Solo travel is booming: experts give tips for travel agencies!

Solo travel is booming: experts give tips for travel agencies!

As part of a recent expert talk on the topic of solo travel, experts such as Jeanette Buller from G Adventures, Steffen Butzko from Adamare Singlereisen and Ralph Benecke from Sunwave Singlereisen discussed the growing popularity of solo travel. The event, moderated by Rabea Fieguth from fvw|TravelTalk, made it clear that, according to Statista, 27 percent of Germans are now planning a solo trip this year. Nevertheless, tour operators who offer such trips are often little known at the counter.

The experts' discussion focused on strategies to increase solo travel sales. Despite the increasing demand that the industry could experience, many operators are faced with the challenge of putting these rarely advertised trips in the right light and communicating the benefits of such a form of travel.

Market situation of tour operators

There is a mixed picture in the tour operator industry. The market is an important part of the German tourism industry. In 2024, German tour operators generated over 37 billion euros in sales and generated almost 21 billion euros in additional income. An impressive plus that the industry has achieved after difficult years caused by the corona pandemic. Compared to the previous year, travel agencies' total sales increased by 30.8 percent, particularly due to demand for cruises and air travel.

However, there are also downsides. In 2022, Germany still had almost 2,400 taxable tour operators, which represents a significant decrease compared to 2019, when there were around 3,100. Nevertheless, 17 insolvency proceedings against tour operators in 2023 corresponded to the pre-crisis level, reflecting the uncertainty in the industry.

Shortage of skilled workers and customer trust

Another central issue in the industry is the shortage of skilled workers. Around 39 percent of service companies in the tour operator market report difficulties finding suitable employees. This is compounded by the decline in the number of trainees in the industry, which fell to a new low of around 1,600 in 2023. This trend could continue to weigh on the future of tour operators.

Nevertheless, surveys show that, despite the trend towards online travel booking, many Germans still place their trust in travel agencies and direct bookings with tour operators. Over 64 percent of travelers pay more attention to the price than the brand of the tour operator. Organizers who offer transparent pricing models and flexible, refundable products are particularly valued.

The leading players in the market are clearly defined. In the 2022/2023 financial year, the TUI Group was the tour operator with the highest sales in Europe with almost 21 billion euros, followed by DER Touristik with sales of 7.2 billion euros. In the ranking of tour operators with the best service, TUI takes second place, while Alltours Flugreisen takes the top position in Germany in 2024.

Further developments in the travel industry, especially in the area of ​​solo travel, remain exciting. The current trends and challenges could influence the dynamics of the industry in the long term.