ReiseLab: Insights for the Future of Travel Sales

The ‘ReiseLab’ research project builds upon its predecessor, ‘ReiseZukunft’, with the aim of monitoring the transformation processes in travel sales and identifying new opportunities for the industry in Bavaria.

In the past, going to a travel agent was the obvious way to plan a holiday. Today, online portals offer an alternative, which has shifted customer expectations. At the same time, there is an growing demand for advice on longer or more complex trips, as well as for specialized and personalized customer requests. To stay competitive in the future, stationary and hybrid travel agencies must therefore clearly emphasise their added value.

This is exactly the starting point for the ‘ReiseLab’ research project, for which Minister of Tourism Michaela Kaniber symbolically presented the funding decision in the amount of around 583,000 euros to the representatives of the ‘ReiseLab’ project. ‘With the ‘ReiseLab’ project, we are preparing the industry for the future. We are also contributing to the preservation of vibrant, attractive towns and fostering local value creation,’ said the minister. ’I am convinced that the strategic combination of digital distribution channels with personal , on the ground advice will strengthen the structure of stationary travel sales in Bavaria. The further development of existing, proven structures is a major advantage – especially in comparison to large, anonymous and globally operating competitors. The holiday experience begins with competent, personal travel advice, and with the ‘ReiseLab’ project, we are helping to elevate this tremendous service provided by travel agencies to a new level.’

The research project builts upon its predecessor ‘ReiseZukunft’, with the goal of accompanying these transformation processes in travel distribution and identifying new opportunities for the industry in Bavaria. Dr Stefan Mang, Managing Director of the CENTOURIS institute, explains: ‘In this project, we will collaborate with our partners in the field to analyze which solutions and tools prepare travel distribution for the future. The focus here is on the potential of digitalization, inlcuding the use of AI. Current challenges such as the shortage of skilled workers and sustainability will also be addressed. Through customer preference analysis and prototype applications, we aim to develop target group-specific offers along a hybrid travel booking process.’

The ‘ReiseLab’ project will run from September 2024 to the end of July 2027 and is funded by the Bavarian State Ministry of Food, Agriculture, Forestry and Tourism (BayStMELFT) as part of its research funding programme. The project is being implemented by the CENTOURIS Institute at the University of Passau, in collaboration with experienced industry players, to ensure a high practical relevance and the immediate transferability of the research results. The project partners include the German Internet Travel Distribution Association (Verband Internet Reisevertrieb – VIR), Raiffeisen-Tours RT-Reisen GmbH, Reiseland GmbH & Co. KG and Kermax GmbH. The support of the industry partners ensures that the research findings can be directly applied and have a tangible impact  on business practices. Thomas Bösl, Director of Strategy & International Business Development for the RT/Raiffeisen Touristik Group, comments: ‘What makes this project unique is the close connection between science and practice. The targeted knowledge transfer will particularly benefit small and medium-sized travel agencies and tour operators, providing them with important support to successfully navigate the challenges ahead.’ Mr Buller, CEO of VIR, adds: ’The support of this lab by the government demonstrates a strong commitment to travel sales. It actively supports the industry in its digitalization and transformation, thereby laying the foundation for sustainable future structures.’

Photo: Minister Kaniber hands over the funding decision for the ‘ReiseLab’ research project: From left, Dr Janine Maier (Project Manager CENTOURIS, University of Passau), Harald Reischel (Managing Director Kermax GmbH), Tourism Minister Michaela Kaniber, Dr Stefan Mang (Managing Director CENTOURIS, University of Passau), Thomas Bösl (Director Strategy & International Relation, Raiffeisen Touristik Group Holding RTG) and Michael Buller (Chairman VIR - Verband Internet Reisevertrieb); Reproduction free of charge, subject to attribution to Maria Maier/StMELFT.

This project description is a machine translation of the German description.