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Package holidays are making a comeback: travel agencies are back in fashion!
Package tours will make a comeback in Germany in 2026 as travel agencies regain popularity and offer legal protection.
Package holidays are making a comeback: travel agencies are back in fashion!
Despite the ongoing crises, Germans' desire to travel remains unbroken. More and more people are opting for package tours and booking with travel agencies again. According to that German Travel Association (DRV) German citizens are expected to spend around 86 billion euros on travel in 2023. Around half of the expenditure is on package and modular trips that include at least two travel services from one operator, such as flights and hotels.
Package tours not only offer legal protection, but also a certain degree of crisis management by the organizer, which is of great importance in today's times. Surprisingly, more and more travelers are booking directly againTravel agency instead of online.This comeback is interesting because in the past, online bookings were considered faster and often cheaper. In fact, the prices for identical package holidays are the same across all sales channels, regardless of whether you book online, in a travel agency or at the airport counter.
The role of travel agencies is changing
The return to booking with travel agencies is remarkable, as there is an increase in the number of users across all age groups. Travel agencies have demonstrated their strengths in expertise and accessibility during the pandemic. Almost all travel agencies now offer their services online and use digital communication channels such as Facebook, WhatsApp and Instagram. In addition, individual advice, including home visits and video chats, is increasingly being offered.
A large number of these offices have also specialized in specific target groups or types of travel. Loud further information However, it also shows that the general trend towards booking travel online is continuing. In 2024, 55 percent of vacation trips in Germany were booked online. Still, it's notable that 35 percent of trips are still booked face-to-face, indicating some resilience from traditional travel agents.
Market observations and challenges
However, the challenges in the travel agency market cannot be ignored. A look back at the last few years shows that the industry is suffering from the effects of the corona pandemic. Employment numbers fell from over 83,900 employees in 2019 to 66,500 in 2024. Nevertheless, the number of trainees is increasing slightly again to around 1,970, but remains well behind the 2019 level.
Regarding the financial situation, 39 percent of travel agencies and operators report a shortage of skilled workers. The employment index for this sector is also below the 2015 baseline of 100 points, highlighting the challenges facing the industry. Nevertheless, hope remains that the combination of online services and personal advice can stabilize the travel agency market.
In conclusion, it should be noted that the travel sector in Germany continues to change, but at the same time is adapting to the new needs of travelers. Despite the challenges, travel agencies could therefore play an important role in future travel bookings.