Leading online travel agencies Germany 2015-2019

Booking.com, founded in Amsterdam, is the leading online travel agency among Germans as of 2019, with almost 24 percent of all travel bookings on the internet being completed on the website. Booking.com was followed by the German portal ab-in-den-urlaub.de and the German version of U.S. Expedia. While various points are considered when planning a trip, general destination and country information, as well as price comparisons, are the most researched topics among vacation travelers.

Online travel bookings rising fast

The revenue of the online travel booking market in Germany is forecast to be over 20 billion U.S. dollars by 2023. With the rise of internet-based services in general across industries and sectors, organizing travel online – first and foremost booking plane tickets and accommodation, is becoming more and more widespread. Online travel agencies also offer searches and booking options for car rentals and taxis.

Digital booking habits

On average, 50 percent of German internet users book their travel or accommodation online. Online travel agencies were also the online source which influenced or inspired German travelers the most when booking a trip.

Leading online travel agencies in Germany from 2015 to 2019, by share of bookings

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Release date

November 2019



Survey time period

2015 to 2019

Age group

14 years and older

Special properties

German-speaking persons who had already booked trips online

Method of interview

Face-to-face interview

Supplementary notes

Information on base:
The survey is based on the German-speaking population aged 14 years and older in private households at main residence in the Federal Republic of Germany.

Information on random sample:
2014: 23,093 respondents, projected base of 70.53 million persons
2015: 23,090 respondents, projected base of 69.24 million persons
2016: 23,102 respondents, projected base of 69.56 million persons
2017: 23,106 respondents, projected base of 70.09 million persons
2018: 23,086 respondents, projected base of 70.45 million persons
2019: 23,120 respondents, projected base of 70.60 million persons
Information on target group "German-speaking persons who had booked a trip online before":
2014: projected base of 17.42 million persons
2015: projected base of 18.00 million persons
2016: projected base of 19.27 million persons
2017: projected base of 27.64 million persons
2018: projected base of 24.67 million persons
2019: projected base of 24.84 million persons
The figures are based on the following studies:
VuMA 2014; 2014: VuMA 2015; 2015: VuMA 2016; 2016: VuMA 2017; 2017: VuMA 2018; 2018: VuMA 2019; 2019: VuMA 2020.

You will find further information on the methodology here.

The survey question was phrased by the source as follows: "Which online travel agencies have you used to book a trip via the internet before? You can choose more than one."
(Original German survey question: "Und bei welchem Veranstalter/welchen Veranstaltern haben Sie schon einmal eine Reise übers Internet gebucht? Sie können mehreres ankreuzen.")

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