-The founder and CEO of the Alltours group speaks exclusively about the strategy of one of the largest German tour operators, its dynamic presence in Greece, and plans for the company’s future in the entire Mediterranean.
With over five decades of continuous development, the Alltours group holds a special place in German tourism, combining the role of a strong tour operator with that of a hotelier, thanks to the allsun Hotels network. The visionary Willi Verhuven is at the helm of this journey, whose name is synonymous with the company’s dynamic expansion to all major destinations in the Mediterranean, including Greece.
In an exclusive interview with Money & Tourism, Mr. Verhuven discusses the group’s position in the German tourism industry, the Greek market, and the future of the travel industry.
The Interview
Mr. Verhuven’s interview with Konstantinos S. Deriziotis is as follows:
Alltours has evolved into one of Germany’s largest independent tour operators.What are the key points that explain this success?
Alltours has evolved into one of Germany’s largest independent travel agencies.A key element of success is the continuous adaptation of offers to the needs and desires of customers.The company operates with financial stability, without risky investments, and has managed to be profitable since its founding in 1974.The brand’s recognition rate in Germany is now at 92%.
“Alltours has been profitable since 1974 – without risky investments. Greece is a primary destination with consistently high demand. Five other hotels are already operating in the country, with new openings scheduled for 2026. Sustainability and quality of services are the foundations of the future”
How do you differentiate yourself from competitors like TUI or DERTOUR?
Alltours stands out due to its medium-sized structure, owner-ownership, and fast decision-making processes. The company offers high quality at a reasonable price, and its allsun Hotels chain enhances customer loyalty.
What are the main trends in the German travel market today?
Customers are seeking increasingly personalized experiences, with a focus on activities, culture, and authenticity, especially the Best Ager group. Sustainability and connection to local culture are becoming increasingly important.
What is the scope of your programs in Greece, and what percentage of your total turnover does it represent?
Greece remains a primary destination with strong demand. Alltours covers large and small island areas: Crete, Rhodes, Kos, Zakynthos, Kefalonia, Lefkada, Naxos, Paros, Skiathos, Skopelos, as well as areas of the mainland such as Chalkidiki, Athens, and the Peloponnese.
You also manage the allsun Hotels network. Are you planning new investments or new units in Greece?
Five allsun Hotels are already operating in Greece, with plans for new hotels, such as the 5* Carolina Sun Beach in Crete and the Irene Palace in Rhodes. Alttoura is expanding its hotel clubs in Crete, Rhodes, and Kos, with new openings scheduled for 2026.
What Greek regions do you think offer the greatest potential for growth in the coming years?
Alltours will increase its activity mainly in Crete, Rhodes, Kos, and Corfu, while expanding its program to the mainland, mainly in Halkidiki and Thessaloniki.
What do you think about collaborating with Greek hoteliers and local organizations?
The cooperation with hoteliers and tourism authorities is characterized by professionalism and respect. Greece has invested in infrastructure and quality services, which customers appreciate.
What are the biggest challenges facing the German tourism market today (energy costs, air travel, sustainability)?
Increasing energy costs, a shortage of skilled personnel, and new regulatory requirements require careful management. At the same time, maintaining affordable prices for the general public remains a priority.
How does Alltours incorporate the green transition and sustainability into its business model?
Alltours incorporates sustainable practices at allsun Hotels, such as solar energy, energy management, plastic waste reduction, and water conservation. It also promotes local production and shorter supply chains, boosting the local economy.
What is your vision for the next decade in both Germany and the Mediterranean?
Alltours plans to continue as an independent tou
r operator, expand its hotel portfolio in the Mediterranean, and enhance its digital customer service. The central goal remains to make travel accessible to the general public and to strengthen the connection between people and cultures.
With a steady gaze on the future and an emphasis on quality services, Willi Verhuven proves that Greece is a key pillar for the development strategy of Alltours. His experience and ability to predict international trends place the group at the forefront of developments, making it one of the most important partners of the Greek tourism industry.
