At the international tourism trade fair ITB in Berlin, the DERTOUR Group shared its current perspective on developments in the European travel market and presented the latest booking trends. As an international travel group operating in 16 European with approximately 200 companies, the DERTOUR Group is a key player in the European tourism and travel experiences market.
Strategy focuses on combining ‘Tech and Touch’
Christoph Debus, CEO DERTOUR Group, emphasized the company’s strategic focus on sustainable growth and guest experiences. “Our goal is to provide guests with a seamless and inspiring journey, supported by personal guidance every step of the way. In the interactions with our guests, we clearly see that the need for support has grown significantly. Therefore, our strategy is based on a concept we call “Tech and Touch”, which combines technological excellence with meaningful human connection.”
A wide range of travel: From relaxation to unique experiences
Today, more than 20 leading tour operator brands in Europe belong to the DERTOUR Group. In addition, there are around 30 specialists that serve individual travel needs and emerging niche segments. “We consider ourselves the ‘Home of Holidays’. Under the umbrella of the DERTOUR Group, we bring together an extraordinary variety of holiday offers, from relaxing getaways to roundtrips and special interest vacations. This clearly shows how individual package holidays can be today,” Christoph Debus explains. As an integrated tourism company, the DERTOUR Group also has its own hotel division with 120 hotels as well as an international portfolio of tours and activities with teams operating in 31 countries worldwide.
Outlook for 2026
Following a seven per cent organic rise in guest numbers in 2025 (year-over-year), the current winter season and upcoming summer season confirm that travel demand remains stable at last year’s high level.1 This development is also reflected in a recent cross‑market study conducted among 8,000 participants in 13 European countries in early February. Across all surveyed markets, travel remains the top discretionary investment after essential living expenses.2 “Even as uncertainty increases, people’s enthusiasm for holidays stays high. People want to travel and are prioritising their spending accordingly,” states Christoph Debus.
Current developments in the Middle East
The recent developments in the Middle East are also affecting European travellers. In this situation, tour operators’ dedicated security management teams provide assistance to affected package holiday guests. Debus explains: “In the current situation in the Middle East, we are in continuous and close contact with the relevant authorities, as well as our hotel and airline partners. We are responding flexibly to developments, for example with rebooking options, free cancellations, or alternative return travel arrangements, depending on the latest status.”
For guests who are still in Middle Eastern regions, DERTOUR Group is providing comprehensive support. Debus adds: “We understand how challenging this situation is for many travellers. Our local staff are closely supporting those affected on the ground, extending accommodations, and informing guests about return travel options. We are pleased to report that we have already been able to bring back the first guests. Uncertain times show the value of a package holiday, as personal contacts are there to provide assistance in emergencies and organise alternative travel options.”
Summer 2026: Guest numbers above previous year
| 1 End of August 2025, the DERTOUR Group acquired the Hotelplan Group, excluding Interhome. The Hotelplan guest figures are not included in the reported guest growth numbers.2 Online survey with 8,000 respondents across 13 countries in Central, Northern and Eastern Europe; conducted by Appinio between February 2 and February 6, 2026. |
Guest numbers for European summer bookings are up 4 per cent on last year’s high level. Countries in the eastern Mediterranean are currently particularly popular among European travellers. Egypt (+14 per cent) and Türkiye (+8 per cent) are recording strong growth in visitor numbers.
“This development shows that European travellers are paying particular attention to attractive value for money this year,” says Christoph Debus.
Long-haul summer travel insights
Long‑haul travel traditionally accounts for around ten per cent of summer bookings, with the United States retaining second place on the long‑haul ranking despite continued booking hesitation. The Indian Ocean and Southern Africa currently show the strongest long‑haul growth.
Regarding further developments in bookings to the Middle East, Christoph Debus indicates: “How demand in the Middle East will develop remains open for now. The situation is still too dynamic to allow reliable statements.”
Top summer destinations 2026 reflect shifting traveller choices
| Short and medium haul | Long haul | |
| 01 | Türkiye | Indian Ocean |
| 02 | Greece | North America |
| 03 | Spain | Thailand |
| 04 | Egypt | Middle East |
| 05 | Tunisia | Caribbean |
*Top destinations by number of travellers
Summer season: 1 May 2026 to 31 October 2026. Cumulative bookings across 16 markets. Reference date: February 26, 2026.
Image material: Current developments in the European travel market
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Background:
DERTOUR Group has its head office in Cologne, Germany, and is REWE Group’s travel and tourism division. As one of Europe’s leading travel groups, DERTOUR Group encompasses approximately 200 companies and employs around 15,000 people worldwide. Every year, millions of guests travel with one of the Group’s tour operators or specialists. DERTOUR Group includes tour operators such as DERTOUR, ITS, Meiers Weltreisen, Kuoni, Helvetic Tours, ITS Coop Travel, Billa Reisen, Koning Aap, Apollo, Exim Tours and Fischer, as well as around 2,000 travel agencies (such as DERTOUR, DERPART, Kuoni, Exim, and Fischer, plus franchises and partners), the hotel brands Sentido, Aldiana, and ananea and the online travel agency Prijsvrij Vakanties. The DERTOUR Group also offers on-site support: The company runs an agency network with 71 offices in 31 travel destinations. The staff in the destination agencies assist the guests of the DERTOUR Group from their arrival at their holiday destination until their departure. For more information, go towww.dertour-group.com.