Package trip initiative: Younger people should be excited about vacation models!

Package trip initiative: Younger people should be excited about vacation models!

The newly founded package tour initiative has set itself the goal of raising public awareness of the package tour product. The initiative was launched at a founding meeting that took place at the Sunny Cars headquarters in Munich. The members are made up of 25 founding members, including well-known organizers such as Schauinsland, Vtours and Butterfly as well as distribution systems such as TSS and technology providers such as Amadeus and Peakwork. Jürgen Büchy, former president of the German Travel Association, was elected chairman and is supported by Berend Rieckmann and Marina Ackermann, who also works as a strategy consultant.

The initiative clearly defines itself as a marketing association and not a political association. “We want to gain at least 80 members by the end of 2026,” says Büchy. A central concern is to educate younger people in particular about the advantages of package holidays, as these are often not widely known. Additionally, the initiative aims to modernize the term “package holiday” while rejecting rebranding. Rather, the diversity of the product should be emphasized, from classic Mediterranean trips to individual long-distance trips.

Structure and goals of the initiative

The strategic focus of the initiative includes the development of tools and content for travel agencies and tour operators. These include argumentation aids and formats for social media. A central concern is to increase the visibility of the package tour product and to build a common voice for organizers, sales and service providers. In addition, consumer advocates could be of great importance as future partners within the initiative to communicate safety and additional services for vacationers, especially families.

Political discussions about the package holiday directive could potentially have a negative impact on the industry. Therefore, clear and effective communication of the benefits of package holidays is essential. “We are committed to the value of package holidays and want to create visibility for this through media work and training as well as through dialogue with associations and training centers,” Büchy continues.

Future steps and support

Entry in the association register is planned in about four weeks. The initiative is open to members from all areas of the travel industry. “An information website is already online to promote dialogue and exchange within the industry,” explains the initiative. The first meeting of the working groups to develop concrete campaign ideas is also being planned.

The relevance of the package tour will also be discussed at the upcoming DRV Capital Congress on October 9th and 10th in Berlin. This day will provide an excellent opportunity to discuss the challenges and adjustments resulting from the revision of the Package Travel Directive and to coordinate further public relations steps. The package tour initiative wants to play an important role in the future of the travel industry with committed members and through its targeted campaigns.

For more information about the initiative, please visit the website Travel before 9 and Tourism current.