As we look ahead to 2025, the German travel market shows some fascinating trends shaping the industry in the coming years. Two recent studies—Hilton’s 2024 Trends Report and a survey by TUI—offer valuable insights into the evolving preferences of German travellers, highlighting generational differences, the rise of experiential travel, and the growing influence of digital solutions.
Together, these reports paint a comprehensive picture of what German travellers will prioritise in the near future and how businesses in the tours and activities sector can adapt to meet their needs. This article brings together the key findings from both research pieces, focusing on the trends that will define travel in Germany.
Generational shifts in travel preferences
According to Hilton’s report, different generations have distinct priorities when it comes to travel. Gen Z (18-26) and Millennials (27-44) are heavily influenced by digital solutions, seeking seamless experiences powered by technology. These younger travellers value instant booking options, digital itineraries, and the ability to manage their trips via apps and online platforms.
In contrast, Baby Boomers (59-77) place greater emphasis on personal interaction and the “human factor” of hospitality. Hilton’s study found that 71% of Boomers still prioritise personal service when they travel, compared to 57% of all global travellers. These generational differences highlight the need for tour operators and travel providers to offer efficient digital solutions and strong customer service tailored to each group’s expectations.
This aligns with the findings from TUI’s survey, which showed that 69.3% of German travellers are inspired by social media when planning their trips, particularly on platforms like Instagram, TikTok, and YouTube. This influence is most prominent among Gen Z and Millennials, who rely on visual content and peer recommendations for travel ideas. For travel operators, having a strong digital presence is essential—not just for advertising but for creating engaging, shareable content that resonates with younger audiences.
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The growing popularity of domestic and multigenerational travel
TUI’s study highlighted a trend expected to continue into 2025: the rise of domestic travel. With 25% of Germans planning vacations within the country, local destinations like the Baltic Sea, North Sea, and Lake Constance remain popular choices. These areas are ideal for relaxation and family travel, aligning with the fact that 71.1% of Germans prefer to travel with their core family.
Interestingly, multigenerational travel is on the rise, with 17.8% of travellers including grandparents in their vacation plans. This trend underscores the importance of offering experiences that cater to all age groups, from children to older adults. For tour operators, this means ensuring that services are family-friendly, with options that appeal to younger and older travellers, such as accessible tours, family-sized accommodations, and multi-age activities.
One of our Palisis clients, a sightseeing tour operator in Berlin, adapted its offerings to cater to this demographic by introducing family-friendly routes and discounts for large family groups. This strategy led to a 30% increase in bookings from families travelling with children and grandparents, highlighting the potential of multigenerational travel.
Bleisure travel: Mixing business with leisure
The Hilton report highlights a key trend for 2025: the growing popularity of bleisure travel, where business travellers extend their trips to include leisure activities. In Germany, 56% of business travellers say they plan to combine work and leisure, and 70% want to explore the local culture and cuisine during their trips. This shift reflects changing work patterns, with more people working remotely or extending business trips to enjoy some downtime.
For tour operators, the rise of bleisure travel offers new opportunities to tailor experiences for business travellers who want more than just a quick stay. Offering flexible tour packages that fit a busy schedule or even providing remote work-friendly accommodations can help operators tap into this growing market.
For example, a “Business and Explore” package includes guided tours and networking events aimed at professionals attending conferences. This innovation has proven particularly popular, leading to increased bookings from business travellers looking to unwind after work.
The influence of wellness and experience-driven travel
Both reports agree that wellness and experiential travel will play a significant role in 2025. Hilton’s findings show that more than half of German travellers prefer resort vacations that offer opportunities to rest and recharge, with wellness being a top priority. The TUI study similarly found that Germans are increasingly drawn to experiential travel, strongly emphasising culture, adventure, and dining.
These preferences highlight a broader shift toward experiences over things. German travellers are looking for immersive, culturally rich vacations that allow them to disconnect from the stresses of everyday life. Offering wellness retreats, spa packages, or adventure tours focusing on health and relaxation could give operators a competitive edge. At the same time, ensuring that these offerings include authentic local experiences—whether through food, cultural events, or nature-focused activities—will resonate with the growing number of travellers seeking meaning in their journeys.
Digital solutions and the need for personalisation
Both reports underline the importance of digital innovation. Hilton’s research found that 75% of German travellers value easy access to travel information through apps and emails, while 68% use their personal devices for streaming and entertainment during trips. However, while digital convenience is important, so is the human touch—especially for Baby Boomers, who still prioritise person-to-person interaction regarding hospitality.
For travel operators, the challenge is to strike the right balance between digital solutions and personal service. Real-time booking systems, mobile-friendly platforms, and automated updates are key to delivering the efficiency that younger travellers expect. However, maintaining a dedicated customer service team to assist those who prefer human interaction remains crucial for attracting and retaining customers across all generations.
A Palisis client in the luxury tour sector implemented a dual strategy—providing an advanced app-based booking system for younger travellers while maintaining a phone-based service for older clients. This approach has helped the company retain a broad customer base and meet the diverse needs of German travellers.
Conclusion: Meeting the needs of tomorrow’s traveller
As we move into 2025, the German travel market will continue to evolve, shaped by the diverse preferences of different generations. From the digital demands of Gen Z to the personal service expectations of Baby Boomers, travel operators will need to stay flexible and innovative to meet the changing needs of their customers.
Combining the insights from the Hilton and TUI reports, it’s clear that businesses must focus on offering personalised, experience-driven travel while embracing digital solutions. For operators working with Palisis, leveraging technology such as real-time booking systems, tailored tour packages, and seamless digital platforms can help cater to this dynamic market. By staying attuned to these trends, travel providers can ensure that they are well-positioned to succeed in the ever-changing world of travel.
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