Travel Agencies in Germany - Market Research Report (2014-2029)
Frankfurt, Germany
Last Updated: June 2024
WZ N79.11DERevenue
€6.7bn
Past 5-Year Growth
Profit
€XXX.Xm
Employees
50,788
Businesses
6,845
Wages
€X.Xbn
Travel Agencies in Germany industry analysis
Before the pandemic, travel agencies were able to benefit from largely positive economic conditions. At the same time, however, they were faced with the challenge of meeting the demands of digitalisation while at the same time facing increasingly intense competition. The major British tour operator and travel agency operator Thomas Cook, for example, which was also heavily active on the German market and had to file for insolvency in September 2019, failed to overcome this hurdle. The largely positive development of the remaining industry players was interrupted in the first quarter of 2020 by the outbreak of the coronavirus pandemic. From mid-March 2020, the German government largely restricted public life in Germany. Stationary travel agencies had to close during the lockdowns. This resulted in an average annual decline in industry sales of 3.8% for the entire period from 2019 to 2024. In 2024, however, turnover is expected to rise by 1.3% year-on-year to 6.7 billion euros as a result of increasing travel activity.In addition to the temporary closure of brick-and-mortar shops, the industry is also struggling with the after-effects of the crisis. The pandemic and the Ukraine conflict have dampened consumer sentiment, which is slowing down the industry's recovery. However, consumers who were not financially affected by the pandemic have pent-up demand for travel, from which the industry will also benefit in 2024. The fact that the slump in sales for ocean cruises is significantly greater than for other forms of travel is particularly unfavourable for travel agencies, as they are increasingly relying on the sale of these comparatively expensive travel services. In 2020, the negative effects of the pandemic were somewhat mitigated by the fall in the global market price of crude oil, as this caused prices for many travel services to fall. From autumn 2020, however, the sharp rise in the price of crude oil led to an opposite effect, which was exacerbated in 2022 by the renewed rise in the price of crude oil.For the period from 2024 to 2029, IBISWorld expects average annual industry growth of 0.8% and industry turnover of EUR 7 billion in 2029. The number of companies in the industry is not expected to return to pre-crisis levels by the end of the next five-year period, as the brick-and-mortar sales channel has been structurally damaged by the crisis.
Trends and Insights
- The internet is increasingly pushing brick-and-mortar travel agencies out of the market. Online portals can often offer holidays more cheaply, and customers can book from the comfort of their own home and compare prices easily. Therefore, stationary travel agencies must score points with outstanding advice.
- Travel agencies currently generate the largest share of sales with beach holidays in Europe and the Mediterranean region outside Europe, closely followed by beach holidays. However, both segments are losing importance for the industry, as beach holidays and city breaks can easily be booked online.
- The majority of travel agencies can be found in the centre region, which is also home to the largest proportion of the population and therefore has the most potential customers.
- Competition in the travel industry is fierce. The most important competition for travel agencies is the internet, which makes it easier for consumers to compare prices and book holidays independently. This reduces customer frequency in travel agencies.
Industry Overview
Market size and recent performance (2014-2029)
Industry revenue has declined at a CAGR of 3.8 % over the past five years, to reach an estimated €6.7bn in 2024.
Trends and Insights
The insolvency of Thomas Cook had a negative impact on the industry's sales performance
- Despite largely positive economic conditions, the British tour operator Thomas Cook and its German subsidiaries, which also operate in the travel agency business, had to file for insolvency in 2019.
- Additional trends and insights available with purchase
Source: IBISWorld
Industry outlook (2024-2029)
Market size is projected to grow over the next five years.
Trends and Insights
The trend towards online bookings is threatening bricks-and-mortar retail
- The proportion of online bookings is expected to increase further in the coming years.
Biggest companies in the Travel Agencies in Germany
| Company | Market Share (%)
2024 | Revenue (€m)
2024 |
|---|---|---|
DER Touristik Group GmbH | 1,526.2 | |
TUI AG | 1,183.2 | |
Trivago N. V. | 495.2 |
To view the market share and analysis for all 4 top companies in this industry, view purchase options.
Products & Services Segmentation
Source: IBISWorld
Industry revenue is measured across several distinct product and services lines, including Beach holidays in Europe and the Mediterranean region outside Europe, City breaks and Other beach holidays. Beach holidays in Europe and the Mediterranean region outside Europe is the largest segment of the Travel Agencies in Germany.
Trends and Insights
Beach holidays in Europe and the Mediterranean region outside Europe are becoming less important
- Seaside holidays within Europe and to the Mediterranean region outside Europe are holidays with the aim of relaxing on popular coastal regions and beaches and enjoying the sea and the cultural sights of the respective region.
- More insights available in the full report
Widen you competitive advantage with related industries
Competitors
- Reservation Services in Germany
Complementors
- There are no industries to display.
International industries
- Global Travel Agency Services
- Travel Agencies in the US
- Travel Agencies in Canada
- Travel Agency and Tour Arrangement Services in Australia
- Travel Agency and Tour Arrangement Services in New Zealand
Table of Contents
About this industry
Industry definition
The travel agency sector comprises agencies that provide advice and arrange travel, transport and accommodation services. They utilise both stationary and internet-based sales channels. The industry's turnover is made up of commissions and income generated from its own events.
