The travel distribution sector in Europe is in a phase of readjustment, as travel agencies are being called upon to simultaneously respond to market concentration pressures, staff shortages, and accelerated digitalization.
In Germany, one of the largest and most mature organized travel markets in Europe, central cooperation organizations are developing strategies for 2026 that emphasize artificial intelligence, automation, targeted marketing, and strengthening their networks. The way these choices shape the operating model of travel agencies is of direct interest to the Greek market, which faces similar challenges.
A comprehensive picture of the individual collaborations and their plans for this year is presented below.
AER
In addition to the classic tourist incentives, AER now offers an additional bonus of 1,000 euros for every “million” in tourist turnover. The amount may increase if 5% of the specific turnover comes from specialized tour operators in the partnership. Note that of the more than 900 members of AER, 40% are tour operators. Theme-wise, the year continues with an emphasis on developing sustainable travel and the Fairweg concept, as well as technology, innovations in the service sector, and internal structures. At the same time, a clear distinction is made between cooperative and purely tourist objects.
Best-Reisen
With the new Best-Compass tool, Best-Reisen aims to enhance the active participation of its members. The goal is to capture the “climate” at the level of cooperation and to create decentralized “think tanks” for individual thematic fields, as Cornelius Meyer explains.
The also new Best-Care tool records the additional work of travel agencies in detail. The ambition is to evolve into a knowledge base with artificial intelligence, which will function as direct support for the sales counter. Both tools are part of the “Strategy 3.0”, the next stage of transformation of the cooperation from a simple purchasing union to a community.
Deutscher Reisering
The DTPS (Dertour) alliance collaboration emphasizes the use of artificial intelligence and automation in travel agencies. Simultaneously, it deals with cybersecurity issues, testing of efficient technological solutions, and facilitating daily work. In marketing, combined online and offline campaigns are being strengthened, with a particular emphasis on WhatsApp marketing, while the succession of businesses remains an important issue.
RTK / Reiseland
For RTK and Reiseland, 2026 includes many “strategic key projects”. Among other things, the models for member participation are being developed to offer more targeted marketing and education services. At the same time, community and dialogue formats are being strengthened, such as RTK Dialogtage, Destination Summit, and the new RTK Blickwinkel format.
On a technological level, further digitization is at the forefront, with artificial intelligence Toni being increasingly integrated into daily work.
Schauinsland-Reisen Partner
Alpha-Verbund’s collaboration examines the application of artificial intelligence tools in the daily life of travel agencies and invests in accompanying the customer throughout the service process. Simultaneously, the “modernization” direction of the network is being promoted, with emphasis on digitization, stabilization of sales, and the succession and education of the new generation.
Schmetterling
With the new version of Provisionskompass, users of the Xena system can directly evaluate the impact of commissions on sales. Simultaneously, Quadra solutions and the customer portal are being upgraded, and will incorporate sales tools for additional services such as airport parking, car rental, and e-sim.
In marketing, the Go4It solution expands with targeted customer outreach through AI and adds a new module for print campaigns.
Tourcontact
In 2026, Tourcontact focuses on automation, improving data availability, and strengthening technological connections. In marketing, more emphasis is placed on performance, clear targeting of the audience, and regional campaigns to attract new customers.
TSS
TSS is promoting a series of strategic developments, with the focus on Reise-Guide, a digital tool to enhance the relationship with the customer. The digital magazine of the collaboration is being enriched with new features and is being more closely linked to other tools. At the same time, the philosophy of free choice of technology and services for members is maintained.
TUI Travel Star (TTS)
At the center of TUI Travel Star are the lack of specialized staff and the succession of businesses. The proprietary job portal offers support to both young people and potential successors. On a technological level, priority is given to the integration of artificial intelligence, so that time is freed up for personal consulting, while new initiatives such as Reisebüro-TV and central social media actions are introduced in marketing.
Source: Tourist-Aktuel
