Booking behaviour was undergoing change in Germany at the end of the review period, reshaping the travel market. While German consumers still save and plan ahead for an extended holiday they may take once a year, more consumers are taking shorter, more spontaneous trips more often.
The majority of trips in Germany were booked offline up to 2019, typically in a bricks-and-mortar travel agency. This is relatively unique in Germany compared to other countries, where most bookings were already occurring online prior to 2019.
The growing interest in last-minute short-haul travel has had a positive effect on flights, especially on low-cost players, which grew rapidly in 2018 and 2019. A key driver of demand is the growing availability of low-cost fares.
Cruises were one of the brightest spots in a generally healthy travel industry in Germany in 2019. The demand for cruises by both sea and by river continued to outpace supply, prompting continued investment in port facilities and demand from suppliers to build new ships to be added to the market in the coming years.
The travel industry is healthy in Germany and it is expected to remain healthy throughout the forecast period, benefitting all key aspects of the travel industry in different ways. The strongest driver of growth is the growing demand for last-minute domestic trips, which are helping the travel market to grow organically.
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