PROSPECTS AND OPPORTUNITIES
Germany’s diverse tourism offering to fuel inbound arrivals growth
Inbound arrivals and expenditure in Germany is expected to remain stable growth in the upcoming years. This positive trend will be fuelled by the country's unique cultural offerings, which ranges from world-renowned museums and music festivals to vibrant local traditions and cuisine.
Keen desire to travel abroad will sustain outbound departures
Outbound travel from Germany is expected to experience slow yet steady growth in the upcoming years, primarily due to the growing interest in travel and cultural experiences. Outbound travel will become more accessible to various consumer segments, through alternative routes by air or land.
PROSPECTS AND OPPORTUNITIES
Consumers will prioritise price when travelling even as sustainability gains importance
Amid ongoing price sensitivity, consumers are expected to reign in expenditure on essential airline add-ons, such as checked luggage or seat selection, and many will show less interest in non-essential extras like priority boarding or in-flight meals, especially on short-haul flights. Whilst many consumers are opting for low-cost airlines, often seeking early-bird sales, more travellers will actively consider alternative modes of transportation, such as road and rail, due to rising airfares and additional travel costs.
Generative AI will elevate the customer experience without adding costs
Generative AI has developed rapidly in recent years, enabling personalised services that often exceed human capabilities, which benefits companies and improves the traveller’s experiences. As generative AI continues to evolve, the demand for personalised travel solutions is expected to gain traction, driving innovation and enhancing the overall customer experience.
PROSPECTS AND OPPORTUNITIES
Short-term rentals to gain traction in Germany
Short-term rentals in Germany are expected to grow at a steady pace as the number of outlets and listings expands. Such alternative accommodation will become increasingly popular as it offers travellers greater flexibility to blend work with leisure and adheres well to modern lifestyles where people adopt remote or hybrid working practices.
Lodgings to address sustainability and embrace AI
Germany’s lodging industry is set to witness significant shifts in the forecast period, driven by technological advancements, shifting traveller preferences and a strong emphasis on sustainability. Generative AI is expected to continue shaping consumer expectations in terms of customer service, streamlined booking processes and personalisation.
PROSPECTS AND OPPORTUNITIES
Sustainability agenda poses challenges for the booking industry
As the booking industry becomes more competitive over the forecast period, companies are expected to diversify by adding unique and exclusive elements to their offering. As travellers become more aware of issues, such as over-tourism in major tourist areas, and face higher prices, consumers will be looking for alternative destinations that offer better value for their money and that deliver authentic experiences.
Technology offers opportunities for travel intermediaries to adapt
Despite the German consumers’ general preference for using offline travel companies, as technology advances the need for traditional travel intermediaries may decline, posing challenges for companies that are slower to build an online business. Nevertheless, this also poses an opportunity for companies to embrace innovative technologies and diversify in a more competitive landscape.
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Overview:
Understand the latest market trends and future growth opportunities for the Booking 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 Booking 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.
The Booking in Germany report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Booking in Germany?
- Which are the leading companies in Booking in Germany?
- How are companies responding to the impact of COVID-19 and accordant travel restrictions?
- How severe is the scale of the damage?
- Which travel sectors are proving the most resilient?
- How soon can recovery be expected?
- What are companies doing to innovate and future-proof against the crisis?
Booking in Germany - Category analysis
Travel in 2025: The Big Picture
Airlines: Key trends
Hotels: Key trends
Booking: Key trends
What next for travel?
DISCLAIMER
KEY DATA FINDINGS
Inbound arrivals growth begins to moderate
Strong demand for outbound travel fuelled by desire for experiences
Germany’s diverse tourism offering to fuel inbound arrivals growth
Keen desire to travel abroad will sustain outbound departures
KEY DATA FINDINGS
Higher cost of air travel weighs on category performance
Deutsche Lufthansa AG retains its leading position despite turbulence
Consumers will prioritise price when travelling even as sustainability gains importance
Generative AI will elevate the customer experience without adding costs
KEY DATA FINDINGS
Lodging (destination) shows resilience due to cautious spending behaviour
Polarisation is more evident in the hotel industry
Short-term rentals to gain traction in Germany
Lodgings to address sustainability and embrace AI
KEY DATA FINDINGS
Bookings growth slows amid cautious spending behaviour
Major players consolidate their position in bookings
Sustainability agenda poses challenges for the booking industry
Technology offers opportunities for travel intermediaries to adapt
Travel in Germany - Industry Overview
Travel in 2025: The Big Picture
Airlines: Key trends
Hotels: Key trends
Booking: Key trends
What next for travel?
DISCLAIMER
The following categories and subcategories are included:
Booking
- Booking Offline
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- Mobile Travel
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- Leisure Air Travel Online via Direct
- Leisure Air Travel Online via Intermediaries
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- Leisure Air Travel Offline via Direct
- Leisure Air Travel Offline via Intermediaries
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- Leisure Car Rental Online via Direct
- Leisure Car Rental Online via Intermediaries
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- Leisure Car Rental Offline via Direct
- Leisure Car Rental Offline via Intermediaries
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- Leisure Cruise Online via Direct
- Leisure Cruise Online via Intermediaries
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- Leisure Cruise Offline via Direct
- Leisure Cruise Offline via Intermediaries
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- Leisure Experiences and Attractions Online via Direct
- Leisure Experiences and Attractions Online via Intermediaries
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- Leisure Experiences and Attractions Offline via Direct
- Leisure Experiences and Attractions Offline via Intermediaries
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- Leisure Lodging (Source) Online via Direct
- Leisure Lodging (Source) Online via Intermediaries
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- Leisure Lodging (Source) Offline via Direct
- Leisure Lodging (Source) Offline via Intermediaries
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- Leisure Packages Online via Intermediaries
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- Leisure Packages Offline via Intermediaries
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- Leisure Surface Travel Online via Direct
- Leisure Surface Travel Online via Intermediaries
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- Leisure Surface Travel Offline via Direct
- Leisure Surface Travel Offline via Intermediaries
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- Leisure Other Travel Products Online via Direct
- Leisure Other Travel Products Online via Intermediaries
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- Leisure Other Travel Products Offline via Direct
- Leisure Other Travel Products Offline via Intermediaries
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- Business Air Travel Online via Direct
- Business Air Travel Online via Intermediaries
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- Business Air Travel Offline via Direct
- Business Air Travel Offline via Intermediaries
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- Business Car Rental Online via Direct
- Business Car Rental Online via Intermediaries
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- Business Car Rental Offline via Direct
- Business Car Rental Offline via Intermediaries
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- Business Lodging Online via Direct
- Business Lodging Online via Intermediaries
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- Business Lodging Offline via Direct
- Business Lodging Offline via Intermediaries
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- Business Other Online via Direct
- Business Other Online via Intermediaries
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- Business Other Offline via Direct
- Business Other Offline via Intermediaries
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- Travel Intermediaries Online
- Travel Intermediaries Offline
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- Direct Suppliers Online
- Direct Suppliers Offline
Booking
The Booking category includes: Booking Offline, Booking Online including Mobile Travel, Leisure Travel, Business Travel, Travel Intermediaries and Direct Suppliers. It covers point of sale to residents for travel either domestically or abroad.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Booking research and analysis database.
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