Unlike many countries, where most booking behaviour had already shifted online during the 2010s, many booking transactions are still placed in person at traditional travel agencies in Germany. Many of the largest tour operators have leaned towards this model in recent years, citing a level of personal service and control over inventory and travel partners that suits local demand better in comparison to online-only competitors.
One of the hardest hit tourism areas has been cruises, which suffered from particularly negative media attention throughout the lockdown in Germany, as guests and employees on ongoing cruises were often stranded or forced to quarantine at times as the virus spread quickly in confined areas. The challenges that cruises suffered during the pandemic, as well as the challenges of adapting cruise services to social distancing measures, including the confined spaces and dependency on buffet-style meals, will be a real challenge leading into 2021.
For years, TUI has been pivoting its business model from intermediaries alone to owning and maintaining more inventory, such as airlines, hotels and cruises, and owning more and more of the components of the package holidays it traditionally sells to German consumers, especially in key holiday destinations. This business model proved to be more resilient in the months following lockdown as leisure tourism began to open up in mid-2020, although there were setbacks later on with rising COVID-19 case numbers and concerns about a second wave across various European destinations.
Online booking platforms like Booking.com and Expedia, which maintained the greatest share of online bookings in Germany in 2019, remained operational and available to consumers during lockdown in 2020, which means that even as many physical travel agencies were forced to close, consumers looking ahead to future travel plans had the opportunity to make bookings online.
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Understand the latest market trends and future growth opportunities for the Travel Retail 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 Travel Retail 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.
This report originates from Passport, our Travel Retail research and analysis database.
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