The classic, analog visit to a travel agency to book a vacation is generally less common among the younger generation than among older people. Young travelers often plan their trips independently, book individually, and frequently online. The travel group TUI is responding to this trend, as became clear during a press conference in Vienna on Wednesday. However, working people under 30 are not as reluctant to use travel agencies as one might think.
While particularly young travelers under 25 usually have the time to book trips themselves, things look different for working people approaching 30, said TUI corporate spokesperson Aage Dünhaupt in response to questions. Among over-25-year-olds of “Generation Z,” TUI has observed a trend back toward travel agencies. For this target group, efficient booking is important.
Inspiration from social media
“Individuality” also plays an important role for young travelers. Increasingly, social media content serves as inspiration. TikTok or Instagram videos are often sent directly to travel agents with the question, “Can you recreate this trip?” Dünhaupt explained.
TUI is taking advantage of this trend by collaborating with influencers. In Germany, the company works with about ten, and in Austria it also cooperates with such modern opinion leaders and brand ambassadors. In March of this year, the company launched its first Instagram channel in Austria, focusing on its travel professionals. There has long been a general TUI Austria account on the platform. For several years, the local branch has also been active on TikTok. According to a TUI Austria spokesperson, there are social media collaborations with about six influencers per year.
According to Gottfried Math, Managing Director of TUI Austria, there is also growing interest in solo travel. Already one in nine TUI guests travels alone – and the trend is rising.
Summer business and winter outlook
Regarding the summer travel season now ending, Math said the company is “very satisfied” because bookings were strong – something “not to be taken for granted” given the economic environment. As of mid-August, however, bookings across the group were 2 percent below the previous year.
For the recently launched winter holiday early bookings, numbers are slightly above last year at the same time. Inflation, despite its persistence and intensity in Austria, has had no apparent or new impact on bookings.
There is increased interest in long-haul travel, with Thailand particularly in demand. Asia as a whole is developing very positively. Egypt and the Canary Islands remain “classics on the medium haul.” “It’s once again about vacations with sun, sand, and sea,” Math emphasized. But Austria also remains a favorite. The company has expanded in key ski areas, with Robinson Fieberbrunn in Tyrol being a new addition.