What's included in this industry?
Beach holidays in Europe and the Mediterranean region outside EuropeCity breaksOther beach holidaysCompanies
DER Touristik Group GmbHTUI AGTrivago N. V.Purchase this report to view all 4 major companies in this industry.
Related Terms
GLOBAL DISTRIBUTION SYSTEM (GDS)OWN EVENTPAUSCHAL TRAVELMICEIndustry Code
WZ 79.11 - Travel Agencies in Germany
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
The internet is increasingly pushing brick-and-mortar travel agencies out of the market. Online portals can often offer holidays more cheaply, and customers can book from the...
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2014-2023) and forecast (2024-2029)
- Employees, including historical (2014-2023) and forecast (2024-2029)
- Businesses, including historical (2014-2023) and forecast (2024-2029)
- Profit, including historical (2014-2024)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
Travel agencies currently generate the largest share of sales with beach holidays in Europe and the Mediterranean region outside Europe, closely followed by beach holidays. H...
In this chapter
- Products & Services
- Major Markets
Key metrics
- Largest market segment and value in 2024
- Product innovation level
Charts
- Products & services segmentation in 2024
- Major market segmentation in 2024
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
The majority of travel agencies can be found in the centre region, which is also home to the largest proportion of the population and therefore has the most potential customer...
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each region
- Share of population compared to establishments in each region in 2024
Tables
- Number and share of establishments in each region in 2024
- Number and share of revenue each region accounts for in 2024
- Number and share of wages each region accounts for in 2024
- Number and share of employees in each region in 2024
Detailed analysis
- Geographic spread of the industry across Europe, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
Competition in the travel industry is fierce. The most important competition for travel agencies is the internet, which makes it easier for consumers to compare prices and bo...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2019-2024
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
DER Touristik Group GmbH has the highest market share in the travel industry. The company is increasingly focussing on the upper price segment.
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2020 through 2024
- Major companies in the industry, including market share, revenue, profit and profit margin in 2024
- Overview of DER Touristik Group GmbH's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of TUI AG's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Trivago N. V.'s performance by revenue, market share and profit margin from 2018 through 2024
- Overview of revenue, market share and profit margin trend for one additional company
Detailed analysis
- Description and key data for DER Touristik Group GmbH, and factors influencing its performance in the industry
- Description and key data for TUI AG, and factors influencing its performance in the industry
- Description and key data for Trivago N. V., and factors influencing its performance in the industry
- Description, key data and performance trends for one additional company
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
The consumer climate largely determines whether consumers book holidays and in which price segment they fall. Travel agencies therefore benefit from a good consumer climate, ...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2014-2029)
- Assistance historical data and forecast (2014-2029)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
The profit margin of the individual travel agencies depends heavily on their focus and their range of services. Higher commissions can be achieved with more expensive trips s...
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Investment vs. share of economy
Data tables
- Cash Flow & Debt Service Ratios (2014-2029)
- Revenue per Employee (2014-2029)
- Revenue per Enterprise (2014-2029)
- Employees per Establishment (2014-2029)
- Employees per Enterprise (2014-2029)
- Average Wage (2014-2029)
- Wages/Revenue (2014-2029)
- Establishments per Enterprise (2014-2029)
- IVA/Revenue (2014-2029)
- Imports/Demand (2014-2029)
- Exports/Revenue (2014-2029)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2014-2029)
- IVA (2014-2029)
- Establishments (2014-2029)
- Enterprises (2014-2029)
- Employment (2014-2029)
- Exports (2014-2029)
- Imports (2014-2029)
- Wages (2014-2029)
Methodology
How are IBISWorld reports created?
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in Germany include:
- German Federal Statistics Office (Destatis)
- European Statistics Office (Eurostat)
- United Nations Comtrade
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
Frequently Asked Questions
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Travel Agencies industry in Germany in 2024?
The market size of the Travel Agencies industry in Germany is €6.7bn in 2024.
How many businesses are there in the Travel Agencies in Germany industry in 2024?
There are 6,845 businesses in the Travel Agencies industry in Germany, which has declined at a CAGR of 4.4 % between 2019 and 2024.
Has the Travel Agencies industry in Germany grown or declined over the past 5 years?
The market size of the Travel Agencies industry in Germany has been declining at a CAGR of 3.8 % between 2019 and 2024.
What is the forecast growth of the Travel Agencies industry in Germany over the next 5 years?
Over the next five years, the Travel Agencies industry in Germany is expected to grow.
What are the biggest companies in the Travel Agencies market in Germany?
The biggest companies operating in the Travel Agencies market in Germany are DER Touristik Group GmbH, TUI AG and Trivago N. V.
What does the Travel Agencies in Germany include?
Beach holidays in Europe and the Mediterranean region outside Europe and City breaks are part of the Travel Agencies industry.
Which companies have the highest market share in the Travel Agencies in Germany?
The company holding the most market share in Germany is DER Touristik Group GmbH.
How competitive is the Travel Agencies industry in Germany?
The level of competition is high and increasing in the Travel Agencies industry in Germany.
