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German market trends – rise in package holiday bookings for summer 2018

The German organised holiday market is enjoying a boom with strong double-digit growth rates measured in January 2018, driven by good demand for beach and cruise holidays, according to the latest GfK Travel Insights survey.

The restructured monthly sales analysis by market researchers GfK found the summer season 2018 has generated cumulative revenue growth of 18 % so far, including a 17 % year-on-year increase in January – the top booking month of the year.

The analysis has been broadened to include bookings from 2,000 representative travel agencies (rather than the previous 1,500) as well as sales through Online Travel Agencies (OTAS) and tour operator websites. It does not cover individual direct bookings by consumers.
Nearly half (47 %) of last year’s total summer revenues had already been reached by end-January 2018. The top growth months are May (+ 47 %), mostly due to spring holidays in several German regions, and September (+ 21 %), but all months in the summer season are higher than last year.

Traditional travel agents are the main winners of current strong demand. So far, 84 % of summer 2018 revenues – overwhelmingly generated by package holiday bookings – have been generated by retail travel outlets according to the GfK Travel Insights survey.

Winter bookings are also looking good with an 11 % rise so far, including a 14 % rise in January. With 97 % of last year’s winter season volumes already sold and still three months to go, winter 2017/2018 is also likely to close with good growth, the Nuremberg-based Gfk market researchers state.

Further information:  


Annette Heinemann
Phone: +49 2244 90 33 33
Facsimile: +49 2244 87 74 22

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