails, hidden gems, and quiet retreats with authentic storytelling.

Sources: Tourism News Africa, Getaway Magazine

Sustainability & Tech

• Sustainability: 80% of travellers consider environmental impact in their planning; 64% check sustainability of accommodations before booking.
• Tech is the new travel essential: From trip inspiration to booking confirmations, tech is non-negotiable. A resounding 84% of South Africans believe that mobile devices improve their travel experience.

Sources: Horecamea, Getaway Magazine

Last-Minute Travel & Family 

• Last Minute Travel and spontaneous travel: Last minute bookings are gaining traction again due to “rogue travel,” where travellers book and depart within a short period of time, i.e. 10 days.
• Family & Multigenerational Travel: Multigenerational and family-focused holidays are trending, with shared experiences seen as meaningful ways to travel.

Sources: Bizcommunity, Sawubona

Holiday Frequency & Variety
60% of South Africans plan more holidays in 2025 than 2024

Source: Horecamea

 

POLISH MARKET

Poles Are Increasingly Planning Holidays Beyond Summer: Off-season travel is on the rise, with 42% of Poles planning trips in May, September, or October, driving a 15% YoY increase in autumn holidays, as travellers look for milder weather, cultural events, and better hotel rates, creating higher demand for flexible booking, early planning, and attractive off-season deals.
Source: WaszaTurystyka.pl (Compensa survey, 2025)

Poles Prefer Active Travel Experiences: Over 60% of Polish travellers now prefer active holidays with sightseeing, hiking, water sports, and motorized adventures, valuing experiences over luxury and often choosing short, activity-packed trips that highlight the growing demand for dynamic, curated itineraries instead of traditional week-long beach stays.
Source: WaszaTurystyka.pl

Forest Therapy Growing in Popularity: Forest bathing has become a recognized wellness trend in Poland, with 38% of leisure travellers showing interest in nature-based retreats, while hotels and tour operators increasingly integrate forest experiences, spa treatments, and outdoor activities like meditation, yoga, and sound baths into travel packages across Europe, especially in Scandinavia, the Alps, and Baltic regions.
Source: AllInclusive.com.pl

80% of Poles Buy Extra Travel Insurance for Holidays Abroad: Around 80% of Poles now purchase extra travel insurance, with rising demand for higher-tier coverage including medical, repatriation, baggage, and cancellation, driving a 30% YoY growth in H1 2025, as travelers seek peace of mind, financial protection, and security against trip disruptions.
Source: WaszaTurystyka.pl (based on data from Wakacje.pl

 

LUXURY TRAVEL FOCUS

When Technology Meets Human Touch – Insights from Virtuoso’s Tech Summit

The Virtuoso Tech Summit underlined a key message: in luxury travel, technology is not a replacement for human interaction but a catalyst to elevate it. Innovations showcased at the event—from AI-powered travel planning to immersive VR experiences and interoperable booking systems—all shared one common denominator: enhancing personalization while keeping the advisor–guest relationship at the core.

The takeaway: Luxury travellers want seamless digital support without losing the personal connection, so brands must use technology to simplify processes while preserving the human touch.
Source: Virtuoso

Luxury Travel: Trends from the German Travel Agencies’ Perspective

Despite sharply rising prices, demand for luxury holidays remains strong. Travel agencies report that clients increasingly favour expedition cruises (e.g. Oceania, Ponant), safaris with beach extensions, and tailor-made, high-quality experiences. Authenticity, privacy, and exclusivity are seen as key values.

Top destinations include the Maldives, Seychelles, and Mauritius, with Thailand popular for “affordable luxury” through resorts such as The Sarojin and Pimalai. In Europe, legendary hotels are experiencing a revival, often paired with luxury beach clubs by brands such as Dior and Fendi, while “old-money” travel such as Belmond train journeys and new luxury cruises (e.g. Orient Express, Ritz-Carlton yachts) are gaining traction.

Cruise preferences are shifting towards smaller, more intimate ships, with high demand for suites, longer voyages, and personalised excursions. On land, villas, yachts, boutique hotels, swim-up rooms, and upgrades to premium economy or business class remain in high demand.
Source: touristik aktuell

 

KLEBER GROUP NEWS

KLEBER GROUP Expands: New Offices in Poland and Cape Town 🌍

We are happy to announce the launch of two new offices, marking a significant step in KLEBER GROUP’s global expansion.

Poland – A strategic move to tap into Eastern Europe’s dynamic tourism landscape and growing cross-border opportunities.
👉 Discover here how Poland is evolving from an affordable destination into a hub for high-end travel.

Cape Town, South Africa – This launch reflects our long-term commitment to Africa through a local presence, regional expertise, and initiatives such as Voice4Africa and ReThinking Africa, strengthening our engagement across the continent. Learn more here.

With these offices, KLEBER GROUP now operates in five countries — Germany, Switzerland, Spain, Poland, and South Africa — helping you navigate and grow in these markets with local insights and global connections.

New Services

Official Launch of Our New Service S-BUYER 🚀
Do you really know who your brand is speaking to? This month we unveiled S-BUYER – our new strategic tool for tourism brands to uncover what truly drives traveller decisions.

Moving beyond demographics, S-BUYER identifies the emotional motivations behind choice and helps destinations, hotels, and experience providers to build sharper profiles and connect more meaningfully with the audiences that matter most.

👉 Discover here how S-BUYER can transform your brand

AI VIDEO CREATION – Premium Storytelling, Powered by AI 🎬

How do you tell emotional, effective, and strategic stories—without waiting weeks for production? At KLEBER GROUP, we offer the service of AI VIDEO – a high-end content service that merges human creativity with AI-powered production. The result? Emotionally intelligent videos with premium quality, delivered in record time.

👉 Discover here more about AI VIDEO and how it can transform your tourism brand

Stay Connected with Kleber Group!

Want even more travel inspiration and insider updates? Follow social media channels for exclusive stories, expert tips, and a front-row seat to the latest industry buzz:

👉 LinkedIn
📸 Instagram
👍 Facebook