What German travelers want from travel agencies

• What German travelers really look for when they turn to tourism professionals – New GfK survey sheds light on consumer priorities

Expertise, reliability, and service are the key demands of German travelers from professional holiday consultants, according to a new survey by GfK on behalf of Rita AG. Although the findings are not surprising, they clearly confirm the growing need for personalized and meaningful travel services in an era where information is abundant but trust remains rare.

The survey, which was conducted in early May among a sample of 1,100 German citizens, clearly recorded the priorities that travelers set when choosing to work with a professional, whether it is a travel agency or an independent consultant.

Expertise above all

First in the preferences of the participants comes the level of knowledge and expertise of the consultant, which was positively evaluated by 79.9% of respondents. This finding highlights the need for travelers to feel confident that the professional has a complete picture of the market, destinations and services provided. In a complex and dynamic tourism environment, expertise acts as a counterbalance to uncertainty.

The important role of support

Almost three in four (76.5%) consider comprehensive support in case of problems to be crucial. This element highlights the importance of the human factor, especially in times of instability or crisis, from flight delays to natural disasters. Travelers are no longer satisfied with a simple booking. They are looking for a professional who will stand by them when something goes wrong.

Personal service and independence

Personal service according to individual wishes is valued by 70.7% of participants, demonstrating the need for personalized proposals instead of ready-made packages. At the same time, 69.7% state that they seek independent and neutral advice, which underlines consumers’ demand for objectivity and transparency, away from pressures and commercial expediencies.

Time and access to offers

Saving time through advice is also recorded as important by 61.5% of participants, while similar percentages (61.4%) value exclusive offers offered by professionals. The value of time and the search for financial advantages maintain a stable position in the criteria for choosing an advisor.

Not just booking, but trusting relationships

Although the research does not reveal radically new data, it confirms the path that professional tourism is already taking: the success of travel consultants is not based simply on the availability of products or prices, but on their ability to build trusting relationships, provide solutions, and act as "allies" for the traveler. This makes their role more valuable than ever, in an era where artificial intelligence and online platforms make information instantly accessible but often indistinct or overly general.

The future of personal advice

The study's conclusions serve as a reminder to the tourism market: professionals must focus on continuous training, maintaining their independence and strengthening human contact. Whatever the form of the modern travel consultant – whether in the office or online – the challenge remains constant: to offer value with the customer at the center.

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