Booking in Germany in 2026 is expected to demonstrate continued expansion, reaching EUR142,585 million, with growth expected to be 3% underpinned by resilient travel demand and a stable economic environment. The market is set to remain attractive, as both online and offline booking are expected to see sustained consumer engagement. Competitive intensity is rising, driven by digital-first entrants leveraging price comparison and AI-powered personalisation, while established operators are expected to maintain strength through hybrid service models and bundled offers. Success depends on meeting evolving traveller expectations for flexibility, seamless digital experiences and price transparency, while maintaining human expertise for complex or premium arrangements. Providers are advised to innovate across both digital and physical touchpoints, enhance modularity and booking conditions, and actively address polarised demand by delivering both value-led and premium propositions.
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Overview:
Understand the latest market trends and future growth opportunities for the Booking industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Booking industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Booking in Germany report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Booking in Germany?
- Which are the leading companies in Booking in Germany?
- How are companies responding to the travel restrictions?
- Which travel sectors are proving the most resilient?
- What are companies doing to innovate and future-proof?
Key Data Insights
Key Industry Trends
AI tools and digitalisation transform travel booking behaviour
Offline booking proves resilient as demand polarises
Fragmented channels and flexibility reshape booking journeys
Chart 1 Booking Sales: Value 2021-2031
Chart 2 Booking Sales by Category: Value 2026
Hybrid booking habits to sustain demand for cross-channel presence
Fragmented booking behaviour to drive competition beyond price
Chart 1 Forecast Booking Sales: Value 2021-2031
Chart 2 Forecast Booking Sales by Category: Value 2026-2031
Dertour and Booking.com defend dominance as price-led rivals intensify competition
Emerging players gain share through price-led comparison strategies
Chart 1 Travel Intermediaries GBO Company Shares: % Value 2021-2026
Expedia drives AI-powered personalisation in booking
Tui counters demand polarisation with price-stability measures
Fewo-Direkt adapts to fragmented booking with flexible options
Chart 1 Real GDP Growth 2020-2030
Chart 2 Inflation 2020-2030
Chart 1 Population 2020-2030
Chart 2 Consumer Expenditure 2020-2030
Chart 3 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Booking
- Booking Offline
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- Mobile Travel
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- Leisure Air Travel Online via Direct
- Leisure Air Travel Online via Intermediaries
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- Leisure Air Travel Offline via Direct
- Leisure Air Travel Offline via Intermediaries
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- Leisure Car Rental Online via Direct
- Leisure Car Rental Online via Intermediaries
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- Leisure Car Rental Offline via Direct
- Leisure Car Rental Offline via Intermediaries
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- Leisure Cruise Online via Direct
- Leisure Cruise Online via Intermediaries
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- Leisure Cruise Offline via Direct
- Leisure Cruise Offline via Intermediaries
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- Leisure Experiences and Attractions Online via Direct
- Leisure Experiences and Attractions Online via Intermediaries
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- Leisure Experiences and Attractions Offline via Direct
- Leisure Experiences and Attractions Offline via Intermediaries
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- Leisure Lodging (Source) Online via Direct
- Leisure Lodging (Source) Online via Intermediaries
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- Leisure Lodging (Source) Offline via Direct
- Leisure Lodging (Source) Offline via Intermediaries
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- Leisure Packages Online via Intermediaries
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- Leisure Packages Offline via Intermediaries
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- Leisure Surface Travel Online via Direct
- Leisure Surface Travel Online via Intermediaries
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- Leisure Surface Travel Offline via Direct
- Leisure Surface Travel Offline via Intermediaries
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- Leisure Other Travel Products Online via Direct
- Leisure Other Travel Products Online via Intermediaries
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- Leisure Other Travel Products Offline via Direct
- Leisure Other Travel Products Offline via Intermediaries
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- Business Air Travel Online via Direct
- Business Air Travel Online via Intermediaries
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- Business Air Travel Offline via Direct
- Business Air Travel Offline via Intermediaries
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- Business Car Rental Online via Direct
- Business Car Rental Online via Intermediaries
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- Business Car Rental Offline via Direct
- Business Car Rental Offline via Intermediaries
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- Business Lodging Online via Direct
- Business Lodging Online via Intermediaries
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- Business Lodging Offline via Direct
- Business Lodging Offline via Intermediaries
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- Business Other Online via Direct
- Business Other Online via Intermediaries
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- Business Other Offline via Direct
- Business Other Offline via Intermediaries
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- Travel Intermediaries Online
- Travel Intermediaries Offline
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- Direct Suppliers Online
- Direct Suppliers Offline
Booking
The Booking category includes: Booking Offline, Booking Online including Mobile Travel, Leisure Travel, Business Travel, Travel Intermediaries and Direct Suppliers. It covers point of sale to residents for travel either domestically or abroad.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Booking research and analysis database.
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