German airlines are facing key challenges on multiple fronts, including competition from foreign carriers, rising fuel prices and growing environmental activism that promotes other forms of travel instead of flying. In the accommodations segment, meanwhile, the hotel industry is stepping up its battle against OTAs and short-term rental sites such as Airbnb. This publication presents a high-level summary of the German travel market, focusing on the need-to-know developments, trends and stories that are impacting the market now.

With record-low unemployment and a growing reputation as a global travel destination, Germany is well positioned to remain Europe’s largest travel market. Despite some geopolitical and economic headwinds, Germans are optimistic about travel, and spend more on travel than any other European nation. This report provides an overview of the German travel market, including key characteristics, market structure and major players in each segment.

Rising internet penetration continues to boost online travel revenue in Germany, with 6% growth in online bookings projected for 2019. By 2022, online distribution, powered by supplier-direct web and mobile investments, will represent more than half of all travel revenue.This report provides current data, charts and analysis on the German travel market, with sizing and projections from 2017-2023.