How will the German travel market evolve by 2026, and what trends can we expect?
Invitation to the VIR Online Summit 2026, featuring statistics, facts, and background information, on Friday, February 27, 2026, from 11:00 a.m. to 12:30 p.m.
Sehr geehrte Damen und Herren,
The past year has already shown signs of a shift away from traditional vacations toward more short getaways. Will this trend continue? In addition, the seasonal review revealed that travel costs for vacationers have risen significantly. How will prices evolve in 2026, and what impact will this have on booking behavior this year? What changes will the use of artificial intelligence bring?
The Association for Internet Travel Distribution (VIR), which represents the digital travel industry, will examine the factors and opportunities arising from this for the future of the German travel market at its annual online press conference, offering a preview of developments for 2026. All findings presented during the VIR Online Summit 2026 will be included in the publication “VIR Facts & Figures on the Online Travel Market 2026.”
The 2026 reports will, among other things, take a closer look at the use of artificial intelligence in tourism. Initial findings already clearly show that AI is gaining significant ground. At the same time, the results provide valuable insights into developments in digital tourism and offer a comprehensive review of tourism demand in the German travel market in 2025. Furthermore, using the data, the expected demand and booking trends throughout 2026 will be analyzed, and emerging trends across the entire travel market will be contextualized—from travel habits and the most popular destinations to the booking behavior of German travelers.
We cordially invite you to the
VIR Online Summit 2026
on Friday, February 27, 2026
from 11:00 a.m. to 12:30 p.m.
About Teams
*Personal registration on Teams is required and is already available
Ulf Sonntag, Managing Director of NIT and Head of FUR Travel Analysis, discusses current demand for vacations, current information-seeking and booking behaviors, as well as preferences for types of vacations and travel destinations. In addition, he briefly explores the role of AI in vacation planning.
Roland Gaßner, Director of Business Development at TDA, uses current booking data from the German tour operator market to highlight which products and destinations are showing particularly promising trends for the 2026 travel season.
Leonie Busse, Senior Client Partner for Travel at Pinterest, analyzes which travel trends will be particularly relevant in 2026, how travelers plan their trips, and how trend analysis enables the early identification of consumer and booking trends.
Registration for the virtual VIR Online Summit 2026 is now open at:
You will receive the dial-in information for the press conference immediately after you register.
We look forward to your participation, which is, of course, free of charge!
Best regards
Board Member, Association of Internet Travel Distribution (VIR)
You can download the press release as a PDF here.
Travel Analysis 2025 – Invitation to the Presentation of the Initial Findings
Reiseanalyse is also inviting participants to a webinar in advance to present the first selected findings of the 2025 Travel Analysis. This webinar will also take place on Friday, February 28, 2025, starting at 9:30 a.m.
During the event, Ulf Sonntag will present the key developments from the past year and offer a look ahead at the outlook for the upcoming 2025 travel season. How did demand for vacations evolve last year? And what are Germans’ travel plans and vacation preferences for this year?
To attend the presentation, you must first register for free at the following link: Registration for the Initial Findings of the 2025 Travel Analysis
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