GfK October figures

Online sales drive double-digit summer 2018 growth

GfK figures for German holiday sales in October
GFK Travel Insights
GfK figures for German holiday sales in October

The German holiday market grew by 10% this summer with high online sales, and prospects for 2019 are looking good, according to the latest monthly GfK figures.

Travel agents increased sales revenues from holiday bookings by 7% in the summer 2018 season (ending in October) but online sales soared by 22%. With offline sales accounting for about 77% of the total, this left overall summer 2018 revenues up by 10%, the market researchers’ analysis of sales by 2,000 representative travel agencies, OTAs and tour operator websites found.

In general, travel agents accounted for most of the early and long-term bookings, while online channels profited from high late bookings, GfK noted. Summer sales in October were flat at last year’s level. With winter 2017/18 sales also increasing by 10%, this was also the growth rate for 2017/18 as a whole.

Looking ahead, sales revenues for winter 2018/19 were 4% ahead of last year in October, leaving cumulative sales up by 8%. More than half of last year’s total winter bookings volume has now been exceeded, with strong bookings so far for November (+6%) and December (+7%) in particular.

Germans also continued booking early for summer 2019 holidays last month, although there was a slight 1% drop compared to volumes sold in the same month last year. Summer 2019 revenues accounted for 45% of total sales in October.

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